It is rather intended to give a certain idea about tendencies among young people and their perception of the product "colouration ". At last, there are some recommendations on how L'Oreal's strategy should look like according to the findings of the study. .
1.1 Methodology.
Data sources are divided into primary and secondary data. In this study the gathering of primary data was required in order to identify the trends of teenagers and colouration. Primary data is the result of original research, while secondary data is the data which already exists and that has been gathered for some other purpose. The type of research approach that is chosen is descriptive research with the purpose of providing an accurate snapshot of the market environment.
The group of people from which information is sought in this study, the population, are young people between 12 and 18 years. To get a representative sample of the larger population, 42 interviews were conducted, while 18 of them included people between 12 and 15 years, and 24 interviews among people between 16 and 18 years, 21 female and 21 male. The questionnaire was divided into two different types, one for people with colouration within the last 12 months (23) among them 14 female and 9 male, and one for those people who have never coloured their hair before (19 (12 male, 7 female)). The sample was taken mainly from Paris and Parisian suburbs, but it also includes some interviews conducted in Cologne/Germany and Mallorca/Spain.
In order to obtain primary data on trends of teenagers and colouration, a survey with a standardized questionnaire was conducted. The aim of the survey is to provide both qualitative and quantitative data. Quantitative data comes from structured, closed questions that require the respondents to answer: yes/no, from a list of choices or with a rating number. The qualitative data is collected through open-ended questions that allow the respondents to answer in their own words.
