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  • Factors Influencing Millennials' Purchase Decision within Global Premium Beauty Brands: the Case of Estée Lauder

Factors Influencing Millennials' Purchase Decision within Global Premium Beauty Brands: the Case of Estée Lauder

Student: Verdiani Carolina

Supervisor: Elena Panteleeva

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 8

Year of Graduation: 2017

In this thesis, we are going to research the factors which influence Millennials’ Purchase Decision in premium beauty brands. This became a really important topic for marketers in today’s fast-growing cosmetic category. We have collected about 250 responses from 18 countries to conduct a quantitative research about the topic.

Full text (added May 12, 2017)

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