To what extend does the deposit system influence consumers in the luxury cosmetic sector ? / Clémence DUPREZ / 2022

Titre : To what extend does the deposit system influence consumers in the luxury cosmetic sector ? Type de document : Mémoire Auteurs : Clémence DUPREZ, Auteur Année de publication : 2022 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte office 365 via e bouton connexion en haut de la page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; DEPOT Résumé : The ecological stakes in the cosmetics sector are source of many innovative developments in terms of product composition but also packaging. Brands are trying to adapt their offer to new consumer expectations. In addition, the progressive return of the deposit system in the retail sector raises questions about the possibility for cosmetic brands to implement this system in their businesses, which would allow them to combine packaging innovation and environmental responsibility.A quantitative study was conducted to determine whether the deposit system, applied to the luxury cosmetics sector, would influence consumers’ attitude towards the brand, consumers’ purchase intention and their relationship with the brand. Therefore, the study tends to determine whether luxury cosmetic brands would benefit from implementing the deposit system.In this study, four different cosmetic product pictures were used (skincare, make-up, perfume, hygiene) and were presented so that each respondent received the picture of the cosmetic product he/she uses the most. First the product was presented as a classic innovation and the respondents had to answer questions about the product and the brand. Then a scenario explained that the product was consigned by the brand and the respondents were asked the same questions as before about the product and the brand to assess the influence of the deposit system on consumer behavior.The statistical analysis revealed that the deposit system positively influences consumer purchase intention and the consumer-brand relationship. However, it did not show any significant result regarding the influence on the consumer's attitude towards the brand. The study also found that the deposit system had a positive influence on the eco-friendliness of the product in the eyes of the consumers.Through this study we were able to conclude that consumers are sensitive to the deposit system for luxury cosmetics and that brands could consider implementing this system in their business if future research succeeds in verifying the viability of such a system in this sector. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566727