Customer-centric Approach in Starting a Cosmetics Business
Vänskä, Tanja; Ylhäinen, Mia (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121325486
https://urn.fi/URN:NBN:fi:amk-2021121325486
Tiivistelmä
The goals of this thesis were to determine two things: how can an aspiring online cosmetics store operate in a customer-centric way while being profitable, along with how popular are South Korean beauty products in Finland and how are they consumed? These topics were studied by reviewing literature and by conducting empirical research.
The theoretical background of the thesis is based on various literary sources on service design, marketing and branding. The empirical part was conducted through a survey distributed to possible consumers of South Korean beauty products, or K-beauty, via social media. 216 subjects participated in the survey. The purpose of the survey was to chart the views and preferences of the respondents when it comes to K-beauty.
It was found that by thinking from the perspective of the customers and by actively interacting with them, a company can improve its operations and build strong relationships with the customers. The results also suggest that the interest towards K- beauty is rising, and both existing and new consumers would show interest for a new online store focused on K-beauty.
The theoretical background of the thesis is based on various literary sources on service design, marketing and branding. The empirical part was conducted through a survey distributed to possible consumers of South Korean beauty products, or K-beauty, via social media. 216 subjects participated in the survey. The purpose of the survey was to chart the views and preferences of the respondents when it comes to K-beauty.
It was found that by thinking from the perspective of the customers and by actively interacting with them, a company can improve its operations and build strong relationships with the customers. The results also suggest that the interest towards K- beauty is rising, and both existing and new consumers would show interest for a new online store focused on K-beauty.