Consumer Knowledge and

Competency of Gen Y
Muhammad Syahiran Bin Shaarani 182771
Khoo Gee Yong 183025
Rema bt Mohd Taib 183656
Pou Geok Eng183992
Juliana bt Mattalam 183808

Introduction

Who are they?

The Characteristics of They

Who are they?

The people born after Gen.X
That is various authors have labeled Generation
Y as Baby Boom Echo, Millennials, Necters and
the Nexus Generation. (Barned et al 1998))
There are many debates about the age range of
Generation Y
-born between 1978 and 1994 (Chistine, 2000)
born between 1980 to 1994. (McCrindle)
born between 1980 and 1995 (Foot, D. K., & Stoffman, D.
1998. )

THEY CHARACTERITICS OF THEY

They are tech-savvy

(Kumar & Lim, 2008)

---They are the first generation that grows up with using technology
---They are highly dependent and perfectly comfortable with
technology

They have higher purchasing power (Ang, 2009)

--Almost 31% of e-commerce consumers are belonging
to generation Y
They are low brand loyalty (Greene, 2004)
--The current market have various choices
--They need to compared goods and services and
choose the one can enhance their QOL

CONSUMER
KNOWLEDGE
is an important factor in
consumers behavior, it will
influence their purchase
decision

the organization have the

collection about the view
and information of the
consumer Deepak
Sharman (2013)

What is
Consumer
Knowledge

Refers to
understanding your
consumers wants,
needs and their aim
Deepak Sharman
(2013)

CONSUMER
KNOWLEDGE
The measurements of consumer knowledge
1. Between product-related experience and product
knowledge.
Product knowledge is the acknowledge representation of product-related experience
in a consumers memory
product experience will only exert an indirect influence on consumer behavioral

2. Between subjective and objective product knowledge

between individuals perceptions of how much they know and the amount,
type, or organization of what they have stored in their memory
high subjective knowledge may increase an individuals confidence
High levels of objective product knowledge mean both more information
stored in the memory

CONSUMER
KNOWLEDGE
The measurements of consumer knowledge
3. between general product class knowledge and
specific brand familiarity
While general product class knowledge may facilitate the use of any extrinsic
product information cue, direct experience with a particular brand is likely to
facilitate the use of brand name specifically as a choice criterion and may thus
decrease the use of any other cues.

4. between product class knowledge and country

knowledge
A measure that taps product class knowledge as it relates to countries of origin
Product knowledge in relation to countries of origin is called product-country
knowledge hereafter

CONSUMER
KNOWLEDGE
1. Knowledge of
products
existence
5. Persuasion
knowledge

Types of
consumer
knowledg
e
4.
Consumption
and usage
knowledge

2. Knowledge of
products
attributes and
associations

3. Purchase
knowledge

CONSUMER
KNOWLEDGE
1. Knowledge of products existence
> There are two types of assessing awareness:
top-of-the mind, how many brands can be recalled from memory
which awareness of the brand positioning.
> recognition, identifying known brands from a list.
> Recalled-based measures are more conservative than recognitionbased.

CONSUMER
KNOWLEDGE
2. Knowledge of products attributes and associations
>Attributes include size, color, functionality, components and features that effect
the products appeal or acceptance in the market the products appeal or
acceptance in the market
> Products within awareness set are likely to have associations between them and
information from memory.
> Product image is defined by entire array of associations
> Image analysis involves examining what consumers know about a products
attributes and associations
> Assess strength of association with examine what an association represents in
the consumers psyche

CONSUMER
KNOWLEDGE
3. Purchase knowledge
> Encompasses the various pieces of information
consumers possess about buying products
> Includes information about the products price, where
it can be purchased, and whether it can be
purchased less expensively later
How much does it cost?

When to buy?

Where to buy?

Knowledge about typical

range of prices for a
product helps consumer
evaluate fairness of the
price of a particular brand.
Image analysis includes
what consumers know
about absolute price and
relative price.

Knowledge about when a

product is typically goes on
sale may delay purchase.
Many consumers do not
purchase new innovations
when introduced because
they believe the price will
drop over time.

Knowledge about where to

buy a product guides
purchase decision.
Where product is located in
the store- when consumers
are unfamiliar with store
layout, they rely more on
in-store information.

CONSUMER
KNOWLEDGE
4. Consumption and usage knowledge
> Encompasses the information in memory about how a product can
be consumed and what is required to use it
>Consumers are unlikely to buy a product when they lack
information about use.
> Sometimes consumers have incomplete information about
different ways a product can be consumed

CONSUMER
KNOWLEDGE
5. Persuasion knowledge

> Information about what consumers know about the goals

and tactics of those trying to persuade them
> Persuasion knowledge influences how consumers respond
to persuasion attempts
> Knowledge about a particular tactic may eliminate its
effectiveness

CONSUMER
KNOWLEDGE
is an importance
factor that can
influence in
consumer behavior
and consumption

Importance of
consumer
knowledge

their competitive
will become more
effectively

help the
employees to
increase their
selling

CONSUMER
Competency
What is competency?
A competency is the capability to apply or use a set of related
knowledge, skills, and abilities required to successfully perform
"critical work functions" or tasks in a defined work setting.
Competencies often serve as the basis for skill standards that
specify the level of knowledge, skills, and abilities required for
success in the workplace as well as potential measurement criteria
for assessing competency attainment.
> The ability to meet up with a subject.It also can be known as the
sufficiency of qualification(The oxford English)
> Sufficiency of means for the necessities and as a facilities of life
or make us be more easy in any situation.having enough and
complete knowledge to begins and make able any actions needed.
(Merriam Webster)

CONSUMER
Competency
Difference between skill and competency
Skill

competency

Something you know and learn also

The effective application of skills.

something tangible.Skill are the nuts

and bolts of what a person does in

their roles within an organization.

Something learned in order to be able

May incorporate a skill but are more

to carry out one or more job functions

than the skill,they include abilities and

behaviours ,as well as knowledge that
is fundamental to the use of a skill

CONSUMER
Competency

What competencies are needed in working?

> Intentional communication

Signaling behavior in which the sender is aware a prior of the effect that a signal will
have on his listener.We should respond and reinforce any attempt of intentional
communication that a child attempts.

> Integrity
Quality of being honest and having strong moral principles.

> Character
Mental and moral qualities distinctive to an individual.The complex of mental and ethical
traits marking a person.

> Emotional intelligence

The ability to perceive,control and evaluate emotions.It can be learned and strengthened.

CONSUMER
Competency
Types of competency
Communication
competencies
Organization
competencies

Information
competencies

Job
competencies

Types of
competencies

Leadership
competencies

CONSUMER
Competency
2. Affective

1. Cognitive

3. Behavior

The
Multidimensional
Concept Composed
Of Competence

CONSUMER
Competency
The Multidimensional Concept Composed Of Competence
1. Cognitive
> Generation Y are more receptive to any given task or work with
their own style.
> Assigned tasks to be processed by a different way compared to
other generations.
> Easier self-reliant, independent and loves freedom.

CONSUMER
Competency
The Multidimensional Concept Composed Of Competence
2. Affective
> In a world employment generation Y is the most recent.
> Attitudes and values are different from other
generations.
> Generation Y has to be able to produce work that
affective.

CONSUMER
Competency
The Multidimensional Concept Composed Of Competence
3. Behavior
> Gen y has a positive attitude.
> Gen Y is more focus on something comfortable environment.
> Has a very high technology skills

N
O
I
S
U
L
C
N
O
C