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The growing potential of the men’s grooming segment in Austria

2017-01-20Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorRodrigues, Luis Manuel da Silva
dc.contributor.authorSeyler, Patrizia
dc.date.accessioned2017-09-19T09:00:04Z
dc.date.available2017-09-19T09:00:04Z
dc.date.issued2017-01-20
dc.description.abstractMen’s grooming has become an attractive and lucrative, yet challenging market within the personal care industry. Given men’s ever more sophisticated grooming routine, companies are faced with the necessity of adjusting to local adaptations and trends. The current study therefore chose to focus on an analysis of men’s grooming habits and routines in Austria. The findings suggest that companies should focus on the skin care sector, as it offers a variety of growth opportunities. Furthermore, the male consumer decision journey has developed into a complex cycle. Therefore, implementing targeted marketing activities and providing information for decision-making to trigger needs are essential to capture the consumer.pt_PT
dc.identifier.tid201716020pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/23382
dc.language.isoengpt_PT
dc.subjectMen’s groomingpt_PT
dc.subjectPersonal carept_PT
dc.subjectSkin carept_PT
dc.subjectAustriapt_PT
dc.subjectConsumer decision- makingpt_PT
dc.titleThe growing potential of the men’s grooming segment in Austriapt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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NSBE - MA Dissertations