The rise of the Millennial Generation meant the rise of a new era of consumption. Today, we are witnessing a reality in which having information about a brand is just a click away; where sharing experiences and product feedback with the community has never been simpler and more impactful; where the consumer stops being a passive part of the consumption process to become an active part, with a strong voice in the brands’ creative processes and influential towards other consumers. It has become vital for a brand to know in depth to whom it communicates, understanding consumer behavior and what motivates its purchase decision process. In this sense, the present investigation has as a main goal to study the purchase decision process of the Millennial generation, deepening its characteristics and understanding which factors influence this generation in its consumption decision, namely, with regard to the brand Dove and its deodorants.The main results revealed that the factors that most influence the Millennial generation in the Dove deodorant purchase decision process are supported by the deodorant's specific function, price, quality, aroma and place of sale, standing out also, the importance of brand’s sustainability and social responsibility. As the most significant values found in the investigation that influence the Dove deodorant purchase decision process, those of a functional and conditional nature stand out.
|Date of Award||17 Nov 2020|
- Universidade Católica Portuguesa
|Supervisor||Nuno Goulart Brandão (Supervisor)|
- Millennial Generation
- Consumer behaviour
- Purchase decision
- Mestrado em Ciências da Comunicação