Consumer attitudes toward medical skin care and their impact on the customer journey within an international context

Abstract

P&M Cosmetics GmbH & Co. KG wants to generate insights based on consumer attitudes along the customer journey (CJ) in selected international markets. An extensive literature review on the study of attitudes was conducted prior primary research. The definition, formation and function of attitudes is presented in the second chapter of the thesis including the impact on the customer journey approach. Interviews of potential customers in the field of acne and oily skin were conducted in Colombia, Spain and France in order to support P&M Cosmetics getting an overall overview of the characterisation of their potential customers in the selected markets and how their behaviour affects the customer journey. The results show a major impact of consumer attitudes on the pre-purchase stage and outline a global consumer segment within the industry of medical skin care and national differences regarding consumer attitudes.