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Identifying the main information sources of customers and how they weight information from different sources – Using the example of Generation Y in the cosmetic industry

  • The world is constantly changing, and cosmetic companies need to adapt to these changes to survive. In particular, cosmetic companies should not underestimate changes in how customers value information from different sources because proper marketing can lead to increased sales. Therefore, this thesis aims to determine which information sources customers of Generation Y are using and how they weight the information from these different sources. A survey was conducted with people of Generation Y to answer the research question. The survey showed that the most frequently used and highest weighted sources for getting information are search engines, friends and family, and product ratings. Furthermore, the results indicate that information gathered from offline sources has a more significant impact on purchase behavior than information gathered from online sources. Potential customers using search engines are more likely to buy a product online. However, the price of a product does not influence how consumers weight the opinions of friends and family, and age does not impact the weighting of social media or the total number of sources a customer uses. To conclude, a company should not ignore the importance of offline information sources because the data shows that offline sources significantly impact buying behavior. They should also aim to have their online shop appear as one of the top search engine results because this will impact the likelihood that customers visit their websites and buy their products.

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Author:Olivia Lackovic
Referee:Paul Taylor
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Release Date:2021/08/03
Tag:Cosmetic industry; Generation Y
Degree Program:BMP - Business Management and Psychology
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt