Consumer behavior and the influence of in-store factors on consumption of natural beauty care products in the Estonian Market
Siitan, Kaisa (2015)
Metropolia Ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505239745
https://urn.fi/URN:NBN:fi:amk-201505239745
Tiivistelmä
The objective for current research was to study consumer behavior and influencing factors towards natural beauty products. Therefore, the first aim was to define the general market situation and trends in the world and in Estonia. Furthermore, consumer types, their characteristics and attitudes were studied. Final goal was to define the factors influencing consumer behavior and more precise focus was on the impact of in-store factors.
The research used a mixed method of qualitative and quantitative methodology. The qualitative data was gathered with the help of three in-depth interviews from people visiting a natural beauty store. Quantitative data was collected through online surveys and in-store observations. The questionnaire was sent to 165 and 70 fully completed responses were received. The five biggest natural beauty stores in Estonia were evaluated in terms of their atmospherics.
The outcomes revealed a growing trend towards chemically free beauty products due to the general concern over health. Nevertheless, confusion over different products and certificates remains. It affects decision making, which tends to be complex and often involves prior information search by consumers. Estonian consumers have a strong preference towards local and what they see as reliable products in order to support these companies. Most influencing factors for consumers were the product itself, the price and producer. The observation of the stores showed satisfactory results as the product variety is rich and service level good, but store atmospherics could be improved. Consumers do not acknowledge the influence of in-store factors on their behavior, however as found in previous studies, these tend to have an unconscious effect on buyers.
The research used a mixed method of qualitative and quantitative methodology. The qualitative data was gathered with the help of three in-depth interviews from people visiting a natural beauty store. Quantitative data was collected through online surveys and in-store observations. The questionnaire was sent to 165 and 70 fully completed responses were received. The five biggest natural beauty stores in Estonia were evaluated in terms of their atmospherics.
The outcomes revealed a growing trend towards chemically free beauty products due to the general concern over health. Nevertheless, confusion over different products and certificates remains. It affects decision making, which tends to be complex and often involves prior information search by consumers. Estonian consumers have a strong preference towards local and what they see as reliable products in order to support these companies. Most influencing factors for consumers were the product itself, the price and producer. The observation of the stores showed satisfactory results as the product variety is rich and service level good, but store atmospherics could be improved. Consumers do not acknowledge the influence of in-store factors on their behavior, however as found in previous studies, these tend to have an unconscious effect on buyers.