Psychographics of Generation Y and Generation Z Students of Selected Schools in Lucban, Quezon: Basis for Formulation of Marketing Strategies

Abstract

The study is aimed to introduce and know what it can on the newest and next largest generation, Generation Z, that is about to hit the market. If Millennials made an era-changing impact, then Generation Z is expected do the same, if not more. The study was conducted to determine the following: to know the psychographics of Generation Y and Generation Z and observe differences; and the buying preference of both generations in terms of Clothing and Food and also observe key differences, with this data gathered the researchers also aims to create simple strategies that may be used in both generations. Using a descriptive research design, the differences identified by the study showed that Generation Y prefer touching ads while Generation Z wanted funnier ads. It showed that Generation Y is more brand loyal than Generation Z and is less prone to impulse buying. Going into preference in clothing, Generation Y mostly preferred plain shirts than Generation Z. Generation Y also wants baggy clothes and Generation Z preferred the opposite. Generation Y likes to follow trends while Generation Z makes their own. In terms of food preferences, Generation Y preferred tasty foods, opposed from Generation Z. that preferred the more nutritious ones. Generation Y prefers to eat out with quality food while Generation Z prefers to dine in and looks for quantity. It is safe to say that Generation Z is starting to show key differences in the demography of Lucban, Quezon, and more differences will show as this generation continues to grow in numbers and start having more buying power than previous generations.