Abstract

The Millennial Generation and the technology revolution using MID’s are changing business interactions with customers. Despite the fact Millennials are purchasing through MID’s and using these devices to support their purchasing decision, in Dominican Republic there is no available data to explain this consumer trend. The purpose of this study is to explore what Millennials value the most in the purchase process using MID’s. For this study a phenomenological interview approach, contrasting two main elements: “Social Management” and “Consumer Empowerment”, using the framework described in “The Meaning of Shopping Experiences Augmented by Mobile Internet Devices” from Brian Spaid and Daniel Flint, was used to collect data. An outcome of this study is the finding that the Millennial Generation spend time sharing and validating information as well as reading reviews through social networks in order to seek other’s opinions which in turn impacts on their purchase decision. Also seeking product information, comparing prices and having control of the purchase decision, make Millennials feel they can trust their shopping experience for value and smart shopping. This consumer trend in the Dominican Republic to use MID’s may change the way companies interact with customers requiring they adapt their businesses model to connect with consumer behaviors and buying patterns of Millennials.

Publication Date

2015

Document Type

Master's Project

Student Type

Graduate

Degree Name

Service Leadership and Innovation (MS)

Department, Program, or Center

Department of Service Systems (CAST)

Advisor

Linda Underhill

Comments

This Capstone project is for a collaborative program between CAST (School of International Hospitality and Service Innovation, Department of Service Systems) and PUCMM (Pontífica Universidad Católica Madre y Maestra) in the Dominican Republic.

Campus

RIT – Main Campus

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