التفاصيل البيبلوغرافية
| العنوان: |
How to sell successfully a perfume in the non-selective market? |
| المؤلفون: |
Ramalho, Maria Rita Pinto Coelho de Magalhães |
| المساهمون: |
Silveira, Catherine da, RUN |
| بيانات النشر: |
NSBE - UNL, 2009. |
| سنة النشر: |
2009 |
| مصطلحات موضوعية: |
Fragrance market, Non-selective channel, Consumers' perspective, Market expert's perspective |
| الوصف: |
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics |
| Description (Translated): |
This document presents a market research on the positioning of perfumes in the non selective market. This project’s main goal had been to analyze the challenge of “successfully selling a perfume in the non-selective market” in order to propose potential solutions. To address this marketing problem, an exploratory research had been conducted (20 In Depth interviews) along with four semi-structured interviews with market experts to consolidate the consumers’ outputs. Although this research had confirmed a high complexity behind consumers’ attitudes towards a perfume, we believe there are great opportunities in the non-selective perfumery. As a consequence, we recommend a further study on some of the hypothesis build up throughout this research: on other products to “get perfumed”; on the already strong mass market brand’s potential extensions; on the establishment of another way of talking about the perfume and on the replacement of the myth with an absolutely unique idea. |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| الاتاحة: |
http://hdl.handle.net/10362/9637 |
| Rights: |
open access |
| رقم الانضمام: |
rcaap.com.unl.run.unl.pt.10362.9637 |
| قاعدة البيانات: |
RCAAP |