This document discusses Generation Y consumers. Some key points: - Generation Y refers to those born between 1982-2000 who are currently between ages 2-20. They grew up with technology and are very comfortable with digital media. - Generation Y is an important target market as they account for 16% of the population. They are trendsetters who influence other generations. - Generation Y has different characteristics than older generations - they are more open-minded, value social media/networking, and expect brands to understand their preferences. - LG analyzed Generation Y to develop their LG Cyon Crystal smartphone specifically for this demographic's tastes in terms of design, features, and marketing strategy.

1. GENERATION Y
CONSUMER BEHAIOR
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2. GENERATION Y
1
Gen
Y 2-3
Gen Y
4

3. Gen Y
5
Gen Y
6-7
Generation
Y 8
Target Market Selection
9
Position Mapping
10
11-12
13

4. GENERATION Y
2523 – 2543 8 – 28
Gen Y 10
16 %
NationalMaster, 2553 : Gen
Y Extraordinary Generation
Generation X, Gen
X
Gen Y

5. ( , 2553 :
Gen Y
, 2550 :
Gen Y
Gene Y
Gen
Y
Gang-Y.com, 2553 :

6. Gen
Y
 Gen Y
Gen
X
Gen Y
Baby Boomers
Gen B
Gen
Y ( ,
2553 :
 Gen
Y
,

7. 2552)
( , 2553 :
 Gen
Y
, 2553 :
Gen Y

8. Gen
Y
(
, 2552)
Gen Y
Great Generation
Gen
Y Gen B Gen
X Gen Y
Gen Y

9. Gen Y
, 2551 :
Gen Y
1.
Shopping

10. 2.
3.
4.
5.

11. Gen Y
1.
Multi-tasking)
2.
3. Brand
Loyalty) Generation
4.

12. Gen Y
Description
Born Age
Before
Seniors 1925 77+
1926–
Builders 1945 57 – 76
1946–
Boomers 1964 38 – 56
Generation X 1965– 21 – 37

13. 1981
1982–
Generation Y 2000 2 – 20
Generation Z 2001 + <2
( the ABS
Census Douglas Coupland
1991)
6 Generation
Seniors Builders Baby
Boomers Gen-
X Gen-
Y
Gen -Z
Gen Y
70%

14. ,
,
 Gen Y
“ young blood
)”
 Gen Y
Gen Y

15. Generation Y
LG
STP STP Analysis
1. Demographic
Gen Y 16-28

16. 2. Geographic
3. Psychographic
4. Behavior
Target Market Selection

17. Target Group : LG
18-25
Positioning
LG Cyon

18. Position Mapping

19. LG CYON
CRYSTAL
Product
 LG CYON CRYSTAL
Quadband TFT-LCD
S-Class UI 3

20. Data Transfer)
- WiFi 802.11b/g, WLAN (Wireless LAN)
- Bluetooth™ v2.1 , USB Port
- A2DP Bluetooth™
Stereo)
 HTML, WAP 2.0 Browser
 -- Messaging)
- Email (IMAP4, POP3, SMTP)
- MMS, SMS 3G-HSDPA, EDGE Class
10, GPRS Class 12
- Instant Messaging)
- Google - Google Maps, Google
search, GMail, YouTube Blogger , RSS
reader
 Java MIDP 2.0
Price
 18,900

21. Place
 LG
Promotion

 Big
Bang

23.  htp://www.gotoknow.org/blogs/posts/453350
 http://sara-
dd.com/index.php?option=com_content&view=article&id=23
5:why-generation-generation-y-gen-y-&catid=25:the-
project&Itemid=72
 http://mashingup.wordpress.com/2010/07/19/%E0%B9%8
0%E0%B8%82%E0%B9%89%E0%B8%B2%E0%B9%83
%E0%B8%88%E0%B8%9E%E0%B8%A4%E0%B8%95%
E0%B8%B4%E0%B8%81%E0%B8%A3%E0%B8%A3%E0
%B8%A1-generation-y-infographic/
 http://www.jobpub.com/articles/showarticle.asp?id=2530