MBA & MM Theses

Permanent URI for this collectionhttps://wiredspace.wits.ac.za/handle/10539/9084

For information on accessing MBA & MM Theses content please contact Khomotso Chipu via email : Khomotso Chipu or Tel(W) : 011 717 3638
Alternatively contact Patience Mpitsa via email : Patience Mpitsa or Tel (W) : 011 717 3635

Browse

Filters

2011 - 20142

Settings

Subject: search.filters.subject.Generation Y

Search Results

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Attributes that Generation Y business students desire in an employee value proposition in management consulting in South Africa
    (2014-01-21) Bhoola, Kavir
    Attracting talented individuals to management consulting firms within a competitive market remains a challenge for many firms. In an environment where a large amount of Generation Y individuals are entering the workplace, tailoring an employee value proposition (EVP) to meet the needs of the market is one of the means of attracting talented individuals to an organisation. This research investigated the attributes that Generation Y business students desire in the EVP of management consulting firms. It also investigated if there is a link between the Generation Y characteristics and selection of EVP attributes. A quantitative approach using surveys was undertaken on 158 students pursuing postgraduate business studies. A qualitative approach with eight experienced management consulting professionals was also undertaken. The findings suggest that „compensation‟, „development opportunities‟, „future career opportunities‟ and „work-life balance‟ are the most desired EVP attributes. Furthermore, there is evidence that Generation Y characteristics are linked to the selection of desirable EVP attributes. The findings of the research are consistent with existing literature on the subject of EVP, despite the differences in age group, geography and target industry.
  • Thumbnail Image
    Item
    Consumer behaviour and targeting of generation Y students
    (2011-10-14) Taoushanis, Maria
    The student market is attractive to marketers as it is during this period that much of the consumers‟ personal style and brand preferences are determined, and this influences the consumption patterns maintained throughout their lives (Simpson, 2003 and Ness, Gorton & Kuznesof, 2002). They also influence the buying behaviour patterns of other market segments including those of their parents (Simpson, 2003 and Ness et al, 2002). The purpose of the study is to provide insights to marketers developing marketing strategies that target students. Qualitative research was used to identify the factors influencing the buyer behaviour of students, to determine the relative importance of a number of factors, to segment the market based on these characteristics and to identify effective means to target this market. The results showed that students consider brand, price, quality, style and practicality to be the most important factors influencing their purchasing decisions and based on these factors, the market was divided into six segments. The study revealed that television is the most effective means, and direct campaigns; especially telephone campaigns were the least effective means, used to target this market.