O processo de decisão de compra de maquiagem da marca Ruby Rose

Abstract

The search for beauty is meant to make women feel good in their own bodies. Considering the growth in the consumption of cosmetics in recent years, in the current scenario, looking after appearance has ceased to be considered a futility, and is seen as a differentiator. The present study aims to understand the stages of the consumer purchasing decision process, especially the make up products of the Ruby Rose brand, which is a brand of cosmeticsthat has gained a great impact in recent years among women interested in makeup. The central questionoftheresearchis: How does occur the behavior of the make up consumer of the Ruby Rose brand? The sources of information used by the Market segment in general are presented. As a method for conducting the study, a survey was carried out with women, between 18 and 60 year sold, living in the city of Fortaleza - Ceará. As a result, the research showed that the brand has gained great visibility in the last five years and that, although the prices of its products are well below those practiced in the market by make up brands, the higher social classes also come to know the Ruby Rose products, even though they are most commonly used by middle classes. The research also revealed that a large part of this growth and repercussion of the brand is due to the influence of digital influencers, who have indicated the brand in their social networks and the word-of-mouth advertising that the satisfied consumers do to their friends and acquaintances.