A Research on Consumers’
Perspectives about Natural
Cosmetics in Greece
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
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,
healing and beauty effects on people. Furthermore, in this paper will be
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
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
was developed to serve the goals of this study.
The outcomes of this thesis are
in the interpretation of findings chapter
all the data are analyzed and the confirmation or rejection of the hypotheses is occurred