Tetyana Blyznyuk,

Simon Kuznets Kharkiv National University of Economics,

Kharkiv, Ukraine,

E-mail: tetyana.blyznyuk@hneu.net

GENERATIONAL VALUES OF GENERATION Y: SURVEY OF UKRAINIAN SENOIR SCHOOL PUPILS AND STUDENTS

Abstract. The aim of this study is to evaluate the generational values of Ukrainian generation Y on the basis of evaluation, comparison and analysis of the generational values’ structure of the senior school pupils and students, using M. Rokeach's approach. In the questionnaire which was conducted during October-December 2016 in Kharkiv (Ukraine), two groups of respondents took part: senior pupils of the Kharkiv gymnasium #47 and students of the Simon Kuznets Kharkiv National University of Economics. As a result of the research, it was established that the dominant values in life of Ukrainian generation Y are family values (family creation, procreation, and care for parents). This generation is also focused on achieving significant success in business, self-development, career growth and goals achievement. The results of the study on the structure of values of generation Y will make it possible to develop recommendations concerning the adaptation of personnel management systems in accordance with the values’ profile of this generation that is now becoming part of adult population in Ukraine.

Received: December, 2016

1st Revision: April, 2017

Accepted: May, 2017

DOI: 10.14254/2071- 789X.2017/10-3/11

JEL Classification: Z1, Z13

Keywords: generation Y, generational values of generation Y, generational theory, M. Rokeach's approach, conflict of generations.