California State University, San Bernardino CSUSB ScholarWorks Theses Digitization Project John M. Pfau Library 2003 Generation Y online shopping behaviors and habits Audrey Laëtitia Rossi Follow this and additional works at: https://scholarworks.lib.csusb.edu/etd-project Part of the Marketing Commons Recommended Citation Rossi, Audrey Laëtitia, "Generation Y online shopping behaviors and habits" (2003). Theses Digitization Project. 2302. https://scholarworks.lib.csusb.edu/etd-project/2302 This Thesis is brought to you for free and open access by the John M. Pfau Library at CSUSB ScholarWorks. It has been accepted for inclusion in Theses Digitization Project by an authorized administrator of CSUSB ScholarWorks. For more information, please contact
[email protected]. GENERATION Y' ONLINE SHOPPING BEHAVIORS AND HABITS A Project Presented to the Faculty of California State University, San Bernardino In Partial Fulfillment of the Requirements for the Degree Master of Business Administration by Audrey Laetitia Rossi June 2003 GENERATION Y' ONLINE SHOPPING BEHAVIORS AND HABITS A Project Presented to the Faculty of California State University, San Bernardino by Audrey Laetitia Rossi June 2003 Approved by: Dr. Nabil' Razzouk, Chair, Marketing Date ABSTRACT Online Marketing opportunities regarding the teenage market are often underestimated due to the fact that the general information available to date is neither particularly specific nor exact. By means of a descriptive study of the teenagers' online habits, ad behaviors, the project contributes to the identification of untapped marketing opportunities especially for sales websites, which usually do not adapt their strategies to this potential market. Therefore, this project aims at giving guidelines for webmarketers willing to capture the "consumers of tomorrow." iii ACKNOWLEDGMENTS During the course of this learning experience, many people have lent their knowledge, expertise, ideas to assist me in the writing of this thesis.