Customer-specific product perception with regard to the millenial generation point of view (empirical perspective)

In order to conduct a thorough research on the subject of customer-specific product the decision to carry out a number of focus-groups was made allowing to get an insight into opinions of a particular selection of people representative of the millennials generation as the study sample for the research. Subsequently, several hypotheses advanced were modified and enhanced for further testing. A number of conclusions about the importance of such factors as personal space and having a hobby, as well as consumption caution were made after the discussion held with millennials surveyed. These also include sociodemographic and psychographic characteristics as factors having an impact on the customer perception of the individual product. As a result needed for sequential research, a number of interim clusters (with gender, specialization, psychological type etc. serving as main characteristics) was formed and an intermediate output about the perception of the concept of individualized product among the Generation Y was made based on the findings of this staging point.