Gen Y Needs for Advertisement - Research Paper Example

Gen Y and Marketing Review of Literature relevant to a Research problem: Generation or Gen Y refers to those people in the United s having a birth date ranging approximately from 1976 to 2000. Sometimes they are termed as reverberation (echo) boomers for the good reason that a number of them are mainly kids of the infant boomer generation. Alternatively, a number of Generation Y kids especially those who were born in the late 1980s or after that, can be the grandchildren of infant boomers. Generation Y is not classified by an accurate age series, even though at the same time the demographers believe that those who were born between the late 1970s and the early on 1990s as affiliates of the Generation Y group. “Gen Yers range from college graduates to kids still in their tween years. They already started spend nearly $ 200 billion annually and over their lifetime will likely spend about $10 trillion. Some have already stated their careers and are making major purchasing decisions such as cars an homes: at very least, they are buying lots of computers,MP3 players, cell phones, DVDs, and sneakers.” (Lamb, Hair & McDaniel, 2008, p.76). According to O’Malley, G. (2009) in his article called, Gen Y Notices Social Net Ads, “But Claim Irrelevance says that, straight marketing turn out to be an influential means at the time when the price of the interaction was weakening quickly. He also says that considerations about the experimental principles of community association web site turn into be critical to efficient direct marketing.” Charles W.Lamb, Joseph F Hair, Jr., Carl Mc Daniel in their book called Essentials of Marketing says about the various characteristics of Generation Y. Some of the noticeable characteristics are increased rate of impatience, curiosity, homeliness, prejudiced, varied, etc. He also says that Generation Y is the one among the complicated generations. (Essentials of marketing by Charles W. Lamb, Joseph F Hair, Jr., Carl Mc Daniel) The Book called Strategic management (2nd ed.) by Anderson and Vincze says about Gen Y shoppers’ attitude and other relative areas. The category of this generation is mainly under the age of 20. Because of this they are ready to spend more money as well as they are very much aware regarding the marketing activities. And also, since Gen Y is a populous generation, it is categorized into three different phases to help arrive at a superior understanding about their attitude, way of life and customer behavior. They have very good positive approach towards shopping and are ready to spend more money. The impact of mobile knowledge on kids and juvenile people in the three key regions of concern are (a) content, (b) make contact with, and (c) profitable. (The Book called Strategic management (2nd ed.) by Anderson and Vincze, 2006) “Internet advertising may very well be just the first manifestation of the shift to digital advertising that extends across many different media forms.” (Schumann & Thorson, 2007, p.13). Looking at Gen Y shopping preferences and intentions: exploring the role of experience and apparel involvement by P. Sullivan and J. Heitmeyer which says that, this learning of Generation Y by way of making use of the cohort (followers) approach requests to assess which measurements of a shopping practice, in addition to shopping participation stage and demographics, are connected with store inclination and patronage intention of the Generation Y group. “Apparel retailers need more information to reach and increase patronage from Generation Y with $150 billion purchasing power. Experiential retailing, involving one or more of the five senses, helps create utilitarian and hedonic benefits for brick-and-mortar apparel shoppers.” (Sullivan & Heitmeyer, 2008). A book called 21st Century Issues in America: An Introduction to Public Administration …By Ph. D. James E. Pittman says that, Gen Y group is recognized with ubiquitous devices for example, iPods, cellular phones, DVD etc. And also Gen Y has been mainly exposed to grown-ups communications than any other previous generation. (21st Century Issues in America: An Introduction to Public Administration …By Ph. D. James E. Pittman 2009) “Socialization in the workplace changes when it involves a more permanent shift from an after- school job in the full time occupation. Occupational socialization can be most intense during the transition from school to job, but it continues through one’s work history.” (Pittman, 2009, p.56). Century: According to Herbig, P., Hale, B. (1997) in his book called Internet - the Marketing Challenge of the Twentieth Century says that, the Internet has developed a vibrant foundation of information in addition to an unexpected marketing device that is capable of arriving to almost every user .The Internet era has turned to be a source of assembling appropriate information and changing data into most beneficial outcomes at quicker rate for numerous organizations and human beings. “According to Roach, G. in his book called Consumer perceptions of mobile phone marketing: a direct marketing innovation says that, appropriate research offers organizations with vital insights into features that may enhance or discourage customer recognition of the new method direct marketing.” (2009). Consumer perceptions of mobile phone marketing: a direct marketing innovation). “Internet and mobile phone technology is in the process of transforming the way societies not only communicate with each other, but develop intimate relationships. Boomers have encountered and adjusted to it in middle age. Generation X first used the internet and mobile phones in their late teens and early twenties. Gen y is the first generation to have grown up with this technology from early childhood.” (Syrett & Lammiman, 2004, para.5). 2) Development of Research Aims or Questions. Gen Y is the youngest age group in nowadays workforce and also these groups grow up with advanced technical know-how and rely on it to carry out jobs better and faster. The main aim and objective of the study is to understand about the shopping approaches of Gen Y in the direction of every kind of online and mobile marketing. Gen Y is equipped with Blackberry’s, PCs, mobile phones and other devices, and at the same time Gen Y group stays informed and up-to-date 24 x 7. This age group wishes to communicate by way of electronic mail and manuscripts messaging than go for face-to-face interaction. Research Aims: 1) What are the myths, real actions and requirements of this age group with regard to online and mobile advertising? 2) How various age groups analyze each other with regard to online and mobile advertising along with Gen Y’s approaches towards it? 3) How to identify the uniqueness of online and mobile advertising that would catch the attention of Generation Y customers to act in response to the advertisement? 3) Identification of research variables: Certain research variables are identified in the study which depends on how the study has to be carried out depending on the attitude of the people in dealing with the new technology and innovation. The various impact created by the advertisement are also focused with regard to the perception of people about the new developments and technology in this era. The psychological theory and experimental design play a vital role in the identification of the variable. The advertising impact can be analyzed by the growth in the sales, and the perception can be measured on the basis of regular visits of the customers to the shopping centers for the technologically advanced products. Methodology: Methodology is the various methods by which the researches are conducted, “in addition to an in-depth analysis of the literature, the research will involve empirical qualitative data collection and analysis.  This will be used for the inductive reasoning portion of this study. Focus group surveys with the group mentioned above will be used in order to gain a deeper understanding of consumers thinking and behaviour and to conduct an extensive cross-cultural analysis, with a view to discovering if there is a new technology savvy consumer inhabiting an interactive marketplace.” (Claffey, n.d, para.5).  Data collection: Data collection is an important method in collecting and gathering information. It is a vital technique in keeping track of the information for the decision making and to pass on information in the study. Data collection is related to the topic of marketing. Marketing is the only matter where the business and the consumers come together. Data collection is done through various methods. The main sources of data collection are the primary and secondary methods of data collection. The primary method of data collection includes the fresh data that are collected, which are not corrupted by any other factor. This includes vivid ways of searching for raw firsthand information in the data collection. The various methods of primary data collection are the interview method, data collection, survey method, focused group, in-depth interviews and the qualitative methods of data collection. The secondary data sources consist of collecting of data by reviewing the journals and peer-reviewed articles to get the information from the scholars and the associated groups about the study. Quantitative data: Quantitative research is the organized analyzing and investigation of the quantitative data. The idea of quantitative method is the employment of mathematical and statistical model and analysis of the hypothesis. The quantitative link is the main link between the empirical methods and the mathematical analysis. The analysis is the foundation and is mainly used in the social sciences and anthropology. The main use of the quantitative data is in the analysis. The software packages like the SPSS are used for the interpretation and analysis of the same. In our study of the quantitative data collection, we use the experiment method, survey and face to face analysis. Experimental design: “Experimental designs are often touted as the most "rigorous" of all research designs or, as the "gold standard" against which all other designs are judged. In one sense, they probably are. If you can implement an experimental design well (and that is a big "if" indeed), then the experiment is probably the strongest design with respect to internal validity.” (Trochim, 2006, para.1). Survey method: The survey method is the most common methods of measurement in finding out the advancement and the technological developments in the marketing arena. The survey conducted for the analysis of Generation Y is quiet interesting. The survey method is an anlalysis of the Gen Y among the consumers and how they deal with various consumers’ beliefs and attitudes. The survey is conducted by various methods like the telephonic survey where the questions are conveyed and the answers are taken over phone, the mail survey is also important as the survey is done by drafting and sending the questionnaire through the mail. “To find out where to focus process improvement efforts; to determine whether previous improvement efforts have worked; or to see whether strategic advantages or disadvantages exist”. (Nandi & Singh, n.d. para.7). Face to face method: The face to face method is interview method, which is one of the effective method in the data collection, The face to face method is having a liberty where the interviewer and the respondent having conversation together by seeing each other where there is least possibility of lying at the instances and making the information very clear and specific at every instance. “In personal interviews it is vital for the Interviewer to have empathy with the Interviewee. In general, Interviewers should try to "blend" with respondents in terms of race, language, sex, age, etc. Choose your Interviewers according to the likely respondents.” (Survey design, 2010). An interview from the point of view of the customer-satisfaction-analysis can be done in a structured and in an unstructured manner. The main outcomes of the interview are building a good rapport with the clients, and retrieving the detailed information from the customer that is vital to the research. As our interview is based on the upcoming trends, the face-to face interaction plays a fundamental role. Qualitative research This method of research is appropriated in several diverse scholarly disciplines. The qualitative design finds its use mainly in the research and in the application of the social sciences. Qualitative researchers intend to collect a thorough understanding of human nature, behavior and the adaptation in various situations. The qualitative method investigates the why and how in the decision making approach.” The functional or positivist paradigm that guides the quantitative mode of inquiry is based on the assumption that social reality has an objective ontological structure and that individuals are responding agents to this objective environment (Morgan & Smircich, 1980).” (Matveev, 2002, para.7). In the research point of view, the goal can be achieved as the quantitative methods are much capable in stating the research problem consciously and specifically. They help in understanding the depended, the independent variables and in arriving at the clear information on the same. The data provided are highly reliable so accessing them can be done very easily and the clear information can be retrieved to accomplish the goals. In-depth interviews: The in-depth interviews are conducted by focusing on the group and the questions that are used for the analysis of the same. Focus groups: The focused groups are the group which is formed by certain group where the research is done depending on the attitude, perception and through various organizational and behavioral traits exhibited by the persons. Sample population: The sample population is the population which is derived from a large set of objectives or from the larger group. It is the sample population to be detected in the study before dealing with the sampling size and the sampling techniques. The sample population is taken from Australia with in an age group of 15 to 25. The participation of the sample population is derived by the planning of the study before making the attempt of the study. The sample design has to be planned and the population has to be estimated from the focused groups and from the experimental groups. After estimating the sample size, the sampling is done. The targeting of the business groups are done after that. The number of samples taken is 150. Once the sample size is determined, the sampling is done. The questionnaire is the “A questionnaire or written survey is a simple, productive tool to aid you in obtaining constructive feedback from both existing and potential customers.” (How to write a survey and questionnaire, 2010, para.1). The group from the sample selected is made to attend a survey that is conducted using the questionnaire. Sample questionnaires are to be provided to register the opinion of the respondents and then to analyze it to reach the final conclusion. Gantt chart: Task Starting Finishing Topic selection 1.5.2010 3.5.2010 Primary research:     Questionnaire (formation & distribution) 4.5.2010 9.5.2010 Survey conducted 10.5.2010 20.5.2010 Experimental design 21.5.2010 26.5.2010 Interview conducted 27.5.2010 2.5.2010 Secondary research: (journals and articles) 3.5.2010 16.5.2010 Data analysis 17.5.2010 22.5.2010 Findings 23.5.2010 26.5.2010 Annexure: Questionnaire section: Section 1: 1. What is your name? ________________ 2. Your age? ___________ 3. Gender?  [ ] Male  [ ] Female 4. What’s your job/title? _______________________ 5. Residential address? _______________________ Section 2:       1.   Are you aware of brands?  [ ] yes [ ] No 2. What kind of brands you prefer?. [ ] reputed [ ] middle [ ] Neutral 3. Your mobile presently used are. [ ] less than one year [ ] more than one year [ ] New [ ] don’t know 4. What do you first notice in an advertisement? [ ] design [ ] features [ ] celebrity [ ] messages 5. what are factors prompting you to get a mobile [ ] brand [ ] essentiality [ ] Neutral [ ]as all others have 6. Are you happy with your mobile, if so why? [ ] quality [ ] features [ ] design [ ] durability 7. Why you want to go for branded mobiles? [ ] durability [] accessibility [ ] features [ ] design 8. Which factor you notice during a mobile purchase? [ ] cost [ ] brand [ ] design [ ] durability 9. How the advertisement has influenced in buying mobile? 10. What prompt you in buying technology oriented products? _____________________________________________________ 11. Any other comments _____________________________ Reference List Claffey, E. (n.d.). Technology-induced changes in customer behavior: A study of the impact of emerging ICTs on the customer behavior of the youth market. Retrieved May 25, 2010, from http://webcache.googleusercontent.com/search?q=cache:hpBX01iJofgJ:www.tara.tcd.ie/bitstream/2262/29488/1/paper%2520doc%2520AM2006.doc+Spero,+I.,+Stone,+M.+%282004%29.+Agents+of+change:+how+young+consumers+are+changing+the+world+of+marketing.+Qualitative+Market+Research:+An+International+Journal,+7%282%29,+153-159.&cd=2&hl=en&ct=clnk&gl=in How to write a survey and questionnaire. (2010). Ehow. Retrieved May 21, 2010, from http://www.ehow.com/how_16596_write-survey-questionnaire.html Krippendorff, K. (2004). Content analysis: An introduction to its methodology. SAGE. Retrieved May 21, 2010, from http://books.google.co.in/books?hl=en&lr=&id=q657o3M3C8cC&oi=fnd&pg=PR13&dq=methodology&ots=bJffzXOeEV&sig=EmA3MMOrv4lw17TZ2gkiB7utQs0#v=onepage&q&f=false Lamb, C. W., Hair, J. F., & McDaniel, C., (2008). Essentials of marketing. Cengage Learning, p.76. Retrieved May 21, 2010, from http://books.google.co.in/books?id=9Kf_O1eI0J4C&pg=PA76&dq=gen+y+and+marketing&hl=en&ei=EPn0S4u6Nca5rAeUlqHZCg&sa=X&oi=book_result&ct=book-thumbnail&resnum=2&ved=0CDAQ6wEwAQ#v=onepage&q=gen%20y%20and%20marketing&f=false Matveev, A. V. (2002). The advantages of employing quantitative and qualitative methods in intercultural research: practical implications from the study of the perception of the intercultural communication competence by American and Russian managers. Russian Communication Association. Retrieved May 21, 2010, from www.russcomm.ru/eng/rca_biblio/m/matveev01_eng.shtml Nandi, S. N., & Singh, N. (n.d.). Customer satisfaction survey and analysis. Retrieved May 21, 2010, from http://74.125.153.132/search?q=cache:MXV8utUEVOsJ:drumindia.org/UserFiles/File/ruralpart/RPS%25206-12%2520Customer%2520Satisfaction%2520%2520Survey%2520%26%2520Analysis.doc+relevance+of+sample+size+in+customer+satisfaction&cd=5&hl=en&ct=clnk&gl=in Pittman, J. E. (2009). 21st century issues in America: An introduction to public administration theory and practice. Author House, p.56. Retrieved May 12, 2010, from http://books.google.co.in/books?id=C7yn6a6oJiEC&pg=PA46&dq=gen+y+exposure+to+internet&hl=en&ei=xBr2S6HXO4ewrAfikbzXCg&sa=X&oi=book_result&ct=book-thumbnail&resnum=1&ved=0CC4Q6wEwAA#v=onepage&q&f=false Schumann, D. W., & Thorson, E., (2007). Internet advertising: Theory and practice. Routledge, 4, p.13. Retrieved May 21, 2010, from http://books.google.co.in/books?id=ktufN9cPjbwC&pg=PA35&dq=Paul,+P.+(1996).+Marketing+on+the+Internet&cd=2#v=onepage&q=Paul%2C%20P.%20(1996).%20Marketing%20on%20the%20Internet&f=false Sullivan, P., & Heitmeyer, J. (2008). International journal of customer study. Wiley Inter Science. Retrieved May 21, 2010, from http://www3.interscience.wiley.com/journal/119421417/abstract?CRETRY=1&SRETRY=0 Survey design. (2010). Creative Research System. Retrieved May 21, 2010, from http://www.surveysystem.com/sdesign.htm Syrett, M., & Lammiman, J. (2004). Advertising and millennials. World Advertising Research Center. Retrieved May 25, 2010, from http://webcache.googleusercontent.com/search?q=cache:TG93-1oTIUAJ:reachstudents.strictlymedia.co.uk/sub/Images/Advertising%2520And%2520Millennials.doc+Syrett,+M.,+Lamminman,+J.+(2004).+Advertising+and+millennials.&cd=1&hl=en&ct=clnk&gl=in Trochim, W.M.K. (2006). Experimental design. Research Methods Knowledge Base. Retrieved May 21, 2010, from http://www.socialresearchmethods.net/kb/desexper.php Read More