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Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail Hardcover – September 8, 2009


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Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail + Decoding the New Consumer Mind: How and Why We Shop and Buy + Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever
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Product Details

  • Hardcover: 272 pages
  • Publisher: Jossey-Bass; 1 edition (September 8, 2009)
  • Language: English
  • ISBN-10: 0470400919
  • ISBN-13: 978-0470400913
  • Product Dimensions: 9.1 x 5.9 x 1.2 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Best Sellers Rank: #224,076 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Yarrow, consumer psychologist, and O'Donnell, a USA Today reporter, explore the buying habits and influence of Generation Y—those born between 1978 and 2000—arguing that this cohort has become the nation's tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations of these powerful consumers. They show how societal shifts contributed to a generation that's strongly connected to shopping; they also present Gen Y's unique—often gendered—buying behaviors. Of particular interest is the chapter on what savvy marketers are doing to harness this group's incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Sept.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

Yarrow, consumer psychologist, and O’Donnell, USA Today reporter, explore the buying habits and influence of Generation Y—those born between 1978 and 2000—arguing that this cohort has become the nation’s tastemaker and is revolutionizing how companies do business and how marketers reach their audience. Thanks to extensive research, including one-on-one interviews, focus groups and a national online survey, the authors offer an astute look at the motivations and influence of these powerful consumers. They show how societal shifts contributed to a generation that’s strongly connected to shopping; they also present Gen Y’s unique—often gendered—buying behaviors and the psychological motivations guiding its purchasing. Of particular interest is the chapter on what savvy marketers are doing to harness this group’s incredible buying power. The authors also include insightful commentary from Gen-Yers themselves who underscore how different their generation is from previous ones. This enlightening book is a must-read for all who hope to keep their companies relevant and viable. (Sept.) (PublishersWeekly.com, May 2009)

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Customer Reviews

4.7 out of 5 stars
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With this book she's once again let us peer into the minds of Millenials and how they think.
Brian Stamey
I Seriously recommend this book for anyone involved in Retail, Marketing, Psychology, Sales, and simply in Business.
Christopher M. Hines
The book is very well-written and has a very casual tone to it, making it easy and fun to read.
Sarah K Gabot

Most Helpful Customer Reviews

11 of 12 people found the following review helpful By Teen Mom on August 31, 2009
Format: Hardcover
I bought Gen BuY to learn more about why my teenagers and their friends are so into shopping and what retailers are doing to try to get them to buy things. It's so much more than that. This is one of the best books on the psychology of today's teenagers that I've ever read. It's not only deep, it's clever and funny too. I highly recommend it anyone who wants to know more about the psychology of shopping, today's teenagers or what retailers do to get them to spend money. learned a lot about my teen by reading this book!
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7 of 7 people found the following review helpful By Mitchell L. Marks on September 8, 2009
Format: Hardcover
What a gem this book is! It tells not just the "what" about Gen Y buying tendencies, it gives insight into the underlying "why". It seems to be very well researched and definitely is well written. A clear, concise, and highly practical book for any one trying to understand how this generation of consumers approaches and addresses the marketplace.
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7 of 7 people found the following review helpful By L. Perry on September 4, 2009
Format: Hardcover
As someone who is classified as "Gen Y" I had the desire to read this book to see if the conclusions were really true and if my habits fell in line with other people in my generation. Not only did I realize that I am a typical "Gen Y" consumer but I also was able to glean information about why I do the things that I do, make the purchases that I do and how outside influences dictate my shopping.

Truly a great book that would be interesting to anyone that falls under the "Gen Y" category, or any company that is interested in marketing/selling to this demographic. Having a sales background as well (although not one that exclusively markets to Gen Y) it assisted me in understanding the thought process of potential purchasers.
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5 of 5 people found the following review helpful By Chad Davis on September 14, 2009
Format: Hardcover
What the rotary phone and 3-channel television was to boomers, the Internet is to Gen Y. For those of us who find it difficult to understand what growing up with technology means to a generation, GenbuY is a must read. With insight and examples, the authors of GenbuY translate the values, behaviors, and expectations of a generation who all marketers must understand to survive and thrive now and in the future, given their tremendous influence and buying power.

Unlike many business tomes, GenbuY is filled with actionable suggestions and facts, yet still fun to read.
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11 of 14 people found the following review helpful By Tricia Huff VINE VOICE on January 5, 2010
Format: Hardcover
Led to consider that a retail revolution might be in the works, I picked up "Gen Buy: How Tweens, Teens, and Twenty-Somethings are Revolutionizing Retail" expecting an educated critical analysis of Millennial shopping patterns. In this I was disappointed. Though I concur that Gen Y has its own unique generational identity and that investors and retailers will need to understand and connect with this group in order to maintain profits, as I read, too many unresolved questions kept stockpiling for me to fully accept the authors' analysis.

The introduction kicks off as a lovefest extolling the inimitable virtues of today's youthful shopper, rather than an objective portrayal of the distinct traits, both positive and negative, of our emerging class of young adults. The gushing tone left me astounded, but after further reading I amended my first impression. What at first looked to be admiration of the younger set emerged as a series of subversive compliments to their Boomer parents.

". . . No society in history has had a greater focus on, interest in, or understanding of the child" (page 6, @2009 Jossey-Bass). Is this true? I was struck by the grandiosity of this statement, but I thought such breezy generalizations would pass. Instead they just kept coming.

Describing a shopping trip between a parent and college-bound kid, a paragraph opens, "With the closer relationship that kids have with their parents these days - "(page 57). On what basis can we make this assertion that Boomers and Millennials enjoy the closest parent-child relationships heretofore in history? The voice of my Silent Generation mother-in-law still sometimes cracks when she speaks of her deceased Lost Generation mother. No lack of closeness there. Adopted by G.I.
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3 of 3 people found the following review helpful By Christopher M. Hines on September 28, 2009
Format: Hardcover
As a 21 year old Marketing Graduate of Howard University, reading this book was a pleasure. I found some very insightful tips on how to communicate and market to people in my age group. I could see some of the characteristics of their studies within my peers. "Gen Buy" is an excellent way for people within generation Y to stay on top of why people buy, and why they respond in the current market. On the other hand, for the readers that raised generation Y it is even more important for them to understand generation Y and how to market to them. I Seriously recommend this book for anyone involved in Retail, Marketing, Psychology, Sales, and simply in Business. A successful business knows and understands their customer, definitely a MUST READ!
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1 of 1 people found the following review helpful By Brian Stamey on April 20, 2014
Format: Hardcover Verified Purchase
Kit Yarrow is obviously an expert when it comes to Millenials. With this book she's once again let us peer into the minds of Millenials and how they think.
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1 of 1 people found the following review helpful By Rich Spinaci on December 11, 2011
Format: Hardcover Verified Purchase
Don't be fooled by the title or subject matter of this book. It is actually very interesting and informative as to how retailers have targeted the younger group of buyers in this country. One can actually see how manufacturers and retailers in this industry target the younger group of buyeers and how they in turn actually are motivated to go out and buy many things especially in the retail clothing sector. the authors give a clear, precise picture of the retail sectorand do so in such a way you will find this an informative reading. Trust me and buy this book. You won't be sorry that you did.
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