Fatores que influenciam o processo de decisão de compra da geração Millennial

: estudo de caso : marca Dove

Abstract

Contemporary society is characterized as a consumer society in which each individual plays the role of a consumer and lives within a system where the idea of acquiring goods corresponds to pure happiness.The consumer profile is constantly changing and adapting to the evolution of society and technology. Nowadays, it is not enough just to develop a product that meets the consumers' needs and desires. It is necessary to know how to communicate the product to consumers, also using communication as a point of differentiation.The Millennial generation is characterized by individuals who seek immediate answers in all aspects of their lives. Having been born into a world immersed in technology, it is characterized as the "digital-native" generation.In order to understand what motivates and influences consumers to purchase certain products, it is necessary to study their behaviors and the differences between their generations: what motivates an older consumer may be different from what motivates a younger consumer.In this sense, this research aimed to investigate the factors that influence the Portuguese Millennial generation to purchase Dove brand products and to choose the brand over others at the point of sale.Thus, with this study it was possible to conclude that the factors that most influence this generation are the quality of the brand's products, performance, price and brand sustainability. However, although price is a fundamental factor, it should be noted that consumers belonging to this generation do not stop buying Dove products when they are not on sale. Another fundamental factor for this generation is also the maturity and history of the brand, which is a very important factor when buying Dove products.

Date of Award	4 Oct 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)