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How the portuguese millennial make-up consumer chooses between brands: the new consumer decision journey of high frequency users
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| 2.52 MB | Adobe PDF |
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Resumo(s)
Millennial makeup consumers are disrupting the make-up market in Portugal. Displaying a different set of behaviours as compared to older generations, Portuguese millennials are increasing country-wide consumption of the category, displaying increased attachment, purchasing a wider range of make-up products and becoming increasingly knowledgeable of the category. This Work Project explores how high-frequency-of-use Portuguese millennials choose between make-up brands, recurring to both qualitative and quantitative research, and applying the Consumer Decision Journey model. The Work Project provides an outline of most attractive consumer segments for brands and recommendations on how to best reach them.
Descrição
Palavras-chave
Consumer decision journey Make-up Millennials Portugal