Background:  The cosmetic industry is one of the most leading industries in the world. With the help of the internet, the consumption of cosmetics has increased because the consumer can consume regardless of place or time. In the cosmetics industry, there is a wide range of products with similar functions, this also includes the hair cosmetic´s industry. In addition, the consumer’s senses such as smell, taste and touch are excluded which makes it difficult for the consumer to make a decision. In connection with this the consumer may experience risks which in turn reduces confidence in a new cosmetic product on the internet.  Purpose:  The purpose of this study is to examine, from a consumer's perspective, which product characteristics increase the consumer´s trust for a new product in the cosmetic industry, when shopping online.  Method: This study is based on a qualitative and quantitative research method. The qualitative research method was based on focus groups and the quantitative research method was based on  using survey research. The survey was answered by a total of 107 persons. Therefore, a total of 24 people participated in the focus groups. These 26 peoples were divided into four different groups with six people in each group. The data collection methods were applied to a target group that includes women and men between the ages of 18 and 70 + years . The study focused on shampoo bottles because it is a product that is part of the cosmetics industry but also a product that is consumed everyday by both men and women between the ages of 18 years to 70 years +. Conclusion: This study has identified various product characteristics that increase consumer´s  confidence when buying a new product within the hair cosmetic industry on the internet. The results of the study showed that when buying a new cosmetic product on the internet, the main product characteristics that increase the consumer’s trust are color, shape, typography, eco-labeling and logotype.

Examensarbetet har utförts tillsammans med ett företag som tillverkar ekologisk kombucha. Företaget var intresserade av att ta reda på om just ekologisk kombucha är den fortsatta vägen framåt, då smakutbudet på kombuchan begränsas av tillgången på ekologiska fruktjuicer. Att efterfrågan på ekologiska livsmedel minskat under de senaste åren var ytterligare ett incitament att undersöka problemet. Studiens syfte var därför att leverera ett utlåtande om produktegenskapen ekologisk är den fortsatta vägen framåt avseende betydelsen för kundnöjdhet. För att uppfylla syftet användes en särskild metod inom mätning av kundnöjdhet inspirerad av Kano-modellen, där konsumenter tillfrågades om deras inställning till vissa nuvarande eller potentiella produktegenskaper hos kombuchan. Studiens resultat visar att olika kundgrupper värderar och prioriterar produktegenskaper annorlunda. De flesta av produktegenskaperna uppfyller dock omedvetna kundbehov vilket visar på att den undersökta organisationen har en god möjlighet att sticka ut på marknaden och vara konkurrenskraftiga. Produktegenskapen ekologisk är inte lika viktig att inkludera som producerad i Sverige, men kan fortsättningsvis inkluderas i kombuchan då ett stort smakutbud och ett lägre pris varken är förväntade eller nödvändiga egenskaper. Att inte inkludera ekologisk har även en mycket större påverkan på missnöjdheten hos kunderna än att inte inkludera ett större smakutbud. De implementeringsförslag som presenteras i studien är bland annat vikten av att undersöka möjligheten att producera kombuchan i Sverige, fortsätta mäta kundnöjdhet, se över hur vissa egenskaper synliggörs på produktens flaska samt undersöka om endast en del av sortimentet kan vara ekologiskt. Genom att beakta dessa förslag kan företaget uppfylla deras kunders behov ytterligare. / This thesis was conducted in collaboration with a company that manufactures organic kombucha. The company wanted to know whether organic kombucha is the way forward, as the flavour range of their kombucha is limited due to the availability of organic fruit juices. The decreasing demand for organic foods was an additional incentive to research the issue. The purpose of the study was therefore to deliver an opinion on whether the product attribute organic is the way forward, in terms of its significance for customer satisfaction. To do that, a method within the customer satisfaction measurement field inspired by the Kano model was used, where consumers were asked about their attitudes toward current and potential product attributes. The study’s results show that different customer groups value and prioritize attributes differently. However, most of the attributes meet unconscious customer needs which indicates that the company has a good opportunity to stand out. Although the attribute ’organic’ is not as important to include as ’produced in Sweden’, it may remain since a wide flavour range and a lower price are neither must-be nor one-dimensional attributes. Also, not including ’organic’ has a much greater impact on customer dissatisfaction than not including a wider range of flavours. Proposals for implementation include investigating the possibility of producing the kombucha in Sweden, continuous customer satisfaction measurement, reviewing the visibility of the product’s labels and examining if only some flavours in the range can be organic. By considering these proposals, the company could further meet their customers’ needs.