ANALYTICAL VIEW OF THE CONSUMER BEHAVIOR OF MILLENNIALS

Abstract

E-commerce plays an important role in today's world of commerce. Many customers shop online. The e-commerce is booming mainly because today's consumers use the Internet on a daily basis, they like to try new things, brands and products, but they are also modern, demanding and like convenience. The aim of this paper is to identify Generation Y consumer behavior when purchasing goods and services. Based on the above analyzes, it can be stated that Millennials buy goods and services online several times in six months. Based on the average value/ median, it can be stated that the least frequently purchased items are lottery, auto-moto, music, PC and insurance. On the other hand, the most frequently bought clothes and jewellery, services such as cinema tickets, holidays or tickets for cultural events, travel tickets or cosmetics and perfumes