Consumer behaviour in Sweden

Résumé du document

The product I was entrusted with the responsibility for marketing was a deodorant, created especially for women who have sensitive skin and for use after depilation. Since it is a new product, we need to identify a target market, and the different requirements. The target country is Sweden, located in the North of Europe. There are 9 million inhabitants, with an equal repartition between men and women. The Swedish market for deodorants saw a substantial growth in 2007, due to an increase in wages. The main actors are great multinationals, like Beiersdorf and L'Oreal for example. Prices were quite high, but the tax on luxury products is not high.

Extraits

[...] Question Analyze the macro consumer picture Overview of the country : SWEDEN Sweden is a country located in the north of Europe, between Norway and Finland. Its area is equal at 450,000 which made that it is the third more important country of the West Europe by the weight. The capital is Stockholm, and the country has 9 millions inhabitants. In terms of politics, it is a parliamentary democracy, so people have numerous rights and are protected. The country is divided in 21 administrative divisions (what they call lan) : Blekinge, Dalarnas, Gavleborgs, Gotlands, Hallands, Jamtlands, Jonkopings, Kalmar, Kronobergs, Norrbottens, Orebro, Ostergotlands, Skane, Sodermanlands, Stockholm, Uppsala, Varmlands, Vasterbottens, Vasternorrlands, Vastmanlands, Vastra Gotalands. [...]

[...] Moreover, we are in a niche market, so it could be interesting for us. In order to have an idea of our consumers, we have seen the segmentation of the market. However, in order to discover it, we can realize some studies, thanks to some tools. In fact, we can search preliminary data on the Internet. It could be interesting to see if there is a global idea of the target. We can buy some papers (in a specialized press magazine). Then, what we can do is to realize some studies. [...]

[...] In terms of perception, we deduct that the most important is the smell and the touch. - Knowledge and Understanding Knowledge content Schema of a deodorant Here are the different words that we can associate to a deodorant. Knowledge structure Associations of a deodorant All of these factors permit to adapt and create a new product in function of what consumers need. - Memory and Retrieval. Sensory memory, because it is the part of the memory in which the client remembers what he sees, smells, etc. [...]

[...] Between 2004 and 2006, supermarkets and hypermarkets represented a strong threat from rapidly expanding of discounters. The main result of that is a price competition that we have in 2005 and 2006. It resulted in a global decreasing of all prices, which has an important and negative impact on the value growth. However, in 2007, prices were not at the center of the war. Retailers had increased their profit margins and the global prices, and consumers consume more because of an increase of wages. The market is dominated by majors in the industry. [...]

[...] We have not the group effect. The thing that is primordial is the word to mouth, because many people believe in what others say. However, our communication department and the sales force can insist on the fact that it is the best product, and numerous women tend to use it Liking The physical attractiveness is one part of liking. If the product is not attractive, in terms of packaging, women will not buy it. Designers must create a good package, with natural and good color, remembered the perfume for example. [...]