Information gathering considering the influence of brand- awareness and attitude : A study focusing on young female consumers behavior in the cosmetic industry

Detta är en Master-uppsats från Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi


Problem: Research shows that it is crucial to acknowledge the information search step to understand consumer decision-making. Moreover, consumers‟ buying behavior is affected by their brand awareness. A problem is however that there exist a gap in previous research on understanding the consumers‟ actual behavior and why they choose certain platforms for their information gathering.

Purpose: The purpose of the thesis is to get an understanding of consumers‟ information gathering process about cosmetic products and in turn to what extent that can create brand- awareness and attitudes. The thesis aims at filling the gap of truly understanding consumers inter-action in media and their behavior. The target audience to be stud-ied is young women, age 18-26, in the cosmetic industry. The inten-tion is to take an exploratory research view and to understand how this group of customers behave and also to describe why that is the reason.

Methodology: To meet the purpose of the thesis, a qualitative research design was chosen since it allows the participants to express their opinions, re-flections and feelings as well as truly understanding the target in the way it enables deeper discussions. Three focus groups were con-ducted with young female consumers, and one in-depth interview was held with the partner company The Body Shop. The data was color-coded and presented separately in the result section, so that every participant‟s opinion was visible, before combining the results with theoretical reasoning in the analysis section.

Conclusion: This study shows that young female consumers spend most of their information search on Instagram and Youtube since it is quick, fun and give inspiration, but they also value recommendations from friends. On all platforms they highly value a feeling of personal rela-tionships. Regarding brand- awareness and attitudes, it was found that brands are for the most part very important for the young fe-male consumers and they learn about brands both in their infor-mation search online and offline when talking to friends or visiting stores.

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