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The consumer decision journey in the hair care category in the hard-discount channel: opportunities and challenges that Lidl should address to grow this category in its stores in Portugal
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Orientador(es)
Resumo(s)
Lidl in Portugal is in the process of developing its personal care range, under the brand Cien. This
Work Project focuses on the hair care category and its main objective is to identify the challenges and
opportunities that Lidl should address in order to grow this category in its stores in Portugal. After
analysing secondary data, we developed research based on in-store observations, having identified
the articulation between manufacturer brands and distributor brands as the main challenge for growth
in this category.
Descrição
Palavras-chave
Consumer decision journey Hair care Hard discounters Lidl