Mostrar el registro sencillo del ítem

dc.contributor.advisorGiménez Abad, María Jesús
dc.contributor.advisorCoronado Vaca, María
dc.contributor.authorRomán Dávila, Blanca
dc.contributor.otherUniversidad Pontificia Comillas, Facultad de Empresariales (ICADE)es_ES
dc.date.accessioned2022-01-04T12:43:26Z
dc.date.available2022-01-04T12:43:26Z
dc.date.issued2021
dc.identifier.urihttp://hdl.handle.net/11531/64610
dc.descriptionGrado en Administración y Dirección de Empresas Mención Internacional (E-4)es_ES
dc.description.abstractThe understanding of impulsive buying behaviour is essential for brands to maximize the scope of their potential clients. This phenomenon has become increasingly popular in the field over the last decade due to the complexity of factors that can trigger it. This research examines the role of both internal and external factors with a specific focus on the main performers of the phenomenon as of today. In an attempt of achieving a true topical picture of the phenomenon, the impact of COVID 19 on the consumer process will also be addressed, determining how its presence has affected the triggering considerations. The study goes further, narrowing down the topic focusing on the main target of marketing strategies: Millennials, identified as the more prone cohort to this type of consumer behaviour. To reach consistent conclusions and answer all research questions a qualitative phenomenological research has been conducted, choosing semi-structured interviews that raise questions to the participants according to the pre-established set of main concepts of the study: buyer´s profile, brands´ strategies effectiveness and COVID 19 impact. An abductive approach has been adopted in order to combine empirical and cognitive analysis, comparing observations gathered with existing literature. The results of the research identify factor positively associated with impulsive purchases such as negative emotions, millennials´ social character and atmospheric and promotional stimuli, enhancing young adults ‘fear of missing out’ and digital convenience and popularity as brands main focus for their strategies.es_ES
dc.format.mimetypeapplication/pdfes_ES
dc.language.isoenes_ES
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subject53 Ciencias económicases_ES
dc.subject5304 Actividad económicaes_ES
dc.subject530401 Consumo, ahorro, inversiónes_ES
dc.titleImpulsive buying behaviour of spanish millennials : buyers´ profile, brands´ strategies and Covid 19 impactes_ES
dc.typeinfo:eu-repo/semantics/bachelorThesises_ES
dc.rights.accessRightsinfo:eu-repo/semantics/closedAccesses_ES
dc.keywordsImpulsive buying behaviour, Millennials, In-store environment, Online shopping, Personal traits, Emotional states, ‘FOMO’, Consumer decision-making process, Triggering factorses_ES


Ficheros en el ítem

Thumbnail
Thumbnail

Este ítem aparece en la(s) siguiente(s) colección(ones)

Mostrar el registro sencillo del ítem

Attribution-NonCommercial-NoDerivs 3.0 United States
Excepto si se señala otra cosa, la licencia del ítem se describe como Attribution-NonCommercial-NoDerivs 3.0 United States