Comportamento de compra de cosméticos para cabelos: um estudo do processo de transição capilar

Abstract

The present research had the objective of analyzing the changes in purchase behavior related to hair products, with women who undergo the hair transition process. It is necessary to understand consumer behavior and its influences, as it is constantly changing, also changing the demands on the market. In addition, one should analyze what leads so many women to straighten their hair and also what we can see today: the decision to return to natural hair. Regarding the objectives, the research is classified as exploratory, and qualitative regarding the approach. In order to achieve the objectives, bibliographical researches and in-depth interviews were conducted through a semi-structured questionnaire. As a result it can be seen that consumers have modified their purchasing behavior. When analyzing their purchasing decision before, during and after the hair transition, it can be seen that they have become more selective and judicious in their purchase of hair cosmetics.