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GROUP ASSIGNMENT

STUDENT DETAILS

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

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

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

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

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

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

UNIT AND TUTORIAL DETAILS

Unit name: Marketing Research Unit number:


Tutorial/Lecture: MR-DH42ISB-3 Class day and time:
Lecturer or Tutor name: Huỳnh Bá Chân Như
ASSIGNMENT DETAILS

Title:
Length: 6744 words Due date: 31-03-2018 Date submitted: 31-03-2018

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not been signed.
CONSUMER INSIGHTS FOR SUCCESSFUL
NEW LIPSTICK PRODUCT LAUNCH
What Are Their Behaviors, What Are the Trends and

What Affect Their Purchase Intention?

Final Report

Prepared for:

L’OREAL PARIS

March 2018

Prepared by:

Huynh Ngoc Bao Chau

Lam Nguyen Hong Trang

Nguyen Ngoc Anh Thy

Tran Vu Thuy Trinh

Truong Quang Bao Ngoc

Vo Nguyen Phuong Uyen

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Table of Contents
Executive Summary 3

Introduction 5

Method 7

Results 8

Section One 8

Section Two 13

Section Three 15

Section Four 15

Conclusions and Recommendations 20

References 24

Appendices 25

Appendix A: Data tables 25

Appendix B: Codebook 31

Appendix C: Data Collection Form 37

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EXECUTIVE SUMMARY
The research was conducted in March 2017 to get consumer insights for launching a new
L’Oreal lipstick product. In particular, we aimed at (1) understanding consumers taste and
attitude towards makeup shopping, (2) Understand consumers preferences towards available
lipstick products on the market, (3) Assess consumers knowledge and attitudes of L’Oreal
current lipstick products and (4) Determine consumer preferences and purchased intentions for
the proposed new lipstick product. The purpose of this research is to provide L’Oreal Paris
managers thorough understandings of Vietnamese consumers’ behaviors towards lipsticks in
order to launch a product that best match their taste and demand. In addition, understanding
factors that affect consumers’ purchase intention will assist managers in making communication
plan.

About the Research: we created an Internet-based survey on Google Form to reach a convenient
sample of the population of women aged 18-26 in Ho Chi Minh City who wear makeup. We
received 151 usable responses, for response rate of 100%.

Key Results:
 A large number of respondents are students with low income and most of them usually
spend 100,000 VND to 300,000 VND for a drug-store lipstick.
 Respondents preferred natural makeup style and they feel more beautiful with this style
 Respondents prefer a simple and elegant packaging the most.
 The most chosen reason for opted frequent products is that lipsticks’ finish characteristics
are living up to expectation, followed by brand names, affordable price and color
diversification. On the other hand, sales assistants’ advice and sales seasons seem not to
have an impact on customers’ preferences for the usage.
 Most of the respondents highly evaluate the pigmentation, low transfer level and
affordable price of some lipstick brands.
 L’Oreal lipstick brand is identified through TV Advertisement and Supermarket/Mall
rather than through the Internet or Friends and Family.
 17 out of 40 (42.5%) respondents who have used L’Oreal lipstick have intention to buy
another lipstick from the brand in near future.

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 17.1% respondents who have never used L’Oreal lipstick do have intention to buy the
product in near future. Common reason for this intention resulted from trial purpose.

Recommendations:
1. Price of new product should be in the range of 200,000VND - 300,000 VND.
2. The new lipstick should have nude and peachy shades.
3. Lipsticks packaging is simple and plain yet elegant.
4. A semi-matted lipstick product which possess the comfortable wearing, moisturizing
features of a lip balm while remains trendy with the bold, long-lasting features of a matte
lipstick should be launched.
5. Brand communication of L’Oreal should be distributed to a wider channel such as the
Internet, especially using digital marketing.
6. Adopt in-store Marketing.
7. Using Buzz marketing, invite well-known beauty bloggers to swatch and review the new
product.
8. Strong promotion when the new product is launched will attract and encourage new
consumers to give the brand a try.

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INTRODUCTION
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). 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.

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.

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 product?

As a result, this research attempts to discover four specific research problem: (1) Understand
consumers taste and attitude towards makeup shopping, (2) Understand consumers’ preferences
towards available lipstick products on the market, (3) Assess consumers’ knowledge and attitudes
of L’Oreal current lipstick products, and last but not least, (5) Determine consumer preferences
and purchased intentions for the proposed new lipstick product.

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On the following pages, we describe the method used, our data and analysis, and recommendations
based on our conclusions.

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METHOD
The present study was based on both primary data and secondary data. The primary data has
been collected by using a questionnaire and the secondary data has been collected from books,
magazines and the internet.
In this research proposal, it is necessary to include both secondary and primary data.
First is the process of doing survey for primary data, with some kind of information that it is not
fixed with the case of Loreal, using communication combined with administering questionnaire
is required.. The questionnaire is designed to be well structured, disguised and internet – based..
Primary data derived from the respondents’ answers helps us to catch the up-to-date information
and recent preference of customer about LOreal lipsticks and its environment as well as the latest
trend that is favorable among consumers.
Secondly, we utilized secondary data as a source of references.
It is divided into two sources, which are internal source and external source. Internal source
helps us to know the current growth rate of each branch of L’Oreal as well as other accounting
information such as Trading Profit & Loss A/C and Balance Sheets of different year, advertising
expenditure. The other source, external sources will cover almost information about the current
affairs of cosmetics industry in Vietnam and also some information about L’Oreal and
competitors: Nivea, Maybelline, Garnier, Revlon…through article, newspapers on the internet.

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RESULTS
SECTION ONE: Understanding consumers’ behavior towards makeup shopping

Overall demographics:

Since the new product launch would target mostly young women under the age of 30, we will
look at the demographic picture to know how much they normally spend for a lipstick.

A. Respondents’ income

Because 89% of our respondents are students, their income mostly lie in the group of
“under 2 million VND”. The other 38% of respondents have higher income from 2
million VND to over 5 million VND.

B. Respondents’ average spending on lipstick

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There are 59% of respondents tends to spend from 100,000VND to 300,000VND for a
drug-store and low-end lipstick, and 38% are ready to spend 300,000VND to
500,000VND.

Usage statistics:

In this part, we present the respondents’ behavior and preferences about makeup shopping.

A. Makeup styles

Regarding to the pie chart, more than half of respondents lean toward the natural makeup
style, which is approximately 3 times higher than that of those who prefer sexy one. The
figure for rock makeup is only accounted for a miniscule portion. Based on the data
analyzed, it is proven that natural makeup style is the most favorable one in this day and
age, considered as the latest trend among women from different ages.

We have also determined why respondents preferred such makeup styles:

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The most common reason for choosing makeup style is because it provides the
respondents the feeling of being more beautiful when they wear this makeup style. From
the result, it can be concluded that most of the respondents prefer makeup it as a way to
provoke the self-confidence. The second reason for doing makeup is as it can express
their personal style. Surprisingly, trend is not a fundamental reason for following any
makeup style.

B. Product

On the scale of 1 – “very unimportant” to 5 – “very important”, we asked respondents to


choose product features that they think are important to a lipstick.

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As illustrated in the chart, simple and elegant is considered to be most important when it
comes to package design, followed by lipsticks with fancy and strange look.

With the same method, we have identified what respondents think is important for a
lipstick transfer level and its finish. Transfer level measures how long lipstick color can
stay on the lips, for this criteria, lipstick texture which can last for 4-5 hours is highly
prioritized.

For finish, lipsticks with matte and zero balm is rated the highest among four others.

C. Buying plan

59% of respondents agreed that they have initial plan when buying lipsticks rather than
spontaneously buy one.

D. Perception insight

To gain insight on how respondents think about lipsticks, we determine their level of
agreement on 2 sayings: “Lipsticks reveal people's characteristics” and “Lipsticks reflect
user's social class". Digging deeper into their perception, we would access the
relationship between how much they agree with these statements with other criteria.

Assess the relationship between texture priority and


customers' preconceptions that lipsticks reveal their
characteristics

Level of agreement to
statement: "Lipsticks
High priority (4-5/5) based on types of texture
reveal people's
characteristics"

Glossy,
Matte texture, Creamy,
Metallic texture balmy texture
pigmented with smooth texture,
with zero balm with sheer
zero balm light balm
color

Count % Count % Count % Count %

1 0 0 0 0 0 0 0 0

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2 1 1.09 0 0 1 7.14 0 0

3 13 14.13 15 16.67 3 21.43 4 16

4 41 44.57 38 42.22 8 57.14 9 36

5 37 40.22 37 41.11 2 14.29 12 48

Mean 4.173

Most of respondents agree to the saying. On the scale of disagreement, most of


respondents choose to put priority on glossy texture with zero balm. However, among
those who agree, they mainly prioritize matte texture with zero balm and creamy texture
rather than other lipsticks, accounting for 40.22% and 41.11% respectively.

Assess the relationship between lipsticks expenditure and


customers' preconceptions on social class

Level of
agreement to
statement:
Expenditure on lipsticks
"Lipsticks reflect
people's social
class"

700.000 - >
<100.000 100.000 - 300.000 -
1.500.000 1.500.000
VND 300.000 VND 700.000 VND
VND VND

Count % Count % Count % Count % Count %

1 0 0 11 12.36 2 3.64 0 0 0 0

2 0 0 15 16.85 6 10.91 0 0 0 0

3 0 0 36 40.45 25 45.45 3 60 0 0

4 0 0 17 19.10 13 23.64 1 20 0 0

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5 0 0 10 11.24 9 16.36 1 20 0 0

Mean 3.0759

Customers on average are neutral towards the statement. In fact, majority of them
consider their expenditures on lipsticks have no impact on their conceived social class
with approximately equal percentages on each level of agreement. For those who partly
disagree with the saying, they tend to spend much lower budget on lipsticks.

SECTION TWO: understand consumers’ preferences towards available lipstick brands on


the market

Statistics

A. Brand awareness

We use Tom Ford, M.A.C, 3CE, L’Oreal, Maybelline as five major lipstick brands to
illustrate the way consumers get familiar with the brands and which brand they are using.

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According to the chart displayed above, the majority of consumers know lipstick product
through the Internet, the second highest numbers get familiar through friends and family
while none of them know through cosmetic stores or drug stores at the first place.

It is evident from the bar chart that Tom Ford, M.A.C and 3CE are widely known in a
considerate numbers displayed through the Internet and word-of-mouth from friends and
family, while that numbers are not so significant through other channels such as TV
Advertisement and Supermarker/Mall. Meanwhile, L’Oreal and Maybelline appear to
follow the opposite pattern when both are more identified through TV Advertisement and
Supermarket/Mall rather than through the Internet or Friends and Family.

As for Magazine channel, all brands are almost equally displayed with the highest
numbers for M.A.C and the lowest for 3CE and L’Oreal.

B. Brand usage and reasons for choosing

The chart above depicts the number of consumers who choose to use 5 listed brands
provided in the survey and other brands. The majority of consumption is brand 3CE
following by that of brand M.A.C. Meanwhile, a considerate number of consumers
choose other brands out of the fives, which is just a little bit fewer than that of brand
Maybelline. L’Oreal and Tom Ford place the two least number of consumption in which
the number of that of brand Tom Ford is almost as half as that of brand L’Oreal.

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The bar chart illustrates the reasons for choosing lipstick among approximately 150
survey participants. Overall, it is apparent that most of them choose lipstick because of
their finish. Following this, the pattern for Brand, Price, Diverse choice of color and
Long-lasting color occupy nearly the same proportion, although decreasing, respectively.
Only a few choose because of on discount season and the smallest number of consumers
choose because of shop assistant’s advices.

SECTION THREE: assess consumers knowledge and attitudes of L’Oreal lipsticks

Statistics

A. Respondents awareness

From our data, 40 out of 151 (27%) respondents have used L’Oreal lipsticks. We will
now identify how L’Oreal is evaluated compare to other brands in the market

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L’OREAL lipstick at this moment is most known for its affordability and color diversity,
accounting for 39.74% and 21.19% respectively. However, products’ packaging and
transfer level receive low evaluation from respondents compared to the other four
competitors.

B. Evaluation from L’Oreal lipsticks’ users

Base on evaluations from L’Oreal users (40 respondents), we will get to know features
that need to improve or maintain if the new lipstick is launched.

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In overall, respondents tend to satisfy with L’Oreal lipstick product features. However, based on
the analysis from section (A), we must take products’ packaging and transfer into consideration
for improvement.

SECTION FOUR: determine consumer preferences and purchase intentions for the
proposed new lipstick

Statistics

We have divided the respondents into two categories, those who have used L’Oreal lipstick (40
out of 151 respondents) and those who have never used the brand (111 out of 151 respondents).
We will analyze buying intention for each of this respondent category and find out reasons why
they chose to buy or not to buy the product.

A. Buying intention for current L’Oreal lipstick users

As we can see from the chart, 17 out of 40 (42.5%) respondents who have used L’Oreal
lipstick have intention to buy it again. Those who do not have intention account for only
15%. From question 22, we have collected the most common reasons why this group
choose to purchase or not to purchase the product from 39 legible responses:

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REASONS FOR PURCHASING OR NOT PURCHASING L’OREAL LIPSTICK AGAIN
n=39
Have intention Do not have
Number of Number of
to purchase Proportion intention to Proportion
responses responses
again purchase again
Products
17 65.4% Brand dislike 1 7.7%
features
Price 3 11.5% Products Features 7 53.8%
Competitors have
Try new colors 1 3.8% 1 7.7%
better products
Others 5 19.2% Others 4 30.8%
Total 26 100% Total 13 100%

The table shows that product features (colors, packaging, texture) is the most common
reason which results in why L’Oreal users choose to buy or not to buy another lipsticks
from the brand. Some respondents from question 22 stated that they like moisturizing
texture of L’Oreal lipsticks, others said they do not like this glossy look. We’ve also
recorded some dissatisfactions about the dried and patchy feelings respondents
encountered when using the brand’s lipstick.

B. Buying intention for L’Oreal lipstick nonusers

The chart shows purchasing intention of those who have not used L’Oreal lipstick before.
From the chart, we can see that approximately 44.1% respondents do not have intention
to buy a L’Oreal lipstick and there is only 17.1% respondents have intention to buy. Here
are reasons we have collected:

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REASONS FOR PURCHASING OR NOT PURCHASING L’OREAL LIPSTICK
n=109
Do not have
Have intention Number of Number of
Proportion intention to Proportion
to purchase responses responses
purchase
Do not know the
Brand 3 8.1% 13 18.1%
brand
Products
7 18.9% Brand dislike 7 9.7%
features
Price 3 8.1% Products Features 17 23.6%
Trial purpose 14 37.8% Price 7 9.7%
Competitors have
Others 10 27% 7 9.7%
better products
Others 21 29.2%
Total 37 100% Total 72 100%

23.6% respondents who have never used L’Oreal lipsticks and do not have intention to
buy one said that product features (colors, packaging, texture) is not attractive or do not
suit them. Another significant reason why they do not choose is because they have never
heard of the brand (18.1%).

Since they have never used the brand before or just came across it through TV
advertisements or supermarkets, those who have intention to own a L’Oreal lipstick
choose to buy it for trial purpose (37.8%).

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Conclusions and Recommendations
The purpose of this project is to access consumers’ taste, preferences, behavior towards lipstick
market in general and L’Oreal lipstick particularly. These findings then act as fundamental base
for developing a viable strategy aiming at answering this question addressed at the beginning:
“Should L’Oreal introduce a new lipstick product and how would it be launched?”.

This part presents a summary of key research information that we have gained and offers
recommendations for four research problems:

(1) Understand consumers taste and attitude towards makeup shopping

 A large number of respondents are students with low income and most of them usually
spend 100,000 to 300,000 VND to invest in a drug-store lipstick.
 With the segmentation with respect to students like the respondents of the survey, they
prefer natural makeup style and they feel more beautiful with that style.
 Respondents prefer a simple and elegant packaging the most.
 Most respondents agree that "Lipsticks reveal people's characteristics" and neutral to the
point of view that "Lipsticks reflect people's social class".
Based on the data analyzed, there are some recommendations that are prominent: Firstly,
L’Oreal should launched new lipsticks in a wider range of price which could meet the
requirements of more customers. If the target segmentation for the new lipsticks line is the
student, the price should be in the average of 200,000-300,000 VND. Secondly, we also
notice that the natural makeup trend accompanied with minimalistic compact are widely
preferred among the women of all ages, which is believed to promote the comfortable but
confident look for working environment, daily activities or whether special occasions.
Therefore, we recommend that the new lipstick will have nude and peachy shades with
simple, plain yet elegant packaging. Lastly, we found that customers in this day and age are
passionate about lipsticks revealing people’s characteristics rather than because it is trendy or
as a social class reflection. As a results, due to the fact that the consumers increasingly
demand personalised beauty defined on their terms, the product itself shall be varied in
colors, designs and communication plan will emphasize on how the new product is
tailor-made for consumers’ personalities.

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(2) Understand customers’ preferences/behaviors towards available lipsticks products on the
market.

 A majority of respondents are aware of lipsticks brands through Internet and


friends/family. By contrast, they barely approach the brands directly through cosmetics
stores.
 Among the 5 major lipsticks brands, respondents choose 3CE as their most frequently
used products, followed by M.A.C and Maybelline. L’Oreal is placed as the 4th brand.
 The most chosen reason for opted frequent products is that lipsticks’ finish characteristics
are living up to expectation, followed by brand names, affordable price and color
diversification. On the other hand, sales assistants’ advice and sales seasons seem not to
have an impact on customers’ preferences for the usage.
 Most of the respondents highly evaluate the pigmentation, low transferity of MAC
products. At the same time, they express optimist assessment on 3CE and Maybelline for
their affordable prices.
Based on the research results on the customers’ behaviors, we come up with some
recommendations to offer. Firstly, it is a must that we emphasize on harnessing Digital
Marketing when launching any Marketing strategies since it makes use of the most powerful
connection with the customers. Via electronic channels, new customers can easily approach
our company and products, which is the opportunity for us to interact with them, encourage
to various actions and build long-lasting relationship. Furthermore, it is recommended that
we take into account thorough considerations when intending to adopt in-store
Marketing; Since the number of people acknowledge the brand via cosmetic stores is
relatively small, new ideas about in-store advertising and promotions should be raised,
otherwise considerations when adopting in-store marketing is essential since it will help us to
save our expenses on advertising while not receiving much back. Next, we should take
major priority on the finish texture on which most of the respondents place heavy
preferences. Suggestions for some qualified and preferred texture can be referred to
recommendations of research problem 4. However, customers’ preferences are not easily be
affected by promotions and sales assistants. Therefore we should focus on figuring out
effective ways to create significant impact on customers through other ways using other
variables such as discriminated price ranges for different segmentations or enhanced color

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collections. Last but not least, we recommend that brand prioritize on producing
pigmented and low transferable lipsticks as most respondents prefer these characteristics.

(3) Assess consumers’ knowledge and attitudes of L’Oreal current lipstick products

 40 out of 151 (27%) respondents have used L’Oreal lipsticks and others do not use or
have not heard of the brand.
 Compared to 4 other typical brand in the market (M.A.C, 3CE, Maybelline, Tom Ford),
L’Oreal lipstick at this moment is most known for its affordability and color diversity,
accounting for 39.74% and 21.19% respectively.
 Products’ packaging and transfer level receive low evaluation from respondents
compared to the other four competitors.
 L’Oreal lipstick brand is identified through TV Advertisement and Supermarket/Mall
rather than through the Internet or Friends and Family.
From these results, we came up with some recommendation for L’Oreal as follow: firstly,
brand communication of L’Oreal should be distributed to a wider channel such as the
Internet, especially using digital marketing. Only 40 out of 151 respondents have used or
heard of L’Oreal plus the majority of the respondents are of age twenty to thirty, this result
indicates the fact that L’Oreal is not widely advertised or distributed in channels that
youngsters usually access such as social media. This also leads to the reason why L’Oreal is
not thorough identified by any characteristic other than having an affordable price. This is
not because L’Oreal does not have that much of characteristics such as having an appealing
packaging, quality texture, low transfer or color diversity but because L’Oreal is not as
widely recognized as M.A.C, 3CE for their popular finishes even though L’Oreal has just the
same type of product. Such communication plan can be done through Buzz marketing,
inviting well-known beauty bloggers to swatch and review the new products, also,
L’Oreal can make its Facebook fan page more interactive by creating giveaway sessions
when the new product is launched. Moreover, the product packaging, transfer level and
texture of L’Oreal are considerably to be least known of. Therefore, L’Oreal should invest
more on packaging and provide samples in order to enhance the attraction of the brand
to the customers.

(4) Determine consumer preferences and purchased intentions for the proposed new lipstick
product

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 17 out of 40 (42.5%) respondents who have used L’Oreal lipstick have intention to buy
another lipstick from the brand in near future.
 Product features (colors, packaging, texture) is the most significant factor which
determines future buying intention of L’Oreal lipstick current users.
 Approximately 44.1% respondents who have never used L’Oreal lipstick do not have
intention to purchase the brand’s product in near future. Most respondents from this
group said that L’Oreal lipstick’s packaging and colors are not attractive or do not suit
them; others admitted they do not know the brand.
 17.1% respondents who have never used L’Oreal lipstick do have intention to buy the
product in near future. Common reason for this intention resulted from trial purpose.
Some recommendations to put forward are: firstly, to encourage L’Oreal’s current users to
continue buying the brand’s product. L’Oreal needs major improvement in product
features. Package design and lipstick shades of the new product can be found in
recommendations for research problem one. In terms of texture, obviously, this characteristic
of L’Oreal lipsticks are unstable, some respondents regard it as too glossy and fades quickly,
others said it is too dry that they feel uncomfortable and patchy when using. Although matte
finish with no balm is strongly preferred, competitors’ brands have already owned such
features. Therefore, we suggest that L’Oreal launch a semi-matted lipstick product which
possess the comfortable wearing, moisturizing features of a lip balm while remains trendy
with the bold, long-lasting features of a matte lipstick. This improvement in texture shall be
emphasized in advertisements.

Secondly, for those who have never used the brand, we will push marketing plan as discussed
in research problem 3. Besides, strong promotion when the new product is launched will
attract and encourage this group to give the brand a try.

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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/
Market overview: Ngành hàng Mỹ phẩm Trang điểm qua góc nhìn social listening. (2017).
Buzzmetrics.com. Retrieved 25 February 2018, from http://buzzmetrics.com/market-
overview-nganh-hang-my-pham-trang-diem-qua-goc-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 2018,
from http://www.younetmedia.com/insights/son-moi-nhom-san-pham-nao-dang-thu-hut-
nguoi-dung-nhat.html

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Appendix
Appendix A
Data Tables

1. Age group of respondents

Count %

16-21 77 50.99

21-24 31 20.53

25-28 8 5.3

Over 28 5 3.31

n= 151

2. Respondents segmentation

Count %

Student 134 88.74

Employed 17 11.26

n= 151

3. Respondents Income

Count %

Under 2 millions VND 93 61.59

From 2 to 3.5 millions VND 20 13.25

From 5.5 to 5 millions VND 15 9.93

Over 5 millions VND 23 15.23

n= 151

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4. Frequency of lipsticks usage

Count %

Yes 124 82.12

No 27 17.88

n= 151

5. Respondents Average Expense on Lipstick

Count %

Under 100.000 VND 0 0

From 100.000 to 300.000 VND 89 58.94

From 300.000 to 700.000 VND 57 37.75

From 700.000 to 1,5 millions VND 5 3.31

Over 1,5 millions VND 0 0

n= 151

6. Respondents’ way of approach to specific lipsticks brands

TV Internet Friends Supermarket Cosmetic Magazines


advertisement and stores
family

Tom Ford 7 (0.046) 98 64 6 (0.039) 0 (0) 24 (0.158)


(0.649) (0.423)

MAC 9 (0.059) 103 88 11 (0.072) 0 (0) 27 (0.178)


(0.682) (0.582)

3CE 11 (0.072) 114 87 7 (0.046) 0 (0) 16 (0.105)


(0.754) (0.576)

L’Oreal 27 (0.178) 73 44 48 (0.317) 0 (0) 16 (0.105)


(0.483) (0.291)

26
Maybelline 54 (0.357) 75 46 52 (0.344) 0 (0) 23 (0.152)
(0.496) (0.304)

n= 151

7. Which brands are you using


Count %
Tom Ford 12 7.95
MAC 57 37.75
3CE 74 49.01
L’Oreal 22 14.57
Maybelline 36 23.84
Other 33 21.85
n= 151

8. What are the reasons for choosing those brands?


Count %
Brand 87 57.62
Price 83 54.97
Color diversity 82 54.30
Finish 122 80.79
Moisturization 54 35.76
Long-lasting 75 49.67
On discounts 23 15.23
Suggestions 59 39.07
Sales advice 8 5.3
n= 151

9. Preferences for makeup styles

Count %

Natural 105 68.62


Sexy 35 22.87
Rock 4 2.614
Other 9 5.882

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n= 151

10. Reasons for preferences

Natural Sexy Rock


I feel more beautiful with this makeup style 71 (0.67) 17 (0.48) 3 (0.75)
Trendy 4 (0.047) 0 (0) 0 (0)
It expresses my personal style 20 (0.19) 16 (0.45) 1 (0.25)
Recommendation from my family and friends 2 (0.019) 2 (0.05) 0 (0)
Other 8 0 (0) 0 (0)
n= 151

11. Your order of precedence when choosing lipsticks based on their covers
1 – 5, “Very unimportant” – “Very important”
Criteria Mean Std. dev Top-box%
Simple and elegant 3.86 1.02 28.7%
Transparent 2.173 1.15 4.4%
Have lots of pattern 2.786 1.22 8.6%
Fancy and strange-looking 3.486 1.11 20.6%
n= 151

12. Your order of precedence when choosing lipsticks based on their long-lasting level
1 – 5, “Very unimportant” – “Very important”
Criteria Mean Std. dev Top-box%
Easy to be cleansed 2.793 1.23 12%
Lasting but not waterproof 2.826 1.24 11.3%
Lasting for 4-5 3.866 0.91 24%
hours
Have to be cleansed by cleansing cream 2.893 1.39 14.7%
n= 151

13. Your order of precedence when choosing lipsticks based on their finish
1 – 5, “Very unimportant” – “Very important”
Criteria Mean Std. dev Top-box%
Matte texture, pigmented with zero balm 3.67 1.28 34%
Creamy, smooth texture, light balm 3.793 0.99 27.4%
Glossy texture with zero balm 2.02 1.14 6%

Glossy, balmy texture with sheer color 2.473 1.23 9.3%


n= 151

28
14. Level of agreement to statement: "Lipsticks reveal people's characteristics" 1 – 5,
“strongly disagree” – “strongly agree”
Mean Std. dev Top-box% Sample size (n)
4.173 0.783 38.41% 151

15. Level of agreement to statement: "Lipsticks reveal people's social class" 1 – 5,


“strongly disagree” – “strongly agree”
Mean Std. dev Top-box% Sample size (n)
3.18 1.099 13.91% 151

16. Respondents’ assessment for different lipsticks brands on specific categories.

Affordable Appealing Quality Low Color


price packaging texture transferity diversification

Tom Ford 5 (0.331) 88 (0.5828) 78 (0.5166) 45 (0.298) 36 (0.2384)

MAC 30 (0.1987) 73 (0.4834) 69 (0.457) 105 (0.6954) 101 (0.6689)

3CE 100 (0.6623) 95 (0.6291) 54 (0.3576) 56 (0.3709) 88 (0.5828)

L’Oreal 60 (0.3974 20 (0.1325) 22 (0.1457) 18 (0.1192) 32 (0.2119)

Maybelline 99 14 (0.0927) 31 (0.2053) 31 (0.1854) 53 (0.351)

n= 151

17. The tendency of buying lipsticks

Count %

Have no initial plan 91 60.26%

Have initial plan 62 41.05%

n= 151

18. Do you use L’Oreal lipstick? (Check only one)


Answer Count %
Yes 40 27%
No 111 74%
n= 151

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19: What do you think about L’Oreal brand characteristics? (Check all that apply)
Style Count %
Young and active 39 26%
Rock and edgy 11 7%
Charming 62 41%
Classy and traditional 48 32%
Others 15 10%
n= 151

20. How would you evaluate L’Oreal lipstick product features?


1 – 5, “very dissatisfied” – “very satisfied”
Criteria Mean Std. dev Top-box%
Price 3.2 0.7 5.2%
Packaging 3.2 0.7 1.3
Texture 3.2 0.7 2.6
Long-lasting level 3.2 0.6 0.7
Color 3.3 0.7 7.2
n= 151

21. In near future, would you intend to buy a L’Oreal lipstick?


1 – 5, “definitely would buy” – “definitely wouldn’t buy”
Mean Std. dev Top-box%
2.7 1.2 0.5%
n= 151

22. What is the reason why you choose to buy or not to buy the product? (open-ended)
Reason Counts %
Buy because of the brand 3 2
Buy because of product features 24 16
Buy because of price 6 4
Buy for trial 15 10
Not buy because do not like the brand 8 5
Not buy because do not know the brand 13 9
Not buy because of product features 24 16
Not buy because of price 7 5
Not buy because competitors are better 8 6
Others 40 27
n= 148

30
Appendix B
Codebook

Variable Name Description Response Option


AGE What is your age? 0=16-20
1=21-24
2=25-28
3=above 28
SEG Student or employed? 0=student 1=employed
INCOM What is your income? 0= Under 2 millions
1= From 2 to 3,5 millions
VND
2= From 3,5 to 5 millions
VND
3= Over 5 millions VND
FREQ Use lipstick frequently? 0=yes 1=no
SPEND How much do you usually spend on 0= From 100,000 - 300,000
a lipstick? VND
1= From 300,000 - 500,000
VND
2= From 700,000 - 1,500,000
VND
TFKNOW How do you know these brands? 0 = TV Advertisement
1 = Internet
2 = Friends and Family
3 = Supermarket/Mall
4 = Cosmetic
5 = Magazine

MACKNOW How do you know these brands? 0 = TV Advertisement


1 = Internet
2 = Friends and Family
3 = Supermarket/Mall
4 = Cosmetic
5 = Magazine

3CEKNOW How do you know these brands? 0 = TV Advertisement


1 = Internet
2 = Friends and Family
3 = Supermarket/Mall
4 = Cosmetic
5 = Magazine

LOREALKNOW How do you know these brands? 0 = TV Advertisement


1 = Internet
2 = Friends and Family

31
3 = Supermarket/Mall
4 = Cosmetic
5 = Magazine

MAYBEKNOW How do you know these brands? 0 = TV Advertisement


1 = Internet
2 = Friends and Family
3 = Supermarket/Mall
4 = Cosmetic
5 = Magazine

TFUSE Which brands are you using? - Tom 0 = No


Ford 1 = Yes

MACUSE Which brands are you using? - 0 = No


M.A.C 1 = Yes

3CEUSE Which brands are you using? - 3CE 0 = No


1 = Yes

L’OREALUSE Which brands are you using? - 0 = No


L’Oreal 1 = Yes

MAYBEUSE Which brands are you using? - 0 = No


Maybelline 1 = Yes

OTHERUSE Which brands are you using? - 0 = No


Other 1 = Yes

BRAND What are the reasons for choosing 0 = No


those brands? - Brand 1 = Yes

PRICE What are the reasons for choosing 0 = No


those brands? - Price 1 = Yes

COLOR What are the reasons for choosing 0 = No


those brands? - Diverse choices of 1 = Yes
colors

FINISH What are the reasons for choosing 0 = No


those brands? - Finish 1 = Yes

INGREDIENT What are the reasons for choosing 0 = No


those brands? - Moisturizing 1 = Yes
ingredients

LONG-LASTING What are the reasons for choosing 0 = No


those brands? - Long-lasting color 1 = Yes

32
DISCOUNT What are the reasons for choosing 0 = No
those brands? - On discount 1 = Yes

SUGGESTION What are the reasons for choosing 0 = No


those brands? - Suggestion 1 = Yes

ADVICE What are the reasons for choosing 0 = No


those brands? - Advice from sales 1 = Yes
STYLE Which makeup style do you prefer? 0=natural
1=sexy
2=rock
3=other
REASON Reasons for choosing makeup 0=more beautiful
styles? 1=trendy
2=personal style
3=other
COSIMPLME Priority on lipstick covers 0 = Very Unimportant
Simple and elegant 1 = Unimportant
2 = Neutral
3 = Important
4 = Very Important
COTRANS Transparent SAME
COPATTERN Patterned SAME
COFANCY Fancy and strange-looking SAME
LLEASY Priority on long-lasting level 0 = Very Unimportant
Easy to be cleansed 1 = Unimportant
2 = Neutral
3 = Important
4 = Very Important
LLNWATERPROOF Lasting but not waterproof SAME
LL45 Lasting for 4-5 hours SAME
LLHARD Have to be cleansed by cleansing SAME
cream
FMATTE Priority on lipstick finish 0 = Very Unimportant
Matte texture, pigmented with zero 1 = Unimportant
balm 2 = Neutral
3 = Important
4 = Very Important
FCREAMY Creamy, smooth texture, light balm SAME
FGLOSSY Glossy texture with zero balm SAME
FSHEER Glossy, balmy texture with sheer SAME
color
CHARAC Level of agreement: lipsticks reflect 1-5, “strongly disagree -
characteristics strongly agree”

33
CLASS Level of agreement: lipsticks reflect 1-5, “strongly disagree -
social class strongly agree”

TFPRICE Tom Ford brand evaluation: 0=no


reasonable price 1=yes

TFPACKAGE Tom Ford brand evaluation: 0=no


nice package 1=yes

TFTEXTURE Tom Ford brand evaluation: 0=no


textureTom Ford brand evaluation: 1=yes
nice texture

TFTRANSFER Tom Ford brand evaluation: 0=no


long-lasting levelTom Ford brand 1=yes
evaluation: low transferity

TFCOLOR Tom Ford brand evaluation: 0=no


color variation 1=yes

MACPRICE MAC brand evaluation: reasonable 0=no


price 1=yes

MACPACKAGE MAC brand evaluation: 0=no


nice package 1=yes

MACTEXTURE MAC brand evaluation: 0=no


textureTom Ford brand evaluation: 1=yes
nice texture

MACTRANSFER MAC brand evaluation: 0=no


long-lasting levelTom Ford brand 1=yes
evaluation: low transferity

MACCOLOR MAC brand evaluation: 0=no


color variation 1=yes

3CEPRICE 3CE brand evaluation: reasonable 0=no


price 1=yes

3CEPACKAGE 3CE brand evaluation: 0=no


nice package 1=yes

3CETEXTURE 3CE brand evaluation: 0=no


textureTom Ford brand evaluation: 1=yes
nice texture

3CETRANSFER 3CE brand evaluation: 0=no


long-lasting levelTom Ford brand 1=yes
evaluation: low transferity

34
3CECOLOR 3CE brand evaluation: 0=no
color variation 1=yes

L’OREALPRICE L’OREAL brand evaluation: 0=no


reasonable price 1=yes

L’OREALPACKAGE L’OREAL brand evaluation: 0=no


nice package 1=yes

L’OREALTEXTURE L’OREAL brand evaluation: 0=no


textureTom Ford brand evaluation: 1=yes
nice texture

L’OREALTRANSFER L’OREAL brand evaluation: 0=no


long-lasting levelTom Ford brand 1=yes
evaluation: low transferity

L’OREALCOLOR L’OREAL brand evaluation: 0=no


color variation 1=yes

MAYBEPRICE MAYBE brand evaluation: 0=no


reasonable price 1=yes

MAYBEPACKAGE MAYBE brand evaluation: 0=no


nice package 1=yes

MAYBETEXTURE MAYBE brand evaluation: 0=no


textureTom Ford brand evaluation: 1=yes
nice texture

MAYBETRANSFER MAYBE brand evaluation: 0=no


long-lasting levelTom Ford brand 1=yes
evaluation: low transferity

MAYBECOLOR MAYBE brand evaluation: 0=no


color variation 1=yes
PURPOSE What is your purpose to buy 0= initial plan
lipsticks? 1= no initial plan

USAGE Use L’Oreal lipstick? 0=no 1=yes


YOUNG Think about characteristics of 0=no 1=yes
L’Oreal? Young and active
EDGY Think about characteristics of 0=no 1=yes
L’Oreal? Rock and edgy
CHARMING Think about characteristics of 0=no 1=yes
L’Oreal? Charming
TRADITIONAL Think about characteristics of 0=no 1=yes
L’Oreal? Traditional
35
OTHER Think about characteristics of 0=no 1=yes
L’Oreal? Other
LOPRICE Evaluation of L’Oreal lipstick: 1=very dissatisfied
Price 2=dissatisfied
3=neutral
4=satisfied
5=very satisfied
LOPACKAGE Package SAME
LOTEXTURE Texture SAME
LOLASTING Long-lasting level SAME
LOCOLOR Color variation SAME
INTENTION Buy a L’Oreal lipstick in near 1-5, “definitely wouldn’t buy
future? – definitely would buy”
BUYBRAND Why buy or not buy L’Oreal 1=brand
lipstick? buy (open-ended) 2=product features
3=price
4=trial
5=other
NOBUYBRAND Why buy or not buy L’Oreal 1=brand
lipstick? do not buy (open-ended) 2=do not know brand
3=product features
4=price
5=competitors
6=other

36
Appendix C

Data Collection Form

Khảo Sát Về Son Môi

1. Độ tuổi của bạn:

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