Lojalność eurokonsumentów pokolenia Y
Generation Y Euroconsumers’ Loyalty

Summary/Abstract: In her article, the author touched the actual topic of the generation Y. This time, the representatives of this generation were surveyed in terms of their loyalty. The generation Y is a segment of the market being considered beyond the frontiers in the international scale, or even the global one. The market, to which the survey was referred, in terms of its geographical range, is the market of the European Union member countries, called the Euromarket. The quantitative survey findings presented in this study are the first stage of the survey implemented by the author, aimed at confirmation of the validity of the undertaken research problem and presentation of initial results. The achieved research findings provide an opportunity to make use of them to set up marketing programmers aimed at building loyalty among the generation Y Euroconsumers, what will affect growth of effectiveness of the measures undertaken. The article is of the research nature.

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