May Students
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
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