Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase

This MSc thesis in international business explores the layout and sudden surge of the newly emerged Icelandic cosmeceutical industry and its consumer’s motivations for their skin care purchases. The research is twofold, study 1 is conducted with semi-structured interviews with marketing and branding...

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Bibliographic Details
Main Author: Stefanía Hrönn Guðrúnardóttir 1988-
Other Authors: Háskólinn í Reykjavík
Format: Thesis
Language:English
Published: 2016
Subjects:
Online Access:http://hdl.handle.net/1946/23844
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spelling ftskemman:oai:skemman.is:1946/23844 2023-05-15T16:48:01+02:00 Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase Stefanía Hrönn Guðrúnardóttir 1988- Háskólinn í Reykjavík 2016-01 application/pdf http://hdl.handle.net/1946/23844 en eng http://hdl.handle.net/1946/23844 Alþjóðaviðskipti Meistaraprófsritgerðir Markaðsrannsóknir Snyrtivörur International business Marketing research Cosmetics Thesis Master's 2016 ftskemman 2022-12-11T06:50:55Z This MSc thesis in international business explores the layout and sudden surge of the newly emerged Icelandic cosmeceutical industry and its consumer’s motivations for their skin care purchases. The research is twofold, study 1 is conducted with semi-structured interviews with marketing and branding managers of some of the most relevant brands in the Icelandic cosmeceutical industry. Study 2 applies the means end chain (MEC) theory to cosmeceutical purchases, and uses the laddering method to interview skin care consumers and explores what motivates them to buy Icelandic skincare brands in particular. A hierarchical value map (HVM) is constructed to display the results from the laddering process and analyzed in combination with the themes and layout of the Icelandic cosmeceutical market with results of study 1. The research shows that Iceland offers ideal conditions and knowledge for a cosmeceutical industry as is emerging and that Icelandic consumers welcome this development, especially in light of various sociological factors that have emerged over the last years. The research also explores a way to move forward for the brands as they are all entering foreign markets, and the research shows that the “Iceland” factor can contribute to success abroad due to nation branding efforts. Thesis Iceland Skemman (Iceland)
institution Open Polar
collection Skemman (Iceland)
op_collection_id ftskemman
language English
topic Alþjóðaviðskipti
Meistaraprófsritgerðir
Markaðsrannsóknir
Snyrtivörur
International business
Marketing research
Cosmetics
spellingShingle Alþjóðaviðskipti
Meistaraprófsritgerðir
Markaðsrannsóknir
Snyrtivörur
International business
Marketing research
Cosmetics
Stefanía Hrönn Guðrúnardóttir 1988-
Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase
topic_facet Alþjóðaviðskipti
Meistaraprófsritgerðir
Markaðsrannsóknir
Snyrtivörur
International business
Marketing research
Cosmetics
description This MSc thesis in international business explores the layout and sudden surge of the newly emerged Icelandic cosmeceutical industry and its consumer’s motivations for their skin care purchases. The research is twofold, study 1 is conducted with semi-structured interviews with marketing and branding managers of some of the most relevant brands in the Icelandic cosmeceutical industry. Study 2 applies the means end chain (MEC) theory to cosmeceutical purchases, and uses the laddering method to interview skin care consumers and explores what motivates them to buy Icelandic skincare brands in particular. A hierarchical value map (HVM) is constructed to display the results from the laddering process and analyzed in combination with the themes and layout of the Icelandic cosmeceutical market with results of study 1. The research shows that Iceland offers ideal conditions and knowledge for a cosmeceutical industry as is emerging and that Icelandic consumers welcome this development, especially in light of various sociological factors that have emerged over the last years. The research also explores a way to move forward for the brands as they are all entering foreign markets, and the research shows that the “Iceland” factor can contribute to success abroad due to nation branding efforts.
author2 Háskólinn í Reykjavík
format Thesis
author Stefanía Hrönn Guðrúnardóttir 1988-
author_facet Stefanía Hrönn Guðrúnardóttir 1988-
author_sort Stefanía Hrönn Guðrúnardóttir 1988-
title Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase
title_short Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase
title_full Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase
title_fullStr Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase
title_full_unstemmed Means to an end : marketing research on Icelandic cosmeceutical brands and consumers' motivations for purchase
title_sort means to an end : marketing research on icelandic cosmeceutical brands and consumers' motivations for purchase
publishDate 2016
url http://hdl.handle.net/1946/23844
genre Iceland
genre_facet Iceland
op_relation http://hdl.handle.net/1946/23844
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