Abhijit Chakraborty | Akateeminen Kirjakauppa

The study of consumer behavior is important to marketers as it enables them to understand and predict the buying behavior of consumers in the marketplace. All consumers are unique, and this uniqueness is manifested in consumption patterns and purchasing decisions. New generations bring constant changes to taste, preference, and trends. As Millennials become a strong and present force in the market, it is essential for companies to further explore their buying behaviors in order to better target this new wave of consumers.

Millennial Consumer Trends and Their Impact on the Global Economy is an essential research publication that seeks to understand the buying behaviors and behavioral patterns of Millennials as consumers as well as how their preferences have transformed the demand, or lack thereof, of certain goods and strengthened or weakened specific industries. Highlighting a range of topics such as consumerism, marketing, and data analytics, this book is ideal for marketers, advertisers, consumer analysts, managers, policymakers, academicians, corporate professionals, researchers, and students.