E-commerce : perspectivas e mudanças do setor de cosméticos na ótica dos distribuidores, proprietários de salão de beleza e cabeleireiros

Abstract

Thanks to the technological advance, the means of consumption have undergone changes, noting that, over the last years, the possibilities of buying and selling products and services have been expanded with the emergence of e-commerce or e-commerce. Linking this new form of commerce, held in a virtual business establishment, to the constantly evolving cosmetics market, the main objective of this study is to identify, from the perspective of distributors, salon owners and hairdressers, the use of technology in relation to the possibilities of e-commerce for the sale of hair products. In order to reach this goal, the methodology of the research survey of a quantitative approach was adopted, which was carried out through questionnaires applied to 335 professionals working in and in beauty salons, of which 320 were hairdressers and owners of this type of commercial establishment, in addition to 15 distributors of cosmetic products. The results obtained point out that the technological advance, translated into e-commerce, despite being part of the life of these research participants, is not yet effectively integrated into their professional daily life, which requires marketing strategies to take advantage, efficiently and effectively, the possibilities that this type of trade can offer