DIFFERENCES IN MILLENNIALS IN EMERGING MARKETS AND DEVELOPED COUNTRIES: THE CASE OF TURKEY AND THE UNITED STATES.

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Date: Spring 2021
From: Journal of Business Strategies(Vol. 38, Issue 1)
Publisher: Center for Business and Economic Research
Document Type: Article
Length: 7,243 words
Lexile Measure: 1320L

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Abstract :

This study assesses the differences between Millennial (Generation Y) in advanced and emerging countries, using the United States and Turkey. The purpose is to give marketers more direction in better addressing the needs of Millennial consumers in advanced and emerging countries. Results showed that Millennials in the United States are more satisfied with online purchases, have higher brand loyalty, and were more risk-averse compared to the Millennials from Turkey. There are no significant differences between the two countries in terms of social media usage. This study enriches the existing literature and provides directions for further research. Keywords: Gen Y, Millennials, Consumer, Emerging Markets, Developed Markets

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Gale Document Number: GALE|A667169433