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SUBMITTED BY MANISHANKAR RAMPRASAD MATRIC NO: A0065745X
GEMBA STUDY OF WHY WOMEN USE LIP STICK: A Gemba study was decided to be conducted to understand the changing needs of end users of lip stick. Going to the Gemba is nothing but visiting the customers at there place and interviewing them. Observation is also an important technique in Gemba Study. A
The benefits included increasing the confidence level. The ages of the three women were 25. Young girls strive to achieve an impossible likeness to the slim beautiful model image depicted frequently within the mass media. The target segments are drawn according to the different benefits customers expect from our products. Lipstick is an integral part of the appearance many women strive to attain. Lipstick is a significant vehicle through which women can transform themselves through the image they Present to the world. as it perceived that this is were the biggest improvements in our understanding would come. and 50. Focussing on the target segments: We decide to focus on the end users. All interviews were conducted at similar times in each location to minimise bias from consumers’ different . 35. Initially Many interviews were conducted with women who were known to be lipstick users and aged between 20 – 40 years. The women who is aged 25(Teenage) is from the Media Industry and the Women who is aged 35 is a working professional and the third women is a house wife. Results from a mall intercept survey of 300 female lipstick users are presented with particular emphasis on self-perceptions of lipstick and grooming habits using this product. The primary aim of the interviews was to investigate women’s perceptions and feelings surrounding lipstick. Gemba study: The gemba study was done at many places in the city which included shopping malls. Media Places. Main Objectives of the Study: *Capture the voice of the customers *Develop products that match the latest trends. and to gain ideas and insights into the aspects that may influence their use of the product. Theatres etc. Despite these feelings. society still maintains strict codes of conduct in applying and using the product. attracting opposite sex and have a younger appearance. *To gain insights in to the attributes that influences the consumption behaviour surrounding it * To focus on the purchase behaviour of women who use lip stick and the customs of using lip stick as a grooming aid. work places.team of three women was organised. Results indicate that women wear lipstick today more for reasons of self-esteem and confidence than as a sexual allurement as previous literature would suggest. Studies have demonstrated that People who are perceived as more beautiful tend to have better careers. earn more money and have a higher social status than less attractive people. *Time to market in a shorter span of time. By the use of the correlation matrix the top customer segments were choosed.
shopping patterns. ‘common’. for in Conjunction to this a whole new range of reasons pertaining to self-esteem are also driving the products consumption . ‘sexy’. self-perception. Lipstick is no longer seen as tarty. The most frequent purchaser of lipstick was the 26 – 30 age categories who indicated that they would purchase 6 or more lipsticks a Year. Whilst undoubtedly women may still subconsciously wear lipstick for the purpose of attracting the opposite sex. lipsticks were seldom the specific purpose for shopping. impact of colour. ‘overdressed’. Indeed. In exploring shopping patterns for lipstick purchases. and ‘acceptable’. This study would suggest that lipstick has today gained an accepted place in our society and that the reasons behind women’s use of this product are linked more to self-esteem and status within society than for sexual allurement. ‘complete’. 90% of the sample indicated that they would ‘rarely’ to ‘never’ go to buy a lipstick. ‘attractive’. The questionnaire was administered face to face and took on average 15 minutes to complete. Data from the 300 questionnaires was entered into package to do the statistical analysis. women most frequently applied their lipstick between 3 to 4 times a days. The results suggest that wearing lipstick for the purpose of attracting the opposite sex is not as high as wearing it for self-esteem and confidence. The study used a structured undisguised questionnaire with a variety of itemised rating scales such as Likert and semantic differential. brand equity and demographic details. Some of the other attributes measured to help determine the impact lipstick had on selfperception included ‘pretty’.Interviewers’ were trained to ensure continuity and accuracy of the data captured. In investigating how lipstick makes women feel a variety of attributes (derived from the qualitative interviews) were included on the questionnaire to determine the influence that lipstick may have on different individuals’ perception. these respondents’ perceptions would indicate that lipstick today is considered as part of the Normal image presented to the world and an integral part of what makes a normal face. A further people commented on buying a new lipstick because they ‘needed a change’ and this response was selected just as often despite frequency of purchase. ‘presentable’. common or a symbol relegated to the ‘fast women’ of the past. along with a selection of open-ended questions to elicit more descriptive responses when necessary. Lipstick was considered an important part of most respondents’ daily grooming routines with over 50% of the sample responding that they would wear lipstick 6 or more days a week. ‘tarty’. The main reasons given by respondents for purchasing lipstick were for a special occasion and as a replacement for an existing (used) stick. grooming rituals. Of the days that respondents wore lipstick. A further amount of participants replied that they would wear lipstick 1 –2 days a week and purely for social reasons. The measurement instrument covered of a range of topics such as respondent’s purchase behaviour attributes of lipstick. It would appear that for these respondents lipstick was a key vehicle in helping them transform their image from one presentation to another. results from this study would indicate that factors of self-esteem rated significantly higher. This has significant marketing implications for cosmetic companies who presently advertise their products based on the link between beauty and sexual attraction.
The potential in utilising marketing messages that tap these attributes may have considerable reach and financial reward for the organisations using them.30 year age category being the most frequent purchaser of lipstick may be a good place to start. Finally. Ideally further research needs to determine if this grooming tool is considered too personal to be given in this manner and the acceptance of it as a gift-line. Consequently. More specifically. and that the 26. feeling well-groomed and high self-esteem. but most importantly. the researchers believe that there may be an opportunity for future lipstick promotions targeted in the area of gift giving.CONCLUSION: Lipstick is perceived by women as an important component in their daily grooming ritual and is considered by many as a necessary addition to their faces in order to feel presentable. comfortable and more confident. is the unique opportunity that lipstick offers as a vehicle for women to transform their image. this will include all the positive self-perception attributes that lipstick offer such as confidence. Considering the wide acceptance by society of lipstick as part of the daily image women show to the world. This factor can be used to successfully market lipstick as a product that can transform a woman into what she wants to be. it seems interesting that this artefact is not given more frequently as a gift. .
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