Abstract
Generation Y Investment Tool Preferences: Game Theory Approach
In the global economy, Generation Y has a great importance since they are viewed as a generation with high buying power and expected to dominate the consumer market. For this reason, it is significant to analyze the consumption, spending, saving, and investment behavior of Generation Y; in order to develop effective strategies to influence not only their buying behavior but also their investment decisions. In Turkey, there is limited research on Generation Y's saving and investment decisions and preferences. Thus, the main purpose of this study is to predict Generation Y's investment preferences with the game theory. With the first game theory, this study compared the preference of investment tools among university students; and the second game theory was performed to measure whether these investment tools meet the profitability expectations of students. The findings of this study reveal that gold is the most preferred investment tool among Generation Y.
Keywords
Generation Y, Investment Tool, Game Theory Approach
