Article Preview
Top2 Literature Review
Consumers are decision makers and as such organisations need to be aware of how they make decisions in order to influence their decision making to the organisation’s advantage (Reynolds and Olson, 2001, Semente and Whyte, 2018).
Generation Y, the Millennial generation or simply Millennials are defined as a group of people born roughly between 1982 and 2002 (Strauss and Howe, 1999), and who are said to have developed authentic and therefore distinctive consciousness (Goldgehn, 2004, Koutras, 2006, DeChane, 2014, Lukina, 2016, Semente & Whyte, 2018)).
The terms coined by Strauss and Howe (1999), ‘Millennial generation’ and ‘Millennials’ refer to Generation Y and are accepted widely (Lukina, 2016, Semente & Whyte, 2018). In 2019 the oldest representatives of this group are about 37 years old with the youngest being just over 17 years old.