Customers' Attitude Towards Natural Cosmetic Products

ISBN-13: 9783659109249 / Angielski / Miękka / 2012 / 56 str.

Roberta Parisi

Opis

For many years in the cosmetic Italian industry the sector of "natural" products has been the most dynamic and it has recorded the higher rate of growth. To this aspect corresponds a stronger and stronger awareness of the customers towards the "green", the "environment" and whatever can be considered "natural". As for the technical formulation, many types of cosmetics use natural and vegetable ingredients in different proportions. As for the distribution, cosmetic products are sold in a large variety of points of sale: perfumers shops, Mass Markets, chemists shops, shops for OTC products, herbalists shops, beauty parlours, spas and also directly through door-to-door selling or through catalogues. As usually happens in marketing process, it is the costumer who judges and chooses what and where to buy, so its a question of understanding what the costumer thinks and how s/he behaves confronted with a so wide range of choice possibilities. The purpose of this survey is to analyze and explain this complex and diversified situation, focusing on the sectors of herbalists shops and of shops for OTC products.

O autorze

Roberta attended the University of Siena and graduated in Pharmacy. Her research interest is oriented to the study of the cosmetic industry. She took a Master of second level in Cosmetic Science and Technology at the Centre of Cosmetic Science and Technology at the University of Siena.