—This paper aims to examine the value system of Gen Y (individuals born between 1977-1994) who are in professional life in Turkey, to provide strategic insights to researchers and marketing managers. Qualitative research techniques are used to get deeper insight about the phenomenon. In depth and focus group interviews are realized with a total of 40 respondents following a structured discussion outline. The results are analyzed through content analysis and are expected to form the basis for a future quantitative study. Although the results have similarities with the findings of previous research, specific values particular to Turkey such as “respect,” “need for trust in others,” “being well groomed,” “hardworking,” “responsibility” have been identified. Generation Y is a very significant and powerful consumer group in the world in terms of purchasing power and setting the trends. Thus their needs and wants should be understood to anticipate their behaviors and attitudes toward a product, a campaign, brand or company.
—Generation Y, millennials, values, qualitative research, content analysis, marketing management.
IpekAltinbasak-Farina is with the Faculty of Economics, Administrative and Social Sciences at Bahcesehir University, Istanbul, Turkey (e-mail: firstname.lastname@example.org).
GozdeGuleryuz-Turkel is with the Bahcesehir University, Istanbul, Turkey (e-mail: email@example.com).
Cite: Ipek Altinbasak-Farina and Gozde Guleryuz-Turkel, "Identifying the Needs of Gen Y by Exploring Their Value Systems: A Qualitative Study," International Journal of Trade, Economics and Finance vol.6, no.6, pp. 290-296, 2015.