Publicação
The consumer decision journey in the hair care category in the hard-discount channel: opportunities and challenges that Lidl should address to grow this category in its stores in Portugal
| Resumo: | Lidl in Portugal is in the process of developing its personal care range, under the brand Cien. This Work Project focuses on the hair care category and its main objective is to identify the challenges and opportunities that Lidl should address in order to grow this category in its stores in Portugal. After analysing secondary data, we developed research based on in-store observations, having identified the articulation between manufacturer brands and distributor brands as the main challenge for growth in this category. |
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| Autores principais: | Pereira, Margarida Amorim Ferreira Avilez |
| Assunto: | Consumer decision journey Hair care Hard discounters Lidl |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Lidl in Portugal is in the process of developing its personal care range, under the brand Cien. This Work Project focuses on the hair care category and its main objective is to identify the challenges and opportunities that Lidl should address in order to grow this category in its stores in Portugal. After analysing secondary data, we developed research based on in-store observations, having identified the articulation between manufacturer brands and distributor brands as the main challenge for growth in this category. |
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