Car Makers Target Gen Y

Car Makers Tar delineate Gen Y Yolanda Collier Dr. Bao internationalist Marketing 505 May 13, 2012 Introduction coevals Y, in summation known as the Millennials atomic number 18 individuals born(p) amongst 1977 and 1994; they make up over 20% of todays population. This is the largest generation since the baby-boomers. contemporaries Y will and is having a massive social and economic impact. The major characteristics of this grouping are as follows: * They are racially and ethnically diverse * They are extremely supreme because of divorce, day care, single parents, latchkey parenting, and the technological revolution that they are ontogenesis up alongside * They feel empowered; give thanks to overindulgent parents, they have a sense of security and are rose-colored about the future. justify the strategy behind Asiatic automakers targeting Gen Y. Asian automakers know that times Y is less rooted in tradition then(prenominal) their parent s. This generation is an easier target because they have grown up in a culture of consumerism and see buying as representative of life. Additionally, propagation Y is has greater exposure to multimedia which pee-pee better and much opportunities for Asian automaker advertisers to overtake them (Benton, 2006).

Generation Y is also very eco conscience, and they are feeling for are small reliable and fuel efficient vehicles. Asian automakers also understand that this generation is feeling the strain of the honest to k nonty economic times and that young people in special are looking to get further and more for their tough earned mone y. Asian automakers also know that Gener! ation Y has been exposed to the highest gas prices in history and that the likelihood of them decrease is minimal. With that being said, the Asian automakers introduce lines of vehicles that are not tho fuel sociable but are bag friendly as well. As verbalize by consumer personal business in that respect are 64 million Gen Y buyers coming into the marketplace, stated by Jim Lentz, Toyotas group vice president and general...If you want to get a full essay, order it on our website: BestEssayCheap.com

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