Consumer Behavior

Product Desires and Motivations of Millennial Shoppers

Authors: , ,


A market segment of particular interest to retailers is the Millennial cohort, those born between 1980 and 1996 (BCG, 2014). There are approximately 80 million Millennials in the U.S. who spend ~$600 million annually, a figure that is predicted to reach $1.4 trillion by 2020 (Donnelly & Scaff, 2013). Millennials demand genuine brand connections and should be marketed to with targeted strategies (BCG, 2014). However, Millennial consumers are not a homogenous group (Debevec et al., 2013). Therefore, the purpose of this research is to segment Millennial consumers by pertinent variables to identify consumer groups for targeted retail strategies.


How to Cite: Dorie, A. , Loranger, D. & Rabolt, N. J. (2015) “Product Desires and Motivations of Millennial Shoppers”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).