A carregar...
Publicação
Investigating why gen z consumers are so engaged towards hHigh perfumery in Europe
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 632.52 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This thesis investigates the motivations behind Gen Z consumers' purchasing decisions
regarding High Perfumery in Europe. Despite high prices and limited availability, Gen Z
consumers show a strong engagement, driven by a desire for unique, long-lasting
fragrances and a sense of individuality. Moreover, the paper shows how also community
belonging, and family traditions also significantly influence their choices. Understanding
these motivations is crucial for brands to adapt their strategies, improve offerings, and
effectively engage this emerging, digitally savvy demographic.
Descrição
Palavras-chave
Genz High perfumery Strategy Europe CEMS MIM