A Research on Consumers’ Perspectives about Natural Cosmetics in Greece

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2016 (EL)
A Research on Consumers’ Perspectives about Natural Cosmetics in Greece (EN)

Plomariti, Despoina (EN)
Logothetou, Ersi-Athina (EN)

School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design (EL)
Intounas, KOSTIS (EN)
Kokkinaki, Flora (EN)

This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. This research attempts to study the importance of branding in a particular area of products, the natural cosmetic products. This research refers to the Greek market because this region thrives in herbal and natural products which were used millions of years before, because of their healing and beauty effects on people. Furthermore, in this paper will be monitored the consumer behavior towards this product category and how the purchase decision is influence d by the branding that firms apply to that products. The theoretical part of this study includes the chapters of green marketing , brand image and packaging . In the below chapters an extend analysis of how consumer behave in these environments is demonstrated. To explore them a qualitative research w as used and an online questionnaire was developed to serve the goals of this study. The outcomes of this thesis are highlighted in the interpretation of findings chapter , where all the data are analyzed and the confirmation or rejection of the hypotheses is occurred (EN)



Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)



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