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