The development of technology has contributed to a fast-growing market for e- commerce. Through e-commerce, the physical interaction has decreased, and new interaction tools have been implemented to gain competitive advantage. Packaging is one way to communicate with customers and often the first physical contact with brands when purchasing online. Packaging can create value and enhance the customer experience. The purpose of this research, from a business perspective, is to investigate how designed packaging from an online neo-luxury brand affects customers within Generation Y (1980-1994) when the product is received. The study aim to provide an understanding of how the customer experience can be affected through designed packaging. This study applied a qualitative research method with a deductive approach in order to answer the research questions and the purpose. Semi-structured interviews were conducted with Swedish citizens within Generation Y that have purchased products from neo-luxury brands. The result of the study shows several aspects of how packaging can contribute to better customer experience. When customers’ expectations on packaging are surpassed, the customer experience is affected positively. Packaging containing tissue paper and gifts enhance the unboxing experience. Packaging is a way for companies to create value and affect customers’ attitudes towards brands. Satisfaction is affected by expectations and packaging can contribute to a better overall experience.

Syftet med studien var att undersöka orsakerna till att nyutexaminerad kompetens flyttar från Jönköping utifrån högskolestudenters perspektiv. Studien syftade mer specifikt till att undersöka deltagande studenters värderingar, tankar och önskemål gällande hur företag i Jönköping arbetar för att attrahera nyutexaminerad kompetens, samt identifiering av tankar kring varför kompetensflykten från Jönköping ser ut som den gör. Studien genomfördes med kvalitativ forskningsansats i form av semistrukturerade intervjuer. Deltagare valdes ut genom att ett målinriktat urval applicerades och totalt deltog tio respondenter (N=10), alla studerande på Human Resources-programmet på Jönköping University och tillhörande generation Y. Det insamlade materialet analyserades genom tematisk analys vilket resulterade i tre övergripande teman. Resultatet av studien visade att det fanns en uppfattning bland högskolestudenter att det råder en brist på attraktiva arbetsgivare i Jönköping vilket för många var orsaken till framtida planer på att flytta därifrån, samt att arbetsgivares synlighet bland studenter på högskolan är bristfälligt. Bekvämlighet såsom nära till hemort och kontakter påverkade också val av framtida ort att arbeta i. I enlighet med tidigare forskning visade studiens resultat också att det råder en tydlig medvetenhet gällande arbetsrelaterade värderingar hos generation Y vilket påverkar synen på potentiella arbetsgivare.

Background:    Climate change has been becoming a major topic of interest, for research as well as for society. Transport caused emissions are constantly growing which forced the European Union to set the goal to decrease transport related emissions by 60% until 2050. A heavily discussed and promising tool seems to be being found in battery electric (BEV) vehicle adoption. However, BEV adoption seems to be underachieved which raises questions about potential influencing factors on BEV adoption. Additionally, latest research elaborated perception to be one of the key topics of interest for consumers adopting fully electric vehicles. Purpose:           The purpose of this thesis was to examine influencing factors affecting BEV adoption and the perception of those factors among generation Y consumers.  Method:            To attain the purpose, a qualitative research was conducted. After collecting secondary data to evaluate existing factors influencing consumer’s willingness to adopt BEVs, 16 participants accountable to generation Y have been interviewed using semi-structured interviews. Using a qualitative research approach valuable data and in-depth insights which are essential for markets such as the automotive industry. Conclusion:      The results show that there is a generally positive attitude towards BEV adoption among generation Y. However, there have been five influencing factors affecting consumer’s willingness to adopt BEVs. Analysis of the perception of each factor allowed the research team to get in-depth insights and to elaborate the importance of each factor and how the factors interrelate. Based on the gathered data relationships between influencing factors have been highlighted and based on TAM and TRI models a new model for further research has been developed.

A large generation shift is coming, where the precious generation, so called “Baby Boomers” which are born between 1946 and 1964 will be replaced in the labor market by the new generation, also known as “Generation Y” which refers to individuals born between 1980 and 1999. This generation shift has brought about that the public sector as an employer faces a challenging recruitment need, where new potential employees need to be recruited to replace the previous generation (Baby Boomers). One problem with this fact is that the previous generation (Baby Boomers), and the “Generation Y” may differ considerably in terms of conditions, expectations, needs and goals that may be associated with a potential workplace. This has brought about that the potential employers in the public sector must appear as attractive employers in order to fulfill the recruitment needs of potential future employees that will arise and be attracted to the public sectors activities. There are different ways for an employer to achieve this, for instance by potential employers appropriately utilizing their (employer brand) which can work to attract potential employees in the future. In this report, that is based on a qualitative study in which 10 individuals (belonging to Generation Y) with ongoing/completed university education were interviewed regarding their perspective of the public sector as a potential employer. The respondents have an educational background with the main areas HR and logistics, where these are distributed among 5 within HR and 5 in logistics. The purpose has been to capture individuals (within Generation Y) views of the public sector and to understand their experiences/aspects on the public sector as a future employer.

Businesses are constantly trying to find new strategies that help them gain loyal customers, in order to avoid the considerable cost of attracting new customers. This thesis analyzes if service quality has any significant impact on brand loyalty, where customer satisfaction is used as an indicator for brand loyalty. Additionally, it tests if the factor of generations, and the generational differences has any impact on how service quality is valued by the consumer in terms of customer satisfaction and brand loyalty. To answer this, an experiment in the form of two surveys was sent out and answered by 99 participants belonging to either Generation X or Generation Y, where customer satisfaction was measured as a result of either neutral or excellent service quality. The results showed and confirmed what previous studies have claimed, that service quality has a significant effect on both customer satisfaction and brand loyalty, where evidence was found that excellent service quality highly impacted the participants’ satisfaction as well as their level of loyalty towards a brand. Furthermore, the study concluded that there is no difference in how Generation X and Generation Y value service quality, despite what previous research has claimed in regard to generational differences.

Over the past years there has been a significant increase in the use of e-commerce and to which extent it is used. This has enabled a bigger market for consumption than ever before, and physical stores has now gained competition from the online based stores. Due to this market evolution, the consumers now have every opportunity to purchase goods at any time suitable. The concept of impulse-buying behaviour has thus become more relevant for research, as the markets are evolving, which raises questions if consumers are evolving parallelly. The commerce of groceries online is one market that has yet to be researched regarding impulse-buying behaviour, as it is a relatively new way of purchasing groceries. Members of Generation Y are the most frequent users of grocery shopping services online, which is why this is the demography of choice for this analysis. This study is inspired by previous research within the topic of impulse-buying behaviour, as well as the lack of research within this topic in regard to groceries. The research will aim to examine and identify how impulse purchases manifest themselves in an online environment when buying groceries. The study follows both classical impulse theory research as well as modern day consumer behaviour research, in order to gain a general understanding of impulse- buying behaviour of consumers. Existing research provides relevant information regarding the subject of impulse purchases; however, this study will contribute to the subject with a new perspective. Existing studies are focusing on either impulse purchase online or offline, impulse purchases or grocery shopping individually, which is why there is a research gap where these phenomena intersect. The study is expected to provide deeper understanding of how members of generation Y, or millennials, in Stockholm, act when shopping online, with emphasis on their perception of impulsive consumption behaviour. As well as examining online consumption, behaviour in physical stores will be examined and pitted against behaviour online in order to show differences and/or similarities between the two. Individual characteristics of generation Y will also be identified and compared to existing theories concerning their behavioural patterns. The study revealed that impulse purchases of groceries online is neither consistent, nor frequent, behaviour for consumers. Impulse purchases online were found to be most affected by income but also planning of the purchase made beforehand played a part. Delivery fees was an unexpected driver of impulse purchases in this research. A factor which indicated that this drives the consumer to purchase more impulsively to reach the delivery limit. Further, the study discovered that the proclivity of impulse purchases differs depending on whether shopping online or in a physical store. Individuals more prone to being affected by environmental stimuli and emotions also showed a higher probability of purchasing items on impulse in a physical store than online. Lastly, members of generation Y showed signs of materialistic, self-monitoring, risk-averse and socially aware characteristics, thus confirming many theories about the generation.

Miljöfrågor har under senare tid blivit ett allt mer uppmärksammat och prioriterat ämne. Den ökade uppmärksamheten har medfört att fler och fler börjat engagera sig mer i dessa frågor. Detta har resulterat i ett skifte på marknaden där miljövänlig konsumtion haft en markant effekt på många aktörers marknadsföringsstrategier. Syftet med denna studie var därför att undersöka generation Y och generation Z’s motivation till att handla miljövänliga livsmedel. Dessa två generationer ansågs relevanta till studien då de är två unga, stora och därmed betydelsefulla segment som erhåller mycket köpkraft. Produktkategorin livsmedel valdes ut att studeras då de står för en betydande del av hushållens utsläpp. Studien använde sig av en kvantitativ metod och ett deduktivt angreppssätt. Det skapades hypoteser som grundades i den teoretiska referensramen. Studiens data samlades in genom en enkät som skickades ut till respondenter som tillhörde generation Y och Z. Den insamlade datan analyserades därefter i SPSS där hypoteserna testades för att kunna accepteras eller förkastas.   Studiens resultat visade att generationerna motiverades av samma faktorer då det inte uppdagades några signifikanta skillnader mellan dem. De faktorer som utifrån respondenternas svar påvisade högst medelvärde angående vad de själva ansåg att de motiverades mest av, var miljö, hälsa samt delvis etik. Studiens resultat visade också på att generationerna svarade olika gällande vad de själva uppgav att de motiverades av och vad de trodde att andra motiverades av gällande vissa faktorer.

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Members of Generation Y in the training and development industry will be required to assume leadership roles as Baby Boomers retire, yet little empirical research exists regarding how best to prepare them for leadership. The purpose of this study was to examine differences in leader developmental readiness between generational cohorts in the training industry, specifically Baby Boomers, Generation X, and Generation Y. Leader developmental readiness provided a definition of developmental readiness for leaders using the five constructs (learning goal orientation, developmental efficacy, self-awareness, leader complexity, and metacognitive ability). A volunteer sample was compiled from members of the ASTD National LinkedIN group (n = 636). Results were analyzed using structured means analysis with maximum likelihood (ML) estimation. Generational cohorts demonstrated differences in leader developmental readiness. Baby Boomers indicated statistically and practically higher metacognitive ability and developmental efficacy than Generation Y. Results demonstrated statistically and practically higher leader complexity in Generation Y and both Generation X and Baby Boomers. These results should inform leader development practitioners as they continue to use existing methods in preparing the different generations for leader development interventions while pointing to possible needs to increase the metacognitive ability and developmental efficacy in Generation Y and ensure accurate perception of leader complexity in those individuals. Further research would be helpful to confirm or refute findings and expand on the target population for enhanced generalizability.

Background: Even though the use of social media is one of the most popular activities of our time a decline in the number of active users can be observed at present. Users discontinue using social media platforms temporarily or stop the usage permanently. Thereby, the trend to do a social media detox has emerged, meaning users consciously take a break from social media platforms like Instagram, often for a set period of time. Instagram is one of the most widely used social media platforms of the younger generation, especially Generation Y, and is also noted for its addictive potential. Purpose: Previous studies and scholars have primarily concentrated on the permanent discontinuance of social media, whereby users permanently stop using social media platforms without actively planning to return. Thereby, the focus of the research was often on the social media network Facebook. By studying the journey of intermittent discontinuance of Instagram, the purpose of this research study is to explore Generation Y’s motivation before, experiences and feelings during and post-behavior after a 14-day detox by holistically representing the Instagram Detox Journey. Method: To fulfil the purpose of this thesis being of exploratory nature, a qualitative research design was applied. Empirical data were collected over 4 weeks, beginning with a focus group discussion before, followed by diary research during and 15 in-depth semi- structured interviews after the detox, and concluding with another focus group discussion at a later time. Using an inductive approach, the data was decoded, analysed, and interpreted using thematic analysis. Conclusion: The findings of the study show two main motivations before starting the detox: gaining back control and self-reformation. During the detox, five final themes were identified: mood & satisfaction, technological craving, mental well-being, physical well- being, and social relationships. Lastly, three different post-behaviors after completion were noted: the boomerang effect, conscious consumption, and an attitude change. The findings led to the development of the conceptual framework “Instagram Detox Journey”.