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Business management and marketing PDF

Added on - 04 Oct 2021

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Running head: BUSINESS MANAGEMENT WITH MARKETING
Business Management with Marketing
Name of Student:
Name of College:
Authors Note:
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BUSINESS MANAGEMENT WITH MARKETING
Abstract
Millennial are people who were born between 1980-2000 and they are also known as generation
Y who would be entering their adulthood. These young adults are sharper in intelligence, highly
social and focus on marketing with vast outlook due to more availability of information and
shared experiences that is easily available everywhere. As such millennial and young adults have
huge impact over society and as they have increased purchasing power so they are significant
consumers for businesses and understanding their distinct features as well as preferences that
shapes their purchasing behaviour has been chosen in this study. Specifically the focus of this
study is to understand the impact of pop culture over branding as well as understand their
influences over young adults in context to their purchasing behaviour. The study has attempted
to reveal needed and subsequent nature of marketing approaches that have been reshaped in
response to the selected demographic. A semi structured in –depth interview had been selected
for collecting data and interviews will be conducted with 15 respondents from both marketers
and consumers side. Also with help of literature review and value of research a generalised
portraiture of millennial has been presented to reveal impact of pop culture on branding and
influence over millennial purchase behaviour.
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BUSINESS MANAGEMENT WITH MARKETING
Contents
Abstract.......................................................................................................................................................2
Introduction.................................................................................................................................................4
Research Questions.....................................................................................................................................4
Research Aim and Objectives......................................................................................................................5
Literature Review........................................................................................................................................6
Research Design and Methodology.............................................................................................................9
Time-scale.................................................................................................................................................10
Value of Research......................................................................................................................................11
Limitations.................................................................................................................................................11
Conclusion and Recommendations...........................................................................................................11
References.................................................................................................................................................13
Appendices................................................................................................................................................14
3
BUSINESS MANAGEMENT WITH MARKETING
Introduction
In this paper a detailed analysis has been presented to understand the pop culture’s impact on
branding and influence over young consumers purchase behaviours through discussion of
literature review, identification of research design and methodology and time scale for research.
Also value for this research study has been identified along with limitations to give a better
understanding.
Research Questions
According to Lazarevic (2012) advertising is contemplated to be the classical form of pop culture
amongst the consumers and this had since earlier times revolutionised the manner the products/
services are being marketed or sold through the idea of mainstream popularity. As such
consumers act to get inclined to products or brands that are endorsed by their preferred
celebrities and hence pop culture has become a source for promoting products/services. It has
considerable affect on behaviour of consumers depending on the manner the mass media
advertises the products/services with use of celebrities or prominent personalities. Significantly,
teenagers and youth tend to get inclined by what they observe from others, particularly from
those who are hugely popular. Some consumer’s infact go to extreme lengths to get the product
endorsed by their favourite superstars or celebrities and claim to experience sense of happiness,
fulfilment feel after they possess the product they have sought for. Mostly the youths and teens
are impacted by this marketing force where business tends to appeal consumers better as per
their demographics and pop culture.
For instance several vampire books had successfully been sold since the release of Twilight saga
in movie theatres and in most of the bookstores specifically in young adult fiction category it
could be found that selves were mostly occupied with various novels on vampires. Young adults
are yet in the phase where they sought after for things or people who they aspire to be and
consumerism and pop culture has given young adults a niche they could be comfortable with.
As such the research question for this paper is:
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