My Geisha : affordable luxury concept. A new customer experience
Vintila, Alexandra (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112832253
https://urn.fi/URN:NBN:fi:amk-2023112832253
Tiivistelmä
The Geisha brand represents an ongoing story of success, which inspired many others and led to the expansion of the company. Therefore, the idea of establishing a Geisha store in Finland has been generated.
My Geisha brings to the attention of fans of oriental fragrances seductive, absolutely delightful scents and very persistent formulas, such as fragrant oil or perfume extract. Moreover, Korean and French skincare products can be found in the store`s portfolio.
The theoretical framework consists of one chapter, with two main subchapters, in which the researcher discusses about the franchising (types of franchise, principles, limits, advantages and disadvantages) and customer experience, having as a central concept the customer, the core of any business.
This thesis explores the viability and potential feasibility of introducing the My Geisha franchise in Helsinki, Finland, utilizing a survey-based research methodology as the primary investigative tool. The fundamental aim of this study is to assess the market readiness and receptivity towards establishing a My Geisha store within the unique socio-economic landscape of Helsinki.
The methodology involves collecting data on customer perceptions, familiarity with the My Geisha brand, interest in its product line, pricing expectations, and preferences for beauty shopping experiences. For this purpose, a survey consisting of ten questions was developed.
The results of this research will serve as a valuable resource for shareholders considering investment in the beauty industry and contribute to the understanding of consumer behaviour and preferences in the Finnish market.
My Geisha brings to the attention of fans of oriental fragrances seductive, absolutely delightful scents and very persistent formulas, such as fragrant oil or perfume extract. Moreover, Korean and French skincare products can be found in the store`s portfolio.
The theoretical framework consists of one chapter, with two main subchapters, in which the researcher discusses about the franchising (types of franchise, principles, limits, advantages and disadvantages) and customer experience, having as a central concept the customer, the core of any business.
This thesis explores the viability and potential feasibility of introducing the My Geisha franchise in Helsinki, Finland, utilizing a survey-based research methodology as the primary investigative tool. The fundamental aim of this study is to assess the market readiness and receptivity towards establishing a My Geisha store within the unique socio-economic landscape of Helsinki.
The methodology involves collecting data on customer perceptions, familiarity with the My Geisha brand, interest in its product line, pricing expectations, and preferences for beauty shopping experiences. For this purpose, a survey consisting of ten questions was developed.
The results of this research will serve as a valuable resource for shareholders considering investment in the beauty industry and contribute to the understanding of consumer behaviour and preferences in the Finnish market.