Brand Influence on the Behavior of Generation Y Research Paper

Brand Influence on the Behavior of Generation Y - Research Paper Example The paper "Brand Influence on the Behavior of Generation Y" discusses the factors of fashion brands that influence the buying decisions of this segment. Research shows that price, peer feedback, advertising, emotional value, product quality, brand identity and the physical environment influence the buying behaviour. These factors are discussed in detail in the following sections. This paper is based on the findings of qualitative research conducted on Generation Y fashion consumption behaviour. The benefit of a qualitative research is that it can accommodate a wide variety of sources and benefit from the scholarly work of several researchers. The study is based on analysis of secondary sources which includes research publications and online content. Major themes that recur most frequently in the secondary sources have been discussed in this paper. Research journals, textbooks and websites covering issues of brand management and marketing were consulted to collect data for this paper. The results of the research showed that rational factors affect brand consumption behaviour among Generation Y consumers as much as emotional factors. The consumers appear to be motivated by product quality and price based on their parental influence. At the same time, they are also influenced by peer feedback, brand identity and brand advertising. As a result, fashion brands pay equal attention to reflecting quality through tangible and intangible aspects in their product development and marketing practices.