Due to the unique buying behavior of Generation Y, it has become a target of research in developed and emerging markets. This is because, Generation Y comprises of a large demographic segment of consumers with high spending power. Despite this, the buying behavior of Generation 170 Contribution/OriginalityThis study is one of the few studies which have investigated generation Y purchase behavior.For the first time, factors important to Generation Y purchase behavior in Kenya have been brought out. A part from the mean, standard deviation was computed to show the difference of importance of factors.