GENERATION “Y” IN TURKISH CONTEXT: MULTIPLE FOCI RESEARCH

Abstract

In the business literature studies on generations generally focused on consumer behavior area. Since 2000's this topic has become popular in management area but most of the publications were nonacademic. Recently Generation Y started to have an active role in business life and especially employee turnover rates have become higher than before. This new phenomena has created an interest among academicians studying in the managerial field. From this starting point of view our objective is to explore the characteristics of Generation Y in Turkish Context and the causes of differences among generations. In this study our perspective depends on sociological definition of generations accepting as a national subculture. In order to attain the objective of this study, multiple foci research used as a data collecting technique. 12 focus groups have been designed with students from Generation Y, parents of Generation Y's, Generation Y employees and human resource managers of Generation Y's. As a result, in this study main characteristics of Turkish Generation Y were tried to explore by taking into consideration Turkish sociological background.