Consumer perception towards new natural cosmetic products in Finland (Moroccan Argan Oil)

Abstract

The purpose of this thesis is to study Finnish consumer behavior towards natural foreign cosmetic products. Therefore, it is essential to know about the perception and the interest of Finnish people in those products, by selecting the main factors that affect and guide their buying decision.

The theoretical part was about the natural cosmetic products in Finland, and the focus was on consumer behavior including all the attributes that affect him such as cultural, social, personal, and psychological. The Finnish consumer behavior was studied in particular as it is the targeted person in this research. Reliable and valid books and sources were used to enrich the thesis.

An online survey was conducted for the empirical part to achieve the outlined objectives. Then an interpretation was realized after gathering the received data and analyzing it with statistical software. The survey was sent to a group of people which include barbershops, beauty salons, and stores that sells natural products, and to other people (friends and neighbours) who have an interest in natural cosmetic products. The questionnaire survey received more than the expected responses, which was very helpful for the analysis of the findings.

The theoretical part and the research finding were supporting each other, there is a big interest of Finnish people towards new natural cosmetic products in the Finnish market. Finnish people respect nature and all what comes from it, the new natural cosmetic product is always welcome in Finland but with quality as the first important value in a product, followed by environmental safety, fair-trade certification. The last ranked matters were the packaging, country of origin, and the brand.