The Pattern of Online Purchase Behavior by Millennial Family

Abstract

The issue of the millennial generation is being widely discussed around the world due to their unique characteristics compared to the previous generations. Characters of this generation of 3C: creative, confident, and connected. Buying a product, especially apparel, not only meets the needs, but it is also the pleasure of the millennial family. The unique characters of the millennial family's behavior that differs from the family in previous generations, make marketers needs to focus on the overall process of purchasing decisions made by the millennial family. The purpose of this qualitative research is to explore the patterns of behavior of the millennial family when Shopping especially apparel products, including the factors that influence their product’s awareness, search the information before buying the products, alternatives evaluation, purchase decision and post-purchase evaluation. The method of this research used exploratory approach. Data collection is done by depth interviews with four millennial families (the urban middle-class millennial) in Jakarta, Bogor, Depok and Tangerang. The result of this research indicated that millennial family is more creative and “smarter” than family in the previous generation. They seek “well” information before buying the products and millennial family more digitally to connected with others also actively and wisely giving advise and sharing products, retail store, and foods to others.