GENERATION “Y” IN TURKISH CONTEXT: MULTIPLE FOCI RESEARCH

Year 2013, Volume: 5 Issue: 1, 150 - 161, 01.06.2013

Engin Deniz Eriş Pınar Süral Özer Ömür Neczan Timurcanday Özmen Özlem Çakır Güler Tozkoparan

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.

Keywords

Generations, Generation Y, Human Resources Management, Turkey.

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