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Buying Decision Making Process on Professional Cosmetics Market

Student: Iuliia Bikeeva

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

Master's thesis is devoted to the study of the buying decision-making process on professional cosmetics market. The first chapter is devoted to a theoretical review of the main processes and approaches to the decision-making process. The author considers traditional decision-making models, decision-making models in the online environment, the B2B model (since the market of professional cosmetics products operates with B2B2C model), as well as a comprehensive model that takes into account the influence of both offline and online environments. The second chapter includes analysis of professional cosmetics products market for hair care. The author considers both world and Russian markets. The third chapter has the description and results of the empirical study. The theoretical review conducted in the first chapter of this work, as well as a work experience in the considered market, made it possible to propose the approach of the purchasing decision process by private hairdressers. This approach was tested in the framework of an empirical study. The empirical study included the following stages: expert interviews with market participants, in-depth interviews with hairdressers working with the Matrix brand, and a survey of hairdressers. Based on the results of the empirical study, the proposed approach of the buying decision-making process by private hairdressers was modified.

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