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Annie Referral Consuming Fashion - Essay Example

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This paper intends to state the demographic and psychographic characteristics of Gen Y as the niche customer group taking into account the group’s various lifestyle behaviors. It also aims at understanding the motivation and buying behaviors of the group along with identifying the opportunities and challenges while targeting Gen Y in relation to the various promotional aspects. …
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Annie Referral Consuming Fashion
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Download file to see previous pages Globalization is believed to bring about certain changes in every aspect of the business environment. It is in this context that Gen Y deciphers those attributes which in turn showcase the apparent channelization of globalization effects with increasingly homogeneous trends and demand for innovation in the various parts of the world. It is worth mentioning in this regard that consumer behavior happens to impose strong impacts on the marketing strategies defining its direction and objectives. This particular notion of contemporary marketing can also be apparently observed in relation to Gen Y customers. For instance, the behavioral traits deciphered by this particular customer group signify the greater influence of quality features and uniqueness possessed by the offered product and/or services. The group also indicates towards their favoritism concerning continuous innovation.
Contextually, these features tend to give rise to both opportunities and challenges for the marketers. Where opportunities can be identified in terms of creating brand equity through continuous innovation, challenges can be recognized in relation to the rapidly and constantly altering preferences of the customer group which must be taken into account while deliberating on the marketing strategies. Therefore, it can be affirmed that the consumer behavioral traits possessed by the people belonging to Gen Y indicate a greater significance of consumer-centric marketing strategies in the current scenario. ...Download file to see next pagesRead More
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