BLOGGERS-YOU TUBERS INFLUENCE ON THE CONSUMER BUYING BEHAVIOR OF MAKEUP PRODUCTS

Abstract

The idea of undertaking a research on millennial women started from observing the materialistic and tech savvy millennials, including myself and my peers, who want to check-out everything online and are passionate about makeup products and love experimenting with them.They are impulsive buyers and want instant gratification. The concept of millennial women was started by and for marketers and thus took economic significance. The unique characteristics of this generation have been used as an effective tool for segmentation, targeting and positioning of their products and services by many successful marketers. This segment of these consumers has tremendous potential due to their huge buying power and a constant need for retail experience and retail therapy. Therefore, not only are specific marketing strategies being made targeting women but products are being designed and created to lure women to buy their products.Millennial women are influencers and share their opinions with friends, family and their online communities not only on regular basis but also on social media. A majority of social media platforms are predominantly used by female users