Since the year 2000, younger workers born after 1980 have been entering the South African workforce in large numbers. The experienced Baby Boomer generation, born between 1945 and 1964 has started leaving the workplace in retirement. With organisations currently facing the challenge of skills shortages in some professions/trades, it is important for organisations to recognise the potential influence of work values on attitudes and behaviours at work in order to retain staff and groom future leaders. Different Generations are assumed to bring their own norms and values into the work place and an understanding of what motivates these different generations will ensure that organisations better plan retention strategies. As South Africa receives the latest generation of workers (Generation Y) into the work force, managers need to be encouraged to deal with the potential generational differences among workers. The purpose of this quantitative study was to research and examine the relationship between age, sources of motivation, work values, organisational commitment and job satisfaction across generations in the South African work force. A research model was developed to test theory on generational differences. Cohort membership was hypothesised to influence motivation, work values, organisational commitment and job satisfaction. Work values and sources of motivation were also hypothesised to influence organisational commitment and job satisfaction. A quantitative study was conducted to investigate the association between age (which represented cohort membership) and sources of motivation, work values, organisational commitment and job satisfaction. The study was designed to answer the main question: Are there significant differences in sources of motivation, work values, organisational commitment and job satisfaction across the three generations found in the South African workforce today? Data were collected using both an on line and hard copy questionnaire distributed to corporate companies that participate in career exhibitions at the University of the Witwatersrand. Data were analysed using SPSS software version 19 and 20.The findings largely confirm previous findings which suggest that there are significant differences between generations in sources of motivation, work values, organisational commitment and job satisfaction. Consistent with research, older workers, Baby Boomers were found to have higher job satisfaction than younger workers. An interesting finding of this study was that contrary to research literature, younger workers, generation Y, were found to have higher organisational commitment than Baby Boomers and generation X. Consistent with previous studies, Baby Boomers were found to have higher levels intrinsic work values than both generation X and Y. The results indicate that there are differences between generations and this has implications for Human Resource practitioners and researchers. Based on the findings of this research, further research is warranted specifically in understanding organisational commitment across generations.

A Report on Research Study presented to the Department of Social Work School of Human and Community Development Faculty of Humanities University of the Witwatersrand in partial fulfilment of the requirements for the degree Master of Arts in Occupational Social Work, March 2017 / The multifaceted workplace, encompassing different generations, has been seen to have its benefits and potential factors leading to conflict (Burke, 2004). Differences existing within generations often influence the organizational success, staff performance, satisfaction, creativity, group cohesion and reputation, resulting in satisfactory or unsatisfactory relations being established (Baptiste, 2009; Saba, 2013; Salahuddin, 2010). Intergenerational differences provide additional insight into work life forces impinging on human beings within the workplace, which ultimately influences the success of the organization (Gratton, 2011; Salahuddin, 2010). As such, this study will provide additional insight into how generational differences impact on employee relationships with co-workers, on individual performance, and engagement in the workplace. The qualitative research approach was used to elicit live experiences of participants, and the narrative study design applied to, efficiently allowed participants to share their story. Using interview schedules, interviews were conducted with sixteen participants selected through a nonprobability purposive sampling strategy. Semi-structured interviews were conducted following obtainment of consent from the participants, and interviews were recorded and transcribed verbatim. Data was analysed using thematic analysis whereby data was divided into themes and subthemes, interweaving these within existing literature. The study anticipated that the changing workforce influences diverse generations differently, and this has an influence on the relations established and the manner in which they respond to the changes, and in so doing meets the organizational needs. The study found that similarities exist amongst generational groups which include: access to opportunities, performance and workforce needs. The findings also show that workplace challenges exist, however, and through the use of survival strategies employees can cope when presented with challenges. The study has provided insight on how occupational social workers can develop organizational strategies and interventions, which seek to acknowledge and embrace diversity amongst employees, in order to successfully manage and work effectively with a multigenerational workforce. / XL2018

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, 2016 / Word-of-mouth (WOM) has been seen to be one of the most powerful resources of transmitting information. Progression in Information technology and the rise of online social network sites have changed the way information is being conveyed. This phenomenon sways consumers as this effortlessly accessible information could significantly influence their consumption decision. The purpose of this paper is to investigate Social Media factors impacting purchase intention of mobile devices amongst Working Generation Y in South Africa. The target population for this study was defined those who are between ages of 24-35 years of age and are employed. This paper relies on a quantitative analysis of the results gathered through an online survey. Measurement of items have been adapted from existing scales found in the marketing literature. Researchers reviewed the items for validity and readability. A multiple regression model procedure and Structural Equation Model is applied to test the relationship between independent and dependent variables. The research model was tested using a sample of 250 people who are South Africa’s Working Generation Y consumers and are regular social network users. Based on the resulted yielded from this research paper, it is reasonable to argue that consumer engagement will affect eWOM which may influence consumer purchase intentions. The paper outlines ways to promote a brand effectively through online consumer communities’ also known as virtual communities, as well as general guidelines for website and forum moderators for facilitating such presentation in a manner useful to the members of their online communities. While there is a substantial research stream that examines the branding of consumer’s goods and an increasing literature on product brands, little is known about social media, brand image and purchase intention in the context of online communications. This paper therefore extends existing measurement of these variables. / XL2018

Title: Strategy of marketing communication for Skechers on the Czech market Goals: The main objective of my thesis is to create a marketing strategy of communication for the Skechcers brand on the Czech market. This goal is based on identifying the biggest weaknesses of the brand. An important aspect of my thesis is also the comparison and inspiration of selected competitors, which are Nike and Under Armour. The target group of the communication strategy will be Generation Y in the Czech Republic. Methods: The practical part of my thesis, thus qualitative marketing research, was done in the form of an interview with two representatives from Skechers and Under Armour. The interview was centered around a previously prepared questionnaire, which was almost the same for both respondents - the only change was the name of the firm which the respondent represented. During the interview we focused on seven sections, which I discribe more in my thesis. A second method was used for the analysis of electronical documents and materials about existing marketing communications of Skechers and selected competitors. Results: The analytical part of the thesis is consisted of undertaken interviews with the representatives of Skechers and Under Armour. The results showed that Generation Y exclusively uses Under...

Made available in DSpace on 2015-12-03T18:33:11Z (GMT). No. of bitstreams: 1 Derson_da_Silva_Lopes_Junior.pdf: 1070536 bytes, checksum: 4246088b7654557fb15a66f8543b099b (MD5) Previous issue date: 2014-10-17 / Studies and academic papers has been undertaken to assess the level of financial knowledge of various groups of the population and thereby analyze the ability of these groups to deal with the economic challenges. Among the classifications applicable to the company, the organization has for generations been used to study various behavioral natures. Millennium generation has been a representative and growing group in society and in the labor market due to its growth and peculiarities. This study aimed to analyze the level of financial knowledge to a random sample of young students from a university in the south zone of S??o Paulo. The application of questionnaires to 464 young people was used as a technique for data collection. The responses were analyzed using multivariate techniques and binary logistic regression about their performance and in relation to the variables of age, gender and stroke. After analysis and statistical treatments it was concluded that this group of young people has a low level of financial knowledge level achieved by 73.06 per cent of respondents. The results of this study may contribute to the financial and credit institutions, to shape the products and services offered to millennium generation; governments, demonstrating the need for teaching young people about financial matters; young people themselves that generation, warning them about the need to broaden its base of financial knowledge and for companies offering products and services for young people. / Estudos e trabalhos acad??micos tem sido empreendidos para avaliar o n??vel de conhecimento financeiro de variados nichos da popula????o e com isso analisar a capacidade desses grupos em lidar com os desafios econ??micos. Dentre as classifica????es aplicadas ?? sociedade, a organiza????o por gera????es tem sido utilizada para estudos v??rias naturezas comportamentais. A gera????o Y tem sido um grupo representativo e crescente na sociedade e no mercado de trabalho devido ao seu crescimento e peculiaridades. Este trabalho teve por objetivo analisar o n??vel de conhecimento financeiro de uma amostra aleat??ria de jovens estudantes de um centro universit??rio localizado na zona sul de S??o Paulo. Foi utilizada como t??cnica de levantamento de dados a aplica????o de question??rios a 464 jovens. As respostas obtidas foram analisadas atrav??s de t??cnicas multivariadas e regress??o log??stica bin??ria quanto ao seu desempenho e em rela????o ??s vari??veis faixa et??ria, g??nero e curso. Ap??s as an??lises e tratamentos estat??sticos concluiu-se que esse grupo de jovens possui baixo n??vel de conhecimento financeiro, n??vel alcan??ado por 73,06% dos respondentes. Os resultados deste trabalho poder??o contribuir para as institui????es financeiras e de cr??dito, para moldar os produtos e servi??os oferecidos ?? gera????o Y; os governos, demonstrando a necessidade de orienta????o dos jovens quanto a quest??es financeiras; os pr??prios jovens dessa gera????o, alertando-os quanto a necessidade de ampliar suas bases de conhecimento financeiro e para empresas que oferecem produtos e servi??os para os jovens.

[pt] Este trabalho buscou identificar os principais fatores que influenciam no comportamento dos membros da Geração Y no Facebook, com ênfase no aspecto da exposição. O estudo teve por base as teorias de Coortes Geracionais e de Sites de Redes Sociais, bem como os conceitos de exposição e privacidade. Inicialmente, uma pesquisa bibliográfica e entrevistas semi-estruturadas levantaram 49 variáveis pertinentes. Na sequência, dados de campo foram coletados através de um questionário. A amostra utilizada foi formada por 473 indivíduos. A análise empregou técnicas estatísticas de Análise Fatorial Multivariada, seguidas de estudos de Regressões Lineares. Ao final, emergiram 10 fatores: Aderência, Dependência, Egocentrismo, Carência, Receios, Arrependimento, Privacidade, Popularidade, Risco e Banalização; dos quais os quatro primeiros mostraram-se capazes de explicar 22,4 por cento da variação no grau de exposição do comportamento dos respondentes. Enfim, o estudo mostra como o comportamento de exposição voluntária da Geração Y no Facebook é determinado com base em aspectos, como: grau de ligação, afinidade e envolvimento sentimental dos usuários com o site; atitudes auto-centradas, que revelam preferências por falar de si; exposição de sentimentos em busca de suporte emocional; e reconhecimento de malefícios no uso associado à incapacidade de abandono. Assim, a Geração Y demonstra um uso intensivo, voluntário, afetivo e recompensador do site. E seus usuários mais expositivos apresentam comportamentos de uso rotineiro, com acesso por diferentes meios e de diferentes lugares em busca dos benefícios do compartilhamento, demonstrando uma opção por se expor que por um lado é consciente e por outro pode tornar-se inevitável. / [en] This study aimed to identify the main factors that influence the behavior of members of Generation Y on Facebook, with emphasis on the aspect of exhibition. The study was based on the theories of Generational Cohort and Social Networking Sites, as well as on the concepts of exhibition and privacy. Initially, a literature review and semi-structured interviews raised 49 relevant variables. Further, field data were collected through a questionnaire. The sample consisted of 473 individuals. The analysis used statistical techniques of Multivariate Factors Analyses followed by Linear Regressions. At the end, factors emerged: Adherence, Dependency, Egocentrism, Emotional Neediness, Fears, Repentance, Privacy, Popularity, Risk and Banalization; the first four of which proved capable of explaining 22,4 percent of the variation in the exposure degree of the respondents’ behavior. Finally, the study shows how the behavior of voluntary exposure of Generation Y on Facebook is determined based on aspects such as: degree of binding, affinity and emotional involvement of the users with the site; self-centered attitudes that reveal preferences by talking about itself; exhibition feelings seeking emotional support, and recognition of harm in using associated with the incapacity to abandonment. Thus, Generation Y shows a intensive, voluntary, affective and notion of rewarding use of the site. And the users which more expose themselves exhibit behaviors of routine use, with access by different channels and different places in search of the benefits of sharing, showing an option for exposing himself. This option is on one hand conscious and on the other hand may become inevitable.

The goal of my diploma thesis is to describe and evaluate relationship of young people in Czech Republic towards brands. In first chapter I describe historical development of marketing approach towards brands, the function of a brand, its elements and the differences between brands and products. I mention and compare two diverse concepts of brand management - Kellers CBBE concept and Roberts Lovemarks concept. In the second chapter I characterize young Czechs at the age between 15 and 30. I do so thanks to information gathered from different sociological studies and from papers about phenomenom of generation Y. Last chapter follows the previous two and is purely about relationship of young pepople towards brands. I used for it facts described in the thesis above and data that I get from particular qualitative research as well as quantitative research that I realised by myself.

A new generation, Millennial Generation, is currently staffing summer camp programs. Camp directors need to be aware of the differences in learning styles this generation prefers. The Millennial generation is the first to grow up with the instant accessibility of the Internet. This project was created based on suggestions from Camp Directors and ideas that have been developed from the study of this generation. A pre-camp video game training script has been created and tailored to the Millennial camp staff in order to encourage Millennials to learn and use the information needed to take proper care of campers.

Understanding Millennials' job expectations is critical for employee retention because of the number of Generation X workers who are unable to fill the job openings that Baby Boomers leave vacant when retiring from the workforce. The purpose of this phenomenological study was to explore Millennial employees' job expectations. Interviews were conducted with a purposeful sample of 20 Millennials who had at least a bachelor's degree, had at least 1 year of employment experience, and worked in the Baltimore-Washington metropolitan area. The inclusion criteria established work experience as a foundation for determining Millennials' job expectations. The conceptual frameworks of this study included generational and psychological contract theories to support exploration of the central research question regarding job expectations of Millennial Generation employees. Moustakas's 7 steps of data analysis were used to guide logical identification of the job expectation themes most significant to these 20 Millennials. The themes identified were opportunity for growth, compensation, recognition, promotions, supervisor support, flexibility, environment, and job security. These Millennials expressed interest in having work/life flexibility in an engaging work environment that fosters professional skills growth. Participants sought supervisors who readily recognized accomplishments, provided opportunities for achieving promotions, and applied compensation that reflected job performance. Using these findings, business leaders could implement strategies and policies that create a more fair and satisfying work environment for Millennial employees. Social change could occur within companies as leaders integrate expanded information on job expectations into talent management procedures for improving overall multigenerational job satisfaction and employee relationships.

Approximately every 20 years, a new generation is born and eventually dominates the workforce; although changes occur with each new generation, the importance of job satisfaction remains constant. Research within the U.S. Intelligence Community is lacking with regard to changing trends of job satisfaction levels. The purpose of this study was to explore job satisfaction levels between Generation X and Generation Y workforce employees at the National Geospatial-Intelligence Agency (NGA). The central research question addressed how job satisfaction differed by generational differences in the workforce. A quantitative method was used to assess survey data. A structural equation modeling technique was used to simultaneously test the plausibility of variable relationships to include the following: independent variables—compensation, environment, advancement, performance, training, supervision, motivation, demographics, leadership; and the dependent variable, job satisfaction. Regarding theoretical construct, the McGregor theories X and Y was used to address 2 fundamental approaches that affected job satisfaction levels exclusive to Generation X and Y. Full time NGA employees from the Analysis and Production Directorate completed a survey to assess whether generational differences affected employees’ job satisfaction. Key findings indicated that Generation X employees associated job satisfaction as a measure of respect for their positions within NGA and Generation Y employees viewed job satisfaction as a measure of advancement and performance. The implications for positive social change include combating generational policy biases in the U.S.