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| The Learning Business Research Proposal | | Research & Decision-Making for Business/Business Research Methods |

| The Learning Business Research Proposal | | Research & Decision-Making for Business/Business Research Methods |

The Learning Business Research Proposal
Research & Decision-Making for Business/Business Research Methods 1. Analyzing the Business Decision or Problem
Businesses currently face a change in the consumer landscape as generation Y consumers (persons born between the years 1982 and 1994) have the capacity to dominate the economy. It is important for companies to recognise generation Y’s behaviours, attitudes, characteristics and influences in order to “create and develop new business opportunities to remain competitive and generate profits.” Sullivan, D. P. (2004). However, this is proving difficult for businesses as the incentives behind generation Y consumption practices and preferences remain obscure. The following proposal intends on focusing on this division by examining the consumption behaviour of generation Y individuals. The findings concluded that generation Y consumerism was driven by issues in conjunction with but not limited to social trends, personal preferences and digital media and technology.
Key Concepts:
Throughout the investigation various research articles presented themes that influenced Generation Y consumer decision-making styles including:
• Freedom
• Finding yourself
• Blend in/stand out
• Brand personality/my personality
• Fashion knowledge
• Value-seeking
• Comfort of brands
The following questions will be applied to these concepts and employed as a framework for researching the issues mentioned above.
-What determines people as part of generation Y?
-What are considered the dominant behaviours, characteristics, attitudes and influences of generation Y?
-Are their

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