Exploring millennials preferences and values to improve their online customer experience

: a case study of FNAC in Portugal

Abstract

In recent years, and especially after Covid-19, online shopping has been more common among millennials, making it crucial for businesses to understand the factors influencing their online experience through understanding their preferences and online behaviors. This study focuses on FNAC, an online retailer in Portugal, aiming to attract and retain the millennial target by understanding their distinct values and adapting marketing strategies accordingly. The research objective is to explore the impact of the online shopping experience on millennials' brand perceptions, purchase decisions, and e-loyalty. For this purpose, a mixed- method approach is employed, including a comprehensive literature review, benchmark analysis, an observational research, in-depth interviews, and a survey. The participants considered for the study are aged between 23 and 44 and reside in Portugal. The findings indicate that online presence have an influence on millennials' perceptions and behaviors. Social media platforms, search engines, and websites have an effect on building awareness, engagement and brand interaction. Authenticity, visually appealing content, and user-friendly interfaces are crucial for effective customer-brand interactions and long-term relationship. Moreover, search engine presence and the influence of online reviews significantly impact brand visibility and trust-building among Millennials. To attract and retain this generation, businesses must align their strategies with these preferences. Optimizing online presence and focusing on engagement, authenticity, and review management are paramount. Further understanding and catering to millennials' preferences are vital for brand success in the digital era. By taking into consideration these aspects, FNAC and similar businesses can effectively target millennials.

Date of Award	6 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)