A comparison of luxury cosmetic product purchasing patterns of consumers in Africa.
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Date
2015
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Abstract
The focus of this study is on the luxury cosmetic user in Africa. Studies have proven
that the once considered dying continent riddled with disease and corruption has
reborn into a place of hope and opportunity. The educated emerging middle class is
making well informed decisions which have led to untapped markets of expansion for
companies wanting to expand their footprint.
An immense amount of research needs to go into which markets within Africa to
target in understanding the consumer and tailoring products to suit this aspirational
consumer.
This study delves into literature on the luxury cosmetic market and zones in on the
African consumer, the limited literature specific to Africa was a gap identified. Four
objectives were considered during research: Determining who the luxury cosmetic
user is, establishing the usage and consumption patterns, understanding the
purchasing frequency and determining factors that affect/influence purchase
decisions.
A quantitative study was conducted by the use of a questionnaire handed out across
luxury cosmetic stores in Nigeria. The data’s was analysed and discussed with
recommendations in relation to the buying decision process.
Description
Master of Business Administration. University of KwaZulu-Natal, Westville 2015.
Keywords
Brand name products--South Africa., Luxuries--South Africa--Marketing., Luxury goods industry--Purchasing--South Africa., Consumer behavior--South Africa., Cosmetics industry--Purchasing--South Africa., Theses--Business administration.