| Titre : |
Typology of cosmetic behaviour of french women from Paris area |
| Type de document : |
texte imprimé |
| Auteurs : |
Elodie Mauger, Auteur ; J. Latreille, Auteur ; L. Ambroisine ; M. Tenenhaus ; Christiane Guinod |
| Année de publication : |
2007 |
| Article en page(s) : |
p. 54-59 |
| Note générale : |
Bibliogr. |
| Langues : |
Anglais (eng) |
| Catégories : |
Consommateurs -- Attitudes
Cosmétiques
Études de marché
Françaises
|
| Index. décimale : |
668.5 Parfums et cosmétiques |
| Résumé : |
In order to meet expectations of marketing services and product developers, many surveys have focused on consumers' behaviour in order to identify "typical profiles" of consumers. The aim of this analysis was to identify groups of individuals with a particular type of behaviour with regards to cosmetic products and aesthetics, using an appropriate analysis strategy. The study was conducted on 654 women from Paris area. A questionnaire on lifestyle and cosmetic habits was submitted to each woman. The statistical analysis had to meet three requirements: 1) To summarise all the available information as well as possible ; 2) To identify groups of individuals with a particular behaviour ; 3) To describe these groups of individuals. The information was reduced to 46 synthetic variables. An eight-class typology was obtained. A typical profile was defined for each class and a title characterising the class was given: "tare woman", "excessive consumer woman", "nature woman«, »mask woman«, »"efractory woman", "stressed woman", "stay-at-home woman", "appearance-conscious woman". Each class corresponds to a specific type of consumers. This typology can be used as a classification tool for a better knowledge of consumer expectation in order to define targeted marketing strategies. |
| Note de contenu : |
- MATERIALS AND METHODS : Summary of the information - Identification of a typology of individuals - Description of the typology of cosmetic behaviour
- RESULTS AND DISCUSSION : Summary of the information - Identification of a typology of individuals - first stage - Identification of a typology of individuals - second stage - Description of the typology of cosmetic behaviour
- TABLES : 1. Summary of the typology of cosmetic behaviour - 2. Typical profiles of cosmetic behaviour |
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in SOFW JOURNAL > Vol. 133, N° 4 (04/2007) . - p. 54-59
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