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An exploratory study into generation Y males with a view to deciphering the reasons why they exude less brand loyalty than their previous generation counterparts in Ireland

McNulty, Jason (2016) An exploratory study into generation Y males with a view to deciphering the reasons why they exude less brand loyalty than their previous generation counterparts in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

In recent years the level of competition has intensified with businesses all over the world looking for ways to gain a competitive advantage. One way businesses have sought to achieve this is through establishing brand loyalty among their customers. However, a major problem that big businesses and brands are facing is that generation Y individuals are much less brand loyal than generation X and as a result they do not hesitate to switch to competing brands. This is becoming very problematic for brands as generation Y are becoming an ever more important cohort to capture and entice into being loyal thanks to their ever increasing size and levels of disposable income but brands are struggling to find ways of retaining them as customers for a sustained period of time.

The overall purpose of this research was therefore concerned with investigating generation Y males with a view to deciphering the reasons why they exude less brand loyalty than their previous generation counterparts in Ireland. The method that the researcher used to conduct research for this study was qualitative research. Interviews were conducted on members of generation Y with the aim of exploring individual’s personal thoughts and opinions about the subject at hand and to gain an insight into their mind-set. The interviews were structured to an extent with questions devised beforehand however many of the questions were open-ended with probing taking place to allow for personal opinions to be expressed and the data collected to be rich. With all the data collected a thematic analysis was conducted to arrive at findings. The two key pertinent findings from this research are that generation Y are a research generation meaning they conduct a significant amount of research before purchasing a product or service. The second pertinent finding was that generation Y individuals display loyalty to certain categories of brands such as technology but not to others such as food and clothes brands. The practical implications of this piece of research are it will provide guidance to businesses and brands in relation to how to better understanding generation Y individuals.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Competition > Competitive Advantage
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > Masters of Science in Management
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 02 Nov 2016 14:47
Last Modified: 02 Nov 2016 14:47
URI: http://trap.ncirl.ie/id/eprint/2304

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