Best of esomar 2013 mitte lmgu_generation y_20130522

Regina GROMOVA
Anna KOSOVA
May 2013
GENERATION Y:
ASSESSMENT OF OPPORTUNITIES
WITH YOUNG CONSUMERS IN RUSSIA
PRESENTATION PREPARED FOR:
ESOMAR BEST OF – RUSSIA 2013

2
Introduction of the study
Market trends and consumers
segmentation analyses have
identified young consumers
as an attractive growing value
pool that can be targeted
with a differentiated product
proposition
Most of the major brands
targeting these consumers are
suffering from volume and
shares decline caused by
evident loss of relevance to
rapidly changing fashions of
generation Y
 Qualitative study
 Conducted in Autumn 2012
 Moscow, Yaroslavl, Perm

3
Presentation flow
 Definition of YOUTH
 Methodological approach and theory beyond
 Methodology: Case studies
 Life world and values of young people
 Perception of brands and products

4
Presentation flow

5
Definition of youth: How old are they?
 In social science and statistics, youth is broadly defined as a
group of people aged 14/16 – 30 years old
 Yet, this age interval is rather heterogeneous and includes very
different people
 This is especially true if taking into account how rich with events
young people’s lives are, how many development periods and age
crises they experience
14 16 24 25 30 years18 20
Pubertal period (12-15)
Higher school forms (14-17)
Leaving school (16-18)
Entering the university / college (16-19)
Graduating from the university (21-23)
Entering the university / college (16-19)
Senior years of studies at the university(21-23)
Many start working after studies (20-23)
Full age (18 - )
YOUTH
Marriage / partnership (22 - )
Gradual acquiring “adult” social status (~25 - )
BROADER YOUTH DEFINITION

Definition of youth: Key things about
Age-specific biological
characteristics:
• Psycho-physiological
maturity
• Activeness, high vitality
• Health, etc.
Social characteristics:
• Limited socio-economic
resources =>> limited
chances to make
independent decisions
• Being in the process of
social and economic
development
• Inferior social status (as
compared to elder people)
• Not having one’s own earnings sufficient for independent living and decision-making
• Not having one’s own household / dwelling, living with parents or guardians
• An object of parents’ / guardians’ care, not a subject of care
• Not having a stable partnership / one’s own family
6

Definition of youth: Socio-psychological specifics
 Self-affirmation
 Often through opposition to elder generations, therefore they are inclined to
conflicts with parents and elder people (primarily teenagers).
 Higher significance of peer groups and acceptance within peer
groups (as opposed to family and social institutions)
 Accentuated orientation towards reference groups
 Desire, striving for something
 Actualization of gender / sex issues
Having an inferior status as a social group,
young people strive for becoming adults
7

8
Presentation flow

Methodological approach
9
Individual in-
depth
interviews
Focus groups
Pre-task:
self-
presentation,
activities
diary
Analysis of
respondents’
activity in
social
networks

PHYSIOLOGICAL AND PSYCHO-PHYSIOLOGICAL NEEDS
(Food and drink, warmth, rest, sleep, safety, sex & reproduction, etc.)
SOCIAL ACCEPTANCE,
BELONGING TO A GROUP
SELF-AFFIRMATION
SELF-
ACTUALIZATION
THEORETICAL NEEDS STRUCTURE YOUTH’S KEY NEEDS
SEX (esp. youngsters)
REPRODUCTION (girls)
ACCEPTANCE
BY PEER GROUP
SELF-AFFIRMATION
SOCIOGENEOUS =
SECONDARY NEEDS
BIOGENEOUS =
PRIMARY NEEDS
SELF-
TRANSCENDING
(ALTRUISM)
SELF-ACTUALIZATION
SELF-TRANSCENDING
NEEDS OF HIGH SIGNIFICANCE
10
Structure of needs
Youth’s major groups of needs include sex & reproduction (physiological and
psycho-physiological needs) and acceptance by peer group coupled with the
need in self-affirmation (also primarily within the peer group and – while
growing up – within social institutions).

ACCEPTANCE
BY PEER GROUP
SELF-AFFIRMATION
SELF-ACTUALIZATION
SELF-TRANSCENDING
Profession Choice
Socializing with peers
Friendship
Love
Achievements
(studies & work)
Respect (in a peer group)
Self-Respect
To be in the fashion
(~= to share peers’ values)
To establish distinction
from peers
Occupation allowing
“to do good for others”
Occupation allowing
self-expression & creation
Family/Partnership(girls)
Hobbies
Sex (esp. boys)
Socializing with peers is essential for youth as it meets the key needs of this
social group: acceptance and self-affirmation primarily amongst peers.
11
Structure of needs

ACCEPTANCE
BY PEER GROUP
SELF-AFFIRMATION
SELF-ACTUALIZATION
SELF-TRANSCENDING
To eliminate barriers
To relax
To facilitate
making acquaintances
To facilitate communication
To show off
To raise one’s sociability
To liven up
To be attractive, nice-looking
To establish distinction
from peers
To be in the fashion
(~= to share peers’ values)
Socializing with peers
12
Structure of needs
YOUTH’S KEY NEEDS YOUTH’S CONSUMPTION NEEDS
Youth’s needs with regards to consumption include primarily the needs to show sharing
values and cultural codes of their reference group and, at the same time, to establish
distinction from other groups within youth (>> significance of sub-cultures) and
superiority in adopting new trends within their own group.
The above needs result in the following other needs: show-off, communication
facilitation, aid in making new contacts, being attractive, etc.

13
Presentation flow

The main priority is
family, then self-
actualization
Defines herself as
a romantic girl
Wants to travel, prefers
active trips, museums,
excursions
Likes hand-made
things, creates
many things
herself
Likes shopping,
beauty salons, bars
with friends
Can’t imagine her life
without cats – has
her favorite cat since
childhood
Doesn’t like
policy, considers
it as aggression
only
Every Wednesday and
Sunday goes to the
cinema with her
boyfriend – never
misses it!
Type: Sentimental Little Princess
Yaroslavl, 21 y.o., lives with boyfriend,
doing her last year at the University,
studies organization management.
Category consumption: prefers
women oriented beer brands and
types
Case studies: Irina
15

Иришка Камышова
Женские мысли 17
авг 2012 в 13:04
И пообещал Бог
женщине, что
красивых, добрых
и умных мужчин
можно будет найти
на каждом углу. И
сделал Землю
круглой.
Картинки с юмором 16 авг 2012 в
13:16 через Наше всё
Иришка
Камышова
Накопленное
счастье XD 45
билетиков)
Телец 21 июл 2012 в 15:00
22 июля
Тут два варианта, либо порция любви, тепла
и ласки,либо порция кола, виски, лёд.
Иришка Камышова Я ушла туда,
где есть то что сделает меня
счастливой, там есть человек
который даст мне всё то что я
попрошу... Я ушла в
магазин.XDDD
Conclusion: most of posts are
devoted to usual girls’ topics –
relationships with men, shopping,
jokes. Internet activity is rather high
– new posts appear rather often.
Case studies: Irina
16

For details: go to http://vk.com/id12481012
Case studies: Irina
Out of all celebrities
I like Keanu Reeves,
it’s the only actor
who hasn’t got all
these cars, houses,
skyscrapers, he
doesn’t need it.
I like dresses, bags, clothes. I’m
merry and I like to smile, I like
cats, all my life since childhood I
have a cat at home, I can’t
imagine life without it!
First place in my life is family. I
think that’s normal for all people.
If my mum calls me and says:
“Ira, I need you” I will come
immediately no matter busy I am
or not.
17

Gets second
education as -
psychiatrist
Likes most of all in his
job to make
presentations, to
convince people
Considers
communication as
main personal driver
of self-development
Doesn’t watch TV,
wants to refuse from
PC, because it takes
too much time
Is interested in policy,
doesn’t like mass media
influence on people
Believes in kindness with
fists, in the rule of
kindness’s return
His day is always
planned, likes active
kinds of rest
Is sure that
everything must be
directed to personal
development
Type: Mature & Ambitious Guy
Yaroslavl, 22 y.o., lives with girlfriend.
Works in VTB24 bank in direct sales
department, studies.
Case studies: Daniil
18
Category consumption: likes absinth
most of all, prefers to have own bar at home
with elite alcohol and has beer only outside
or with big company

Данил Грибов
О чем говорят мужчины вчера
в 9:22
Как я выбирал жену? -
Крикнул: умные-налево,
красивые-направо. Одна
замешкалась - тут-то я ее и
поймал!
Искусство реальности
фотография
Business.Strategy. 23 авг
2012 в 23:20
О чем говорят мужчины 23 авг 2012 в
23:50
Когда мужчины молчат, они
руководствуются двумя принципами:
1. Все и так понятно, че тут говорить?
2. Че говорить, если нихера не понятно.
Мне нравится 2
24 авг в 0:11
Conclusion: the majority of posts
are devoted to social roles of men
and women, to relationships or to
business ideas.

For details: go to http://vk.com/drwitcher
I like very much to have
an active rest. After
work I seldom go home
and lie on the sofa with
beer, I want to have
interesting, rich day, I
usually go somewhere
with my friends
20
I believe in the rule of good’s return -
if you do something good, it will come
back to you. I like to help people. I
like to do compliments to the girls
without any ulterior thoughts. It is
very difficult to look at our society, it
has become angry.

Considers University as
the main center of his
life
Takes part in creative
projects at the
University, makes
videos
Dreams to create
computer games
since 8 y.o., wants to
do it after studying
In 5 years sees his life
as American dream –
countryside house,
wife, children
Sees University as the
main source of positive
emotions, spends
there 12 hours
Favorite celebrities –
Evgeniy Mironov, Guy
Richie, Stephen King
Dreams to spend all
his money for wife and
his own business of
video production
Admits the importance of
girlfriend in his life – she
helps him to develop, to
study, to work
Type: Creative infantile student
Perm, 20 y.o., studies at the University,
lives with parents and sometimes with
girlfriend
Case studies: Vladimir
21
Category consumption: no brand
importance, considers beer as pop music
and prefers to drink cognac with friends,
beer only in big company and outside

Владимир
Ферстин
Problems? ;D 18
авг 2012 в 14:16
через Problem..
Владимир Ферстин
Esquire 14 авг 2012 в
19:26 через KyoTime
Эффективная
программа озеленения
города в Японии, город
Осака
Проблемы белых
людей 6 мар 2012 в
18:20
MDK 27 июл 2012 в
21:15
Корпорация Юмора
ツ фотография
Conclusion: almost
all posts are
devoted to jokes
and funny pictures
or sometimes
some informative
and interesting
posts can appear

My hobby is
creativity in
any forms. If I
like smth. – I’ll
do it.
The biggest fear is
not to fulfill all
expectations people
have of me.
Most important
role for me is
boyfriend’s one,
the second is a
role of a friend,
the third – son’s
role.
23

Believes that life is
not good or evil, it is
what you will do out
of it, how you will fill
it
Wanted to become a
lawyer since
childhood, at the
University has only A
grades
Regards studying and
getting knowledge as
source of positive
emotions
At this moment the
main priority is
career
The main fear is
not to find a good
job
Doesn’t think about
money and future salary
– to find an interesting
job is more important
Most important
people round her
are mum and sister
The first place
role is role of
sister and
daughter
Type: Glamorous modern girl
22 y.o., Perm. Lives together with her
mother and sisters, studies at Law
Faculty.
Case studies: Anna
24
Category consumption: defines herself
as devoted to heavy drinks as whiskey,
cognac, vodka. Is not a beer-drinker, only
if in the countryside

Conclusion: there are
only 8 posts on the wall,
all of them are photos.
Lots of pictures with
jokes.
Case studies: Anna
25

I’m afraid not to find a
good job, I’m not
afraid not to get
married. I’m in passive
waiting for my love.
I can’t save money, I
spend it immediately, I
want to live for
pleasure.
If I will have well-to-
do man I won’t care
about money at all
and I’ll be able to
work for 10 000
rubles per month, but
if no, I won’t be able
to have such a job, of
course.
Case studies: Anna
26

Career oriented
Family oriented consumers /
Traditionalists
Party-goers
Infantile
•Ambitious
•Esp. image conscious &
status sensitive
•Actively spend their
leisure – going out
•Invest time & effort into
career building
•Actively use entertainment
infrastructure
•Often are creative,
sociable students who do
not work and can be
largely involved into
student’s life
•Traditional / conservative social roles and
beliefs (“man is a family provider”, “woman
should ensure home comfort”, etc.)
•Seek marriage, value stable relationships
•Less oriented on going out, men may be
fully involved in their jobs as a means to
support the family in the future
•Keep close contacts,
emotional bonds with the
family
•Neither go out or
work/study too much
•Oriented towards enjoying
relative freedom of youth,
seek less responsibility
Maturity
Immaturity
Passive Lifestyle
Conservative consumers less open to adopt new trends
Rather conservative,
yet open to adopting new consumption trends
Active Lifestyle
Image conscious opinion leaders, spread new trends in their communication circles
General segmentation
27

28
Presentation flow

Adult image   Limited responsibility (cared by parents)
High ambitions   High significance of leisure/ entertainment
“Success”   Lack of understanding how to reach it
…..
RESPECT BY PEERS
CAREER
SOCIAL STATUS
REST, LEISURE
LOVE
FRIENDSHIP
MONEY
ATTRACTIVENESS
CREATION
INDEPENDANCE
SELF-EXPRESSION
HIGHER EDUCATION
COMMUNICATION
WITH PEERS
SELF-ACTUALIZATION
Instrumental values
of lower significance
KEY YOUTH’S VALUES
Conflict of values
Possible values conflicts!
Possible values conflicts!
29

FASHION
+
COMMUNICATION
TOOL
 Leisure activities are undoubtedly central in lives of young
people
 Students – typically a lot of spare time
 Full time young employees – limited spare time, but leisure
activities are still most important
 Interests/ hobbies are quite diverse and fragmented:
 Listening to various kinds of music & playing music;
 Going into sports (fitness / gym, football);
 Dancing (e.g., hip-hop, hustle);
 Shooting short videos;
 Riding a bike;
 Driving a car;
 Making decorations (e.g., games, clocks) – for girls;
 Taking part in university shows and events
Spare time
30

* The collage is made of photographs taken at respondents’ homes during in-home
interviews.
Home is not the center of my life. It is the university that is the center. My
girlfriend is there, classes, my creative activities. I spend as much as 12 hours
per day there (male, 20 y.o.)
Living space
 Home   Out-of-home
31

More Time Spent
Together
Less Time Spent
Together
Stronger
Emotional
Connection
WeakerEmotional
Connection
Family
For those living together with parents
Friends
Colleagues
For working respondents
Classmates
For full-time students
Boy/Girlfriend
Key social groups
32

Friends
* The collage is made of photographs provided by the research participants.
Key social groups
33

 Key group in terms of significance and emotional connection for all
the respondents
 Generates the most positive emotional experiences
 Friends are the people who the respondents spend their leisure
time with most often
 Most are extravert and usually have many friends and
acquaintances though only some of these acquaintances (1-3) are
characterized as close friends:
 old school friends / neighbors living next door / more rarely
college classmates or colleagues
 All other friends and acquaintances are less emotionally close but
may be as important for self-affirmation:
 wider circle of classmates and sometimes colleagues;
 ex-school mates and yard neighbors.
Friends
Key social groups
34

Boyfriend /
Girlfriend
Key social groups
35

 Family oriented: boyfriend / girlfriend is one of the most significant
person
 Other: demonstrate a status related role of having a date.
 Some respondents say that they are not very much close with their
boyfriends / girlfriends, they seem to keep the relationships with them
due to social expectations rather than a strong emotional connection.
 High role of girlfriends in promoting new consumption trends to
their dates and having quite a strong influence on their
consumption and brand choice patterns.
Boyfriend /
Girlfriend
Key social groups
36
My boyfriend is a guy who comes from a village. For instance, he likes hyperbolizing. I keep on telling
him that this looks funny. Comparing him 2 years ago and now, he is very much different: his clothing
manner, his work. He used to drift as a guard for 2 years. I immediately told him that I’m not ready to
live on his 15 thousands per month. The man must support the family. And finally I found a better job
for him. (Yaroslavl’, female)
My girlfriend has made a man of me. I used to be a person who could have live on 1 thousand rubles
per month. But money is more important to her so she constantly stimulated me to search for a better
job, seek new opportunities... (Moscow, male)

37
Family
Key social groups

 Ambivalent role:
 Significance of the family is relatively low young people who
are primarily oriented towards self-affirmation and socializing
with peers as well as separation from parents – lack of
emotional connection
 The family (primarily mothers) are people who are viewed as
those who can provide strong emotional support in really
difficult life situations
 The family = RESOURCES that can facilitate career building, job
search, getting university degree so young people have to interact
with them + FINANCIAL SUPPORT
 Grandparents, brothers/sisters and young relatives (niece, nephew,
etc. – strong emotional connection for girls)
Family
Key social groups
38

Classmates
Key social groups
39

 Communication with classmates may mean a lot of positive
emotions and it makes rather routine studies with their
instrumental role more enjoyable
 Similarity of social situation and objectives of classmates coupled
with abundant abilities to get together and socialize tend to unite
them
 However, the group of classmates is quite heterogeneous and
tends to differentiate into smaller sub-groups primarily based on
similar social positions of students
 This differentiation is also based on different interests and
hobbies that may often have a status related meaning.
 Classmates is the group that introduces new consumption trends to
the consumers even if these opinion leaders are not their close
friends
Classmates
Key social groups
40

Colleagues
Key social groups
41

 Significance of colleagues is quite low due to the relatively recent
job start and age differences with colleagues. The character of
interactions with them is typically relatively formal.
 Close social positions, similar interests or lifestyle patterns may
contribute to making friends with some colleagues.
 Career-oriented consumers pay more attention to their colleagues
and management. Relations with are important as a way for self-
affirmation through career. These respondents often talk about
interactions with their colleagues and/or bosses and show pride of
their achievements
 Another source of positive emotions related to colleagues is
socializing with them that makes routine work more enjoyable
Colleagues
Key social groups
42

43
Presentation flow

 Attributes making brands attractive to the young consumers:
 Associated with the Western lifestyle
 Global big brands popular in other (Western) countries
 Delivering values of achievement, addressing the salient
need in self-affirmation
 Canalizing the category image (“Jack Daniel’s” - whisky);
 Often expensive, on the edge of affordability
 Clearly mature, adult, not associated with teenagers and not
directly addressing to “youth”
 Novel, trendy in the context of short-term youth fashions
 Having an established and well-known image among peers >>
messaging codes that can be read by the peers
Perception of brands
44

Brands mentioned Emotions
Adidas, Nike Well known, wide spread brands,
emphasize sport activity – rather important
for men.
Chloe, Burberry Most inspirational traits – simplicity and
clearness. These brands are marked by
Moscow females.
DKNY Real New York, feeling of big modern city
M&M’S Very tasty and unusual, no brands that can
be close to there image
Nestle Reminds sunny and happy childhood, very
tender taste
Coca-Cola Immortal brand, has not only well-known
and wide spread production but also
participates actively in sport events
Chanel Quality of France, brand you can trust
Jack Daniels Rock-n-roll brand, for rock-stars.
* Brands most often mentioned as aspirational
Aspirational brands
45

Internet
Radio
TV
Press
Word of
Mouth
Usage&meaning
Predominant role of socializing with peers for
18-24-yearolds makes WOM one of the most
significant communication channels
Radio is used by some respondents to
listen to music during the day
Role of TV is significantly lower vs. Internet
and seems to keep decreasing
Some (a few) respondents, primarily girls, report of
reading (print) magazines occasionally
Internet has been established as the most
meaningful, daily used communication
channel for today’s youngsters
Communication channels
46

47
Thank you for attention!
 Questions?

48
Contact information
Regina GROMOVA
MITTEL mgu, Managing Director
Regina.Gromova@mittel-mgu.ru
Anna KOSOVA
Efes RUS, Insights Executive
Anna.Kosova@ru.anadoluefes.com

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