GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Huỳnh Ngọc Bảo Châu Student ID number: 31151021108

Student name: Trương Quang Bảo Ngọc Student ID number: 31161021009

Student name: Nguyễn Ngọc Anh Thy Student ID number: 31161021073

Student name: Lâm Nguyễn Hồng Trang Student ID number: 31151020975

Student name: Trần Vũ Thùy Trinh Student ID number: 31161020371

Student name: Võ Nguyễn Phương Uyên Student ID number: 31161024233

UNIT AND TUTORIAL DETAILS

Unit name: MARKETING RESEARCH Unit number: 04

Tutorial/Lecture: Class day and time:

Lecturer or Tutor name: Dr. Huỳnh Bá Chân Như

ASSIGNMENT DETAILS

Title: Proposal Part A (Shopping)

Length: Due date: March 7, 2018 Date submitted: March 7, 2018

DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other student’s work
or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs for
the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s signature: Huỳnh Ngọc Bảo Châu

Student’s signature: Trương Quang Bảo Ngọc
Student’s signature: Nguyễn Ngọc Anh Thy
Student’s signature: Lâm Nguyễn Hồng Trang
Student’s signature: Trần Vũ Thùy Trinh
Student’s signature: Võ Nguyễn Phương Uyên
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not
been signed.
 I. Background
L’Oreal began as the project of a young chemist, Eugene Schueller in 1909. The
company started with a new development of a hair dye and Eugene sold them on to
Parisian salons. His work evolved into the founding of an organization, Societe Francaise
de Teintures Inoffensives pour Cheveux (The French Society for safe hair dyes). Until
now, L’Oréal produces cosmetics in largest quantity in the world. The company has also
registered the highest cadre nanotechnology patent in the United States, along with being
actively involved in dermatology, tissue engineering and pharmaceuticals.
One of L’Oreal development centers, L’Oreal Paris, has risen to become the world’s
number one cosmetics company with the brand value of $12,480 million (US dollars). As
the world leader in beauty, L’Oreal Paris has presented in 130 countries on five
continents. For more than a century, L’Oreal Paris has devoted itself solely to one
business: beauty. The brand encompasses the four major beauty categories – hair color,
cosmetics, hair care, and skin care. The group's mission is to provide the best in
cosmetics innovation to women and men around the world with respect for their diversity.
L'Oreal Vietnam was established in 2007. Their philosophy is to bring beauty to all
people and create the cosmetic products that meet the infinite diversity of their beauty
needs and desires.
Because consumers’ consumption behavior is affected by their brand knowledge and
personality (Kay, 2006: Schiffman et al., 2005), it is recommended that L’Oreal Vietnam
understands consumers by analyzing the relationship between consumer psychology and
product characteristic (Schiffman et al.,2005). Since Vietnamese consumers are not fond
of L’Oreal makeup products, especially lipstick, compared to other brands, this research
attempts measure all aspects of the consumers’ consumption behavior and discover
issues behind the L’Oreal brand and ways to increase current market share.

II. Management Problem

According to Buzzmetrics, within the drugstore makeup brands, L’Oreal reached
only 53,431 posts and discussions on social media compared to N.Y.X with 103,218. In
addition, data from Younetmedia shows that among the lipstick brands that were most
discussed on social media, L’Oreal placed 11th out of 13 brands in the list. We may
infer from these numbers that L’Oreal is not attracted to Vietnamese makeup
consumers. That is why, in order to gain attention and improve brand image, should
L’Oreal introduce a new lipstick products?

III. Research Problems

The management problem can be solved by the variety of research problems since
each of them will provide the different sight of customers' insight. The following content
discusses four of the most reasonable research problems.
Research Problem 1: Understand consumers taste and attitude towards
makeup shopping
Information coverage: The research will determine the up-to-date trends that the
consumers are catching, also their attitude towards those makeup trends, which helps
L'Oreal have a reflection on their current product lines and make a right decision on
whether they should launch a new lipstick or focus on remarketing current product lines
that are still trendy.
Research Problem 2: Understand consumers preferences towards available
lipstick products on the market
Information coverage: L'Oreal can base on the knowledge of consumer preferences
in current lipstick market to determine their position compared to other brands and come
up with an appropriate approach.
Research Problem 3: Assess consumers knowledge and attitudes of L’Oreal
current lipstick products
Information coverage: By determining the attitudes and behaviors of customers’
towards current products, L’Oreal can assess customer’s purchasing patterns of
whether the products are in top of mind selections, currently receiving positive
feedbacks, or getting popular concern. Besides, the research can also reveal the key
successful product features which can be reinforced as future weapons as well as the
drawbacks that need to be taken into considerations for improvements.
Research Problem 4: Determine consumer preferences and purchased
intentions for the proposed new lipstick product
 Information coverage: Being aware of customer preferences and purchase intentions
help L’Oreal detect which type of features including color, texture, finish, and package
will attract consumers when launching new product. It is also important for L’Oreal to be
the trendsetter, especially in makeup industry, creating trends and demands that
customers may not even have a viewpoint on yet. Furthermore, the research can gain
information to make price, promotions, and place decisions for the activation and
launch.

IV. Research Questions

The research will determine possible answers for these questions:
1. Regarding personal purposes, what are consumers’ general levels of satisfaction
when doing makeup shopping?
2. What shopping channels consumers are using to buy makeup products?
3. What are the available makeup trends?
4. What product features do consumers consider when buying lipsticks? (color, texture,
package, finish, etc.)
5. What brands do most consumers consider when buying lipsticks?
6. Are consumers aware of L’Oreal current lipstick products?
7. Are L’Oreal lipsticks a top-of-mind option for makeup shoppers?
8. How do consumers feedback on L’Oreal current lipstick products?
9. Which variables influence consumers’ intentions towards purchasing a new lipstick?

V. Research Design
a) Information Coverage
- Secondary data:

For easily accessible, inexpensive and quickly obtained data, secondary research is
carried out first. Information about the company’s sales, products, growth rate, etc., will
be provided by L’Oreal’s annual report and its official website. We may infer from these
numbers and figures to know whether finance and management state of the company is
healthy enough to invest time and money in this new product.
 To make decision, it’s vital to get a macro view on cosmetics market, sources such
as Nielsen, Younetmedia, Buzzmetrics, books and magazines will supply data on
Vietnamese general cosmetics industry - shopping trends, makeup trends, consumer
behavior, buying patterns, etc.,. Information on L’Oreal’s competitors such as Nivea,
Revlon, Estee Lauder, etc., is accessed from their websites.
- Primary data:

Methodology: descriptive research – internet-based questionnaire is used to gain

profound information of consumers’ behavior, intentions and attitudes towards the
proposed new lipstick product.
b) Sampling plan:
1. Target population
- Element: women aged 16-28 in HCMC
- Sampling unit: social media – Facebook
- Extent: Ho Chi Minh City
- Time: March 2018
2. Sampling technique

Nonprobability sampling – judgmental sampling. For convenience and time-saving

purpose, we will send the questionnaire to those whom we believe are representatives
of the population. They could be our friends on Facebook or members in
beauty/makeup fan pages.
3. Sample size: 150 – 200
c) Method of Administration

Owning the advantage for its flexible, convenient and efficient characteristic,
Electronic method, specifically, the Internet is used to conduct the survey. The
questionnaire is going to be made on Google form with 20 to 30 questions, then we will
send the link to appropriate respondents. The survey may take 15 minutes to complete.
Results are displayed in form of graphs, charts and table and are later analyzed.

VI. Ethical Issues

 Privacy and anonymity or respondents is of a paramount importance. Therefore,
research participants will not be subjected to harm in any ways whatsoever and respect
for the dignity and privacy of research participants is always prioritised. The project
information sheet will be translated into Vietnamese for the suitability of the majority of
participants, although it is anticipated that English will be the lingua franca and will be
presented as the final form of the questionnaire. Any type of communication in relation
to this research would be done with honesty and transparency as well as the
representation of primary data findings in a biased way must be avoided.
REFERENCES
A brief history of LOreal. Chemistdirect.co.uk. Retrieved 25 February 2018, from
https://www.chemistdirect.co.uk/a-brief-history-of-l-oreal
About L'Oréal Paris - Overview of the Beauty Brand & Product.
Lorealparisusa.com. Retrieved 25 February 2018, from
https://www.lorealparisusa.com/about-loreal-paris/overview.aspx
L Oréal Story - Profile, History, Founder, Founded, Ceo | Cosmetics Companies |
SuccessStory. Successstory.com. Retrieved 25 February 2018, from
https://successstory.com/companies/l-oreal
L'OREAL VIỆT NAM. Loreal.vn. Retrieved 1 March 2018, from http://www.loreal.vn/
Marianna, M. What are the major ethical issues in conducting research? is there
a conflict between the research ethics and the nature of nursing?. Hsj.gr. Retrieved 1
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nhin-social-listening/
SON MÔI – NHÓM SẢN PHẨM NÀO ĐANG THU HÚT NGƯỜI DÙNG NHẤT?.
(2015). YouNet Media - Social Listening & Market Intelligence. Retrieved 25 February
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