Introduction
Product knowledge and the prior product use experience are two of the key factors influencing consumers when they are deciding to purchase a product. According to Court et al (2009), consumers have four primary phases of decision making for purchasing: initial consideration, active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and post-purchase, when consumers experience them. In the initial consideration phase, communication about the product use experience is critical for consumers to move on to the next process to make the purchasing decisions.
Business challenge – How to communicate sensorial benefits of cosmetics...