Aktörer inom fastighetsbranschen har visat stort intresse att möta den nya Generation Y och söka kunskap inom marknadsföring mot dessa. Aktörerna efterfrågar kunskap för att bygga långsiktiga kundrelationer, där bostadsbristen inte är lika utbredd som i storstäderna. Syftet med denna studie är att analysera om engagemang, förtroende och lojalitet är avgörande faktorer vid skapandet av långsiktiga kundrelationer med Generation Y. Vidare presenteras teori angående vad som ligger till grund för långsiktiga kundrelationer.  103 respondenter har medverkat i en internetbaserad enkätundersökning där svaren har analyserats i det statistiska analysverktyget SPSS. Följande analyser har genomförts: korrelationsanalys, faktoranalys, regressionsanalys samt klusteranalys. Resultaten visar att Generation Y har en positiv inställning till relationsmarknadsföring där de anser att engagemang och förtroende är avgörande faktorer hos en hyresvärd. Studien visar även att Generation Y har en neutral inställning till Customer Relationship Management, vilket gör att fastighetsbolag bör överväga användandet av detta verktyg. Väletablerade kundrelationer kan förbättras av detta verktyg medan de relationer som är under uppbyggnad kan försämras. Studien bidrar med information till beslutsfattare inom fastighetsbranschen som är aktiva i kommuner inom glesbefolkade regioner och glesbygdskommuner. Kunskap om de framtagna faktorerna är avgörande vid skapandet av långsiktiga kundrelationer och kan bidra till minskade omflyttningskostnader och stabila inkomster under längre tid.

Title A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products. Research questions  How does product involvement influence consumer decision-making styles in Generation Y of Swedish nationals for the two selected products?  To what level does the model proposed by Sproles and Kendall in 1986 now apply to the modern-day Generation Y in Sweden as they decide on both of the selected products? Purpose The purpose of this research undertaking was to discover and investigate the Swedish generation Y decision-making style and examine if there is a relation between product involvement and consumer decision-making style, and also to compare the extent to which the modern-day Generation Y in Sweden correspondence between age, location and product orientation not predicted by Sproles and Kendall in 1986. Method This comparison was conducted based on contemporary primary research versus what was proposed as ideal for last three generations of consumer interest groups. A quantitative research approach was used to select the primary data and answer our research questions. Conclusion Consumer buying behavior is influenced by the policy and the mental status of the buyers. According to the respondents, consumer selection can be said to be depend on the current needs and understanding of products. The study reveals that marketing needs to incorporate the realities of prevailing demographics. Consumers tend to have a decision making process that has an emotional attachment to brand, effectiveness and the perceived outcomes.

Consumers tell stories every day: stories about the products they buy, the experiences they consume, even their friends� and families� consumption experiences - in fact, stories about most aspects of their lives. People live �storied� lives. Consumption experiences are understood and related to others through stories (2003). These stories are loaded with personal, social and cultural meaning that varies significantly dependent upon the intended audience and effect (Bruner 1987) Stories are everywhere and understanding these narratives in relation to consumer experience is a challenge that consumer research must embrace (Stern 1998b). The study of such narratives must address issues such as the content of the story, how it is told, who is actually doing the telling and for what purpose. All these stories exist in context. These contexts are not a means in themselves; rather, they are a means to understand a particular aspect of a consumer phenomenon. In this case, the research presented in this thesis seeks to understand the purpose and function of consumers� narratives about commercial adventure experiences. Hence the context of this research is commercial adventure experiences consumed in Queenstown, New Zealand, billed in promotional tourist literature as �the adventure capital of the world� (Smitz et al. 2004). This specific focus on commercial adventure therefore defines the sample group as consumers of commercial adventure experiences in Queenstown. Hence, the scope of this research is limited to understanding the phenomenon under investigation (consumer narratives) in relation to members of Generation Y, as they are the primary consumers of commercial adventure experiences in New Zealand. This research adopts an interpretive, inductive approach utilising qualitative tools to frame and develop an evolving research question. The primary data collection has an initial framing of the research question phase and then three main phases utilising a variety of qualitative tools including observation, in-depth interviewing and videography. The research addressed many issues, including the preference of consumers to narrate these adventure consumption experiences to their most valued community, their home community, and how they intended to tell their stories to their home community when removed from that community. Additionally, consumers� perceptions of �cool� were investigated, together with the reactions they anticipated receiving from their audiences. This research investigated �cool� as a more meaningful term than status, used by the members of Generation Y to describe the most desired outcome for the narration of their consumption experiences. Several key themes emerged from this research. They were the use of these consumer experience narratives in the identity-construction process, both collectively and individually, and how this related to the classic hero myth identity construction (Campbell 1972) and how �cool� was acquired by these consumers through their narrations. Implications of the findings are presented for consumer research with specific reference to a model of community formation based on consumption practices and Generation Y as a community sharing a consciousness of kind.

Thesis (D.B.A.)--Argosy University, Sarasota, 2003. / Includes bibliographical references (leaves 164-[176]).

Thesis (D. Min.)--George W. Truett Theological Seminary, 2006. / Abstract. Includes bibliographical references (leaves 194-201).

Thesis (Ph. D.)--University of Nevada, Reno, 2007. / "December, 2007." Includes bibliographical references (leaves 76-85). Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2008]. 1 microfilm reel ; 35 mm. Online version available on the World Wide Web.

Thesis (D. Min.)--George W. Truett Theological Seminary, 2006. / Abstract. Includes bibliographical references (leaves 194-201).

Denna studie syftar till att bidra med kunskap om hur företag presenterar sig på sociala medier och vilka attribut de förmedlar för att attrahera generation Y. Utgångspunkt tas i modellen ”Ett attraktivt arbete” skapad av Åteg, Hedlund och Pontén(2004) där ett attraktivt arbete framställs med ett flertal dimensioner och kvalitéer. Studien är fokuserad på byggbranschen och hur företag inom den arbetar med att synliggöra attribut på Facebookflöden för att attrahera potentiell arbetskraft. Empirin utgörs av de tre största byggföretagen i Sverige och deras Facebookflöden, med premissen att de behöver göra sig attraktiva för ingenjörer inom branschen, en yrkeskategori det råder brist på i Sverige och kommer att göra ett antal år framåt. Studien utgår från en netnografisk metod som i större vetenskapligt perspektiv kan hänföras till hermeneutik. Resultatet visar att företagen använder strategier i form av en aktiv rekrytering där medarbetare och/eller företag förmedlar attribut som framhålls som attraktiva till potentiell arbetskraft enligt den teoretiska modellen Ett attraktivt arbete.Vidare har Facebookinläggen uppvisat attribut med karaktär av hållbar framtid, samhällsansvar och moraliskt ansvar, utvecklingsmöjligheter och tekniska förhållanden. Dessa, tillsammans med möjligheter till medinflytande och flexibilitet inom arbetet, är alla attribut som i tidigare studier påvisats vara attraktiva för generation Y och således anses bidra till ett attraktivt arbete. / The purpose of this study is to contribute with knowledge about how companies presents themselves at their social media channels and which attributes they are using to attract generation Y. Starting point is taken from the model ”Ett attraktivt arbete” by Åteg, Hedlund and Pontén (2004) in which an attractive job is displayed through a number of dimensions and qualities. The study is focused on the construction industry and how companies within the industry work to visualize attributes on the Facebook walls to attract potential employees. The empirical data consists of the Facebook walls of the three largest constructing companies in Sweden, on the premise that they have a need to be attractive to construction engineers. A profession in which there is currently deficiency on the Swedish market and most likely will be for a couple of years ahead. The study is based on a netnographic method that in a larger scientific perspective can be attributed to hermeneutics. The result shows that companies use strategies in terms of an active recruitment where the company or the employees mediates attributes that is highlighted as desirable to potential employees accordingly to the theoretical model, ”An attractive work”. Further on, the Facebook posts shown attributes with the characteristics of a sustainable future, social and etic responsibility, development, technical conditions, ability to participation and flexibility at work. Attributes that in previous studies have been shown to be attractive to generation Y and is considered to contribute to an attractive workplace.

It is important for audit firms to use the right tools to attract and retain the most talented employees. The audit industry is characterized by high education costs and long education periods. It is therefore important for organizations to retain employees and preserve their expertise within the organization. How organizations manage and control individuals is therefore essential. Partnership has previously been considered an effective way of motivating individuals. Generation Y differs from previous generations, and it becomes crucial to investigate whether same motivating factors used to motivate previous generations, such as partnerships, work to attract, retain and motivate Generation Y. The qualitative study aims to provide answers to whether partnerships, within audit firms, act as an effective tool of control to attract Generation Y, or if there are other more efficient way of attracting the generation. The study's conclusion shows that partnerships were not considered as a motivating factor to attract Generation Y. Hence, it worked as a way to keep Generation Y working for the organization when they already are employed. Individuals belonging to Generation Y raise other factors such as work life and leisure balance, flexibility, a rich development path and meaningful work as more important motivating factors for choosing to work in the audit industry. / Det är viktigt för revisionsbyråer att använda rätt styrmedel för att attrahera och behålla de mest talangfulla medarbetarna. Branschen karakteriseras av höga utbildningskostnader och långa utbildningsperioder. Det är därför viktigt för organisationer att få den anställde att vilja stanna kvar hos dem och bevara kompetensen de besitter inom organisationen. Hur organisationen väljer att använda sina styrmedel blir därför direkt avgörande. Partnerskap har tidigare ansetts vara ett effektivt styrmedel i revisionsbranschen. Generation Y skiljer sig från tidigare generationer och det blir därför centralt att undersöka om tidigare styrmedel, så som partnerskap, fungerar för att attrahera och behålla Generation Y. Den kvalitativa studien ämnade ge svar på om partnerskap inom revisionsbyråer fungerar som ett effektivt styrmedel för att attrahera och motivera Generation Y, eller om det finns andra mer effektivare styrmedel. Studiens slutsats visar att partnerskap inte ansågs motiverande för att attrahera Generation Y. Däremot fungerar partnerskap som ett sätt att motivera och behålla Generation Y inom organisationen. Studien visar att individer tillhörande Generation Y lyfter andra faktorer som balans mellan arbetsliv och fritid, flexibilitet, tydlig utvecklingstrappa och ett meningsfullt första arbete som mer motiverande faktorer till att söka sig till revisionsbranschen än partnerskapet.

Aim The aim of the thesis is to examine if there are internal variations within generation Y and to what extent it is in their online clothing purchase intention, based on existing knowledge of factors influencing them. Methodology A survey was distributed online to Swedish generation Y residents, born between 1979 and 2000. Thus, primary data totalling 114 responses were collected and analysed by using analysis of variance (ANOVA) and multivariate analysis of covariance (MANCOVA). The non-probability sampling technique was applied using convenience and snowball sampling methods. Results There were no statistically significant differences in the effect of perceived risk, perceived benefit and personal factors on purchase intentions within generation Y (Y1, Y2 and Y3 groups) towards online clothing purchase. Practical implication As generation Y is an attractive segment to business managers, this research affirms the previous studies confirming generational cohort as a suitable way of categorising consumers. Thus helping managers in market segmentation strategies. Originality/Value This study contributes to the literature on generational cohorts by questioning the concept of cohort and how reliable it is for business managers to use in market segmentation.