Research of the characteristics of medical cosmetics consumers in Ukraine
DOI:
https://doi.org/10.15587/2519-4852.2016.88012Keywords:
medical cosmetics products, consumer’s portrait, consumer’s behavior, selection factorsAbstract
The efficacy of the company marketing depends on the unity of identification of the target group problems. For this purpose, the company should determine its consumer’s features and to form his portrait.
The aim of research is formation of medical cosmetics consumers’ portrait and the analysis of its changes in last decade.
Structural analysis methods, graphical methods, comparison methods, and questioning method were used in the study.
In result it was found, that during the analyzed period from 2006 to 2016 consumers’ features changed, especially psychologically. The most noteworthy changes among them are: the change of the most important medical cosmetics specifications and purchase motives, and increase male consumers proportion. Changing of purchase priorities of the mentioned products, depending on the consumers’ age group, is also interesting result.
Thus, consumers’ features are dynamic; they can change under the influence of different factors. Therefore, these changes should be considered when developing of the strategy of medical cosmetics promotionReferences
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Copyright (c) 2016 Ольга Вікторівна Посилкіна, Вікторія Григорівна Котлярова, Олена Валеріївна Чечотка
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