Bakery product choices and behavior change for different generations

  • Ni Wayan Widhiasthini Universitas Pendidikan Nasional, Denpasar, Indonesia
  • Putu Indah Suryawati Universitas Pendidikan Nasional, Denpasar, Indonesia
  • Putu Ayu Titha Paramitha Pika Department of Economics and Business, Universitas Pendidikan Nasional, Denpasar, Indonesia
Keywords: behavior change, brand image, different generation, price, product choice


This study aims to determine the factors that are considered in consuming bakery products and changes in different generation's behavior. This research uses a descriptive qualitative approach. Data collection techniques using observation, interviews, and documentation. Check the validity of the data using source triangulation. The results showed that shopping behavior and methods were different for each generation. Each generation has its characteristics or characteristics in determining purchasing decisions. These characteristics are influenced by their lifestyle and mindset along with the times. Generation Y and Z have far differences from previous generations, not a problem with age differences but more on the way they perceive the world, mindset, self-concept, attitudes, and behavior. This is influenced by the presence of technology when this generation begins to enter adolescence and adulthood. Information technology has become an essential part of their lives and difficult to release in their lives. The results showed that the factors considered in consuming are price, brand image, choice of product variants, convenience, and service factors.


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How to Cite
Widhiasthini, N. W., Suryawati, P., & Pika, P. A. (2020). Bakery product choices and behavior change for different generations. International Research Journal of Management, IT and Social Sciences, 7(5), 188-195.
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