A carregar...
Publicação
Novas regras de alegações de cosméticos- impacto no consumidor
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.56 MB | Adobe PDF |
Orientador(es)
Resumo(s)
As alegações desempenham um papel importante na escolha dos produtos cosméticos dos consumidores. Apesar de existir liberdade neste campo, no decorrer dos anos esta área de comunicação sofreu um rígido aumento de legislação com normas que permitem proteger os consumidores contra-alegações enganosas.
Neste contexto é importante a realização de um estudo permitindo caracterizar a importância das alegações de produtos cosméticos no momento de compra e quais as consequências no comportamento do consumidor, aquando das recentes Regras de Alegações. Foi realizado um estudo em formato de questionário online, de modo a investigar opiniões, atitudes e conhecimentos dos consumidores sobre o seu comportamento, para além de atitudes relacionadas com produtos cosméticos e as suas alegações.
Incluiu-se ainda uma análise de mercado, a fim de percebermos de que forma as indústrias cosméticas estão a colmatar o aumento de regulamentação nas suas estratégias de comunicação e marketing. Nesta conformidade, esta monografia irá focar-se não só no impacto das novas regras de alegações nos consumidores, mas também nos meios que a indústria utiliza para comunicar novos produtos, tal como naqueles que já se encontram no mercado, mas que tiveram de sofrer alterações para dar cumprimento aos requisitos legais.
Claims play an important role in choosing consumer’s cosmetic products. Although there is freedom in this field, over the years this communication area has undergone a rigid increase in legislation with rules that allow consumers to be protected from misleading claims. In this context, it is important to carry out a study allowing to characterize the importance of cosmetic product claims at the time of purchase and what are the consequences on consumer behavior, during the recent Claims Rules. An online questionnaire study was conducted to investigate consumer opinions, attitudes and knowledge about their behavior, in addition to attitudes related to cosmetic products and their claims. A market analysis was also included in order to understand how the cosmetic industries are addressing the increased regulation in their communication and marketing strategies. Accordingly, this monograph will focus not only on the impact of the new claim rules on consumers, but also on the means that the industry uses to communicate new products, such as those that are already on the market, but have had to change to comply with legal requirements.
Claims play an important role in choosing consumer’s cosmetic products. Although there is freedom in this field, over the years this communication area has undergone a rigid increase in legislation with rules that allow consumers to be protected from misleading claims. In this context, it is important to carry out a study allowing to characterize the importance of cosmetic product claims at the time of purchase and what are the consequences on consumer behavior, during the recent Claims Rules. An online questionnaire study was conducted to investigate consumer opinions, attitudes and knowledge about their behavior, in addition to attitudes related to cosmetic products and their claims. A market analysis was also included in order to understand how the cosmetic industries are addressing the increased regulation in their communication and marketing strategies. Accordingly, this monograph will focus not only on the impact of the new claim rules on consumers, but also on the means that the industry uses to communicate new products, such as those that are already on the market, but have had to change to comply with legal requirements.
Descrição
Trabalho Final de Mestrado Integrado, Ciências Farmacêuticas, 2020, Universidade de Lisboa, Faculdade de Farmácia.
Palavras-chave
Cosméticos Alegações Mercado Consumidor Comunicação Mestrado integrado - 2020