Decision Making Process 

Gen Y is a free spending generation because of their economic clout. Further, an increased
presence of brand names has created brand awareness and preference among Gen Y at an
earlier age. Therefore, it is important to know how Gen Y forms attachments to brands. The
brand concept which refers to the image of a particular brand plays a crucial part in the
decision making process.

 Liu (2002) 
There are two common brand concepts, namely function-oriented brands and prestige-oriented brands. Function-oriented brands are associated with product performance like reliability and durability whereas a prestigeoriented brand concept is associated with luxury and status. Liu (2002) adds that brand concepts have an impact on how consumers evaluate the product as these concepts facilitate the formation of associations with brands. 

Taylor and Cosenza (2002)  
State that normative decision process starts with a stimulus which provokes need recognition. They state that this is then followed by information search, evaluating competing alternatives followed by a purchase decision. They report that demographic characteristics like education and income level have an impact on decision making. They alert that as a consumer grows older, information search and evaluation of product decreases.

Therefore, the Gen Y is crucial to marketers as it is important to capture this market and

establish brand loyalty before they move into their mid-twenties and beyond. Taylor and

Cosenza (2002) 
Explains that female Gen Y is more prone to buying on impulse, ignoring

information search as they seek instant gratification and therefore prefer branded apparel

as clothing brands give them an avenue to express themselves. 

Bakewell et al. (2006) 
Reveal that on the other hand Gen Y men have a “self-oriented” approach and focus on the functional benefits of clothing like warmth and durability which may include extended problem solving situations in their purchase decision. 

They explain that Gen Y females are “other-oriented” and clothes are used as symbolic value for achieving approval and acceptance from peers. 

Nevertheless, they conclude that Gen Y males, just like Gen Y females, are fashion conscious and have an understanding of fashion brands and their

desirability.


Generation y consumers are at the age were they are currently breaking away from childhood norms and starting to develop and establish their own identities. 
Generation y have a natural inclination to spend and embrace products that promote a lifestyle that they can associate with their peers. 
 Generation y are exposed to strong amonts of peer pressure and this therefore has a major effect upon buyer behaviour in the generation y consumer market. Peers influence an individuals buying behaviour due to individuals purchasing in order to 'fit in' and to be socially accepted by peers.