DearPr

esi
dentoft
hej
ury
Dearmember
soft
hej
ury
Dearcol
l
eagues,
Di
sti
ngui
shedguest
s,
Hel
l
o!
Theai
m ofbei
ngher
einf
rontofy
oui
snot
hingbutt
hepr
esent
ati
onofmydi
sser
tat
ion.Let
'sme
t
elly
out
hatt
her
eisno di
sser
tat
ionwi
thoutaf
undament
alt
opi
c.That
'swhyt
o makei
t
meani
ngf
ul,
wear
ecompel
edt
osayt
hatourdi
sser
tat
ioni
sent
it
led "Thei
nfl
uenceofpr
imar
y
packagi
ngofcosmet
icpr
oduct
sont
hepur
chasi
ngbehav
iorofhousewi
vesi
ntheci
tyof
Ki
nshasa,
thecaseofdésodor
isantBel
AirofAngel
Cosmet
ic"
.

Noone i
gnor
es how i
mpor
tanti
s pr
imar
ypackagi
ng ofcosmet
ic pr
oduct
s.Theyact
ivel
y
par
ti
ci
pat
eingooduseoft
hem butl
et'
smet
elly
out
hatt
hepr
obl
em t
hatwear
etr
yingt
osol
ve
her
eist
hatofcondi
ti
oni
ngorpackagi
ngofcosmet
icpr
oduct
s.so,
ifwedon'
twat
choutwel
l
,it
wi
l
laf
fectnegat
ivel
yourpr
oduct
sint
ermsoft
hel
evel
oft
hei
rconsumpt
ionduet
oadi
ff
icul
tyt
o
r
ecogni
zeorf
igur
eoutorwhatel
sei
cansay
,um,
cat
cht
hei
nfor
mat
ionaboutt
hepr
oduct
s.

So,
tosor
titoutwel
l
,wef
ormul
atedsomequest
ionswhi
chgui
dedourr
esear
ch:

So,
thef
ir
stonewas:

Whati
sthei
mpactofpr
imar
ypackagi
ngont
hepur
chasebehav
iorofacosmet
icpr
oducti
n
gener
al,
andANGELCOSMETI
C'sBel
airbr
andi
npar
ti
cul
ar,
amonghousewi
ves?

andt
hel
astwas:Howi
sthepackagi
ngofcosmet
icpr
oduct
sanessent
ialel
ementofconsumer
at
tract
ionandpr
otect
ion?

And i
twasassumed t
hatt
hepr
imar
ypackagi
ng makest
hecust
omert
rust
fulwhent
he
companyl
i
stsi
tamongi
tsmai
nconcer
ns,buti
tdoesnotst
opt
her
e,byi
tsr
oleofi
nfor
mat
ion
suppor
tfort
heconsumerandal
sobei
ngameansofcommuni
cat
ion,t
hepackagi
ngpr
otect
s
t
heconsumerf
rom t
her
isksofmi
suseandcont
rai
ndi
cat
ion.

Theobj
ect
iveoft
hispi
eceof
eresear
chwast
oev
aluat
eandshow how mucht
hepr
imar
y
packagi
ngi
sinf
luent
ialont
hepur
chasi
ngbehav
iori
nthepr
oduct
ionoft
heDésodor
isantBel
air
ofAngel
cosmet
icsamongwomeni
ntheci
ty-
prov
inceofKi
nshasa.

1
So,
thankst
omi
xedmet
hodsf
ort
hedat
acol
l
ect
ionandanal
ysi
s,t
hewor
kisst
ruct
uredi
nthr
ee
chapt
ersapar
tfr
om t
hei
ntr
oduct
ionandt
heconcl
usi
on.

-
Thef
ir
stonewhi
cht
alkedaboutt
heconcept
ualandt
heor
eti
calf
ramewor
k:t
hischapt
erdeal
t
wi
tht
hedi
ff
erentconcept
sandt
ermsr
elat
edt
oourt
opi
c;

-Thesecondonepr
esent
edourf
ramewor
kofst
udy
:her
e,ast
het
it
lei
ndi
cat
es,
wespokeabout
t
hecompanyAngel
Cosmét
iquewhi
chconst
it
utesourf
iel
dofwor
k;

-Thet
hir
dandl
astchapt
erdeal
twi
thabr
iefi
nvest
igat
ionoft
hei
nfl
uenceoft
hepr
imar
y
packagi
ngoft
heDésodor
isantBel
airont
hepur
chasi
ngbehav
iorofhousewi
ves:I
nthi
schapt
er,
wecol
l
ect
edi
nfor
mat
ionf
rom housewi
ves,anal
yzedt
hem t
ofi
ndouthow mucht
hepr
imar
y
packagi
ngi
sinf
luent
ial
ont
hepur
chasi
ngbehav
ioroft
hispr
oduct
.

Af
terdeal
i
ngwi
thmet
hodsandt
echni
ques,
weanal
yzedandi
nter
pret
edt
her
esul
tst
ocheckor
v
eri
fyourhy
pot
heses.So,
wegott
ofi
gur
eoutt
hatal
lofourhy
pot
heseswer
econf
ir
med.

Fi
nal
l
y,asy
oumayhav
enot
iced,i
npr
epar
ingt
hisst
udy
,wehav
enei
thert
heambi
ti
onnort
he
sl
i
ght
estpr
etensi
ont
oof
feracompl
eteorper
fectwor
ktot
hear
tandsci
enceofmar
ket
ing
management
.

Thi
s modestst
udycar
ri
ed outatt
he end oft
his second cy
cle ofourt
rai
ning appear
s,
undoubt
edl
yli
keadr
opofwat
eri
ntheoceanofsci
ence,whi
chcal
l
sfort
hecont
ri
but
ionof
f
utur
eresear
cher
sinmanagement
.

Al
soy
ourr
emar
ks,
cri
ti
cisms,
const
ruct
iveobser
vat
ionswi
l
lbewel
come.

Thanky
ou!