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C/M/1279. Dissertation. Marketing Strategies for Kiehl's Cosmetics in Singapore
- WORDS:
- 7250
- DATE:
- 2009
- PRICE:
- 79.99 GBP
The dissertation examines the behaviour, perceptions and attitudes of customers in Singapore towards the US grooming brand Kiehl of the L’Oreal cosmetic group with the aim to develop a marketing strategy for Kiehl’s products in Singapore. The literature review touches on the theory of consumer behaviour, the situation in the cosmetics and grooming market, the marketing mix features of Kiehl, etc. The methods of the research are based on secondary data and primary data obtained trough a questionnaire distributed among Singaporean respondents. Conclusions are made about the factors that affect consumer behaviour in Singapore towards the Kiehl brand. Recommendations are suggested about marketing strategies that Kiehl can consider when entering Singapore’s cosmetic market.
KEYWORDS: Dissertation, Kiehl, marketing strategy, marketing mix, consumer behaviour, cosmetics, Singapore,
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