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Female Buying Behaviour Related to Facial Skin Care Products

Isa Kokoi

Bachelor’s Thesis DP in International Business 2011

Abstract

Degree programme in International Business Author Isa Kokoi The title of your thesis Female Buying Behaviour Related to Facial Skin Care Products Supervisors Irma Pulkkinen This study examines the buying behaviour of Finnish women related to facial skin care products. The primary purpose of the study is to discover the similarities and differences in the buying behaviour of young and middle-aged women when purchasing facial skin care products. The objective is to study what kinds of factors affect the buying behaviour of both young (20 to 35 years old) and middle-aged (40 to 60 years old) women and then compare the findings from both groups. Furthermore, the aim is to discover what kind of attitudes Finnish women have towards facial skin care products containing natural ingredients. The objective is to also study the extent to which the using of natural ingredients in facial skin care products affects the buying behaviour of Finnish women. The theoretical framework of this study was based on consumer behaviour theories from various authors. For example according to Kotler and Keller (2009) cultural, social and personal factors affect consumer behaviour and these issues were discussed in the literature review. Theoretical information related to the scope of this thesis was also presented by Solomon, Bamossy, Askegaard and Hogg (2006) as well as Noel (2009) among others. The study was conducted by using quantitative research method. Data was collected through conducting an email survey compiled with Webropol. The questionnaire was sent to 505 women who had joined the cosmetics company Lumene’s client club last spring while taking part in a competition. All together, 138 women who fit the two age categories studied in this thesis answered the research questionnaire. The results indicated that 20-35 and 40-60 year-old Finnish women were rather similar in terms of the factors affecting their buying behaviour related to facial skin care products. However, some differences were also found for example in the decision-making process. Regarding the attitudes toward the use of natural ingredients in facial skin care products, differences were found between different demographic groups. For example, women who had children were more favourable toward the use of natural ingredients than women who did not have children. In sum, the objectives of this thesis were met well. Although existing literature suggests that factors such as age have an impact on buying behaviour, the results showed that it does not have that big of an impact on the purchasing behaviour of Finnish women related to facial skin care products. However, the research findings of this study can definitely benefit the case company Lumene in their business actions. Key words Consumer buying behaviour, facial skin care, natural ingredients, organic facial skin care Group Number of pages and appendices 75 + 33

Table of contents
1 Introduction .................................................................................................................... 1 1.1 Purpose and objectives of the study .................................................................. 1 1.2 Research question................................................................................................. 1 1.3 Lumene Oy............................................................................................................ 2 2 Consumer behaviour ..................................................................................................... 5 2.1 Factors affecting consumer behaviour .............................................................. 5 2.1.1 Cultural factors ........................................................................................ 5 2.1.2 Social factors...
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