In the current scenario, worklife has become stressful. Indeed, the business is getting competitive and difficult to deal with, owing to globalization and multi cultural approahces along with the development of the entrepreneurial spirit and the fact that monopoles are now very rare, as costs and competition enable the development of wide ranges of products in different countries. Proactiveness is become an inevitable factor in today's world, in order to create original products and services and overcome the threats posed by competition. In order to differentiate themselves from their competitors, companies use quantitative and qualitative researches, so that they can know exactly their consumer's needs, wills and expectations and also to see why they are interested in that product, why they would be faithful to it and what they would like to change about the product. In this case study we will focus on the company Sephora, (a cosmetics and beauty products retailer) and concentrate more on its male customers in order to see if proposing a wider range of products for men would be interesting for the company and highlight the range of products that are most successful and appealing to them.
[...] The study took place for the whole September month, in order for Sephora to be able to react quickly before winter, moment of the year when people use the more cosmetics. Sample size and frame of the survey The sample size will be 100 male customers, interviewed while queuing alone or with their wives. Doing the survey to consumers as much as to people who didn't enter the Sephora store from the Opera's Sephora (one of the less touristic ones in Paris) is a way to focus on Parisian people (the ones that spend the more money for their well being and the ones that are the most used to use beauty products) and is also a way to have opinions from direct consumers and from people who do not buy anything but just accompany their wives. [...]
[...] Men have to come to a beauty place on his own, he has to do it naturally so there is a real need for the brand to disashame the consumer. In order to attract a larger target, Sephora has to look less expensive by offering vouchers or by promoting a high quality service, such as manicures for men for example. The fact of having an experimented staff would also be a positive point for Sephora to focus on, in order the brand to be more reliable. [...]
[...] In order to attract people, the company communicates a lot and tries to treat each consumer as a real guest, by providing him make up advices, trainings, gifts, vouchers and fidelity cards (membership cards make people accumulate points according to their purchases, and then get special offers, discounts or vouchers)so that they feel like guests and not as lambda clients. Moreover, each Sephora store looks like each other, in order customers to recognize the brand easily and in order them to feel comfortable in every store. Sephora feels very concerned about its client's opinions and resentments, and thus use a lot of them, on its online store for example. Study Analysis - Collecting Data Business related issue Is the development of the men's department at Sephora an opportunity to become a leader? [...]
[...] Surveys' aim is to increase customers' satisfaction. They are necessary in a business as they highlight the direct feeling of the customer, who can thus express himself anonymously. It is thus a way of sticking to the reality of the market and to provide accurate products and services. Presentation of the company Sephora is a leading company that deals with beauty, as it retails cosmetics, skin care products, make up, perfumes and other hair and beauty products as much as manicures or make up advices. [...]
[...] • Correlation between the overall satisfaction and the frequency of visits at Sephora = - 0.06383835 = almost. Conclusion The two first correlations studied prove that there is an association between the variables, even though they are not very important. On the other hand, the correlation between the overall satisfaction and the frequency of visits at Sephora are almost equal to proving that the association is so slight that it is almost negligible. There is thus no relationship between the overall consumers' satisfaction and the frequency of visits at Sephora. [...]
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