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The Millennial Buying Behaviour towards healthy food products in Ireland

Campos Nogueira, Nathalia (2019) The Millennial Buying Behaviour towards healthy food products in Ireland. Masters thesis, Dublin, National College of Ireland.

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Nowadays understanding the needs and desires of Generation Y has been considered a key element for companies. This generation also called “ millennials’’ were born between 1981 and 2000 has significant participation in the economy. The millennials are always connected and they believe they can make the world a better place to live. Studies have shown that millennials have a higher level of education than previous generations and are constantly aware of what is happening in the world. Accordingly, generation Y presents different patterns of behaviour regards buying decisions. Thus, this paper discusses how this generation behaves and which factors influence their purchases. The article also is focused on understanding the healthy eating habits of the millennials in Ireland. Additionnally , the research aims to present pertinent results which possibly will enable companies to develop strategies to satisfy the demands of this group. The project has a mix of quantitative and qualitative approach and involves the application of a questionnaire for 107 people from this group in the country. The sample is composed of mostly for Irish millennials, however, Europeans in general and non-Europeans also take part in the research. The results carefully analysed conclude that millennials are aware of the importance of having a healthier lifestyle and have also been changing their eating habits. However, other factors such as, smoking and drinking habtis, lack of time and price of products have negatively influenced their behaviour.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 22 Oct 2019 12:48
Last Modified: 22 Oct 2019 12:48

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