What factors influence consumers’ purchase intention toward natural cosmetic products?: Application to the company Lili Margo https://lilimargo.com / Léa PARA / 2021

Titre : What factors influence consumers’ purchase intention toward natural cosmetic products?: Application to the company Lili Margo https://lilimargo.com Type de document : Mémoire Auteurs : Léa PARA, Auteur Année de publication : 2021 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COSMETIQUE ET PARFUMERIE SECTEUR ; EXPLOITATION DU MILIEU NATUREL SECTEUR ; CLIENT Résumé : Today, the demand for natural cosmetic products has been growing due to different factors such as the increasing consumers’ need for a healthier and more sustainable lifestyle and the growing concern about the negative effects of chemicals ingredients. Owing to the changing consumer desires and purchase intention, many companies adapt their offer and strategy in order to meet consumers’ demands. However, the natural cosmetics market has challenges. There are an increasing number of natural cosmetics brands and the customer’s purchase intention is complex. In order to be competitive on the market and attract consumers it seems necessary to understand customers purchase intention and all the elements that define a product as natural according to consumers. The objectives of this seminar paper are to understand what are the factors influencing consumers purchase intention toward natural cosmetics products in order to give recommendation to the natural skincare company, Lili Margo. To conduct this research, I realized a qualitative research with the interview of 13 potential Lili Margo consumers. Following this research, I established some recommendations relevant to the Lili Margo success. First, it would be an advantage to have on every product at least one certification in order to reassure consumers and show the products are safe and tested. Secondly, it is interesting to highlight more the physical aspect of Lili Margo’s products. Contrary to other natural cosmetics, Lili Margo skincare join naturalness and attractive physical attributes. This recommendation leads to the third one which is the necessity to demonstrate to customers the price they pay is justified. All products are made with the three values of the brand. All products have natural ingredients, expertise because all products are done by French laboratories and are glamorous thanks to the sensorial texture, the pleasant scent and the beautiful packaging. To finish, today the digital growth is undeniable, and it is essential that Lili Margo implement a clear and strong digital strategy including internet with their website and social media. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538370