Understanding Behavioral and Trends of Millennials: Best Research Areas for future researchers: 2019 - The Indian Perspective

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Tutors India Lab INDIAN MILLENNIALS Millennials have become the chief users of the online retail modes because of the rising internet penetration (Foundation, 2018). A variety of things including fashion, electronics, groceries, food, household supplies, beauty products, arts, handicrafts and many more are available online (FCCI & PWC, 2016). The easy return policy of the online shopping sites that allows the consumers to try the products and return them if they are not satisfied is one of the primary reasons for the popularity of e-commerce sites. Moreover, the future trends of the e-commerce industry have indicated that in the future a large number of people from the tier III and tier IV cities will be involved in online buying too. The main reason for this is the availability of smartphones and data plans that are affordable (AKBEN, 2019). The decision making process involved in the purchase of good is influenced by a number of aspects including ratings, online reviews, peer opinions etc. (Sethi, Kaur, & Wadera, 2018). 14 | Understanding Behavioral and Trends of millennials Business and Management
Tutors India Lab BRAND LOYALTY The brand loyalty among the Indian millennials is decreasing when compared to other older generations. The brand loyalty of the millennials is impacted by millennials preference for convenience and the increasing use of technology. However, the Indian millennials are often attracted towards brands that hold loyalty towards the brands that hold values and has unique selling propositions. The association between brand loyalty and brand resonance is very weak in the case of the millennials. At present, where there are number of brand choices are available for the Indian millennials, many brands are finding it very difficult to gain the brand loyalty of the Indian millennials (Private, 2018). The brand managers should develop different strategies including online personalization, creating emotional impact etc. in order to gain the trust of the individuals towards their brands which is the key towards develop a brand loyalty among the millennials (Gehan, Dhameeth & Yamamoto, 2017). SUMMARY Social media also plays an essential role in helping the brands to make a personal communication with the millennials. In order to personalize the relationship brands have with their customers, brands can resort to online recommendations. The online recommendations can be in the form of personal reviews by customers or personalized product recommendations provided by the search engines. In addition to this, brands can provide loyalty programme which provides personalized offers to the millennials based on their purchase patterns (Smith, 2017). Further millennials are often attracted to brands whose values are similar to that of their values. 15 | Understanding Behavioral and Trends of millennials Business and Management
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Understanding Behavioral and Trends of Millennials: Best Research Areas for future researchers: 2019 - The Indian Perspective

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