Centennial generation and its influence on consumption and purchasing processes

In a century of great macro changes, having a futuristic vision is essential, because traditional business is taking serious transformations in all aspects at local and global level, now trying to understand and know the consumer behavior of people, is not an easy subject to analyze and interpret, Since the world society is located by important generational groups, the centennial are one of those social groups, that companies as such, must put their interest in how to capture their attention and loyalty, when it comes to consumer decision making, so marketing strategies must be innovative, creative and even connection with people; Appealing to elements such as the perceptual process, the book as such is a detailed study on this generation located in the (GAM) Greater Metropolitan Area of Costa Rica, between the ages of 15 and 24, taking into account various social and cultural aspects that address this social group, so the topic under study is a guide that can help people to improve marketing strategies when it comes to advertising and promotion.

Autorentext

Max Sequeira Cascante, Ph.D Marketing and Advertising (AIU), MBA Business Administration, University Professor in Costa Rica, Guatemala and El Salvador, Business Management Consultant, Director of the Business Tips Program (La Potente Radio-TV), Columnist for the magazines Mercados y Tendencias, Rumbo Económico, International Lecturer.