Tattoo and fear of commitment : temporary tattoos, their influence on consumer behavior and acceptance in the Portuguese market

• Autor(a) principal: Mateus, Ana Cláudia Frazão
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/29036
• topic: Tattoo consumption; Fear of commitment; Tattoo industry; Permanent tattoos; Temporary tattoos; Stickers tattoos; E-commerce stores; Market attractiveness; Financial concerns; Psychological concerns; Physiological concerns; Consumer behavior; Consumo de tatuagem; Medo de compromisso; Indústria das tatuagens; Tatuagens permanentes; Tatuagens temporárias; Tatuagens adesivas; Lojas online; Atratividade de mercado; Preocupações financeiras; Preocupações psicológicas; Preocupações fisiológicas; Comportamento do consumidor; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Although temporary tattoos have been in the market for some time, some brands decided to create online stores dedicated exclusively to the promotion and sale of this type of tattoos, specifically the so-called "stickers" or "transfers". Through this concept, they give the hypothesis to a client, of testing a future permanent tattoo or usufruct only of a new accessory in the body. For this reason, this highly customizable service could be a threat to the permanent tattoo industry. However this will not be the focus, but rather how it might be an alternative for those who have some fear related to the permanent tattoo industry, whether financial, psychological or physiological. The primary objective of this study is to identify, in the Portuguese market, the attractiveness of this new service of temporary tattoos, the drivers and the factors that could be compromising in the purchase, the tattooed people and the not tattooed. Even though there were several limitations in this study, in general, the service of temporary tattoos showed to have potential in the Portuguese market. The reasons that were chosen for the participants to order a temporary tattoo were related to a choice associated with the permanent tattoo industry. However, in addition to the points mentioned above, other variables were considered in this conclusion, namely the participants' possible concerns about the service of temporary tattoos and the variables in which the participants showed themselves willing to give more money.