Specific Features of Brand Experience of Generations Y and Z: the Case of Nescafe

The purpose of the proposed research is to develop recommendations for improving Nescafe brand experience of generations Y and Z. Brand experience is a key trend in brand marketing. Marketing experts expect unique customer experience to become the main differentiator of the brand, which makes this research very significant in the field. Brand experience research of different generations is reasonable, because customer experience related to consumer ability to perceive information and react to it. The theory of generations based on the division into cohorts, which unites people with common social, political, historical and cultural experiences. It leads to common views, life experiences and perceptions. Generations Y and Z are important for modern brands, since they have significant potential for purchasing power growth in the future. Big brands, striving to maintain their market position for decades, should take into account the characteristics of these two generations and provide them the most appropriate brand experience. The study of similarities and differences, as well as key features of the brand experience of generations Y and Z, will be conducted by example of Nescafe. The choice is determined not only by the existing problems of the brand, such as the loss of market positions and the need of young audience attraction, but also by the possibility of further extrapolating the results to similar FMCG brands facing these problems. It is important to identify similarities and differences between generations, because it will contribute to development of brand experience construct. This study will also help Nestle to improve Nescafe brand experience of generations Y and Z, which will subsequently help strengthen the brand’s competitive position in the instant coffee market.