Studying customers’ behavior of a skin care brand
Untersuchung des Kundenverhaltens einer Hautpflegemarke
- This master thesis covers the topics of Studying customers’ behavior on the example of skin care brand Nivea. There are presented theoretical basis for the following research about marketing, customers’ behavior and conducting marketing research properly. Then, there is the analysis of German market. Since Nivea is the brand of Beiersdorf company, there is a description of Beiersdorf’s activity and operation work. The main idea of the paper work is to analyze customers’ behavior of Nivea. Therefore, the work contains huge research about the brand along with its’ micro- and macroenvironment. There also were conducted an in-depth interview and a survey to understand customers’ current needs. With all the results the author of the work proposed some ideas for Nivea brand.
Author: | Maryia Larchanka |
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Advisor: | Serge Velesco, Eduard Churlei |
Document Type: | Master's Thesis |
Language: | English |
Year of Completion: | 2022 |
Granting Institution: | Hochschule Mittweida |
Release Date: | 2022/08/16 |
GND Keyword: | Verbraucherverhalten; Marktforschung |
Page Number: | 103 |
Institutes: | Sonstige |
DDC classes: | 658.8342 Kaufentscheidung, Kaufverhalten, Verbraucherverhalten |
Open Access: | Frei zugänglich |
Licence (German): | Urheberrechtlich geschützt |