MILLENIALS AS A TARGET GROUP FOR THE FOOD COMPANIES
This paper will present in more detail the results of numerous insights with the aim of better understanding and getting to know members of the millennial generation. The importance, differences in patterns of behavior, consumer habits and preferences of the millennial generation will be pointed out, as well as the necessity of timely marketing orientation and orientation of the food industry towards this target market segment.
The common name for members of the generation studied in this paper is Generation Y or Generation Y (Millennials Generation, Generation Y).
Apart from these popular and common names, some other names describing this generation are often used in the Anglo Saxon literature, for example: the Digital Generation, Net Generation, iGenration, EchoBoomers, Nexter, Why generation and the like.
Dos Santos, M. C., & e Silva, S. C. (2013). The 3 C’S Model Of Millennials Brand Awareness (No. 02). Faculdade de Economia e Gestão, Universidade Católica Portuguesa (Porto)
Fall, L. T., Kelly, S., MacDonald, P., Primm, C., & Holmes, W. (2013). Intercultural communication apprehension and emotional intelligence in higher education: Preparing business students for career success. Business Communication Quarterly, 76(4), 412-426.
Fauquet-Alekhine P. (2013) Information & Communication Technologies vs. Education and Training: Contribution to Understand the Millennials’ Generational Effect. International Scholarly and Scientific Research & Innovation 7(8)
Furlow, N.E., & Knott, C. (2009). Who’s reading the label? Millennials’ use of environmental product labels. Journal of Applied Business and Economics, 10(3), 1–13.
Fromm, J., & Garton, C. (2013). Marketing to Millennials. Reach the largest and most influential generation of consumers ever. Estados Unidos: American Management Association
Gibbons, S. (2007). The academic library and the Net Gen student: Making the connections. Chicago: American Library Association
GFK, GfK Consumer Reporter, (2017). Are We Attracted by Innovations?. GfK Consumer Panel, Issue 01/2017
Gomez, L. F., & Ballard, D. I. (2013). Communication for the long term: Allocation and collective reflexivity as dynamic capabilities. Journal of Business Communication, 50(2), 208-220.
Gupta, Dinesh K. (2007). Literature on LIS marketing: Growth and pattern. // Annals of Library and Information Studies 54, (2007
Gurau, C. (2012). A life-stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers. Journal of Consumer Marketing, 29(2), 103-113