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Cosmetics 2015, 2(2), 187-195; doi:10.3390/cosmetics2020187

An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes

1
Sensory Analysis Center, Kansas State University, Manhattan, KS 66502, USA
2
Food Science & Technology, University of Georgia, Griffin, GA 30223, USA
*
Author to whom correspondence should be addressed.
Academic Editor: Enzo Berardesca
Received: 5 May 2015 / Revised: 11 June 2015 / Accepted: 11 June 2015 / Published: 16 June 2015
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Abstract

The objective of this study was to determine what factors female consumers valued more when they buy nail polish. Ninety-eight female consumers participated in a nail polish consumer study at the Sensory Analysis Center, Kansas State University. A questionnaire containing a check-all-that-apply (CATA) question, behavior questions and demographic questions was presented to each consumer. In the CATA question, the factors that may affect consumers’ decision to buy a nail polish were asked, including both sensory and non-sensory factors. The frequency in percent for the factors was calculated. Sensory appeal, price and convenience of usage were the top factors that affected consumers’ buying decisions. Consumers valued sensory appeal and convenience of usage; this suggested that a nail polish company’s product development and advertising departments may want to focus on these two areas, primarily. The information presented in this study could help a nail polish company understand more about consumer segmentation and advertising strategy. View Full-Text
Keywords: nail polish; female consumers; buying decision; check-all-that-apply (CATA) nail polish; female consumers; buying decision; check-all-that-apply (CATA)
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Sun, C.; Adhikari, K.; Koppel, K. An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes. Cosmetics 2015, 2, 187-195.

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