• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Identification of Factors Affecting Millennial's Purchase Behaviour in Make-up Industry

Student: Gutnikova Olga

Supervisor: Elena Panteleeva

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Final Grade: 9

Year of Graduation: 2017

Emotional branding is a fairly new trend in marketing. Serious competition pushes companies to establish contacts with customers at an emotional level for further long-term mutual cooperation. Among marketing practitioners, emotional branding is presented as a central component of market differentiation and a sustainable competitive advantage. At the same time, now the attention of the whole business community, and especially from the marketing side, is drawn to the prospective consumer segment - millennials. However, since the ultimate goal of any company is still profit making, it is important to understand how emotional branding affects millennials’ buying behavior. Such complex research is not available, therefore the present work is aimed at revealing the factors of emotional branding that influence the buying behavior of millennials. This work is devoted to identifying, classifying and studying the factors of emotional branding affecting the buying behavior of millennials in the make-up industry. During the research, factors of emotional branding were identified, then research model was built, tested and adjusted. The results show that, in fact, emotional branding factors have a positive impact on factors of buying behavior, such as the intention to make a second purchase and the actual re-purchase. Also, those factors that have the greatest impact were identified. So, the most important factors influencing the buying behavior were factors such as trust to the brand, feelings and emotions; trust to the company; brand image, country of origin and sensory experience. Key words: emotional branding, emotional branding factors, millennials, make-up, purchasing behavior

Full text (added May 21, 2017)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses