Why are consumers buying products on e-retailers’ websites? Case of selective beauty market. / Léonie MOÏZO / 2022

Titre : Why are consumers buying products on e-retailers’ websites? Case of selective beauty market. Type de document : Mémoire Auteurs : Léonie MOÏZO, Auteur Année de publication : 2022 Importance : 35 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 la page. Langues : Anglais (eng) Mots-clés : Management BEAUTE ; DISTRIBUTION ; MARKETING EXPERIENTIEL ; VENTE A DISTANCE ; WEBMARKETING Résumé : Purpose: The rise of e-commerce affects all luxury sectors, including the beauty industry. Accelerated by the pandemic, will this interest in the online channel continue? Indeed, the selective beauty sector has suffered from the pandemic but has been able to maintain itself somewhat thanks to online sales and e-retail. This privileged purchasing channel, which offers many advantages to consumers, is booming and brands are investing to establish their visibility on retailers' websites. But what drives consumers to buy on e-retailers' websites? What is it about the customer experience that appeals to consumers? This paper aims to give practical managerial recommendations on customers’ expectations buying on e-retailers’ websites. Methodology: Qualitative research has been conducted to answer these questions. 12 respondents were interviewed in real life or Zoom with an average time of 39 minutes per interview. Findings: The results suggest that consumers’ interest in e-retailers’ websites relies on psychological and functional dimensions. The ease of use, the gain of time, and the access to information influence positively consumers' intention to buy on e-retailers’ websites. However, the fear of bad shipment and online payment remains, as the lack of attentiveness and luxuriousness. Nevertheless, this paper highlights different behaviors and expectations according to the type of consumers interviewed: beauty addicts, regular consumers, bridge consumers, and newcomers in the beauty area. Beauty addicts seem to be the more interested consumers in e-retail for its benefits: good prices, a wide portfolio, and pay less attention to drawbacks. Finally, practical managerial recommendations were given to allow beauty stakeholders to develop their relationship with consumers, giving them a better understanding of selective beauty consumers’ expectations in the customer journey online. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564586