Lifestyle and the Electric Guitar Purchasing Decision Making of Generation Y

Abstract

The research objective is to study: 1) the lifestyle, perspective and playing an electric guitar of Generation Y; and 2) Marketing mix (4P) that influences the decision to purchase an electric guitar of Generation Y. By using the qualitative research methods. The main informant in this research is divided into 2 groups which are group of Generation Y who decide to purchase an electric guitar, 12 people, and group of 2 entrepreneurs who can provide information that meets the objectives of the research in depth. Select key informants by purposive sampling, the semi-structured interviews were used. And content analysis. The results of the research stated that: 1) the Generation Y group is mostly satisfied with life and has a passion for living life in different ways: spending free time from work watching movies, listening to music, walking around the mall, playing music, been playing guitar for at least 9 years, and feeling good when playing guitar, and buying a guitar to play in a band or just to relax. They have tastes in listening to music in many genres, including their favorite artists as idols. And 2) in terms of the 4 P marketing mix, it was found that every aspect affects the buying an electric guitar decision, with a greater or lesser effect depending on each person's attitude. In terms of distribution channels (Place) and price (Price), value for money, and in terms of products (Product), the brand and confidence in the brand have the most effect. In a mean time artists, guitar heroes, and music genres affect the decision to buy an electric guitar. For entrepreneurs, it is seen that the guitar market still has more players and sales increasing in other Generation groups, but Generation Y may be stable. The entry of various media and music trends effect on the number of players and some sales. Playing music is wonderful. It makes a productive of free time. There are no shortcuts to playing electric guitar, must keep practicing, then you will be fascinated with electric guitar.