This study focuses on the awareness level, the relevance and the impact that brand activism has on the Millennials and Generation Z. The motivation is to contribute to activism that provides value both to the consumers and the brands. The significant areas of activism are being interpreted to give a fair view and better design marketing campaigns to increase revenue. A consumer perspective questionnaire was developed keeping in mind various dimensions and issues that require the attention of the masses and needs to be addressed. With the help of cross tabs analysis, the demographic variables were to analyse and draw valuable conclusions for the brands. Using them can help to create more insightful and impactful campaigns. Taking stands on debatable issues is not enough, so making them more compelling was the focus of the study.
The study helps determine factors like price, quantity, quality, packaging, content, correct ingredients, religious aspect, and genetic factors that influence people to buy the product/service. Collected data from students, working professionals, business class, and homemakers. Changing advertising appeals attract more millennials as well as influence millennials preference. The study aims to study the level of satisfaction among millennials with advertisements like awareness of product availability, knowledge of brand loyalty, easy to compare with a competitive advantage, etc. This study also helps to recognize the effect of advertisements on millennials buying behaviour. In the competitive market, any product can't survive without advertisements. Millennials buy goods when they feel it's necessary. Companies should give advertisements to brand recall in the minds of customers. This study focused on the effect of advertisements on millennials buying behaviour and perception while changing the advertising appeals during the time of Covid.
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