Purpose: To identify how young women of generation Y define what apparel quality means for them based on their personal wardrobe content by further considering their knowledge in the field and values in their upbringing. Methodology: The research was conducted through nine semi-structured face to face interviews with young women. The interviews took place in the respondents’ homes as their wardrobe content was required for the purpose of the study. Empirical data: The data was collected through a purposive sampling of Gothenburg-based young women using a recruitment instrument with specific respondent criteria. Conclusion: The findings of this study support various aspects of existing literature on consumers’ quality definition and assessment, however, also highlights the importance of experience with garments as a quality indicator when there is a knowledge gap about garment construction. In accordance with that, durability was the most important quality indicator of wardrobe items, while fabric blend and sensory feel were most useful when assessing quality before purchase. Respondents based their knowledge primarily on own experiences and information gained through media and their mothers as main socialization agents. The relevance of sustainability in quality assessments had previously not been investigated but was revealed in this study.

Even though the fashion consumption of men has increased there are differences in consumption in relation to women. Men’s consumer behaviour becomes more similar to women’s consumer behaviour, which is an important moment in men’s fashion. The literature review is based on fashion and consumer behaviour. In this thesis consumer behaviour is concerned with subcultures such as male consumers, Sweden and the Generation Y. The consumers of the Generation Y consume differently compared to former generations and it is the most consumption orientated generation. A qualitative research was conducted to understand how men of the Generation Y consume fashion. In-depth interviews with eight Swedish men of the Generation Y were directed to understand what is important to them when consuming fashion. Further, the purpose was to find out what Swedish men want to express through their clothing, what influences them concerning their consumption decisions and why men think that they consume fashion differently than women. It was found out that their purchasing decisions are based on a combination of the fit, price and quality of the garment. Additionally, self-expression through clothing is important for the respondents. The pressure in the Swedish society to fit in has also an influence on their decisions. Regarding consumption differences between men and women the participants think that the price gap is the most important factor.

Magister Bibliothecologiae - MBibl / The use and design of library spaces in higher education is a theme that has come to the forefront of user needs in the past few years. Academic libraries are redesigning their spaces to accommodate the 21st century user. The 21st century user is often labeled as Generation Y and requires a different set of knowledge and skills. In today’s knowledge economy, core skills include creativity, problem solving and collaboration. Libraries are creating space to accommodate the needs of these new users. They are developing group work areas, relaxation or pause areas, technology hubs and discussion rooms. This study has investigated how to redesign academic libraries, using Cape Peninsula University of Technology (CPUT) Cape Town branch as a pilot study. The researcher used the concept of library "as place" or "3ʳᵈ place" as a theory. The framework interrogated the ten qualities of a good library space. The researcher used a mixed method research design to conduct this study. A questionnaire of which multiple copies were made, interviews and internal statistics were used to gather data. The results of the study reflected that the library is functional, can be adapted, the space is accessible and varied, it is conducive to motivating and inspiring people, it does promote interactivity between users and library services, and is environmentally suitable, flexible and has a wow factor. All of these characteristics conform to McDonald’s ten qualities of a good library space.

Sammanfattning – ”Generation Ys drivkrafter på arbetsplatsen” Datum: 2/6-2017 Nivå: Kandidatuppsats i företagsekonomi, 15 ECTS Institution: Akademin för Ekonomi, Samhälle och Teknik, EST, Mälardalens Högskola Författare: Alexander Bäcklund, Bill Samuelsson och Simon Levander Titel: Generation Ys drivkrafter på arbetsplatsen Handledare: Kerstin Nilsson Nyckelord: Employer branding, Generation Y, Intern marketing, Loyalty, Social Exchange Theory. Frågeställning: Vilka incitament är det som påverkar den anställde att stanna på en arbetsplats?Matchar företagets employer branding-arbete med de anställdas motivationsfaktorer? Syfte: Syftet med undersökningen är att förklara de incitament som leder till att medarbetare väljer att stanna inom organisationen och jämföra det med företagets human resource-arbete för att behålla anställda. Metod: Undersökningen var av kvalitativ karaktär. Medarbetare samt human resource-chefer på tre företag intervjuades. Intervjumallen baserades på de valda teorierna samt den sekundära information som varit till underlag till studien. Intervjuerna analyserades genom en innehållsanalys och resultatet presenterades i de teman som varit återkommande i empirin. Slutsats: Undersökningen bekräftade den tidigare empirin om hur Generation Y som medarbetare karaktäriseras. Generationen är uppväxta med många möjligheter och är den högst utbildade generationen. Detta ger Generation Y större makt på arbetsmarknaden. Undersökningen visade att medarbetarna inom denna generation var mer drivna av kunskap än av finansiella mål. Att låta medarbetarna växa organiskt är därför ett av de viktigaste incitamenten för ökad lojalitet. Därför bör human resource-avdelningarna nischa sig mot vad Generation Y efterfrågar eftersom de är en majoritet på arbetsmarknaden.

With this study, the authors will examine what generation Y values the highest when applying, and accepting, a job. The study will also examine if this is something that changes if the organization has a harmed reputation. The authors own experience is that the business students at Linköping University, who belong to generation Y, tend to look for jobs and organizations that would make their classmates envious. The status symbol could be seen as an extrinsic factor according to Ryan & Deci’s (2000) definition, leading us to the belief that extrinsic factors are a great motivator for generation Y. However, literature such as studies from Universum (2016) indicate that generation Y are more motivated by intrinsic values. The study is divided into three parts where the first part examines to what extent intrinsic motivational factors affect generation Y in the recruitment process. The second part examines to what extent a harmed reputation affects generation Y in the recruitment process. In the third and final part, the study aims to seek if there is a match between what organizations with harmed reputation offer and what generation Y wants. The data collection methods are interviews and document studies of five organizations, in order to examine the organizational view. However, only three of the organizations had time for an interview. The result of the organizational view was also used when a survey was designed to understand generation Y’s view. The survey was sent out to, and answered by, 49 last year business and industrial engineering and management students at Linköping University. The findings of the study are that when generation Y is asked out of context, ceteris paribus, they value intrinsic motivation factor highest, but when retested in various scenarios generation Y lean towards extrinsic motivation factors. Regarding the question about what impact a harmed reputation has on the decision of new-graduate students of generation Y, it seems that it only affects when the harmed reputation is connected to a lack of transparency. Furthermore, the study concludes that value congruence is of importance for generation Y and this is something that has been observed that the organizations of the study are lacking in some cases. However, one source of error in the process of matching could be the impact of brand name, that could be seen as a significant factor to make an organization attractive according to employer branding, has been taken away in this study and this could be interesting to look into in further studies. The study has a low respond rate, this is why no generalization could be done.

Magister Commercii - MCom / Diversity management in South Africa, post 1994, has increasingly become a focal area when considering strategic human resource issues in the corporate environment. To date "traditional" diversity topics have largely centered around the differences in employees' race, culture, gender, language and disability status, and scores of academic and management text has been produced in this regard since the birth of democracy in this country, sixteen years ago. Whilst change on the political front has been vanguard, resultant societal change has largely been ignored by corporate South Africa. The era of equal opportunity has led to changes in income levels, consumer buying power and demographics and has paved the way for a new breed of human capital in the workplace. One particular breed, having been raised in the New South Africa, has shared experiences and backgrounds which are completely different to that of their parents and their grandparents. Their common location in history has dramatically shaped their belief systems and their expectations of life in general, with work life being a major facet thereof. These generational differences has resulted in tensions in the workplace where it has become evident that employees of varying ages are finding it difficult to 'speak the same language'. The concept of generational diversity has its roots in Generational theory, the underlying hypothesis on which this study rests. This hypothesis, as postulated by American researchers, Strauss and Howe (1993), states that every generation has a common set of beliefs and behaviours, a common location in history and a common perceived membership. These in turn shape the generational group's core values and view on life and work. Authors such as Zemke, Raines & Filipczak (2000), Kupperschmidt (2000), and Lancaster & Stillman (2003) point out that understanding the differences that exist between employees of varying ages can potentially enhance organizational culture, increase productivity and minimize conflict. However, very little academic research on this topic has been undertaken in the South African context, and it is against this backdrop that this exploratory study endeavoured to test the hypothesis in a local context. The study surveyed a national group of employees of varying ages, who work for a large financial services organization, headquartered in the Western Cape. The major aim was to develop a hierarchy of work values, suggesting a relative ranking and ordering of important workplace attributes, per generational cohort to either support or disprove the hypothesis.

This thesis explores and explain the consept of corporat social responsibility (CSR) and it is influens on all market players. Based od literature overview this work will show the connection between marketing and existing variations of sustainability activities. Throught observation and analysis the thesis will show if the existence of CSR strategy, politics or programs in the companies, from certain fields and areas, will be take into consideration during buying decision. If young generation of Czech people realize, react or expect firms have it and apply into their practise.

The constant evolution of ICT changes the habits and way of life of today´s generation. At the same time, it affects their sexuality and the associated sexual life. Generation Y represents the generation of young people who come into contact with ICT from the young age and excel in high-level information literacy. This diploma thesis is offering a comprehensive view of the impact of ICT on Generation Y in terms of human sexual-ity and pornography. The social research brings findings on ICT usage issues in differ-ent places (at work, at university, etc.), security and privacy protection in the virtual world, and ICT pornography. The research of studies from foreign countries passes to the author´s own research. It also reflects new trends in ICT; the 3D virtual reality. In the final part of the diploma thesis the author discusses and compares the results ob-tained by his own research with foreign studies. At the same time, author´s own find-ings are formulated. Author is also proposing questions that could form the basis of research at the organisational level.

This thesis aims to find out how to properly motivate the new generation Y and find out if there are differences in their motivation and job satisfaction from other generations. Using mixed research in the form of a questionnaire survey for employees and in-depth interviews with potential employers will provide a dual view of the issue, which can provide valuable information and serve as an important informative element for the correct motivation of Y generation. Three hypotheses have been identified, which will be subsequently verified in both quantitative and qualitative research. After evaluating the research, it is good news that the outlook of the generation Y and their employers is very similar, and it seems that potential employers are very well prepared for the future generation and are already able to estimate their differentiation from other generations and thus properly motivate them and stimulate them for better work performance.

In contemporary society, political satire shows are prominent programs that seem to resonate with the viewing public. This thesis seeks to observe the meanings that generation Y attach to the Canadian political satire show, This Hour Has 22 Minutes. Focusing on the Canadian context, this research examines how members of generation Y view political satire shows, specifically This Hour Has 22 Minutes and if this show caters to their attitudes, concerns and interests more so than traditional news media. The theoretical framework guiding this study is the uses and gratifications theory. This research implements a qualitative phenomenological research approach in the form of focus groups. This study concludes that this generation still maintains, however, that when looking to be informed, they connect more with traditional news media given that these programs provide them with all the facts and stories in a more reliable manner. This study contributes to the field of communication because it demonstrates the rationale and experiences of generation Y in relation to political news.