Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 57-63)

ABSTRACT
The marketing industry has experienced tremendous change since the advent of the internet in many ways. This change is very evident in the clear lines that exist between two eras of marketing, the traditional era, and the online era. Also, the Nigerian cosmetic industry operates in a very volatile and difficult economic climate owing to some external factors. One of such factors is the dynamics that exist between the Millennial and Generation Z consumers of the products. The two generations, although followed each other closely, have different characteristics that need to be properly managed by business owners in order to elicit the desired type of behavior towards their products in the market. There has been a form of debate as to what marketing channels work best for each of the generations. Some authors opined that traditional marketing works best with millennial consumers while online marketing works well with Generation Z consumers. The results indicate that while online marketing is reasonably effective on millennial customers, it is more effective on the purchase intention of Generation Z customers. Also, the findings indicate that while traditional marketing is reasonably effective on Generation Z customers, it is more effective on the purchase intention of millennial customers. However, the difference in the level of effectiveness is close to negligible but they exist.
Keywords: Generation Z, Millennials, Online Marketing, Purchase Intention, Traditional Marketing.