Millennials and Generation X usage of social media, websites, and mobiles apps in each stage of the journey to purchase fashion products in Dublin, Ireland

No Thumbnail Available
Pereira Soares, Ana Angelica
Issue Date
MSc Marketing with Digital Media
Dublin Business School
Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
In the digital era, the amount of options that consumers have to interact with brands online has increased considerably. Many aspects are involved in the way people select their preferred channel, either to interact with a brand online, or to complete an action. The understanding of what is called “Consumer Journey” is crucial for the success of marketing strategies. It is important to understand in which stage of their journey to purchase the target is encountered, in order to provide the right solutions. Consumers will select the most relevant online channel, based on what they need at the moment. The right segmentation of the target, also in relation to age and gender, will provide better insights on which is the best channel and message to be include in the marketing strategy. Millennials have been at the top of the targeting strategies of many brands, at the last few years. However, the called generation X, is also a potential group to be targeted. This research aims to better understand how millennials and generation X in Dublin choose between social media, mobile apps and websites, during their journey to purchase fashion products. To have a solid background for this study, the researcher has collected secondary data from relevant academic literature and insights about the fashion industry. Consumer journey, online touch points, and the two generations that are the focus of this study, are some of the topics reviewed in the literature. To collect primary data, the researcher applied questionnaires through Google forms, and analysed the data through Excel. Data collection and analysis are detailed on Methodology and Discussion chapters. Last chapters describe the researcher conclusions and recommendations. A reflective learning of the dissertation process as well as the Masters’ program concludes this dissertation. Table of figures and content are available at the next sections. The questionnaire designed for this research and the summary of the raw data can be found at the Appendices.