The Influence Of Pop Culture On BRANDING AND THE PURCHASING BEHAVIOURS OF GENERATION Y

THE IMPACT OF POP CULTURE ON BRANDING AND THE
INFLUENCE IT HAS ON THE PURCHASING BEHAVIOURS OF
YOUNG ADULTS AND MILLENNIALS (GENERATION Y)

Table of Contents
Abstract............................................................................................................................................3
Introduction......................................................................................................................................4
Background......................................................................................................................................4
Research Question, Research Aim & Objectives............................................................................4
Literature Review............................................................................................................................5
Research Design & Methodology....................................................................................................7
Data collection methods..................................................................................................................7
Sampling method.............................................................................................................................8
Data analysis methods.....................................................................................................................8
Findings & Analysis........................................................................................................................8
Discussion......................................................................................................................................10
Conclusion & Recommendation....................................................................................................11
Limitations & Suggestions for further research.............................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................13
2

Abstract
In the current research paper there will be evaluated over the impact which Pop Culture has had
on the Millennial or Generation Y. The expanding utilization of online networking has turned
into a critical piece of this popular culture to which the youthful age are seen to be peaceful
related with it. Hence mulling over of these parts of the popular culture the association have
proceeded onward to build up their marking techniques dependent on it. Market examiner trusts
that with the teaching of the pop social perspectives into the marking of the items and
administrations have come about to expanding the buy of the youthful ages at a huge scale. The
focal point of marking presently rotates around the buy basic leadership of the millennial that are
exceptionally impacted by the popular culture and its related perspectives.
3

Introduction
Background
With changing market trends the organizations of varying industrial sectors have inclined
towards attaining a comprehensive understanding regarding the diverse factors that could affect
their respective branding techniques as well as influence the purchase behaviour of the
consumers prominently. Among all the factors the pop culture has developed as one of the
uniques aspects that have observed to have a significant impact on one of the major
demographics of the customer segment that are the millennials. The increasing use of social
media has become a significant part of this pop culture to which the young generation are
observed to be quiet associated with it. Therefore taking into consideration of these aspects of the
pop culture the organization have moved on to develop their branding strategies based on it.
Market analyst believes that with the inculcation of the pop cultural aspects into the branding of
the products and services have resulted to increasing the purchase of the young generations at a
large scale (Iwabuchi, 2015). The focus of branding now revolves around the purchase decision
making of the millennia’s that are highly influenced by the pop culture and its related aspects.
Pop culture in the recent few years have caused significant influence on the buying behaviour
patterns of the young consumers
Research Question, Research Aim & Objectives
For the conduction of an effective study in a concise manner it is significantly important to at
first determines the research studies aim, objectives and questions based upon which the critical
analysis would be carried out in a concrete manner.
The major research questions for this study are as follows:
RQ1: What kind of influential impact the concept of pop culture and its related aspects have on
the branding techniques and strategies?
RQ2: In what ways the young generations purchase behavior is affected by the diversifying
aspects of pop culture?
The aim of this concerned study is to execute an in depth evaluation of effects of pol culture on
the branding and purchase behaviour of the millenials. With this as the major aim of the research
4

study the following the essential objectives of the study that are required to achieve 4d fior the
successful execution procedure. The objectives are as follows:
● To subjectively understand the role of pop culture in creating an impact on the branding
like marketing functions of an organisation
● To determine the the interrelationship between the concept of pop culture and effects of it
on the purchase decision making of consumers like generation Y
● To conduct an in depth analysis on the buying decision making aspects of especially the
young adult generations taking into consideration of the influence of pop culture
Literature Review
In this modern market and social trend it is quite obedient that the consumers and peoples live in
this era has different taste and choices. Not only that it is also to be mentioned that with the ever
changing business sector slants the associations of fluctuating mechanical parts that have slanted
towards achieving a far reaching understanding in regards with different factors. In this context it
is also to be added that the present factors could influence their particular marking strategies
which provides crucial impact on the buy conduct of the customers unmistakably. Among every
one of the components the popular culture has created as one of the unique viewpoints that have
seen to be significantly affecting one of the real socioeconomics of the client section that are
almost over 25 years old. The expanding utilization of internet based life has turned into a
critical piece of this popular culture which is the youthful age and can be soundly and affectively
related with it. Hence putting over of these parts of the popular culture the association and
organisations in the international market have proceeded onward to build up their own marking
methodologies that are mostly dependent on the factors. It is also observed that the market
examiner those are operating in the international market trusts that with the teaching of the pop
social angles into the marking of the items and administrations have come about to expanding
the buy of the youthful ages at a vast scale. The focal point of marking presently spins around the
buy basic leadership of the millenials that are very impacted by the popular culture and its related
viewpoints. Popular culture in the ongoing couple of years have caused huge effect on the
purchasing standards of conduct of the youthful customers (Danesi, 2018).
The modern generation of customers which are mainly influenced and impacted with the
trending styles and fashion sense of the western market it is observe that the modern customers
5

and peoples mostly prefers those outfits. However with the social branding and advertisement of
different cultural appearances along with ethnic occasions the modern market has also been
adapting different cultures and outfits and appearances in the latest years. The pop culture in the
modern trends includes various trends which includes the combination of western and eastern
cultures and outfits which has been greatly admired and adopted by the customers. Thus it can be
stated that in order gain the returns from the market in the modern years it is important for the
associations to adopt the trends and preferences of the customers in the market. These would
impact largely in the organisational profits if the companies does not adopt proper trends and
flexibility in accordance with the market changes. In order to get detailed understandings of the
factors that are operating in the market factors that are required for the adoption of the pop
cultural changes in the market several researchers has been done in the recent years. The factors
and aspects the society has been adapting over the years has been thoroughly observed and has
been identified with several sections that are affecting the choices of the market customers in the
market. These points are discussed as follows
1. Millennials wants most satisfaction from their purchased goods
According to the provided research information it is observed that the modern generation
customers have tendency to consume most of the satisfactions regarding the purchases and
consumptions of their purchased goods and services. In this context it is to be added that the
satisfaction from the purchased goods and services are mostly observed by the customers in
accordance with the expanding utilization of internet based life has turned into a critical piece of
this popular culture which is the youthful age and can be soundly and affectively related with it.
Hence putting over of these parts of the popular culture the association and organisations in the
international market have proceeded onward to build up their own marking methodologies that
are mostly dependent on the factors. It is also observed that the market examiner those are
operating in the international market trusts that with the teaching of the pop social angles into the
marking of the items and administrations have come about to expanding the buy of the youthful
ages in accordance with large numbers. Thus it is to be added that the satisfaction level on the
consumer goods and services are mostly important for the deciding of the purchasable goods and
services for the customers (Whang, Yong and Ko, 2016). In order to gain proper satisfaction
customers go through several websites and blogs along with researches made on the products and
6

services in order to get the reviews and satisfaction level of the customers who used it before
hand. Thus generation of customer satisfaction is crucial for the culture.
2. Millennials prefers value on experience
As discussed early customers derives most of the generatable satisfaction from the purchasing
the customers seeks real experiences of the consumers of the past in order to get the satisfaction
of their choices during the year. In this context it is to be added that the satisfaction from the
purchased goods and services are mostly observed by the customers in accordance with the
expanding utilization of internet based life has turned into a critical piece of this popular culture
which is the youthful age and can be soundly and affectively related with it. Sharing and
gathering experiences from the researches made on the products the customers get most of their
decision making ideas for the services.
3. Millennials seeks relevance with their purchases
Relevance for the services and products are often seeked by the customers on the modern market
as their wants to be absolutely satisfied with their decision and recommendations of their choices
regarding the purchasing of the products and services. Not only that the identification of the
relevant product in accordance with their requirements and needs the customers gathers value
points and relevance of their purchases (Wheeler, 2017).
Research Design & Methodology
The study has a specific set of aims and objectives. Therefore based upon that the descriptive
research design has been one of the most advantageous design among all the three major types of
research design. With the help of the descriptive research design the researcher has been able to
collect the relevant information about the study. Moreover in the opinion of Vallas and Cummins
(2015) the descriptive research design has consequently turned out aid in consolidating the both
the positive and negative perspectives about the topic of interest. In addition to this with the help
of the descriptive research design the researcher has been able to collect huge volume of relevant
data from a determined set of population.
Data collection methods
The researcher collects relevant amount of data by the help of primary data collection method.
Under the primary research data collection methodology the researcher has used the qualitative
approach in order to execute the in depth analysis about the topic of interest. Enriched amount of
7

data would be collected by the help of concrete interview sessions. The qualitative data allows
the researchers to meet the respondents and study their facial expression in response to the
questions asked in relevance to the research study. The interview sessions would be executed by
the help of effective research instruments like semi structured questionnaires. Two sets of
questionnaires will be developed taking into consideration the major research aims and
objectives of the study,. The interviews were designed to be a one to one personal conversations
in which the respondents would answer to the predefined questions.
Sampling method
Probability and non probability are the two major types of sampling methods that are coviently
being used by the researchers to determine the procedure related to selection of sample
respondents for the study. For collecting the information by the help of interviews the
researchers used the non probability convenient sampling technique. By the help of this
methodological approach for the sampling aspect of the study, the researcher has been able to
determine a fixed set of 15 respondents as the major sample population of this study (Holt,
2016). The 15 respondents included 5 marketers, 5 young adult consumers and 5 generation Y
consumers or millenials. However an overall of 3 marketers and 3 young adults and millennials
have been considered for the interview (Blue and Kearney, 2018).
Data analysis methods
With the objective of evaluating the qualitative data that has been collected from the one to one
interview sessions, the researcher critically evaluates it by the help of assessing the different
perspectives.the data will be analysed by the help of qualitative data analysis. With the help of
this concerned analytical approach the collected data would be evaluated in a concrete fashion.
The data analysis methods appropriate selection is significantly important for the effective and
successful execution of the study. With the appropriate analysis of the study the prospects of the
topic of interest could be prominently determined which has eventually turned out to be
conveniently for the researcher to reach the attainment of the major aim and objectives. In
addition to this the data analysis methods would answer the raised research questions as well
(Brown, 2016).
8

Findings & Analysis
Qualitative data Interpretations would be carried out in this segment of the study
A. Carrying out interview with marketers for their response
Q1: How has the concept of branding evolved with the incorporation of the “pop culture”
like aspects?
Marketer 1:”I feel that over the years there have been significant changes in the strategies
related to branding especially when there was introduction to the pop culture”
Marketer 2: “ In my opinion the concept of pop culture has brought into new dimensions of
branding strategies which have turned out to profitable for the companies of different”
Marketer 3: “The pop culture I presume has turned out to cause a subjective as well objective
approach towards branding of products and services”
Q2: Do you think that the purchase decision patterns have been significantly influenced by
the concept of “pop culture”?
Marketer 1: “ Oh, yes indeed the purchase decisions of the consumers has been changed and
influenced by the introduction of the pop culture as it has shed light into unexplored regions of
buying decision making”
Marketer 2: “In my perspective the consumers are more included to stating their purchase
decision in which they find the current market trends are invested into of which pop culture is an
important component”
Marketer 3:” Pop culture and its related aspects have helped in engraving understanding the
diversifying strategies that could be used for improving the branding and significant improving
the buying behavior of the consumers to a large extent
Q3: What kind of relationship lies between the effects of pop culture, the functions, and
other related aspects of branding?
Marketer 1:” There lies an intricate relationship between branding and the effects of pop culture
as it causes the strategist to develop the plan based on its foundational basis”
Marketer 2:“In my opinion I feel that branding largely depends on the external factors of which
pop culture is a vital part”
Marketer 3:” Pop cultures provide the strategist the option to create innovative ways for
branding their products and services and attract consumers which explains the relationship
between the both”
9

B. Carrying out Interview with Young adults consumers and Generation Y consumers
Q1: What are the driving aspects of the pop culture that influence your buying decisions?
Young Adult consumer 1: “I think social media, e commerce, changing lifestyle trends towards
modern elements are some of the core driving factors that influence the purchase decisions”
Millennial 1: “In my view point it is the approach of ours towards trending aspects which an
important part of pop culture influences the buying decision behavior”
Q2: To what extent do you tend to adapt to the pop cultural aspects while undertaking a
purchase decision?
Millennial 2: “Almost at every point I feel that purchase decision are undertaken the adaptive
approach of pop culture”
Young Adult consumer 2: “ I feel that prominently at all stage of the overall buying decision
making procedure the concept of pop culture is evidently present”
Q3: Why do you think your purchase decisions have been significant influenced by the pop
culture?
Millennial 3: “Yes indeed the pop culture influence the purchase decision”
Young Adult consumer 3: “Definitely, I feel that buying decisions are under the impact of pop
culture
Discussion
As for the descriptive section of the study it is important for the researcher to incorporate the
questionnaires and the responses of the customers in order to provide the discussions. The
research provides that the factor establishment between the pop culture and purchasing of the
services of the modern customers. In this context it evident to mention that the market examiner
operating in the international market trusts that with the teaching of the pop social angles into the
marking of the items and administrations have come about to expanding the buy of the youthful
ages at a vast scale. The number of respondents that are obliged with the socialisation and
utilization of the products and services have provided effective information that have made
several commanding stages of the marketing. The commanding point of marking presently spins
around the buy basic leadership of the millennial that are very impacted by the popular culture
and its related viewpoints. Popular culture in the ongoing couple of years has caused huge effect
on the purchasing standards of conduct of the youthful customers. In this context it is also to be
10

include that the generation of detailed understandings of the factors that are operating in the
market factors that are required for the adoption of the pop cultural changes in the market several
researchers has been done in the recent years. Incorporation of the cultural aspects and factors
that are to be obliged in order to get the trends and preferences of the market are also
important.The factors and aspects the society has been adapting over the years has been
thoroughly observed and has been identified with several sections that are affecting the choices
of the market customers (Seaton, Yamamura and Beeton, 2016).
Conclusion & Recommendation
In this study a detailed research has been provided in regards with the with the affect and
changes of the market trends and demands in accordance with the pop culture recent years. Not
only the research provides detailed and descriptive information regarding the cultural and social
kinks that are highly operating in the market but also the factors and aspects that the customers
mainly prefers. Hence it can be concluded that the by taking into consideration all the involved
aspects of the pop culture the organisation have moved on to develop their branding strategies
based on it. The establishment of the link between the preferences and trends along with the pop
cultures have been done adequately in the recent years. The operative market analyst believe that
with the inculcation of the pop cultural aspects into the branding of the products and services
have resulted to increasing the purchase of the young generations multiple times (Ashworth &
Kavaratzis, 2016).
It is to be recommended that the adoption and implication of the methods and factors specifically
established for the pop cultures and modern market trends are important. For the flexible and
profitable enhancement of the company operations the authorised persons has to maintain close
observation n the aspects and factors that drives the changes in respect of the pop cultures and
thus the organisational structures are to be modified in such manner that adapts to the changes.
Limitations & Suggestions for further research
As the research was Academic, research one of the biggest limitations where time boundaries
due to which quality of data recorded may be affected although the research has tried to maintain
the quality of the research. One of the other limitation was the sample size of the interview as
there was low time low sample was kept to make its effective and ensure rapid actions and this
may limit the knowledge in regards of the subjected topic.
11

References
Ashworth, G. and Kavaratzis, M., 2016. Cities of culture and culture in cities: The emerging uses
of culture in city branding. Emergent Urbanism: Urban Planning & Design in Times of
Structural and Systemic Change, pp.73-79.
Blue, M.G. and Kearney, M.C. eds., 2018. Mediated girlhoods: new explorations of girls' media
culture. Peter Lang Incorporated, International Academic Publishers.
Brown, S., 2016. Postmodern marketing: dead and buried or alive and kicking?. In The
Marketing Book (pp. 43-58). Routledge.
Danesi, M., 2018. Popular culture: Introductory perspectives. Rowman & Littlefield.
Holt, D., 2016. Branding in the age of social media. Harvard business review, 94(3), pp.40-50.
Iwabuchi, K., 2015. Pop-culture diplomacy in Japan: soft power, nation branding and the
question of ‘international cultural exchange’. International Journal of Cultural Policy, 21(4),
pp.419-432.
Seaton, P., Yamamura, T. and Beeton, S., 2016. The mediatisation of culture: Japanese contents
tourism and pop culture. In Mediating the tourist experience (pp. 157-172). Routledge.
Vallas, S.P. and Cummins, E.R., 2015. Personal branding and identity norms in the popular
business press: Enterprise culture in an age of precarity. Organization Studies, 36(3), pp.293-
319.
Whang, H., Yong, S. and Ko, E., 2016. Pop culture, destination images, and visit intentions:
Theory and research on travel motivations of Chinese and Russian tourists. Journal of Business
Research, 69(2), pp.631-641.
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team.
John Wiley & Sons.
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Appendix
Q1: How has the concept of branding evolved with the incorporation of the “pop culture”
like aspects?
Marketer 1:”I feel that over the years there have been significant changes in the strategies
related to branding especially when there was introduction to the pop culture”
Marketer 2: “ In my opinion the concept of pop culture has brought into new dimensions of
branding strategies which have turned out to profitable for the companies of different”
Marketer 3: “The pop culture I presume has turned out to cause a subjective as well objective
approach towards branding of products and services”
Q2: Do you think that the purchase decision patterns have been significantly influenced by
the concept of “pop culture”?
Marketer 1: “ Oh, yes indeed the purchase decisions of the consumers has been changed and
influenced by the introduction of the pop culture as it has shed light into unexplored regions
of buying decision making”
Marketer 2: “In my perspective the consumers are more included to stating their purchase
decision in which they find the current market trends are invested into of which pop culture is
an important component”
Marketer 3:” Pop culture and its related aspects have helped in engraving understanding the
diversifying strategies that could be used for improving the branding and significant
improving the buying behavior of the consumers to a large extent
Q3: What kind of relationship lies between the effects of pop culture, the functions, and
other related aspects of branding?
Marketer 1:” There lies an intricate relationship between branding and the effects of pop
culture as it causes the strategist to develop the plan based on its foundational basis”
13

Marketer 2:“In my opinion I feel that branding largely depends on the external factors of
which pop culture is a vital part”
Marketer 3:” Pop cultures provide the strategist the option to create innovative ways for
branding their products and services and attract consumers which explains the relationship
between the both”
Q1: What are the driving aspects of the pop culture that influence your buying decisions?
Young Adult consumer 1: “I think social media, e commerce, changing lifestyle trends
towards modern elements are some of the core driving factors that influence the purchase
decisions”
Millennial 1: “In my view point it is the approach of ours towards trending aspects which an
important part of pop culture influences the buying decision behavior”
Q2: To what extent do you tend to adapt to the pop cultural aspects while undertaking a
purchase decision?
Millennial 2: “Almost at every point I feel that purchase decision are undertaken the adaptive
approach of pop culture”
Young Adult consumer 2: “ I feel that prominently at all stage of the overall buying decision
making procedure the concept of pop culture is evidently present”
Q3: Why do you think your purchase decisions have been significant influenced by the pop
culture?
Millennial 3: “Yes indeed the pop culture influence the purchase decision”
Young Adult consumer 3: “Definitely, I feel that buying decisions are under the impact of pop
culture
14