UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.06.06.013
Авторы
Uyi Isoken Queency,
Course Supervisor: S. U. Chernikov — Associate Professor, PHD, Faculty of economics, Department of international marketing
Аннотация
This article examines the evolving consumer behavior of millenials in Nigeria and south Africa within the cosmetics sector, highlighting key factors that shape purchasing decisions in these emerging markets. Drawing on insights from industry report and consumer studies, the discussion explores how demographic trends, digital engagement, and social-economic contexts influence millenials brand preference, loyalty and willingness to experiment with new product. The analysis reveals that while millenials in both countries are trend-driven, quality-conscious, and responsive to influencer marketing and social media, distinct differences exist, Nigerian consumers face economic violation and prioritize value for money and aspirational branding, whereas south African millenials benefit from a more robust retail ecosystem and a broader middle class, leading to more converse purchasing patterns. The article underscores the importance of ethical marketing, authentic brand communication, and tailored retailed strategies in building trust and sustaining engagement with this influential demographic.
Ключевые слова
millennial purchasing patterns, cosmetics consumer behavior, brand loyalty, influencer marketing, social media trends, aspiration branding, value-for –money products, ethical marketing
