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Emerging trends and evolving behaviours in European consumer sunscreen purchasing
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| 8.01 MB | Adobe PDF |
Orientador(es)
Resumo(s)
In a society where individuals are concerned about their physical appearance and well-being,
there has been a growing interest in health awareness and skin ageing. This interest has been
fuelled by the emergence of technologies that provide easy access to information on these
matters. The purpose of this marketing research is to examine the changing consumer
perception and preferences about sunscreen products in the European market. Additionally, this
research investigates the impact of social media on the buying of sunscreen goods and how it
consistently shapes and influences consumers’ decision-making processes. In order to do this,
several approaches including expert interviews, perceptual mapping and conjoint analysis were
performed. The primary findings suggest a growing segment of consumers for sunscreen
products, particularly among younger generations who exhibit heightened health
consciousness.
Descrição
Palavras-chave
Sunscreen Europe Consumerbehaviour Marketinsights Socialmedia Healthawareness Skincare Cosmetics Skincancer Spf