Factors affecting the choice of a cosmetic brand : a case study of Skinfood Ltd
Liu, Jingxuan (2014)
Laurea-ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014060311477
https://urn.fi/URN:NBN:fi:amk-2014060311477
Tiivistelmä
Consumers are becoming more and more careful in selecting the cosmetic brands they use today. Women are fond of a cosmetic brand and trust it, because they believe in its superiority. How a brand is perceived affects customers’ choices and the success of the brand. Companies attempting to enter cosmetic markets should be aware of what the key factors affecting the consumer’s choice of a cosmetic brand are, and then develop a corresponding brand strategy, which can create brand equity for their products and services.
This thesis was commissioned by the case company Skin Food to understand the needs of the cosmetic market, and trends in the status and development of consumer’s requirements for cosmetic brands in the target area.
The author conducted this marketing research in the form of a questionnaire to achieve the thesis objective: to determine the factors affecting women’s choice of cosmetic brands in the research area (Beijing Wangfujing Department Store). By collecting opinions from consumers towards cosmetic brands which they use and need at present, as well as evaluating the brand awareness of the case company’s brand, the author obtained useful information and beneficial methods for the case company. The research results are useful for the case company in its attempts to formulate a new brand strategy, improve its customer loyalty and expand its business opportunities.
The result of this research shows that: the majority of respondents consider that brand awareness influences their buying decision very much. The second influencing factor is the quality of products; and the third is price. So creating strong brands, and maintaining and enhancing the strength of the brand equity over time, is a management imperative for the Skin Food Company.
This thesis was commissioned by the case company Skin Food to understand the needs of the cosmetic market, and trends in the status and development of consumer’s requirements for cosmetic brands in the target area.
The author conducted this marketing research in the form of a questionnaire to achieve the thesis objective: to determine the factors affecting women’s choice of cosmetic brands in the research area (Beijing Wangfujing Department Store). By collecting opinions from consumers towards cosmetic brands which they use and need at present, as well as evaluating the brand awareness of the case company’s brand, the author obtained useful information and beneficial methods for the case company. The research results are useful for the case company in its attempts to formulate a new brand strategy, improve its customer loyalty and expand its business opportunities.
The result of this research shows that: the majority of respondents consider that brand awareness influences their buying decision very much. The second influencing factor is the quality of products; and the third is price. So creating strong brands, and maintaining and enhancing the strength of the brand equity over time, is a management imperative for the Skin Food Company.