Abstract:
Explore how Generation Y, the influential Millennials, shapes business strategies, particularly in complex services like insurance. Discover their unique decision-making pathways, driven by social factors and digital fluency. Gain insights into their multichannel approach, influenced by peers, social networks, and traditional marketing. This research provides a comprehensive understanding of Generation Y's preferences, influencers, and decision-making processes, which are crucial for businesses aiming to succeed in today's dynamic market.
