Gen BuY How Tweens, Teens, and Twenty-Somethings Are Revolutionizing Retail

• Main Authors: Yarrow, Kit (Author), O'Donnell, Jayne (Author)
• Format: Book
• Language: English
• Published: San Francisco Jossey-Bass 2009
• Edition: 1st ed
• Subjects: Young adult consumers > Attitudes; Generation Y > Attitudes; Marketing
• Online Access: Click Here to View Status and Holdings.

Based on solid research, "Gen Guy" offers an in-depth look at what motivates young people to buy certain products and reject others. The authors reveal what makes these consumers tic, and show marketers how they can tap into the buying power of this burgeoning group of consumers.

Table of Contents:

• Gen Y is from Mercury
• They shop like they're from a different planet from their parents, too
• The whys behind the buys
• The lives, minds, and hearts of today's tweens, teens, and twenty-somethings
• Sex, love, and shopping
• Influence : the force that is Gen Y
• What works with Gen Y
• Adapting to Gen Y's shopping preferences and power : views from our experts.