The Importance Of The Awareness Of Argan Oil

To be able to form an attitude, consumers must have a certain level of awareness about the products’ existence (Kernan and Trebbi, 1973). Of the responses, 46.6% have selected that they have heard of Argan oil before and have used it in the past. The interviews revealed that the participants became aware of Argan oil mostly through the Internet (via Articles, Beauty Blogs) as well as recommendations from family members. It can be inferred that young adult Vietnamese consumers are fairly aware of Argan essential oil product. However, approximately 30% of young adult Vietnamese consumer population has yet to become aware of Argan oil. Although the participants have a level of awareness of Argan oil, many have chosen not to respond. It can be …show more content…
Practically all of the participants who reside in Morocco have some knowledge of Argan oil and have used Argan oil in the past. This suggests that the level of awareness is closely correlated to the country of residence. Participants who reside in Vietnam seem to have a higher level of awareness than those of the United States. However, because of the rate of participants who reside in other countries are fairly low, the percentage is quite inaccurate, which can be seen as the primary data limitation. According to the interviews, participants have discussed their expectation that is to be presentable as gifts. For those who have used argan oil the response was that it would erase impurities, reduced dryness on skin as well as adding shine to and repair their hair. However, when asked of what percent has argan oil achieved those needs and expectations, the majority of the participants agreed that argan oil has achieved their expectations but not entirely. According to the questionnaire responses about 18.4% of the respondents agreed that argan oil has met their needs and expectations, which is the most frequent statistic for this question (Figure 4). However, for 7.77% the participant strongly agreed that their expectations were …show more content…
However, some have discussed that they do not have the need to use Argan oil because they are male or because their skin and hair is not dry (see appendix 14 and 15). These participants have shown to be neutral towards Argan oil because the core product level is not present. It can be inferred that because the needs and expectations are not present for Argan oil to achieve, participants feel fairly neutral about Argan oil. Of those few, although they have not personally used Argan oil, they have still purchased the product for their family members and friends who currently reside in Vietnam and are unable to purchase pure Argan