Customer knowledge management in the natural cosmetics industry

Purpose – This paper aims to examine the level of customer knowledge (CK) for natural cosmetic products, namely Bulgarian rose products, in three European countries – Bulgaria, Montenegro and Italy – and to propose appropriate solutions for its management.Design/methodology/approach – The research structure is based on a questionnaire and represents a part of the general investigation about the nature of the Bulgarian rose products. The study includes the responses to priority questions on customers' knowledge about these products. Feedback is received from 236 respondents in 450 distributed inquiries for the whole investigation.Findings – The results of the research indicate that the role of the customers in the cognitive process of knowledge accumulation for the specific and rare aromatic rose products is captive, based on a new learning for the nature of the product and on the application of integrated marketing ideas for product development and promotion.Practical implications – This paper gives sugge...