Case Study Of Mustela

In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.
To effectively sell a product or service, organizations have to really know how customers behave, regarding to what they buy. The study

Mustela’s products are natural, innovative, effective and safe. They take care of babies’ skin and also the skin of mothers, not only for the moment but also for the future (Mustela,2015).

Mustela founded by Paul Berthomé in 1950 who is father of the present chairman. He founded the Expanscience Laboratories by collaborating with a pharmacist. They started conversing with mothers and analyzing the market for babies and the result of research they found that there was any soap specific for baby skin. Soap could be hard the babies’ skin which is delicate, so it was an opportunity for Paul to present a 2-in-1 soap free product for babies. The 2-in-1 soap free had cleansing and softening properties, and it was the first cleanser for babies in Europe that was designed specifically for them (Mustela, 2015).
In 1960, Mustela create the first series of sun cream specifically for the delicate baby skin because it was a special need for protecting them against the sun (Mustela, 2015).
In 1979, Mustela launch for the first time a range of women’s skincare. It was specifically develop for the skin changes for new and expectant mothers (Mustela,

Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach