O COMPORTAMENTO DO CONSUMIDOR DE COSMÉTICOS E DE SERVIÇOS ESTÉTICOS

Abstract

It is understood that it is relevant to know better the factors that influence the choices of the consumer when making a purchase or to acquire a service related to cosmetic or cosmetic services, considering that the beauty market has shown promise in Brazil. In this sense, this work aims to study the consumer behavior of products and services aimed at aesthetics. The specific objectives are: to identify the profile of consumers of cosmetics and cosmetic services in the Sobradinho and Planaltina Region, to verify the aesthetic services most consumed by men and women, to investigate the factors that generate the need to acquire cosmetics and aesthetic services and detect the attributes and information relevant to the acquisition of cosmetics and aesthetic services. This is an exploratory, cross-sectional study with a quantitative approach, of descriptive statistical technique. A total of 129 residents from the cities of Sobradinho and Planaltina participated in this study. It was found that the target audience of this research is the female segment, middle age, single, having no children, not practicing physical activities and income of up to R $ 2,000.00. The results indicated that the aesthetic services most consumed by the study participants were: hair cutting, enameling, depilation and skin cleansing. Products and services are mainly purchased to raise self-esteem and improve appearance, primarily prizing the quality, qualification of employees, good service and prices, respectively. And the internet was considered the information tool that most influences the acquisition of aesthetic products and services by study participants, followed by friends and medical appointments, respectively. It is concluded that the sector that covers the beauty and esthetics areas are favorable and are in constant expansion, being possible to identify that the biggest demands of the beauty sector are of the female segment, however the male segment has presented itself as a great target of opportunity and a new niche market, which can provide even more bold growth for the sector.