The Impact of Pop Culture on Branding and the Influence it has on The Purchasing Behaviors of Young Adults and Millennials (Generation Y)
Research Design and Methodology
研究设计代写 The purpose of this research is to find out how popular cultures on brands influence the buying behavior of both the young and ···
The purpose of this research is to find out how popular cultures on brands influence the buying behavior of both the young and adult consumers. Under this chapter, the methodology chosen to answer the question and the test hypotheses was be explained. The research design was explained together with the data collection methods, and analysis used in the study. Further, this section explained the target population of the study, sampling technique used to arrive at the respondents, and the delimitation of the study.
Moreover, the empirical examination and study of a generation such as the millennials’ is a problematic aspect because the idea itself includes tension amid its qualitative and quantitative nature, as both qualitative experiences separate generations and following quantitative attributes such as age, time-space that vary depending on the topic of research. In line with this research topic, qualitative data from millennial and young adult consumers will be taken into consideration while conducting an empirical study.
Data Collection Method 研究设计代写
The data collection method will be semi-structured in-depth interviews where data will be collected using one-to-one personal conversations and interviews that would answer predefined questions. However, as the interviews are semi-structured rather than having a defined set of questions beforehand, only relevant areas or topics for conversation to occur around the research question and objectives will be drawn upon, and as the interview progresses, the flexibility to deviate from the interview structure exists within this study. This methodology and research design are very resourceful as they will result in the gathering of credible and quality data responses.
The research study will consider two groups of respondents. The choice of respondents will include five millennial consumers, five marketers, and five young adult consumers to be chosen for the interviews and this choice will be made based on the level of involvement with the millennial.
Delimitation of the Study 研究设计代写
The number of likely respondents is large and due to the limited resources and time, the study only interviewed few marketers and consumers in London. The sample was meticulously chosen for diversity in gender and age to have rich and detailed responses in regard to the research question.
Sampling Method
As for the most of the research questions like in this was in this study, it is not possible to collect the data from the whole population. Therefore, a sample is selected from the whole population and the results are construed to be the representation of the whole population. The research population was the young and adult consumers in London and who are in the bracket of millennials. The group constitutes generation Y which is the main focus of this study. This research used random sampling to get a sample of 15 participants will take part in the study.
The participants were randomly selected and voluntarily took part in the interview. 研究设计代写
They were also oriented to the purpose of the study and informed of their rights and responsibilities in choosing to take part in the study. As such, 5 of these participants were millennial consumers, five marketers, and five adult consumers. Preferably, the research focused on having equal representation of both genders in the interview to get detailed and rich responses. The age of the respondent ranged from 23 to 40 years, and all were ranked under millennial consumers. The marketers were of varied ages with the youngest and oldest being 25 and 45 years respectively.
The nature of the research led to the formation of three groups of respondents which included the marketers, millennial consumers, and adult consumers. For the purpose of confidentiality, the respondents were made aware that the information they give will be treated with privacy and that the interview was free and voluntary. Only the areas of origin and gender were mentioned about the respondent.
The interviews were conducted at the convenience of the respondent but were complete before the start of Spring 2019. The interviews were recorded only after the respondent acceptance. The interviewee took the just the main points from the interview leaving off the bystander comments in the progress. The interviews took a maximum of 40 minutes in which all the information needed from the respondents were exhausted. Only a few deviations from the interview were allowed depending on the flow and progress of the interview.
Data Analysis Method Used 研究设计代写
After the data were collected, the research proceeds to the analysis and of the data in the conformity of the research purpose and thus summarize the results and present them in a manner that answer to the research question. The raw data collected from the interview will be analyzed qualitatively. The data will be divided into three groups, that is the millennial consumers, marketers, and adult consumers.
Each of these responses will be analyzed and evaluated to the branding and the purchase behavior of the millennials. The findings will be grouped according to each group preferences in the buying marketing and buying behaviors. From the data analyzed and presented, the conclusion will be made on the impact of the pop culture on the branding and the buying behaviors of generation Y.
Interviews 研究设计代写
The survey was conducted using semi-structured interviews. Below are the interview questions used to gather information form the respondents.
Marketers
1.Please tell us about yourself as the marketer and how you have managed to keep up with changes in the marketing trends.
2.Which marketing strategies do you employ to reach the young consumers separate from the adult consumers?
3.What do you understand by the popular culture in the context of the generation Y? Do you believe it has impact on brands and the consumer buying behavior?
4.What do you think is the impact of pop culture on brands and buying behavior of the millennials and adult consumers?
5.In which media do you think millennials are able to express and share their brand experiences? Which medias do you target in the bid to create brand popularity and catch the attention of the millennials?
6.What are the differences in brand and purchase behaviors as observed between the young and adult consumers? Which buying behavior do young consumers have that adult consumers do not?
7.Can you describe your general view of the millennial consumers in the modern market? Also, explain target consumers and some information about the market segments that you target in your marketing strategy.
8.According to your approximation, what percentage does the millennial and the young adult consumers take in your market?
9.How are the millennials important to your business as the marketer and why do your marketing focus on them? Tell why the millennials are essential? Generally, is this only for you or do you think it is also so in other marketers too?
10.
As a marketer, which channel do you use to reach out and communicate to your market? According to your work and own analysis, which is the most appropriate and effective channel to reach the millennials?
11.Generally, which marketing tools do you use to reach out and communicate to both millennials and the adult consumers? For instance, mails
12.According to your experience and opinion, are there different or the same method of marketing for reaching out to the millennials? Please explain further.
13.What is the effect of the global market environment on pop culture? Do you pay attention to it and how it influences the marketing decision? Why?
14.Based on the experience you have in the field of marketing, what pop culture influences the young people’s brands and buying behaviors? Is it brand honesty? Aesthetics? Hypes? Moreover, more?
15.Can you explain how pop culture is influencing the millennial brand and purchase behaviors? How is it affecting your decision-making regarding marketing as well as the brand operations?
16.Is finance a factor when it comes to the influence on the pop culture in the brand choice and purchasing decisions among the millennials?
17.How the millennials when it comes to brand loyalty? What affect influences the trend? Can explain how as the marketer the brand loyalty can be achieved in both the young millennials and the adult consumers?
18.How will you explain the changes in marketing approach in the modern practices in the bid to attract reach out to generation Y? Please give examples
19.Anything you can add in as far as the marketing in the millennial is concerned?
Consumer Interview 研究设计代写
1.Generally, which products are more popular with young people? Which type of brands do you mostly consume? How has the popularity of those brands impacted your decision to buy? When are you under the impulsive buying, which products do you buy? Are they popular?
2.How do you learn about the products you buy? Do you have a preferred channel of sourcing such information?
3.Why do you love shopping? How often do you go shopping for your favorite brands? You love shopping alone or with friends?
4.Do like purchasing what your friends have? What makes you interested in being like them? Do you trust the peer generated endorsements?
5.What do you value most in a product or brand? Do you value experience over material? Please explain
6.Do you share what you purchase with friends? How do you share your brand experience?
7.Do you have peers whom you compete for what you buy and own? Why do you compete in what you own or purchase?
8.Does where you go shopping matters to you? What makes it makes matter?
9.How do you become interested in the new products and brands in the market?
10.Do you use social media? Which social media platform do you use often? What purpose do you use the social media for? How has social media influenced your brand and purchase decision? Explain how they influence
11. 研究设计代写
How do you take the opinion of your friends about your brand choices and purchases? Is their opinion significant? What about the family opinion? What about society?
12.Does the consumer brand community have any meaning to you? How do you see it have a brand that has a community? Is it relevant to you?
13.Do you research any brand before purchase? Is it important? Which products do find essential to carry out due diligence before purchase? Where do you look for such information about the product of your interest?
14.Which method do you use to purchase the product of your choice? Do you prefer online to physical purchase in the malls?
15.Do you shop locally or abroad? Explain why you shop where you shop
16.Do you follow fashion trends? How do you manage to keep up with the trends?
17.Which social factors affect your lifestyle, brand choice, and purchase behavior? Please explain
18.When looking for something to buy, where do you go looking for them? Which is the most efficient way to look for the brand you want?
19.Which id the most convenient way/channel to reach millennials? Explain
20.Do you trust the mainstream media adverts? Does your perception and importance of the advert depend on the channel used by the marketers?
21.Do you have loyalty to specific brands? Which type of brands and why?
22.Do you have anything else to add, please feel free to add?
流行文化对品牌的影响及其对年轻人和千禧一代（Y代）的购买行为的影响
研究设计与方法论
研究设计代写 这项研究的目的是找出品牌上的流行文化如何影响年轻人和年轻人的购买行为 ···
这项研究的目的是找出品牌上的流行文化如何影响年轻和成年消费者的购买行为。在本章中，将解释选择回答问题和检验假设的方法。解释了研究设计以及数据收集方法和研究中使用的分析。此外，本节还介绍了研究的目标人群，用于得出受访者的抽样技术以及研究的范围。
此外，对诸如千禧一代这样的一代进行实证研究和研究是一个有问题的方面，因为该想法本身在其定性和定量性质中就包含了张力，因为定性经验既分离了几代人又遵循了诸如年龄，时空等定量属性。根据研究主题而有所不同。根据该研究主题，在进行实证研究时将考虑来自千禧一代和年轻成年人消费者的定性数据。
数据收集方法
数据收集方法将是半结构的深度访谈，其中将使用一对一的私人对话和回答预定义问题的访谈来收集数据。但是，由于访谈是半结构化的，而不是事先具有一组定义好的问题，因此只会利用围绕研究问题和目标进行对话的相关领域或主题，并且随着访谈的进行，可以灵活地偏离访谈结构存在于本研究中。这种方法论和研究设计非常有用，因为它们将导致收集可靠和高质量的数据响应。
该研究将考虑两组受访者。受访者的选择将包括五位千禧一代消费者，五位营销人员和五位年轻的成年人消费者，并将根据对千禧一代的参与程度做出选择。
研究的划界 研究设计代写
可能的受访者人数众多，并且由于资源和时间有限，该研究仅采访了伦敦的少数营销商和消费者。精心选择了样本，以区分性别和年龄，以对研究问题做出丰富而详尽的回答。
取样方式
至于本研究中的大多数此类研究问题，不可能从整个人群中收集数据。因此，从整个人群中选择一个样本，其结果将被解释为整个人群的代表。研究人群是伦敦的年轻消费者和成年消费者，属于千禧一代。该组构成了Y世代，这是本研究的主要重点。这项研究使用随机抽样来获得15名参与者的样本，他们将参与研究。
随机选择参与者并自愿参加访谈。
他们还针对研究的目的，并告知他们选择参加研究的权利和责任。因此，这些参与者中有5个是千禧一代的消费者，5个营销者和5个成年消费者。最好是，研究的重点是在面试中使性别平等，以得到详尽而丰富的答复。受访者的年龄在23至40岁之间，并且都属于千禧一代消费者。营销人员的年龄各不相同，最年轻和最老的年龄分别为25岁和45岁。
研究的性质导致形成了三组受访者，其中包括营销商，千禧一代消费者和成人消费者。为了保密起见，让受访者意识到他们提供的信息将受到隐私保护，并且采访是免费和自愿的。关于受访者仅提及了原籍和性别领域。
研究设计代写
访谈是在被访者方便的情况下进行的，但已在2019年春季开始之前完成。访谈仅在被访者接受后才进行记录。被访者只接受了访谈中的要点，而忽略了旁观者在进度中的评论。访谈最多需要40分钟，在此期间，受访者需要的所有信息都已用尽。根据面试的流程和进度，只允许与面试发生一些偏差。
使用的数据分析方法
收集数据后，研究将按照研究目的进行分析和数据分析，从而总结结果并以回答研究问题的方式呈现出来。从访谈中收集的原始数据将进行定性分析。数据将分为三类，即千禧一代消费者，营销人员和成人消费者。
这些回应中的每一个都会得到分析和评估，以评估千禧一代的品牌和购买行为。将根据购买营销和购买行为中的每个组偏好对结果进行分组。根据分析和提供的数据，将得出关于流行文化对Y代品牌和购买行为的影响的结论。
访谈 研究设计代写
该调查是使用半结构化访谈进行的。以下是用于从受访者那里收集信息的面试问题。
营销人员
1.请介绍一下您作为营销人员的情况，以及如何适应营销趋势的变化。
2.您采用哪种行销策略来触及年轻消费者和成人消费者？
3.您对Y世代背景下的大众文化有什么了解？您是否认为这会影响品牌和消费者的购买行为？
4.您认为流行文化对千禧一代和成年消费者的品牌和购买行为有何影响？
5.您认为千禧一代可以在哪些媒体上表达和分享他们的品牌体验？您打算通过哪些媒体来赢得品牌知名度并引起千禧一代的注意？
6，年轻和成年消费者在品牌和购买行为上有什么区别？年轻消费者没有成人消费者有哪些购买行为？
7.您能描述一下您对现代市场中的千禧一代消费者的总体看法吗？另外，请说明目标消费者以及有关您在营销策略中定位的细分市场的一些信息。
8.根据您的近似值，千禧一代和年轻成年人消费者在您的市场中所占的百分比是多少？
9.千禧一代对您作为营销者的业务有何重要意义，为什么您的营销重点放在他们身上？告诉为什么千禧一代是必不可少的？通常，这仅是为您服务吗？还是您认为其他营销人员也是如此？
10.研究设计代写
作为营销人员，您使用哪个渠道与您的市场进行接触和交流？根据您的工作和自己的分析，哪种方法最适合千禧一代？
11.通常，您使用哪种营销工具与千禧一代和成年消费者进行联系并进行交流？例如，邮件
12.根据您的经验和意见，与千禧一代接触的营销方法是否不同或相同？请进一步解释。
13.全球市场环境对流行文化有何影响？您是否关注它以及它如何影响营销决策？为什么？
14.根据您在营销领域的经验，哪种流行文化会影响年轻人的品牌和购买行为？是品牌诚实吗？美学？炒作？而且，还有吗？
15，您能解释一下流行文化如何影响千禧品牌和购买行为吗？它如何影响您在营销以及品牌运营方面的决策？
16，在千禧一代的品牌选择和购买决策中，对于流行文化的影响，融资是否是一个因素？
17，千禧一代在品牌忠诚度方面如何？什么因素影响趋势？可以解释一下如何在年轻的千禧一代和成年消费者中实现作为营销商的品牌忠诚度吗？
18，您将如何解释现代实践中营销方法的变化，以吸引Y一代人的注意力？请举例子
19.关于千禧一代的营销，您有什么可以补充的？
消费者访谈
1.通常，哪些产品在年轻人中更受欢迎？您主要消费哪种类型的品牌？这些品牌的受欢迎程度如何影响您的购买决定？您什么时候受到冲动性购买，您会购买哪些产品？他们受欢迎吗？
2.您如何了解所购买的产品？您是否有获取此类信息的首选渠道？
3.你为什么喜欢购物？您多久去一次自己喜欢的品牌购物？您喜欢独自购物还是和朋友逛街？
4.喜欢购买朋友的东西吗？是什么让您对像他们一样感兴趣？您相信同行产生的认可吗？
5.您最看重产品或品牌的什么？您是否重视经验而非材料？请解释
6.您是否与朋友分享您购买的东西？您如何分享您的品牌经验？
7.您是否有同行竞争您所购买和拥有的东西？您为什么要竞争自己拥有或购买的东西？
8.您去哪里购物对您来说重要吗？是什么使事情变得重要？
9.您如何对市场上的新产品和品牌感兴趣？
10.您使用社交媒体吗？您经常使用哪个社交媒体平台？您将社交媒体用于什么目的？社交媒体如何影响您的品牌和购买决定？解释他们如何影响
11.研究设计代写
您如何看待朋友对您的品牌选择和购买的看法？他们的意见重要吗？那家庭意见呢？社会呢？
12.消费品牌社区对您有任何意义吗？您如何看待其拥有社区品牌？与您有关吗？
13.购买前您是否研究过任何品牌？是不是重要？哪些产品对购买前进行尽职调查至关重要？您在哪里寻找有关您感兴趣的产品的此类信息？
14.您使用哪种方法购买您选择的产品？您是否更喜欢在线购物而不是在购物中心购买商品？
15.您在本地还是国外购物？解释为什么要在哪里购物
16.您是否遵循流行趋势？您如何设法跟上趋势？
17.哪些社会因素会影响您的生活方式，品牌选择和购买行为？请解释
18，在寻找要购买的东西时，您要去哪里寻找？哪种方法最适合您想要的品牌？
19.哪一个ID是接触千禧一代最方便的方式/渠道？解释
20.您相信主流媒体的广告吗？您对广告的看法和重要性是否取决于营销人员使用的渠道？
21.您对特定品牌忠诚吗？哪种类型的品牌，为什么？
22.您还有其他要添加的内容，请随时添加？
