Store image and layout design implementation in developing male cosmetics and perfumery stores in the Netherlands [permalink]

Together with the emerging male grooming trend in various countries all over the
world, the growth of male cosmetics in the Netherlands also experiences a
considerable improvement since the past several years. In response to that, the
cosmetics retailers should pay more attention on the unfulfilled demand of the male
consumers in terms of the retail setting which are comfortable for them to shop in.
Through this report, the researcher will explain about the emerging male cosmetics
market, which has became a good opportunity that can be utilized by the cosmetics
retailers in the Netherlands to serve the new market. This report also contains the
research methodology that is used by the researcher to collect the primary and
secondary data, the findings, and the conclusion of the research.
The suggestion for the cosmetics retailers are begun by analyzing the gender role
orientation, shopping behavior and preferences, as well as the expectation of the
consumers toward the male cosmetics store in the future. Several conclusions are
draw from the analysis done by the researcher, and are converted into a set of useful
suggestion regarding the implementation of store image and the appropriate store
layout designs to be used in order to attract male customers to come and shop in. At
the end of the report, the limitations of the research are discussed in order to generate
the necessary recommendation for further research.

Author
• (34403028) DEBY NOVITA SUSANTO

Contributor
• (NA00000293) LIESBETH PERDECK
• (NA00000177) MENNO VAN VERTOHAUZEN

Publisher
Universitas Kristen Petra

Year : 2007

Subject
1. MARKETING RESEARCH
2. MARKETING MANAGEMENT

Keyword
male cosmetics, metrosexuality, one stop shop, retail setting, focus group discussion

Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)

Language
English

Rights
Final Assignment Report No. 00010110/MAN/2007; Deby Novita Susanto (34403028)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made

FILE(s)

1. jiunkpe-ns-s1-2007-34403028-6380-cosmetics-cover.pdf (211.37 kB) - [permalink]

2. jiunkpe-ns-s1-2007-34403028-6380-cosmetics-abstract_toc.pdf (67.05 kB) - [permalink]