Publicación:

Comportamiento de compra de los Millennials, según su estilo de vida y hábitos de consumo en los estudiantes de la facultad de ciencias económicas y administrativas de la Universidad Cooperativa de Colombia sede Bogotá

Resumen

The present investigation goes to study the Millennials purchasing behavior, according to their lifestyle and consumption habits, in this will allow to the to the organizations have vision about how can focus to design strategies that captivate and attract this group, which is characterized to be large consumers. For the development of this monograph, we had secondary sources, highlighting the concepts, generalities and theories that characterize this generation, in addition, the survey was implemented as a collection tool, taking as a sample one hundred students of the programs of Business Administration, Marketing and International Trade using the stratified sampling method provided; The questions were designed in such a way that the results obtained will lead to the goal. Finally, the result of the study leads to know the importance of digital marketing to boost consumption and by the other hand to identify the challenge for the companies to motívate the purchase decision of this generation, according to trends and their lifestyles. Also, this job shows features of great importance for this generation such as immediacy, innovation, commitments to the environment and society are highlighted.