Resumen

RIBERA GUARDIA, Pedro; DAZA MURILLO, Patricia  y  IBARRA MENDIVIL, Erika Carmiña. Líneas de acción comercial aplicables por las empresas de la ciudad de Sucre para satisfacer a los consumidores de la generación "Y" o Millennials. Investigación y Negocios [online]. 2018, vol.11, n.17, pp.63-74. ISSN 2521-2737.

Abstract This research has as objective determine the characteristics, changes and stereotypes that possesses the "Y" generation or better known as the generation of the Millennium. This since it has been the generation that hasgone through changes and/or more abrupt transitions that has led to get the technology. Changes in the technology area, has resulted in social and cultural generation "And" have to adapt to a new lifestyle and a labor area requiring every day more competitive and innovative professionals. The research aims to determine the causes of these changes, will be exposed to trends that are showing the people belongingto the generation 'And'. It is necessary that both the companies established in the market of Sucre and new ones that seektodabbleinit, understand the needs, tastes and preferences differ according to generations. The research aims to provide a better overview of the consumer generation "and" in the city of Sucre, so help companies strengthen their marketing efforts.

Palabras clave : Generation Y; Millennials; Consumer; characteristic.

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