Culture Research

In: Business and Management

Submitted By nahahaha
Words 3400
Pages 14
Table of content

Research Background 1
Culture Research 1
1. Consumer Culture: Nail Preference Culture 1
2. When and where were the observations/interviews done? 1
3. Consumer List 2
4. Consumer theory Analysis 2
5. Observation Outline and Question List for Interview. 7 6. Who is the target of this culture? (Both demographic and psychographic profile of the individuals) 7
7. Group Members and their contribution to the project 8
Appendix I 9

Nail Preference Culture of Female Consumers

Research Background

Since marketers successfully promote the slogan “It is women’s nature to be beauty”, it seems also well-explained a phenomenon why in current market female consumer exists huge growth potential to marketers to pay attention to it. In this research project, we are trying to explore the nail preference culture of female consumers and understand their potential behavior motivations.

In order to get practical information from this group of consumers, we interviewed some consumers in Nail D’Amour nail salon store as well as its nail specialist. In addition, we used value – Utilitarian Value/Hedonic Value, Motivation – Maslow’s Hierarchy of Needs, and Decision Making Process Model these three theories to explain behavior and motivations of these consumers.

According to the interviewing results, we found that this group of consumers love doing nail is mainly due to its Hedonic value which satisfies consumers’ emotional demands to make them happier, prettier, and more confident. Besides, pretty, unique nails also satisfy their esteem demands by getting respect and compliment from other people for their born-with-nature pretty hands or feet. Last but not least, during the decision making process, the characteristics of 100% customization, long persistence, fashion and elegant image of nail art also make this activity…...

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