The target market of Alloy Inc is the Generation Y, also labeled as the Echo Boomers and the Millennials, which includes people born between 1981 and 1991. The demographics, habits and characteristics of the people in the specified age bracket are an important factor that needs to be considered by Alloy.Opinions and judgments are usually formed during the teen years of a person, thereby understanding the technological environment engulfing the Millenials is important. The Generation Y grew up in the era of computers and mobile phones therefore are quick to adopt technological innovations and ideas (Daft, 2001).Factors regarding their general attitude towards advertising trends, trust in media and celebrity endorsements as well as the power to influence impulsive buying among friends and family also need consideration as well.The financial clout currently engulfing the entire world might require some in depth analysis to determine its impact on the shopping attributes of the Millenials and thereby will decide the proper approach to mall based and on-campus marketing programs.
The high affinity for celebrities tends to strongly influence consumer buying patterns and this attitude can to be observed through past trends and records. The trend to stay single for longer has been observed in this generation leading to a more prolonged financial dependence on parents and a stronger emotional attachment towards family values (Robbins & Judge, 2004).There has been an increased emphasis on social responsibilities therefore, advertising, marketing campaigns and products promising environmental friendliness, wild life perseverance and other social obligations tend to get a higher degree of affinity (Castilla, 2008).The Generation Y is more liberal both socially and politically, self confident has a desire for a strong association with fame, wealth and power and are more technologically and digitally aware than their elders (Robbins & Judge, 2004).They demand satisfying products which are customizable and quality guaranteed as well. This generation is extremely spend thrift as can be observed by their desire for more luxury goods and tends to have a strong affinity for credit cards.
Technologically driven and media saturated, the Millenials are culturally and ethnically diverse with a strong preference for physical fitness, community service and healthy balanced meals.
