Running head: BUSINESS MANAGEMENT WITH MARKETING Business Management with Marketing Name of Student: Name of College: Authors Note: 1
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. 2
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: 4
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
The Influence Of Pop Culture On BRANDING AND THE PURCHASING BEHAVIOURS OF GENERATION Ylg...
|14
|4482
|186
Role Model Influence on Young Adults' Purchase Behaviourlg...
|41
|9742
|27
Impact of Celebrity Endorsement on Consumer Buying Behavior in UK Fashion Industrylg...
|28
|7077
|487
Impact of celebrity endorsements on consumers' purchasing behaviors for Calvin Kleinlg...
|13
|3213
|446
Impact of Celebrity Endorsement on Consumer Buying Behaviour in UK Fashion Sectorlg...
|46
|14624
|55
The Influence of South Korean Pop Culture and Korean Fashion Market to the World Marketlg...