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Abstract(s)
Com esta dissertação, pretende-se realizar um estudo do comportamento do
consumidor no ramo da beleza, saúde e bem-estar.
Assim, o objetivo deste trabalho é analisar o comportamento do consumidor, em
particular, relativamente à depilação a laser, analisando conceitos importantes para a
investigação do comportamento do consumidor na área da beleza, saúde e bem-estar.
Através da revisão da literatura, foi possível constatar que o comportamento do
consumidor é dinâmico, e tem um conjunto de particularidades que devem ser
analisadas para o desenvolvimento de ações de marketing.
É apresentada a análise deste mercado no mundo, e particularmente em Portugal,
através de dados estatísticos desde 2014 até 2021. Por fim, é realizado um estudo de
caso para analisar o comportamento do consumidor na região da Beira Interior.
The purpose of this dissertation is to analyse the consumer's behaviour in the field of beauty, health and well-being. The main aim of this work is to analyse, particularly, the consumer's behaviour regarding laser waxing, making use of important concepts to investigate the consumer's behaviour in the beauty, health and well-being field. This purpose was achieved through literature review, leading to the conclusion that the consumer's behaviour is dynamic and has a wide range of important particularities that should be analysed in the development of marketing actions. Using statistical data from 2014 to 2021, an analysis of the beauty, health and wellbeing market is presented, covering both the worldwide market and the Portuguese one. Lastly, a case study is presented, analysing consumers’ behaviour in Beira Interior region.
The purpose of this dissertation is to analyse the consumer's behaviour in the field of beauty, health and well-being. The main aim of this work is to analyse, particularly, the consumer's behaviour regarding laser waxing, making use of important concepts to investigate the consumer's behaviour in the beauty, health and well-being field. This purpose was achieved through literature review, leading to the conclusion that the consumer's behaviour is dynamic and has a wide range of important particularities that should be analysed in the development of marketing actions. Using statistical data from 2014 to 2021, an analysis of the beauty, health and wellbeing market is presented, covering both the worldwide market and the Portuguese one. Lastly, a case study is presented, analysing consumers’ behaviour in Beira Interior region.
Description
Keywords
Clínicas de Estética Comportamento do Consumidor Depilação a Laser Estética Saúde e Bem-Estar