You are on page 1of 28

Title

URL

PRODUCTS POSITIONING OF MEN FACIAL WASH


BASED ON ATTRIBUTES
PRODUCT USING MULTIDIMENSIONAL SCALING
ANALYSIS (MDS)
http://jimfeb.ub.ac.id/index.php/jimfeb/article

A Study of Brand Loyalty for Cosmetic


Products among Youth

http://raijmr.com/wp-content/uploads/2014/09

The influence of scientese on ad credibility and


ad liking: a cross-cultural investigation of ads
for beauty products.
http://web.a.ebscohost.com/ehost/detail/deta

Sustainable, hedonic and efficient

http://web.a.ebscohost.com/ehost/detail/deta

Trends in cosmetics purchase: Ethical


perceptions of consumers in different cultures.
A cross country comparative study between
South Asian and Western consumers.
http://web.a.ebscohost.com/ehost/detail/deta

The Inference of Perceived Usability From


Beauty

http://web.a.ebscohos
t.com/ehost/detail/det
ail?sid=14eef6ae4327-480a-a65b1e4819e32e4e
%40sessionmgr4004
&vid=0&hid=4109&b
data=JnNpdGU9ZWhv
c3QtbGl2ZQ%3d
%3d#db=pbh&AN=5
3538954

COMPETITIVENESS AND PERFORMANCE ON


THE COSMETICS MARKET.
COMPETITIVENESS AND PERFORMANCE ON
THE COSMETICS MARKET.

http://web.a.ebscohos
t.com/ehost/detail/det
ail?sid=e82a02ed4e21-4732-ac689e41a25a7ce9%40se
ssionmgr4005&vid=0
&hid=4109&bdata=Jn
NpdGU9ZWhvc3QtbGl
2ZQ%3d
%3d#db=bth&AN=71
959498

Innovation in Indian Small Scale Industries:


Case Study of Cosmetics Small Scale Industry
in Mumbai
http://web.a.ebscohost.com/ehost/pdfviewer/

The relationship between consumer


involvement and brand perceptions of female
cosmetic consumers

http://web.a.ebscohos
t.com/ehost/detail/det
ail?sid=f94392f56be8-49b6-aebb08d7baa6670b
%40sessionmgr4002
&vid=0&hid=4109&b
data=JnNpdGU9ZWhv
c3QtbGl2ZQ%3d
%3d#db=bth&AN=44
733413

The Self-Activation Effect of Advertisements:


Ads Can Affect Whether and How Consumers
Think about the Self.

http://web.a.ebscohost.com/ehost/detail/deta

Skincare Industry Profile: Asia-Pacific.

http://web.a.ebscohost.com/ehost/detail/deta

Social Factors Influence on the Buying


Behavior of Personal Care Products.

http://web.a.ebscohost.com/ehost/detail/deta

Perceived service quality and self-concept


influences on consumer attitude and purchase
process: A comparison between physical and
internet channels
http://web.a.ebscohost.com/ehost/detail/deta

Male Grooming: An Ethnographic Research on


Perception and Choice of Male Cosmetics.

http://web.a.ebscohost.com/ehost/detail/deta

Cluster Analysis for Better Segmentation: A


Study on Branded Female Personal Care
Products.

http://web.a.ebscohost.com/ehost/detail/deta

Personal Care Products: Sales Promotion and


Brand Loyalty.

http://web.a.ebscohost.com/ehost/detail/deta

Empirical Investigation of Demographic


Determinants in Consumers' Preference of
Personal Care Products.

http://web.a.ebscohost.com/ehost/detail/deta

Authors and Year

Country of reference

Research
Approach/Methods

Dimas Bagus
Firmansyah, 2015

Indonesia

Descriptive Quantitative

SUSHILKUMAR M.
PARMAR,2014

India

Descriptive Quantitative

Relevant Sources

UK, Bangladesh

Shahina Pervin,
Ashok Ranchhod,
Mike Wilman,
2014

Quantitative
Qualitative

UK

Marc Hassenzahl
and Andrew
Monk, 2010

Quantitative
Qualitative

Romania

Grigore AnaMaria, Bgu


Constantin, Radu
Ctlina, Ctne
Alina, 2011

Quantitative
Qualitative

The page you have tried to access has expired.

USA

Michelle F.
Guthrie, Hye-Shin
Kim, 2009

Quantitative
Qualitative

Netherlands

DEBRA TRAMPE,
DIEDERIK A.
STAPEL,
FRANS W. SIERO,
2011

Quantitative
Qualitative

Variables in the study


(Independent/Dependent)

Key Findings

Future Scope of
research

1. Product variety
2. Quality
3. Design
4. Features
5. Brand name
6. Packaging
7. Sizes
8. Services
9. Warranties
10. Returns

The brand Garnier Men has a positive (+)


sign as many as 10 out of 10 existing
attribute. This indicates that Garnier Men
most in accordance with the consumers
want, with a percentage 100% of all the
attributes that should be owned by all the
products. But, the brand Vaseline Men well
enough according to the customers want
with a percentage 90%. The suitability of
the product by the customers desire for a
brand of MensBiore is equal to 80%. Nivea
For Men by 60%, L'Oreal Men Expert by
9
60%, Gatsby Face Wash by 50%. And
OXY reputed very not appropriate with the
desire of the customers with a percentage
0%.

1. Brand Loyalty
2. Celebrity Marketing
3. Loyalty programmes
4. Brand Name
5. Price
6. Product Quality
7. Product Design
8. Product Placement

Young consumers are well aware about different cosmetic


brands and products category available in market.
The result of present
Majority of consumers buying behaviour is influenced by
study cannot be
friends followed by parents.
generalized to Pan
Excellent quality plays a vital role in building brand loyalty,
India and is entirely
on contrary, quality, allergic reaction and recommendation
emphasized on only
cause to switch over to other brands.
cosmetic products.
Creative advertisement and celebrity marketing do not
Similar study can also
greatly affect buying behaviour of youth.
be undertaken for
88% of male respondents and 85.93% of female
other youth centric
respondents spend on face wash cream.
consumer and durable
79.65% of respondents reported that they are loyal to the
products.
same brand irrespective of any product category.
Majority of respondents (54%) spend annually less than
Rs.1, 000 on cosmetics products.

Environmentally friendly packaging of a


cosmetic product was acknowledged by
Bangladeshi females when selecting
1. Importance of
cosmetics. Other issues related to the
environmentally
environment
friendly packaging
were the use of organic cosmetics to help
2. Concerns about the save the environment, and to reduce the
use of animal
use of chemicals, which they think have
ingredients in
harmful effects on the skin. Products which
cosmetics
are tested on animals and the use of animal
3. Importance of the
ingredients in cosmetics were strongly
selection of a cosmetic considered by Bangladeshi females in
product/brand which is selecting cosmetics. Therefore, information
scientifically controlled on environmentally friendly products, animal
4. Importance of the
tests, and cosmetics free from animal
use of organic
ingredients, would be effective to promote
cosmetics
brands in the Bangladeshi market.

1.
2.
3.
4.

Goodness
Beauty
Pragmatic quality
Hedonic quality

The empirical part


of this article
focused on four
distinct
constructs:
goodness,
beauty, pragmatic
quality, and
Results from four independent data sets
hedonic quality.
(laboratory and field) not only supported
This limits the
the idea of pragmatic quality (i.e., perceived results to exactly
usability) and hedonic quality as independent this set of
aspects of product perception but also lend
constructs
strong support to the notion
and the particular
that pragmatic quality is only indirectly
measurement
related to beauty.
approach taken

1. Market Sizes
2. Company Shares

A number of EU countries have developed a


large trade surplus and a significant
comparative advantage in cosmetics
products. This is clear evidence that
cosmetics manufacturers in these countries
have, over the years, identified the most
important consumer trends and have
responded with new product offerings that
have been successful. These companies have
accomplished this task in both domestic and
export markets. In the process, these
companies have successfully developed
strong brand recognition in a highly
competitive and dynamic market place.

1. Consumer
involvement
2. Brand personality
3. Brand attitude
4. Demographics

Using fi ve dimensions of product


involvement, this study successfully identifi
ed fi ve cosmetic consumer types
( uninterested and casual, cautious and confi
dent, aspiring, interested and carefree, and
enthusiast), each differing in their perceptions
related to personal interest and importance,
enjoyment and pleasure associated with the
product, sensitivity to making the right
cosmetic product choices and confi dence in
cosmetic buying decisions.

1. Physical
attractiveness
2. Advertised V/s Nonadvertised products

The findings indicate that an advertisement


context can interact with the product type
(enhancing vs. problem-solving) to affect
whether and how consumers think about the
self.

To examine the
effect
that selfactivation and
self-evaluation
may exert on
advertising
effectiveness

Implications

The result of this research obtain some


theoretically and practically application to
the product positioning. The result of this
research provides how customer makes
some rank to appreciate product in the
market. To competing in the market,
product must adjust the attributes product
appropriate customer want. To know
product strategy working effectively,
company evaluating the attributes product
and reformulating their strategy.

This researcher has reported that excellent


quality factor plays a key role over other factors viz. brand
name, price, celebrity marketing, brand
loyalty programme.
Besides this, cosmetic manufactures are required to
understand thoroughly the buying behaviour before
implementing any marketing strategy.

Concern for the environment and animal welfare is


an emerging ethical issue in
the developed nations such as the UK; however, it
was interesting to find out that
in a developing nation such as Bangladesh this
ethical issue is also considered very seriously in
the decision-making process of buying cosmetics.
This indicates that there is a value shift in
Bangladeshi culture, which is an important
message to producers and marketers of cosmetics
and toiletries in Bangladesh, or perhaps in the
developing nations of South Asia. This could be a
reflection of the way global communications are
reaching out to all countries and how the younger
population is absorbing global trends more quickly.

The present study is an example of how an explicit


modelling can lead to a better
understanding of the relationship between beauty
and usability, specifically, and the
study of product perception and evaluation in
general.

In conclusion, based on the results presented in


this paper, most of the multinational have
managed to be competitive on the Romanian
market.

Results showed that a combination of brand


personalities predict
a positive brand attitude in every consumer type
across all three cosmetic brands.
Interesting similarities, as well as differences, in
brand perceptions were found across consumer
types and brands.
This study shows that segmenting young females
into cosmetic involvement types can provide
useful tools for marketers to better understand the
dynamics of brand
perceptions in relation to consumer groups and
specifi c cosmetic brands.

By providing evidence that products in


advertisements, as opposed to nonadvertised
products, can affect whether and how consumers
think about themselves, the research findings add
a critical insight to our understanding of
advertising dynamics.