Differences In Millennials In Emerging Markets and Developed Countries: The Case of Turkey and The United States
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Keywords

Gen Y
Millenials
Consumer
Emerging Markets
Developed Markets

How to Cite

Reisenwitz, T. (2021). Differences In Millennials In Emerging Markets and Developed Countries: The Case of Turkey and The United States. Journal of Business Strategies, 38(1), 38–61. https://doi.org/10.54155/jbs.38.1.38-61

Abstract

This study assesses the differences between Millennials (Generation Y) in
advanced and emerging countries, using the United States and Turkey. The purpose
is to give marketers more direction in better addressing the needs of Millennial
consumers in advanced and emerging countries. Results showed that Millennials
in the United States are more satisfied with online purchases, have higher brand
loyalty, and were more risk-averse compared to the Millennials from Turkey. There
are no significant differences between the two countries in terms of social media
usage. This study enriches the existing literature and provides directions for further
research.

https://doi.org/10.54155/jbs.38.1.38-61
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