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
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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.
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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
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