Understanding Behavioral and Trends of millennials: Best Research Areas for future researchers: 2019

In Brief:

1. You will find the best dissertation research areas / topics for future researchers enrolled in Marketing & Management. These topics are researched in-depth at the University of Glasgow, UK, Sun Yat-sen University, University of St Andrews and many more.
2. In order to identify the future research topics, we have reviewed the Marketing literature (recent peer-reviewed studies) on the behaviors and trends of millennial
3. The employment rate of the UK millennials is 82%, which makes them the most attractive segment for different retailers and brands.
4. The U.K. millennials are spending more money on e-commerce websites. They tend to spend more than 50 Euros per visit.
5. UK millennials often use internet to know about the products they purchase.
6. This particular industrial challenge/idea can be your UK management dissertation Topics and you can pursue your research either adopting qualitative or quantitative methodology or triangulation capturing both from organisation and employee perspective. 

In recent years, millennials, the individuals born between 1980 and 1999, have gained a lot of attention because of their behavior and habits. The global population of the millennials is approximately 2 billion, which is 27% of the total global population.  (Deloitte, 2019) Some of them are on the verge of developing into responsible adults, whereas some of them have already stepped into adulthood while adapting themselves to the rapid modernization. In the United Kingdom, millennials constitute 13.9% of the total population, which is 12 million. The employment rate of the UK millennials is 82%, which makes them the most attractive segment for different retailers and brands.(Jennifer Brown et al., 2017). The spending power of the millennials is exceeding the spending power of the baby boomers.  

Source Adopted From: Clark,(2018)

The millennials are the first generation to utilize the advancements in technology for a variety of purposes including communication, entertainment, education, shopping, etc.  Notably, the availability of various online purchase channels has transformed the way millennials purchase. Therefore, it is vital for the brands to adopt different strategies to that are streamlined to attract the millennials (Jennifer Brown et al., 2017) The smartphone usage among the U.K. millennials has increased to 78% in 2018 from 17% in the year 2008. The mobile phones are being used by the millennials for everything including online research, social media usage and online purchase. Many millennials have started to interact with the brands in social media. Therefore, it is vital for the brands to have an online presence and offer an online service that is user-friendly. The layouts and resolution have to be attractive in order to gain the attention of the UK millennials as the U.K. millennials are spending a lot of money on e-commerce websites. They tend to spend more than 50 Euros per visit(Jennifer Brown et al., 2017)

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The millennials pay attention to price when it comes to shopping online. Interestingly, Amazon is being used by the UK millennials often to make purchases online as they perceive that the products sold in Amazon are cheaper than other e-commerce sites. 

Source Adopted From: Baumber,(2018)

In addition to this, UK millennials often use internet to know about the products they purchase. (Fischel, 2016) Most of the millennials tend to read the reviews of the product online before they buy anything on the e-commerce websites. However, the description about the products and reviews of the products are not available in different e-commerce websites. (Inviqa, 2018)

When it comes to brand loyalty, female millennials are found to be more loyal towards brands that provide proper service and support while the male millennials are found to be loyal towards the brands that make their life much easier. The price aspect of the products is not considered by them when it comes to brand loyalty. Millennials between the age group of 25 – 34 are found to be loyal towards brands that have a responsible image, whereas millennials between the age group of 16-24 are found to be loyal towards brands that offer free products. (Proudlock, 2019) Therefore, the brands are now expected to look beyond promotions related to price and performance of the products. Tutors India has vast experience in developing dissertation research topics for students pursuing the UK dissertation in business management. Order Now 

At present, online personalization has become the most used strategy to promote the brands as the millennials in the U.K. desire to see the content that has been personalized according to their taste. With the help of consumer data and technology advancements, various brands are able to personalize the content for different users through the same platform. However, keeping in mind the privacy concerns, the millennials are not willing to provide their personal data, especially their contact number.(Double, 2019) Therefore, keeping in mind the wants of the millennials the brands have to go the extra mile in order to persuade the millennials.

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The following are the worthwhile future topics for researchers and the possible research methodologies that could be adopted:

1. Various factors influencing online shopping behaviour of millennials
   • Survey using well-structured questionnaire, a positivist research philosophy
   • If the research is about “what” and “how” a descriptive research design is best option as emphaized by many authors e.g. Saunders (2019)
   • Or if the interest is to explore the new factors, then recommendation would be the qualitative choice of methodology
2. Effective implementation of Online personalization to Millennials
3. Millennials view towards privacy concern: specifically, in search engine platforms
4. At what costs do millennials unwilling or and willing to interact with search engine personalization
5. How beneficial do millennials view search engine personalization to be
   • These researches can be conducted across multiple context (e.g. advertising, social networks, websites, e-retail)
   • E.g. Advertising Context: Personalized advertising and targeted messaging
   • An online anonymous self-completion questionnaire can be used for this study
   • But should be carried out online due to the internet offering
   • The conceptual framework that can be used are Miceli et al (2007)[1] and Walrave and Heirman (2013)
   • Questionnaire can capture perceived cost, benefits of search engine personalization, willingness to disclose personal data and value perceptions, and data disclosure willingness.
6. Consumer Loyalty trends in the Hotel Industry

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[1] Miceli, G., Ricotta, F. & Costabile, M. (2007). Customizing customization: A conceptual framework for interactive personalization, Journal of Interactive Marketing, 21(2), 6-25