Identification of Factors Influencing Purchase Decisions of Shaving Products Among Generation Z Representatives on the Example of the Gillette Brand

ANNOTATION IDENTIFICATION OF FACTORS INFLUENCING SHAVING DECISIONS AMONG GENERATION Z REPRESENTATIVES ON THE EXAMPLE OF GILLETTE BRAND Paper 60 p., 5 hours, 31 drawing, 3 tables, 22 sources The aim of the work is to study the factors influencing the decisions to purchase razors among the representatives of generation Z in Russia on the example of Gillette brand. Five tasks were also formulated: 1. to study the preferences and needs of representatives of generation Z in relation to razors. 2. To conduct interviews with representatives of generation Z in order to study the main habits in the field of shaving. 3. Conduct a survey to identify the major factors that influence shaving product purchase decisions. 4. Identify the strengths and weaknesses in the perception of the Gillette brand by members of Generation Z. 5. Formulate recommendations to improve Gillette's brand marketing strategy to attract Generation Z in the new work environment. The main result of the work was the three main factors influencing Generation Z's decisions to buy shaving products. They were favorable price, well-known brand and quality of products. Based on these three factors, a marketing model was proposed to support the Gillette brand in the new market conditions.