C/M/313. Dissertation. Branding and Consumer Behaviour: Generation Y

This paper focuses on a study of consumer behaviour which has been concerned with the consumer behaviour as demonstrated by the demographic segment known as ‘Generation Y’. The dissertation aims to explore the relationship between culture and the behaviour of the above segments in the USA and in the UK. The Literary review identified several issues that needed to be answered, namely that consumer behaviour is influenced by many factors, the most important being culture; other factors identified were symbolic meanings attributed to products and generational defining moments. The dissertation has identified changes in the population breakdown, characteristics and attitudes of the segment and cultural differences between the various countries. The study found that there is very little difference between the consumer behaviour demonstrated by both cohorts and suggests that globalisation and the internet is creating a homogenous society. The methodology explains and justifies the approach that has been taken by author. The research was based on secondary data which gathered relevant studies that had been carried out in the USA and in the UK.