This master's thesis investigates the economic factors that are affecting the financial decision-making of educated, middle to upper class Millennials in Los Angeles, California. This thesis explores how economic factors, preferences, and self-efficacy interact to determine housing pathways. This thesis also asks whether Millennials in Los Angeles will be able to afford homes and how the cultural narrative of the American Dream affects preferences. In order to answer these questions, twenty in person interviews are conducted with residents of Los Angeles in which they are asked about their values and preferences regarding housing, and the economic factors they are currently facing. This thesis finds that participants are struggling to navigate through economic factors such as student loans, a changing labor market, urbanization, high cost of living, stagnating wages, and high housing prices. This thesis finds that participants are experiencing low self-efficacy when it comes to finances, which seems to be a proportional reaction to the current economic climate. This thesis also finds that most participants want to own homes, however, in reality very few will be able to afford to buy homes in Los Angeles and will have to rent indefinitely. Lastly, this thesis finds that participants are rejecting the old American dream and that their preferences and values are different from baby boomers', however the housing market has not yet evolved to meet the demand of those changing preferences.

Bakgrund Ideellt arbete är någonting som finns över hela världen och på flera olika nivåer. Dock är det många ideella organisationer som har börjat uppleva ett minskat deltagande och de har svårt att hitta aktiva medlemmar som är villiga att engagera sig på en långsiktig basis. Det finns vissa tecken på att detta delvis beror på att unga människor tillhörande Generation Y undviker att engagera sig ideellt. Samtidigt finns det tecken på att det motsatta gäller och att Generation Y gärna engagerar sig. Denna studie undersöker därför vad det är som får unga människor tillhörande Generation Y att engagera sig ideellt. Studien försöker också identifiera vad det är som får vissa personer tillhörande denna generation att fortsätta engagera sig över en längre tid samt vad det är som gör att vissa helt väljer att avstå från att arbeta ideellt. Syfte Syftet med studien är att identifiera motivationsfaktorer bakom ideellt arbete hos unga människor och därmed skapa en förståelse för vad det är som får vissa personer att fortsätta engagera sig ideellt på lång sikt eller vid upprepade tillfällen samtidigt som andra väljer att inte engagera sig ideellt över huvud taget. Metod Studien använder en induktiv ansats och en kvalitativ metod. Data har samlats in genom semistrukturerade intervjuer med tjugotvå olika personer med olika erfarenhet av ideellt arbete. Datan har därefter tolkats med hjälp av grundad teori. Slutsats Det som gör personer tillhörande Generation Y intresserade av att engagera sig i ideellt arbete är deras intresse för området, olika sociala aspekter samt möjligheten att spetsa sitt CV och bli mer attraktiva på arbetsmarknaden. Det som gör personer villiga att engagera sig över en längre tidsperiod är uppskattningen de får från organisationen, om de kan se att arbetet ger resultat, att de har roligt då de arbetar samt att de får ut något av sitt engagemang. Det som gör att andra väljer att inte engagera sig är ofta okunskap om hur de ska göra för att engagera sig samt om vad det finns för ideella organisationer i deras närhet och en missmatchning mellan dessa personers förväntningar på arbetet och vad som krävs av dem då de engagerar sig. Den största anledningen till att dessa personer väljer att inte arbeta ideellt tycks dock vara brist på intresse.

Competition in the smart phone market is fierce and despite the high market growth, smart phone manufacturers find it difficult to maintain their market share. Generation Y consumers generally have a good command of technology and engage in technology-related behaviour such as texting, tweeting and web-surfing. Therefore, when it comes to the adoption of smart phones applications, Generation Y is leading the way. For this reason, it is important to consider Generation Y consumers‟ attitudes and perceptions towards smart phone manufacturers and their brands. It has thus become critical for smart phone manufacturers to achieve customer satisfaction, generate loyalty, and build meaningful long-term relationships with Generation Y consumers. The primary objective of this study was to investigate customer satisfaction, brand loyalty and relationship intention amongst Generation Y consumers towards smart phone brands. The questionnaire was distributed by means of non-probability, convenience and quota sampling among 18 and 26 year old respondents living in Gauteng who owned or used a smart phone. In total, 395 respondents participated in the study. Based upon the literature review, a theoretical model was proposed that hypothesised the relationship between customer satisfaction, brand loyalty and relationship intention amongst Generation Y consumers with respect to their current smart phones. From the data analysis, it was evident that respondents exhibit a strong level of customer satisfaction, a mediocre level of brand loyalty, and a strong relationship intention towards their current smart phone brand. The results confirm that the measurement scales used to measure customer satisfaction, brand loyalty and the five dimensions of relationship intention all exhibit construct validity and internal consistency reliability. The study also uncovered significant differences between groups of Generation Y consumers in terms of gender, home language, education, employment status and time period of smart phone brand usage. The results of the structural equation modelling (SEM) technique used to test the theoretical model found that customer satisfaction exhibits a significant and large positive influence on brand loyalty, and a significant and medium positive influence on relationship intention. Furthermore, brand loyalty exhibits a significant medium positive influence on relationship intention. Finally, the dimensions of relationship intention exhibit significant medium to large effects on relationship intention. It is recommended that smart phone manufacturers should provide customers with a customer service application to measure customers‟ satisfaction in terms of their needs met. Smart phone manufacturers should also introduce new ways to communicate with Generation Y consumers to generate brand loyalty. Innovating ideas should be considered for smart phone manufacturers to retain Generation Y consumers. Brand loyalty can be improved by adding more applications according to Generation Y consumers‟ needs. The more a smart phone manufacturer focuses on customer satisfaction and brand loyalty, the more consumers will want to build long-term relationships with their smart phone brands. Recommendations for future research include the possibility to investigate each construct separately to ensure a more detailed investigation. Different cultures and age groups, as well as geographical areas can be studied to broaden results on how different consumers of different generations exhibit customer satisfaction, brand loyalty and relationship intention towards their smart phones. Specific smart phone manufacturers could be investigated to obtain specific information on customer satisfaction, brand loyalty and relationship intention so as to formulate appropriate strategies on improving the constructs measured. / MCom (Marketing Management), North-West University, Potchefstroom Campus, 2014

Competition in the smart phone market is fierce and despite the high market growth, smart phone manufacturers find it difficult to maintain their market share. Generation Y consumers generally have a good command of technology and engage in technology-related behaviour such as texting, tweeting and web-surfing. Therefore, when it comes to the adoption of smart phones applications, Generation Y is leading the way. For this reason, it is important to consider Generation Y consumers‟ attitudes and perceptions towards smart phone manufacturers and their brands. It has thus become critical for smart phone manufacturers to achieve customer satisfaction, generate loyalty, and build meaningful long-term relationships with Generation Y consumers. The primary objective of this study was to investigate customer satisfaction, brand loyalty and relationship intention amongst Generation Y consumers towards smart phone brands. The questionnaire was distributed by means of non-probability, convenience and quota sampling among 18 and 26 year old respondents living in Gauteng who owned or used a smart phone. In total, 395 respondents participated in the study. Based upon the literature review, a theoretical model was proposed that hypothesised the relationship between customer satisfaction, brand loyalty and relationship intention amongst Generation Y consumers with respect to their current smart phones. From the data analysis, it was evident that respondents exhibit a strong level of customer satisfaction, a mediocre level of brand loyalty, and a strong relationship intention towards their current smart phone brand. The results confirm that the measurement scales used to measure customer satisfaction, brand loyalty and the five dimensions of relationship intention all exhibit construct validity and internal consistency reliability. The study also uncovered significant differences between groups of Generation Y consumers in terms of gender, home language, education, employment status and time period of smart phone brand usage. The results of the structural equation modelling (SEM) technique used to test the theoretical model found that customer satisfaction exhibits a significant and large positive influence on brand loyalty, and a significant and medium positive influence on relationship intention. Furthermore, brand loyalty exhibits a significant medium positive influence on relationship intention. Finally, the dimensions of relationship intention exhibit significant medium to large effects on relationship intention. It is recommended that smart phone manufacturers should provide customers with a customer service application to measure customers‟ satisfaction in terms of their needs met. Smart phone manufacturers should also introduce new ways to communicate with Generation Y consumers to generate brand loyalty. Innovating ideas should be considered for smart phone manufacturers to retain Generation Y consumers. Brand loyalty can be improved by adding more applications according to Generation Y consumers‟ needs. The more a smart phone manufacturer focuses on customer satisfaction and brand loyalty, the more consumers will want to build long-term relationships with their smart phone brands. Recommendations for future research include the possibility to investigate each construct separately to ensure a more detailed investigation. Different cultures and age groups, as well as geographical areas can be studied to broaden results on how different consumers of different generations exhibit customer satisfaction, brand loyalty and relationship intention towards their smart phones. Specific smart phone manufacturers could be investigated to obtain specific information on customer satisfaction, brand loyalty and relationship intention so as to formulate appropriate strategies on improving the constructs measured. / MCom (Marketing Management), North-West University, Potchefstroom Campus, 2014

Background: The tourism industry and especially those that market destinations, destination marketing organizations (DMOs), face challenges to meet generation Y, with an uncertainty of how to do it. DMOs need to be adaptable to an everyday changing market in order to attract visitors to their destinations. Purpose: The purpose of this study is to explore how destination marketing organizations can market their destinations to reach domestic tourists within the population of generation Y. Method: A literature review was made in order to explore previous research regarding DMOs’ marketing strategies and tourists’ information search behavior. The literature review has been used in order to make hypotheses and a research model which lay the foundation for the design of a survey to test the hypotheses. An interview guide, based on the literature review, was made to address potential tourists and get deepen understanding of the field. Contrast and compare have been made between potential tourists’ opinions and the theoretical part, in order to draw conclusions on the subject. Results and conclusions: Results of this study have shown that for the chosen population, generation Y, are search engines and DMOs’ websites seen as the best way to reach tourists. DMOs have high possibilities to be seen on the web (their website and social media sites) if they actively use search engine optimization. Social media sites are also important, but in a different way, and DMOs need to work harder and cleverer on these sites to market their destinations.

No description available.

In the next five-to-ten years, Generation Y (born between 1979 and 1994) will be the largestgroup in Chinese firms. This generation is better educated and has unique characteristics.However, most of Chinese firms still employ a classic control system in management process.We argue that unless companies take MCSs as a package and consider HRM in the wholemanagement process, they cannot reduce the agency conflict with highly-educated Generation Yemployees. In order to reduce the agency conflict, the key thing is to identify the motivationsamong highly-educated Generation Y. This research firstly reviews the extrinsic and intrinsicmotivations based on the relevant studies. Then through the in-depth interviews with HR andmiddle managers, we find the special opinions of HR and middle managers in Chinese firms.After that, we design a questionnaire and conduct a survey. Our study identifies that themotivation scales among the Chinese highly educated Generation Y are different from those inthe theoretical studies, and the most important scale for Generation Y is Reward, Personal fit andSelf-fulfillment. Besides, the 1980s and 1990s groups have significantly different requirementsfrom the work environment. Our research indicates that companies should take the ten scales ofmotivations into consideration in the whole process of management control, and supervisorsshould know the motivations of their employees, thereby avoiding misunderstanding.

Brands are an important part of consumers’ lives, and cultural aspects affect how consumers view brands. Though a great depth of research exists on branding and consumer culture, there is a lack of knowledge about Generation Y’s perceptions of clothing in Sweden, and specifically for men, across many countries. Different people purchase branded clothing for varied reasons and possess diverse needs that branded clothing may meet. Therefore, this study focuses on determining the perception of clothing and brands that Swedish men of Generation Y hold and examines the role branded clothing plays in their lives, in hopes of creating new knowledge within the chosen topic area.

Background: Eco-labels have become an important tool in products’ promotion, especially in the food industry, where it is used to promote products with ecological, ethical and/or sustainability attributes that consumers are looking for. Even though researches have demonstrated that consumers develop a positive attitude towards green products, some remain skeptical about green claims from marketers which are sometimes considered as ambiguous. Purpose: The purpose of this thesis is to understand consumers’ attitude towards eco-labels and the impact of trust on their intention to buy eco-labelled products, focusing on Generation Y from Europe and on eco-labels from the food industry. Methodology: The research is based on a quantitative study with a cross-sectional design. The data are collected thanks to secondary data and an online survey. Conclusion: The findings show that the Generation Y is well aware of eco-labels and has a positive environmental motivation, both impacting the intention to buy eco-labelled food products. Trust has also a small indirect impact on the intention to buy, since it affects the consumers’ environmental motivation.

Green marketing is, in a sense, an oxymoron in that it merges the seemingly contradictory concepts of marketing, which focuses on facilitating and encouraging consumption, and environmental concern, which focuses on environmental conservation. Green advertising represents an important marketing tool for communicating an organisation’s green image and is the driving force behind fostering environmental awareness and environmentally friendly behaviour. As with any type of advertising, an important determinant of the success of green advertising is consumers‟ attitudes towards green advertising and corresponding environmental concerns and behaviour. The last decade has shown a staggering number of marketers targeting the green segment of the population with green advertising, with increasing green advertisements manufacturers are informing their customers about the pro-environmental characteristics of their products and services. Green advertising is an essential tool in an organisation’s overall environmental marketing strategy; one which possibly leads to achieving superior performance and assists in creating a sustainable competitive edge. An in-depth understanding of the relevant consumer behavioural aspects of a target market is tantamount to formulating successful marketing strategies. This holds true with the formulating of green marketing advertising strategies, which aim at encouraging consumption in an environmentally sustainable manner. There is a dearth of published literature on the South African Generation Y‟s consumer behaviour in general and none that specifically focuses on the environmental concern, attitudes towards green advertising and environmental behaviour of the significantly sized black Generation Y cohort. The Generation Y cohort is defined as individuals born between 1986 and 2005. In terms of South Africa, Generation Y individuals accounted for 40 percent of the South African population, with black Generation Y individuals making up 84 percent of this generational cohort. In addition, the black Generation Y cohort of South Africa makes up approximately 33 percent of the whole population, resulting in a highly attractive market segment. Individuals attaining tertiary qualifications are of particular interest to marketers since they are likely to enjoy higher earnings and a higher social status, which together is likely to make them opinion leaders amongst their peers. The primary objective of this study was to investigate black Generation Y students‟ environmental concern, attitudes towards green advertising and environmental behaviour within the South African context. The target population of the study was defined as full-time black Generation Y students, aged between 18-24 years, enrolled at South African registered public higher education institutions (HEIs). The sampling frame comprised the 23 registered South African public HEIs. Using a judgement sampling method, this was narrowed down to four HEIs located in the Gauteng Province - two of which are country-based and two of which are city-based. For this study, a convenience sample of 400 full-time black Generation Y students who were enrolled at these four South African HEIs during 2012 was drawn. The relevant primary data was obtained using a self-administered questionnaire. Lecturers at each of the four HEIs were contacted and requested to distribute the questionnaire to their students either during class or after class. The self-administered questionnaire was hand delivered to these lecturers. The questionnaire requested respondents to indicate on a five-point Likert scale the extent of their agreement/disagreement with items designed to measure their environmental concerns, their attitudes towards green advertising as well as their current environmental behaviour patterns. In addition, the students were asked to provide certain demographic data. The findings of this study indicate that South African black Generation Y students are environmentally concerned, have a positive attitude towards green advertising and report behaving in a pro-environmental manner. Previous research found gender to be a significant factor in displaying concerns for the environment. However, this study determined that gender played no significant role towards the black South African Generation Y cohort environmental concerns and attitudes. Similarly, the study found no significant difference between black Generation Y students who were based at city HEIs and black Generation Y students who were based at countryside HEIs. Insights gained from this study will help both marketing academics and practitioners understand current black Generation Y consumer attitudes towards environmental concerns, green advertising attitudes and the significance of their pro-environmental behaviour. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013