000			02837nam a22003377a 4500
003			KOHA
005			20230425091909.0
008			221020d2022 cy ||||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2549 _bK94 2022
100	1		_aKuforiji, Opeoluwa
245	1	0	_aTRADITIONAL VERSUS ONLINE MARKETING / _cOPEOLUWA KUFORIJI; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI
246	2	3	_aMILLENIAL AND GENERATION Z CUSTOMERS AND THE IMPACT ON PURCHASE INTENTION IN THE NIGERIAN COSMETIC INDUSTRY
264			_c2022
300			_a69 sheets; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes bibliography (sheets 57-63)
520			_aABSTRACT 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.
650		0	_aGeneration Z _vDissertations, Academic
650		0	_aGeneration Y _vDissertations, Academic
650		0	_aInternet marketing _vDissertations, Academic
650		0	_a Purchasing _vDissertations, Academic
650		0	_aMarketing _vDissertations, Academic
700	1		_aAghaei, Iman _esupervisor
942			_2ddc _cTS
999			_c285452 _d285452