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L'ETUDE DE MARCHE SUR LE CONSOMMATEUR DE PARFUM DE LUXE POUR L'OREAL

L'Oréal as the world leader in cosmetic industry need to do the fragrance consumer study for their luxury products division. There are 3 types of distribution channel identified: Dept. Store, In-mall Perfumery, and traditional shops. The main differences of each distribution channel are the prices (D. Store 100%, Perfumeries –30%, traditional shops –50%) and the treatment. The Paris direction for long term distribution strategy is to stay only in department store, however, according to the latest estimation, the split of Indonesian market based on the type of distribution channel are: D. Store vs. Non-D. Store: 35% - 65% (value), 25% - 75% (unit).

The objective of this study is to understand the fragrance consumer usage, purchase habit and preferences for 3 types of distribution channel identified. The next objective is to find the right treatment for the consumers of each distribution channel. And if necessary, to fine-tune the direction of Distribution Strategy.

The methodology and samples is one-on-one interview with the consumers of each channel with the qualification: 50 consumers who buy a product (fragrance) in each channel (total respondent 150 consumers).

Availability
300020142014RLC MM (Server RLC)Available
Detail Information
Series Title
Tesis
Statement of Responsibility
Call Number
2014
Publisher
Salemba, Jakarta : Magister Manajemen FEB UI.,
Collation
in processus
Language
Prancis
ISBN/ISSN
-
Classification
650
Content Type
text
Edition
-
Subject(s)
Tesis
MM-CAAE
Specific Detail Info
Contact Library to get the soft file
Other version/related

No other version available

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