An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes

Cosmetics

Chen Sun²  Koushik Adhikari¹  Kadri Koppel² 

[1] Food Science & Technology, University of Georgia, Griffin, GA 30223, USA;Sensory Analysis Center, Kansas State University, Manhattan, KS 66502, USA; E-Mails:

关键词: nail polish;    female consumers;    buying decision;    check-all-that-apply (CATA);   

DOI  :  10.3390/cosmetics2020187

来源: mdpi

【 摘 要 】

The objective of this study was to determine what factors female consumers valued more when they buy nail polish. Ninety-eight female consumers participated in a nail polish consumer study at the Sensory Analysis Center, Kansas State University. A questionnaire containing a check-all-that-apply (CATA) question, behavior questions and demographic questions was presented to each consumer. In the CATA question, the factors that may affect consumers’ decision to buy a nail polish were asked, including both sensory and non-sensory factors. The frequency in percent for the factors was calculated. Sensory appeal, price and convenience of usage were the top factors that affected consumers’ buying decisions. Consumers valued sensory appeal and convenience of usage; this suggested that a nail polish company’s product development and advertising departments may want to focus on these two areas, primarily. The information presented in this study could help a nail polish company understand more about consumer segmentation and advertising strategy.

【 授权许可】

CC BY   
© 2015 by the authors; licensee MDPI, Basel, Switzerland.