Focus Group Study: Indoor Tanning
Purpose of the Study
A small tanning salon currently welcomes consumers to the salon for a variety of reasons: from a personally-driven desire to be tanned for one's own self-esteem or for the purposes of safety when traveling to an exotic locale. Yet the end goal is always the same, to acquire a tanned appearance. The marketing strategy for indoor tanning companies has long capitalized on the value society places on appearance. This value has prevailed in spite of the negative consequences associated with tanning such as premature aging of the skin and skin cancer. That the consumer continues to tan in spite of the possible consequences may be a sign that the tanning industry will prevail in spite of negative media.
The purpose of this study is to investigate the relationship between consumers' attitudes towards and values regarding indoor tanning and their subsequent tanning behaviour. It examines a series of aspects regarding indoor tanning: the purpose behind......
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Approximate Word Count: 2640
Approximate Pages: 11 (250 words per double-spaced page)
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