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Successful Japanese companies, such as Shiseido, Japan’s largest cosmetics company, which has noticed that customers have minds of their own and do not necessarily follow expected rules. It means that there are new challenges and competition come out. Then, as worldwide famous corporation, what measures should be taken to become more stronger, efficient and effective. As company, which has many things to do to face the new challenges， to be the winner among the fiercer competition.
As consumers today, especially for ladies, who pay more attention to their appearance than before. They would like to spend more time and money on clothing, shoes, accessories, and so on. Among all these, what they are most interested in, cosmetics, maybe. Some ladies do not mind spend hundred or even thousand to purchase the cosmetics they want. So that may be one of the reasons that why manufactures do theirs best to produce all kinds of cosmetics to suit the market to delight the consumers and also prove the brand they choose is correct. But there is one problem: not all customers would like to spend high price on cosmetics even they are interested in, they may buy the similar product at last, because of lower price. Actually, consumers want to spend the least money but can also get the best product and service. So, as company they have to know exactly what affect a consumer’s decision, which including consumers’ cultural, social, personal, and psychological characteristics that affect cosmetics shopping behavior. For example, watching and listening to customers: 4ps, product, price, place, and promotion.. As consumers, who concerned about product quality, product features, which are a competitive tool. Sometimes, buying decision may be influenced by family, friends, neighbors, co-workers, advertising, newspaper, magazines and so on. Customers usually ask people around for advice. Meanwhile, personal factors are also existing, such as personal characteristics, age,...
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