Gen Y

The important as market target should Gen Y and young professional is to catch up the changing environment in furniture market. There are more and more youngers to move from home independently. The market segment is changing from a family base customer to independent youngsters. Because more and more youngsters want to have their own apartment after they have graduated. They are growing up and try to make the decision for their future. Therefore, the trendy and smaller furniture are more suitable for these customers. This means the need of product is changing from family to signal user. For Family furniture, they need to cooperate the youngers needs and wants. The habits, attitudes, motives and needs of this target customer are important for Family furniture when they make a marketing decision. The younger persons are easier to lure than adult. And the brand switching is more frequent, so Family furniture can launch more promotion to lure these customer for selecting it brand and product.

The young professional is the group of people that have good education, stable income and not much finical burden. They are willing to purchase and lesser concern the price influence. On the contrary, this group of people wants to enhance the living quality and knows how to enjoy their life. They are willing to pay for the furniture to make their home more confortable. The important of this group is they willing to purchase. And this group is growing bigger and bigger. The market share will enhance when Family furniture capture this group attention and fulfill the need of the customer.

The Gen Y group will be the main labor in the economic. The secondary research is reflecting this group is influence the business future. Because the brand image and company impression can influence the Gen Y purchase decision in future. If Famliy furniture can make this Gen Y have a positive impression on their mind, the chance of selecting their product in future may enhance. The