Why is the make-up consumption in Portugal so low?

Detalhes bibliográficos
Autor(a) principal: Ferreira, Sancha de Freitas Ribeiro Carvalho
Data de Publicação: 2009
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/9645
Resumo: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
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spelling Why is the make-up consumption in Portugal so low?Make-upBeauty productsOccasional useConsumer behaviourA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis work project should be inevitably deemed as a practical approach to a marketing problem - the low consumption of make-up in Portugal, established by a L’Oréal study, dated of 2007. An exploratory quantitative research provided the general idea that the absolute consumption of make-up in Portugal should only be considered feeble when compared to other beauty products, i.e., perfume and facial treatment. Also, and perhaps more important, the notion that the main issue was the fact that make-up is not considered to be a product to be used on a daily basis but rather on an occasional one, especially in the ages of 15 to 28. I then resorted to methods of qualitative research which accommodated several reasons for this. By performing a number of in-depth interviews to women within these ages, I was able to reach the following recommendations, regarding the marketing of make-up in Portugal: the advertising should relate it more to skin care routine and protection; it should also focus in showing different make-up looks, more in line with the Portuguese women/culture; and, very important, make-up companies should invest more in a better distribution of their products in the non-selective channel. A later focus group discussion confirmed these conclusions. Nonetheless, I recommend further studies on the prejudice against make-up that still persist within the Portuguese women, in order to reach the solid growth potential the make-up market evidences in this country.NSBE - UNLSilveira, Catherine daRUNFerreira, Sancha de Freitas Ribeiro Carvalho2013-05-17T12:04:16Z2009-062009-06-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/9645enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:42:55Zoai:run.unl.pt:10362/9645Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:18:57.618007Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Why is the make-up consumption in Portugal so low?
title Why is the make-up consumption in Portugal so low?
spellingShingle Why is the make-up consumption in Portugal so low?
Ferreira, Sancha de Freitas Ribeiro Carvalho
Make-up
Beauty products
Occasional use
Consumer behaviour
title_short Why is the make-up consumption in Portugal so low?
title_full Why is the make-up consumption in Portugal so low?
title_fullStr Why is the make-up consumption in Portugal so low?
title_full_unstemmed Why is the make-up consumption in Portugal so low?
title_sort Why is the make-up consumption in Portugal so low?
author Ferreira, Sancha de Freitas Ribeiro Carvalho
author_facet Ferreira, Sancha de Freitas Ribeiro Carvalho
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Ferreira, Sancha de Freitas Ribeiro Carvalho
dc.subject.por.fl_str_mv Make-up
Beauty products
Occasional use
Consumer behaviour
topic Make-up
Beauty products
Occasional use
Consumer behaviour
description A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
publishDate 2009
dc.date.none.fl_str_mv 2009-06
2009-06-01T00:00:00Z
2013-05-17T12:04:16Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/9645
url http://hdl.handle.net/10362/9645
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799137833912369152

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