Differences in purchase behavior between France and the USA: the cosmetic industry

Authors: J Michael Weber; Julie Capitant de Villebonne

Source: Journal of Fashion Marketing and Management, Volume 6, Number 4, 2002 , pp. 396-407(12)

Publisher: Emerald Group Publishing Limited

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Abstract:

This study investigates the differences in purchasing behavior between the US and French cosmetic markets. Our study suggests that a difference should exist due to psychological factors, social influences, and the purchase situation. Our paper will discuss the underlying theoretical perspectives that support our proposition, and illustrate the various components which influence consumer behavior in this particular marketplace. The analysis and investigation is based on the cosmetic industry in terms of comparing US and French consumers and their historical purchase patterns. The results indicate that there are in fact notable differences in purchase behavior. The implications of these findings are important in two primary ways. First, the findings provide support for the theoretical underpinnings. Second, the findings have important managerial implications in terms of developing appropriate product development, distribution and marketing strategies.

Keywords: Consumer Behaviour; Cosmetics Industry; France; Usa

Document Type: Research article

DOI: http://dx.doi.org/10.1108/13612020210448673

Publication date: 2002-10-01