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How can high-end makeup brands suit the Generation Z’ sense of beauty?

Berisha, Trina ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 65.

The Bachelor Project explores the beauty industry, analyses the major makeup brands on the market and studies the Generation Z as a consumer. High-end makeup brands are facing gaps in reaching the Generation Z, and since it is about to become the biggest global consumer, there is a need to understand and suit this generation’s sense of beauty. The objective is to identify the efforts several...

International promotion of japanese new no-agestatement Whiskies : exploring swiss consumers’ perception

Silva Feliciano, Davide ; Regnier, Philippe (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 62.

Japanese Whisky has seen a tremendous jump in popularity in the recent years. Collecting numerous rewards in the first years of the new century, made the spirit coming from the country of the rising sun extremely sought after. So much so that the distilleries in Japan could not keep up with the fast-growing demand coming from outside of the land. Being between a rock and a hard place, they had to...

The perception of entomophagy in Geneva and the opportunity for business

Da Silva Ferraz, Sara ; Depetris-Chauvin, Nicolas (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 56.

Edible insects for human consumption have been legalised in Switzerland in May 2017. The United Nations believe that entomophagy should be exploited as the food of the future. Since commercialisation of bugs is quite new in the county and the market is still a niche, there may be great businesses opportunities to explore. This research provides an analysis of the perception of entomophagy and how...

The impact of Social Media Influencer’s (SMI) on the buying decisions of Generation Y

Chowdhury, Ruhi Farzana ; Miller, Caroline (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 53.

This research aims to analyse how social media influencers on Instagram influence the purchasing decision of Millennial consumers in the luxury watch industry in Swiss Romandie. The first part of this project discusses different elements surrounding influencer marketing and Millennial’s online buying behaviour. The second part investigates Millennials’ presence on social media and their...

Perception of millennials toward humanitarian organisations : how millennials perceive international humanitarian organisations, their marketing methods and how does it impact their donations?

Chédel, Elisa ; Laforêt, Aurélie (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 52.

Enterprises put special attention into communication and marketing. These two aspects are continuously evolving, transforming and adapting to better reach the expectations of a potential buyer. Especially for humanitarian organisations, there is no item to sell but the customer, in this instance: the donor needs to be understood in order to, again, not make a purchase but donate money. On the one...

Are millennials brand-loyal in the apparel industry?

Berra, Nicole ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 49.

This thorough study in consumer insights about millennials and the apparel industry aims at understanding what is going on in their minds and to which extent theories established by researchers and scholars are reflective of their loyalty towards brands. The literature review will give you, readers, the palette of the branding concepts which are complex, and these ones’ goal is to group unique...

Selection criteria for flagship species by conservation organizations

HOME, ROBERT ; KELLER, CLAUDIA ; NAGEL, PETER ; BAUER, NICOLE ; HUNZIKER, MARCEL

In: Environmental Conservation, 2009, vol. 36, no. 2, p. 139-148