The aim of this study is to expand the knowledge regarding whether the riskperception among investors in different generations in the stock market differs, as well as how it differentiates. This study delves deeper in four different generations, consisting of an age range between 18-78 years. The four generations are the following: Baby Boomers, Generation X, Y and Z. This essay utilizes a quantitative research method, which includes a survey, along with a deductive approach. The survey study involves questions that are intended to differently measure riskperception. Furthermore, the empirical basis is based on relevant statistical methods, containing descriptive statistics, a two-sided unpaired t-test, a regression analysis, and a correlation analysis with the purpose of answering our hypotheses nuancedly, as well as correctly. A 95% confidence interval is applied. With respect to the empirical evidence of the study, a discussion is also made, which thereby is connected to the theories and previous research that are presented in this study. Lastly the essay concludes that there is enough statistical evidence in order to confirm that the riskperception among shareholders between different generations differs in the stock market. Additionally, the study also leads to the conclusion that differences specifically manifest between Generation Baby Boomers and Generation Z. Following that, with the help of the correlation analysis, the empirical evidence confirms that Generation Baby Boomers riskperception is higher in comparison with Generation Z. All and all, the study did not result in any significant differences regarding the rest of the generations. / Syftet med denna uppsats är att undersöka huruvida samt hur riskperception hos investerare inom olika generationer på aktiemarknaden skiljer sig. Generationerna som denna uppsats tittar på är Baby Boomers, Generation X, Y och Z, vilket föranleder till att åldersintervallet är 18-78 år. Studien utgår från en kvantitativ forskningsstrategi i form av en enkätstudie samt är av deduktiv karaktär. Enkätstudien involverar frågor som på olika sätt är ämnade att mätariskperception. Det empiriska underlaget är baserat på relevanta statistiska tester som innefattar t-test, regression och korrelation som tillsammans besvarar hypoteserna. Dessa tester förutsätter ett 95 procentigt konfidensintervall. Med hänsyn till resultaten studien kommit fram till, förekommer även en diskussion rörande resultatet. De resultat som uppsatsen genererat diskuteras med koppling till de teorier och den tidigare forskning som finns. Slutsatsen som kan dras är att det finns tillräckligt med statistiskt belägg för att säkerställa att riskperceptionen hos aktiesparare skiljer sig mellan olika generationer inom aktiemarknaden. Därtill föranleder studien att skillnader specifikt förekommer mellan Generation Baby Boomers respektive Generation Z. Med hjälp av korrelationsanalysen, gårdet även att konstatera att Generation Baby Boomers riskperception är högre i jämförelse med Generation Z. I allmänhet resulterar studien inte i signifikanta skillnader rörande resterande generationer.

Bakgrund: Hållbarhet har blivit alltmer central i dagens samhälle och investeringar i hållbara alternativ har ökat. Diskussionen kring målen för dessa investeringar inkluderar bland annat etiska aspekter, där investerare strävar efter att påverka företag att agera mer hållbart. Den pågående omställningen påverkar inte bara investerare utan skapar även en ny efterfrågan företagen måste anpassa sig till. Syfte: Syftet med studien är att undersöka och analysera Generation X och Generation Z hållbara investeringsbeslut på den svenska fond- och aktiemarknaden samt undersöka vilka motiv och egenskaper som grundar hållbara investeringar. Metod: Studien har använt sig av en kvantitativ metod med en deduktiv ansats. Det empiriska materialet samlades in genom en digital enkätundersökning, vilket resulterade i 168 svar som utgjorde grunden för den fortsatta analysen genom regressionsanalyser. Resultat: Studiens resultat visade att det inte fanns ett signifikant samband mellan hållbart investerande och generationer. De variabler som visade på ett signifikant samband var i stället Personliga värderingar, Risk & Avkastning, Omgivning samt Kunskap. Slutsats: Ambitionen med studien var att öka förståelsen för hur generationstillhörighet kan påverka hållbart investerande. Således har studien bidragit till en förståelse för vem den hållbara generationen är samt vilka motiv och faktorer som kan påverka hållbart investerande. / Background: Sustainability plays a central role in today’s society, with increased investments in sustainable alternatives. The discussion around the goals of these investments includes both ethical and change-related aspects, where investors strive to influence companies to act more sustainably. The ongoing transition not only affects investors but also creates a new demand that companies must adapt to. Purpose: The purpose of the study is to investigate and analyze Generation X and Generation Z's sustainable investment decisions on the Swedish fund and stock market, as well as to examine the motives and characteristics underlying sustainable investments. Methodology: The study has used a quantitative method with a deductive approach. The empirical data was collected through a digital survey, resulting in 168 responses that formed the basis for further analysis through regression analyses. Results: The study's findings revealed that there was no significant relationship between sustainable investing and generations. Instead, the variables that showed a significant relationship were Personal values, Risk & Return, Environment, and Knowledge. Conclusion: The aim of the study was to enhance understanding of how generational belonging can influence sustainable investing. Thus, the study has contributed to an understanding of who the sustainable generation is, as well as the motives and factors that can affect sustainable investing.

The co-branding strategies are gaining attention from research due to the special difficulties of implementing a collaborative strategy. Hence, this paper evaluates the effect of the co-branding strategy between a luxury brand and a high-street retailer on the luxury consumers’ brand equity of the luxury brand post-co-branding. Additionally, this study aims to find differences between the generation Y and X cohorts in terms of brand equity impact from co-branding. This effect was evaluated from three brand equity dimensions: perceived quality, brand image and brand loyalty. To conduct this research the data was collected at the department store Harvey Nichols in London where luxury fashion brands are sold. Later the data was analyzed with a regression, analysis and t-test. The consumers showed differences in terms of their attitude towards the co-branding strategies between a luxury fashion brand and a high-street retailer. In addition, this research found that all the brand equity dimensions suffer a direct influence from the attitude towards co-branding for all the consumers in the study. Direct influence means that the co-branding strategies may cause positive or negative spillover effects. Moreover, the results conclude that there is only a difference in the brand equity dimension of brand loyalty between the generation cohorts Y and X.

Thesis (MComm)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: The usage of product packaging and generation specific marketing in order to influence and persuade consumers to buy specific products are being used more often resulting packaging in being more consumer-orientated and playing an increasingly important role in enterprises' marketing communication strategies than before. In this study the dimensions of packaging are identified and the importance that the various dimensions of cosmetic packaging hold for Generation X and Yare investigated. Form, colour, graphics, brand name, words, material and size have been identified as dimensions of packaging. The Engel-Blackwell-Miniard Model for Decision-making Behaviour and the Generation Model were used as theoretical starting points for a discussion about packaging and the characteristics of Generation X and Y consumers. For the purposes of this explorative study, information has been gathered by use of a mall intercept survey. Trained fieldworkers questioned approximately five hundred respondents. The statistical processing of the data included frequency-analyses, cross tabulation as well as significance statistics. It was found that Generation X and Y consumers see the packaging, with all its different dimensions, as a single entity and that the importance of the graphic, material, brand name (as indication of quality and price), size and word dimensions of packaging are reasonably similar for men and women. Men and women, however, attach different perceptions concerning colour/s, form and brand names. There also exist statistically significant differences between the different genders, concerning the usage of most of the range of cosmetic products. Women make up the majority of users. Although the results indicate that the Generation Model can be applied to all races originating from the middle and high income and literacy groups, the usage of cosmetics products tend to differ between the races. Recommendations for further research are made. / AFRIKAANSE OPSOMMING: Bemarkers gebruik toenemend die verpakking van produkte en generasiespesifieke bemarking om verbruikers te beïnvloed en te oorreed en om hul produkte te koop. Verpakkings is gevolglik meer verbruikersgeoriënteerd en speel 'n belangriker rol in die bemarkingskommunikasie-strategie van 'n onderneming as in die verlede. In hierdie studie word die dimensies van verpakking geïdentifiseer en die belangrikheid van die onderskeie dimensies van kosmetiese verpakking vir Generasie X en Y ondersoek. Vorm, kleur, grafika, handelsnaam, woorde, materiaal en grootte is geïdentifiseer as dimensies van verpakking. Die Engel-Blackwell-Miniard model van verbruikers besluitnemingsprosesgedrag en die Generasie-model is gebruik as teoretiese vertrekpunte vir 'n bespreking oor verpakking en die eienskappe van Generasie X en Y verbruikers. Vir die doeleindes van die eksploratiewe studie is inligting ingesamel deur middel van 'n inkoopsentrumopname ("mall intercept"). Ongeveer vyfhonderd respondente is deur opgeleide veldwerkers ondervra. Die statistiese verwerking van die data sluit frekwensie-ontleding en kruistabulering in, asook beduidenheid statistiek. Daar is gevind dat Generasie X en Y verbruikers die verpakking met sy onderskeie dimensies as 'n enkele identiteit beskou en dat die belangrikheid van die grafika-, materiaal-, handelsnaam- (as indikator van kwaliteit en prys), grootte- en woorddimensie van verpakking redelik ooreenstem vir beide mans en dames. Mans en dames heg egter verskillende betekenisse aan die kleur/e en vorm van 'n verpakking en het verskillende persepsies oor handelsname. Daar bestaan ook statisties beduidende verskille tussen geslagte in die verbruik van die meeste kosmetiese produkte. Dames is die grootste verbruikers van die meeste kosmetiese produkte. Alhoewel die resultate daarop dui dat die Generasie-model op alle bevolkingsgroepe wat afkomstig is uit middel en hoër inkomste- en geletterdheidsgroepe van toepassing is, verskil die verbruik van kosmetiek tussen die verskillende bevolkingsgroepe. Aanbevelings in verdere navorsing word gemaak.

M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology / Internet and online shopping are gaining more attention and momentum, and businesses are moving online, not as a matter of choice, but as a matter of necessity. Online shopping satisfaction, loyalty and repurchase intentions are now at the forefront for most online shops’ strategies. Investigating this phenomenon within a South African context is crucial, considering the fact that online shopping is a recent trend in the country. Most studies have investigated the determinants of satisfaction and loyalty in online shopping. Very few studies examined the factors that entice consumers to repurchase using online channels. Businesses discovered the importance of online shopping as a key success factor. Thus, customer satisfaction, loyalty and repurchase intentions are the topics that have received much attention since the 1990s, as relationship marketing has become a popular marketing scheme. The purpose of this study was to examine online shopping satisfaction, loyalty and repurchase intentions of Generation X consumers to better understand the development of the online shopping sector. There is an absence of research conducted in this direction, resulting in a lack of existing literature. To assist in filling this gap, this study attempted to measure the relationships between these variables. Previous research has shown that consumers’ intent to repurchase online is highly driven by their satisfaction; several articles were reviewed. The target population comprised of Generation X online consumers in southern Gauteng (Vaal region). A snowball sampling method was employed to identify the respondents fitting the predetermined sample criteria. A total number of 326 questionnaires were received. Topical areas, research methods and data acquiring procedures were described. This study develops a model, which aims to describe the degree to which the three variables relate to each other; satisfaction, loyalty and repurchase intentions. The model describes the extent to which online repurchase intention is affected by satisfaction and loyalty, and the degree to which loyalty is influenced by satisfaction. Structural equation modelling (SEM) was used to test the hypotheses and the relationships. A key contribution of the SEM is the incorporation of the variables under analysis. The analysis finds that satisfaction has a positive significant relationship with repurchase intention, satisfaction also affects loyalty, and loyalty has a positive relationship with repurchase intentions. Lastly, based on the findings of this study, limitations were discussed along with the recommendations and concluding remarks

Topic of this diploma thesis is organizational behavior of various generations with focus on the youngest generation which is present in the workplace. This generation is called Generation Y. The goal is to prove or overcome presumption that Generation Y is very different from previous generations, has different values, working and life style and that organizations will have to put a lot of effort to be able to manage this generation effectively. Thesis include description of graduate strategy which is implemented at Hewlett-Packard. In the end is overall recommendation for companies how effectively lead Generation Y and specific recommendation for Hewlett-Packard, related to current company strategy.

A thesis submitted to the Faculty of Humanities, University of the Witwatersrand, Johannesburg, in partial fulfilment of the requirements for the degree of Masters in Arts, Johannesburg, 2017 / This research report seeks to explore the experiences of women in white-collar work, particularly by comparing the experiences of black and white female administrators at of the University of the Witwatersrand. What this report illustrates is that both race and generational differences play a significant role in informing the experiences of the female administrators. A qualitative methodology was used to collect data for this report, particularly in-depth interviews to get “detailed information” about the participants’ experiences, beliefs and thoughts. Three main generational groups have been identified among the Wits administrators: Baby Boomers, which is the older generation that is dominated by white female administrators; Generation X; and the Millennial group, which is dominated by black female administrators and consist of the younger generations. This research report thus argues that race has affected the workplace experiences of Wits administrators through generational differences. Furthermore, while generations share similar experiences and world views, they are not homogeneous categories / XL2018

Background: Internet and smartphones enable people to purchase online independent of time and place, and this have resulted in that impulsive purchases on the internet have increased. Different generations have been described to be more or less susceptible to impulse buying. Generation Y, the first generation that grew up with technology, have generally been described as impulsive, while Generation X, who were introduced to technology later in life, have been described as more rational. Further, consumers’ impulsive buying behavior has shown to be crucial and common, especially within the fashion industry. Purpose: The purpose was to investigate how Gen Y purchase apparel impulsively online compared to the older Gen X. Also, which one of them that make most apparel purchases online, and which one of them who do most web browsing of apparel. Further, the authors wanted to investigate how four different factors affect the generations’ impulsive buying behavior in the case of apparel online. These were based on an adjustment of the Revised CIFE-model. Method:  This research was conducted through a quantitative method, and seven hypotheses were formulated based on the theory. An online survey was constructed and shared through social media, and the final sample consisted of 709 respondents from both Gen X and Gen Y. These responses were analyzed through SPSS, and the hypotheses were tested by combining questions. Conclusion: The results showed that Gen Y are browsing more apparel online than Gen X, and also that they more often purchase apparel impulsively online. However, Gen X buy more apparel online in general. The findings further showed that Gen Y are more affected than Gen X by external trigger cues, normative evaluation, and internal factors when it comes to impulsive e-purchases of apparel. There was no difference between the generations’ impulse buying tendency. Findings from the open-ended questions showed that Gen X often are affected by advertising, while Gen Y are more affected by influencers. Sales and special offers influenced both generations.

As organizations become more age diverse, some business leaders face challenges managing a multigenerational workforce. The purpose of this single case study was to explore strategies that leaders at a university in Northwest Florida implemented to retain their age-diverse workforce. The targeted population was higher education business managers who had success with retaining an age-diverse staff. The conceptual framework of the study was Herzberg's 2-factor theory of motivation. A significant tenet of this theory is that employees explain satisfying and dissatisfying experiences based on intrinsic and extrinsic factors related to their job functions. The data collection process included face-to-face interviews with 4 participants and a review of company documents, including the university's strategic plan and diversity and inclusion initiatives. Through coding and thematic analysis, 7 themes emerged that could help leaders retain a multigenerational workforce: foster a diversity-friendly workplace culture, implement effective interpersonal communication strategies, employ a formal approach, encourage a healthy work-life balance, value employees and their differences, offer professional growth opportunities, and eliminate negative generational stereotyping. Developing and cultivating retention strategies may contribute to social change by helping managers and leaders enrich retention rates, thereby increasing employment stability, improving productivity, and enhancing organizational and community relations.

This research investigates generational differences in Australian workers. In particular it focuses on changing trends and influences in the workplace and how different generations view and deal with these changes. The study focuses on Baby Boomers (born 1945-1963), Generation X (born 1964-1977) and Generation Y (born 1978 - 1994) across four industry sectors: Corporate, Education, Government and Not for Profit. The Australian workforce currently consists of four generations - all having distinct characteristics, working styles, needs and expectations. These differences pose challenges and opportunities to workforce management. The first step in managing the generations and their differences is to identify where the differences lie and to understand how best to cope with and exploit these differences. This research, in taking a generational cohort perspective towards analysing the modern workplace, seeks to explore how the different generations view the trends and influences that impact their work; and their attitudes towards technology, communication, work/life balance, organisational loyalty, attraction, engagement and retention. The study uses a multi-phase qualitative approach and includes in-depth interviews with a range of Australian industry experts; discussion groups held with Gen Ys, Gen Xers and Baby Boomer employees, in four organisations across four industry sectors; and in-depth interviews with senior executives in the same four organisations. This research will have significance to all organisations especially those that employ workers from across the generations and who are managing a multigenerational workforce. The findings will have practical application to organisational policy development in areas such as, work/life balance, attraction, engagement and retention of employees, reward and recognition systems, technology in the workplace and training and development. The study adds to the body of knowledge in workforce management, and in particular to the emerging body of knowledge on generational cohort analysis of the workplace in the Australian context. The study found significant generational differences that when harnessed and managed effectively, can contribute to the output and performance of the organisation as a whole.