Marketing Research Report of

Burberry Cosmetics

CAO Yu B00342612

LIU Wanlin B00484675

JIN Shuang B00331563

WANG Ruozhu B00417377

YUAN Jing B00402796

INDEX

1.   EXECUTIVE SUMMARY  ...................................................................................................  2  

2.   INTRODUCTION  ....................................................................................................................  2  
2.1 Problem Definition.......................................................................................... 2
2.2 Research Objectives ........................................................................................ 4
2.3 Research Questions ......................................................................................... 6
3. THEORY AND HYPOTHESES ......................................................................... 7
3.1 Brief overview of the literature ....................................................................... 7
3.2 Hypotheses ...................................................................................................... 8
4. METHODOLOGY  ...................................................................................................................  9  
4.1 Research design .............................................................................................. 9
4.2 Data collection procedure ............................................................................... 9
4.3 Measures ....................................................................................................... 10
5. ANALYSIS AND RESULTS  ...............................................................................................  10  
5.1 Consumer behavior ....................................................................................... 10
5.2 Brand image .................................................................................................. 13
5.3 Marketing Tools ............................................................................................ 15
5.4 Digital marketing .......................................................................................... 18
5.5 Interview analysis ......................................................................................... 21
6. CONCLUSIONS AND DISCUSSION  ..............................................................................  22  
6.1 Main findings ................................................................................................ 22
6.2 Managerial implications................................................................................ 23
6.3 Limitations and suggestions for further research .......................................... 23
7. Reference List  .............................................................................................................................  25  
8. Appendix  ......................................................................................................................................  26  
Appendix 1 Graphics and Tables ........................................................................ 26
Appendix 2 Interview Guideline ......................................................................... 40
Appendix 3 Online Survey Guideline ................................................................. 43

1  
 
1. EXECUTIVE SUMMARY

While many industries have suffered over the past few years, luxury groups are

likely to claim a generally worldwide growth. Within the industry, Burberry as a

strong English brand presented a remarkable performance continuously. Apart from

a series of changes of management team, the decision to purchase back and to fully

own their beauty license also attracts public attention. Therefore, our group decided

to take this chance to do a throughout marketing research and analysis regarding of

Burberry beauty, in order to acquire an overview of the situation.

We conducted the research by an online survey as well as individual interviews

based on the pre-discussion and hypothesis, and the results are analyzed in five

categories: consumer behavior, brand image, marketing tools, digital marketing and

interview result. Based on the main findings we conclude, our group comes up with

a few suggestive managerial implications for Burberry especially its beauty sector,

which is to strengthen its omni-channel marketing worldwide and to enhance the

leading position in digital field.

2. INTRODUCTION

2.1 Problem Definition

a. Major Problems

Burberry has recently purchased back its beauty license, and it is now ambitious to

further develop its cosmetic line to become a bigger player in the luxury business.
2  
 
The study is a research of the new launched Burberry Beauty cosmetics-related

information, including documents and analytical data. Its purpose is to help the

brand build a good understanding of the target clients and consumer behavior in

order to improve the brand image and marketing strategy in French cosmetics

market. More specifically, this analysis aids in defining the original scope,

geographic area, and target cosmetics group of clients and make recommendations

for the future intervention. The managerial problem is how to develop Burberry

Beauty cosmetic business in coherence with its global digital luxury brand strategy?

b. Formulation

We try to find out the consumer perception of Burberry cosmetic products & brand.

Through out the research, we try to find out the perception of the clients in terms of

the positioning among different brands in markets and the outstanding

characteristics among other brands. Through out the analyze consumer behavior in

cosmetic business, we want to know that: (1) Customer preference: whether the

customers buy certain products because of our brand heritage or the quality of the

product. (2) Consumer behavior: how customers approach the products. For

example: shopping online or offline. We also want to know that the marketing

impact in cosmetic business. As everyone knows that Burberry is a prestigious

brand worldwide. (3) Impact of brand perception and marketing: whether the brand

image plays a significant role on purchase of cosmetic products and how does

marketing work. We are also interested in the impact of the digital strategy of

3  
 
Burberry, how effective and important it is to apply digital strategy in luxury world.

c. Identification and interpretation

Burberry Beauty is relatively new to the market. It has now in-house fragrances and

cosmetics, and is now enlarging its cosmetic line. This research is aimed to find out

the purchase pattern of the potential consumers, the positioning and perception of

the brand, the impact of marketing in cosmetic business, and also whether digital

strategy should be adopted.

2.2 Research Objectives

a. Market Potential

The global market value of the total cosmetics business is estimated to reach around

180 billion euros, hitting a new record after a steady annual growth of 4-5% since

2010. Asia-Pacific emerging markets remain the strongest driving engines of the

growth, while Africa and Brazil show a promising growth pattern in the near future.

Source: Luxury & cosmetics financial factbook 2013, Ernst & Young

4  
 
Regarding the French market has always remained to be a strong market for

cosmetics, with sales in make-ups products exceeding 410 million euros in France

in 2011, representing nearly 15% of the total market value in beauty. According to

NPD Group, sales of perfumes and cosmetics have been flat and slightly decreasing

in the last years, while the sales of prestige beauty market in France (mostly

high-end cosmetics sold through selective retail channels) grew by 3% to reach 2,8

billion euros.

Research by Euromonitor International has shown a global hunger for super

premium cosmetics and other luxury products, while the global market of personal

luxury goods has surpassed 200 billion euros since 2012 and is forecasted to keep

growing at a 5-6% Compound Annual Growth Rate. Many companies are now

expanding product categories to capture the maximum growth of the market, from

fragrances to cosmetics and skincare.

b. Competitors:

There are three kinds of competitors in the market: (1) the super luxury brands that

have high status in fashion world and have long stepped in the beauty sector, mostly

French houses, such as Chanel, Dior and YSL; (2) historically dominant players in

beauty sector belonging to international groups, such as Guerlain, Lancôme and

Estée Lauder; (3) new entrants in the business, notably fashion designers like

Givenchy, Dolce & Gabbana and Tom Ford, spreading their nets into the premium

beauty trade to seize the newly wealthy consumers.

5  
 
c. Market penetration:

Burberry is present in 4 continents, with 58 mainline stores and 153 concession

store in Asia Pacific area, 42 mainline and 58 concession stores in Europe and 78

mainline 2 concession stores in Amercias, together with 28 mainline 1 concession

stores in the rest of the world. The brand offers a product mix of accessories, which

generated 734 million pounds revenue in 2012/2013, men’s wear with 464 million

pounds, women’s wear with 618 million pounds and children’s wear with 73

million pounds revenue. The brand sells eyewear and timepieces through licensing

partnerships and has been directly operating fragrance and beauty from 1 April

2013.

d. Geographic portfolio:

Burberry sells its products to the end consumer through both retail (including digital)

and wholesale channels. For 2012/13, the revenue from the region Asia Pacific was

745 millions pounds representing 39% of the global revenue, followed by 560

million pounds from Europe, 463 million pounds from Americas and 121 millions

pounds from the rest of world, representing respectively 30%, 25% and 60% of the

sales.

2.3 Research Questions

a. Structure

Part 1 Consumer behavior in the cosmetic industry: to understand the pattern and

6  
 
factors of consumer behavior in cosmetic business;

Part 2 Consumer perceptions of Burberry and other premium brands: to understand

the attitude that customers have towards Burberry and other luxury brands in

cosmetics world and their strength in different product categories;

Part 3 Marketing impact on consumer behavior in the beauty industry: to understand

the factors that influence the consumers’ attitude and purchase decision on a brand

and its products

Part 4 Role of digital marketing and e-commerce in buying cosmetic products.

b. Content

The research questions are primarily around the consumer behavior and brand

perceptions to find out whether developing Burberry Beauty in cosmetic business is

coherent with its digital luxury brand strategy or not.

3. THEORY AND HYPOTHESES

3.1 Brief overview of the literature

a. Overview

Marketing research comprises one of the most important and fascinating facets of

marketing. It is the systematic and objective identification, collection, analysis,

dissemination, and use of information for the purpose of improving decision making

related to the identification and solution of problems and opportunities in marketing.

7  
 
Each phase of this process is important. The task of marketing research (MR) is to

provide management with relevant, accurate, reliable, valid, and current information.

Marketing research has evolved in the decades since Arthur Nielsen established it as

a viable industry, one that would grow hand-in-hand with the B2B and B2C

economies.

We use SPSS system to analyze the data. SPSS is a widely used program

for statistical analysis in social science. SPSS also used by market researchers,

health researchers, survey companies, government, education researchers,

marketing organizations, data miners, and others.

b. Summary

The purpose of marketing research is to develop a long-term possibility of strategic

planning, it could be a stage for the development of or against a specific policy or

policy issues provide references. Any decision layer or individual for example

enterprises, companies, organizations and enterprises can use marketing research.

Secondary data consisting of existing data sets, reports, and documents, usually

compiled by other people or organizations, and often for purposes other than those

of the present analysis. When properly incorporated into the process of analysis, it

provides an essential complement to the primary data collected.

3.2 Hypotheses

Hypothesis 1: brand image & marketing has a strong impact in cosmetics business

8  
 
Hypothesis 2: different markets have different preferences in product categories

and different perception of brands

Hypothesis 3: customers of different age groups have different purchase pattern

Hypothesis 4: strong correlation between brand awareness and product awareness

Hypothesis 5: brand’s good performance/perception in fashion is favorable for its

brand extension in beauty/cosmetics

Hypothesis 6: digital marketing & e-commerce is an effective channel in cosmetics

business.

4. METHODOLOGY

4.1 Research design

The scope of the research is the French market. The research includes two parts:

exploratory research and descriptive research. We conducted an online survey and

interviews. In the online survey, we asked closed questions to respondents

(Appendix 3). Based on the results of the survey we attained at an early stage, we

discovered some interesting facts and designed an interview guide (Appendix 2) to

further explore the reasons behind. In the interviews, we asked open questions to

find out the explanations of the survey’s results as well as to explore new findings.

4.2 Data collection procedure

We used SPSS to collect the online data. There were in total 144 responses, 108 of

which are sufficient and valid. The data analysis done by SPSS and Excel includes
9  
 
frequency calculations, correlation analysis and so forth. For the interview data

collection, we recorded the interviews with audio recorder then transformed into

text. To analysis the interview data, we identified highly used words and phrases to

detect certain consumer behavior patterns.

4.3 Measures

Most of the questions in the online survey are continuous rating scales, the

measurement of which is clear and precise. For drag box questions and ranking

questions, the measurement is based on the frequency calculation.

5. ANALYSIS AND RESULTS

5.1 Consumer behavior

We first wanted to know the frequency of our respondents to shop for cosmetic

products, in order to get a general idea of the shopping pattern of cosmetic

consumers, and we found out that more than half of them shop more frequently than

once a month, including 9% shop more than once a week and 51% more than once a

month, which is quite frequent. Only 8 out of 108 chose once a year, and we

eliminated all the non-cosmetic shoppers. (Graphic 1, Table 1)

Among the 108 valid questionnaires we collected, we identified 2 significant group

profiles according to their geographic origin (>30% of the total sample pool) : Asia

34 (including China 26, India 1, Japan 2, Singapore 1 and South Korea 4),

representing 31.5% in total and Europe 62 (including France 53, Italy 3, Germany 2,
10  
 
and Norway 2), representing 57.4% in total. This is used in all the following

geographic correlation analysis if not explained specifically. Also, we identified 2

major age groups, 75 belong to age group of 15 to 24 years old and 33 are over 25,

representing respectively 69.5% and 30.5% of the total sample.(Graphic 2, Table 2)

In order to draw out the consumer purchase pattern of cosmetic products, we wanted

to know the preference of product category among cosmetic products so we asked

our respondents to rank the products according to what they own the most and what

they use the most, and we found out that the pattern of two answers are quite

consistent, among which face products (foundation, powder, blush, concealer…)

rank the highest in both questions (2,35 out of 3 and 4,05 out of 5 respectively),

followed by eye products (2,16/3 and 3,86/5) and lip products (1,88/3 and 3,53/5).

(Graphic 3, Table 3)

We wanted to know further if the consumer preference of cosmetic products vary

significantly in different zones so we ran a correlation analysis of product

preference and countries of origin, and found out that the importance of different

product categories varies slightly from country to country. The difference was not

striking though, may be due to the fact that our sample pool is too small and that

since most of our respondents are ESSEC students, no matter where they come from,

our two geographic groups may not be representative enough.

From our sample, the most significant difference is observed in the preference of lip

products, which 33% (18 out of 55) of European ranked as the most important and

11  
 
40% (22 out of 55) ranked to be the least important, while the figure of the Asian

group was 40% (13 out of 33) and 30% (10 out of 33), almost the reversal result.

This finding was consistent with our perception and could be studied further to do

an accurate product preference mapping for different geographic market, in order to

tailor our marketing focus to each zone. (Graphic 3.1&3.2, Table 3.1&3.2)

When asked about the main motives for buying a cosmetic product, nearly 70% of

our respondents chose repurchase, while around 40% chose curiosity and 20%

chose follow trends/recommendations, which showed that the consumers are quite

rational in their purchases. (Graphic 4, Table 4) We ran a correlation study between

the motives and the age group and found out an interesting fact that only among

those who chose curiosity to be the main reason of purchase, the decision is

positively linked with their age, with a Pearson Sig of 0.77. Giving view that the

respondents in our elder age group are mainly from 24 to 35 years old, it is

reasonable to deduct that they may be more likely to purchase to try out new

products because they are more economically independent and confident. (Graphic

4.1, Table 4.1&4.2)

Further looking at the drawing factors for buying decision, product functionality

was ranked the highest at 4,25 out of 5, followed by brand awareness and product

awareness, which were almost the same: 3,78 and 3,76. The price and word of

mouth were ranked after at around 3.6, which remained consistent with the previous

question, that most of our respondents tend to make independent shopping decision

12  
 
when buying cosmetic products instead of following others’ advice. Aesthetic

design and packaging are ranked as the least important factors at 2,98 and 2,89,

which means our consumers tend to be more rational rather than impulsive shoppers.

(Graphic 5, Table 5)

Since brand awareness and product awareness were the second strongest factor of

shopping for cosmetic products, we researched further by asking separately the

likelihood of one buying a non-star product from his/her favorite brand and that of

one buying a hit-product from an un-known brand. The average likelihood were 3,7

and 3,33, for which more than half of the respondents chose 4 out of 5 for the

previous question and 39,8% chose the same answer for the later. (Graphic 6, Table

6) This result is also correspondent with our previous finding that brand impact

effect is slightly stronger than product impact. Further comparing the result with the

previous preference scale of brand and product awareness, we confirmed our

hypothesis that brand-sensitive consumers may be more likely to purchase

unknown-product from the brand, with an effective correlation sig of 0,63, while

consumer’s buying star product from un-known brand is not related to his/her

product sensitiveness, with an insufficient correlation sig of 0,23. (Table 6.1)

5.2 Brand image

5.2.1 Mindshare of different beauty brands

As brand image is ranked as the second important criteria during the decision

making process, we studied the mindshare of different beauty brands. Respondents

13  
 
are asked to grade the following brands according to four attributes: luxury,

aesthetic, emotional and professional (Table 7). Brand index is the sum of the

grades of each attribute. We label brands that have a brand index greater than 16 as

“super brand”, and that between 12 and 16 as “premium brand”. With this

classification, Chanel, Dior, Guerlain and YSL are super brands while Lancôme,

Givency and Burberry are premium brands. The strongest attributes of Burberry are

luxury and aesthetic while the relative weak attributes are emotional and

professional. We chose one super brand Dior and one premium brand Lacncôme to

compare with Burberry (Graphic 7). From the perspective of brand image, Burberry

is weaker than Dior in the four attributes; the average grade of each attribute of

Burberry is 3.23 while that of Dior is 4.12. When compared to Lancôme, Burberry

is comparable with Lancôme in all the attributes except for “professional”.

We also studied the relation between the perception of brand image and nationality.

We grouped the respondents into group Europe and group Asia according to their

nationality and conducted a correlation study (Table 8). According to the result, the

brand images of Burberry, Guerlain and Chanel vary from country to country. Each

of the three brands has a brand index that is relevant to nationality. We further infer

from this result that the brand images of these three brands are not consistent in

Europe and in Asia.

To detect the mindshare of each cosmetic category, we asked respondents to select

the brands that pop up in their minds when mentioned certain products. The top

14  
 
three brands in lip products category are: YSL, Chanel and Dior; in eye products

category: Chanel, Dior and MAC; in face product category: Chanel, Dior and MAC;

in nail product category: Chanel, Dior and YSL. We noticed that four brands keep

popping up in each category: Chanel, Dior, YSL and MAC, confirming our

classification of super-brand.

5.2.2 Brand image of Burberry

The top three key words of brand image of Burberry are British (71.3%), luxury

(65.7%) and classic (57.9%). We believe that the communication is one of the

explanations for the key word “British”. Using famous British celebrities and

models to be the face or ambassador for the brand, Burberry emphasizes the British

heritage of the brand in all means.

In terms of product awareness, most of Burberry Beauty’s products are not

recognized with an exception of its fragrance (Graphic 9). More than half of the

respondents are not aware of the existence of beauty products from Burberry (lip

products, eye products, face products and nail products). Average 30% of the

respondents only heard of the products, but have no plan to purchase. Whereas 50%

of the respondents heard of Burberry fragrance and 17% already bought it.

5.3 Marketing Tools

Unlike those relatively less accessible luxury sectors such as fashion and jewelry,

luxury cosmetic considerably relies on marketing tools especially multiple channels

of communication with clients. In order to increase brand awareness and appeal to a

15  
 
larger audience, brands are expected to harness a variety of media improving brand

visibility as well as interacting with different segments of target to win over the

market.

In our research, we mainly focused on an analysis over the impact of 8 types of

communications, such as TV campaign, video streaming (YouTube), social network,

cinema, events, press, celebrity endorsement and newsletters. The results indicate

that beauty customers tend to place press, celebrity endorsement, video streaming

websites, social network and sponsored events on top of the ranking according to

the number of respondents, whereas the ranking is drastically different when these

forms are evaluated by the probability of being in TOP 5. Press is undoubtedly the

most dominant form while social network climbs to the second place. TV enters into

the TOP 5 at the 3rd place thanks to a high probability of 75%, followed

successively by celebrity endorsement and sponsored events.

The results were initially expected to be highly relevant to the demography of our

sample. Nevertheless, the correlation analysis shows that respondents’ age affects

only the impact of video streaming website on customers (Graphic 10), which could

be explained by the constraint of age concentration in sample. However, some

forms are mutually influential such as social community, events and celebrity

endorsement (Table 10). The main explanatory reason might be that buzz and

public opinions created by celebrity endorsement or sponsored events are spreading

via social community. The resonation thus leads to an inter-connection between the

16  
 
3 communication forms.

As a traditional tool of marketing, print ads on magazines and newspapers specific

to the target audience is also considered as the most powerful type of

communication in cosmetics sector. However, the interpretation of a print

advertisement is a crucial differential to luxury cosmetic customers. Beauty

products that imply personality, attractiveness, intimacy as well as emotion are

much more appealing to customers when interpreted with models that have a similar

image of the brand than presented separately on a photo. Based on this characteristic,

the campaigns with models we presented in the research receive overwhelmingly

respondents’ support respectively at 61% and 73% (Figure 1).

Aside from these marketing tools, experiential marketing in retail is another main

battlefield for cosmetic brands, where all the upstream marketing forces must take

effect here in order to grad client attention and lead to a final purchase. Yet there are

some retailing factors that might help brands attracting customers more efficiently

than marketing elements at the final stage in face with all competitors present at the

same retailing environment. According to the research, brand name is still the first

element customers would consider during cosmetic shopping while bestsellers

selection and price promotion provided by retailors influence clients purchase

behavior as well (Table 11). The fact that different age groups of clients focus on

distinctive factors during shopping is proven by the correlation analysis. Young

generation seems to be less interested in limited edition and in-store events than

17  
 
older clients (Graphic 11). The former is estimated to have limited budget to afford

a high priced collection and their consumer behavior tend to be idling individually

in the shop by their preference whereas being disturbed by in-store events might

reduce their desire to approach the stand. Similar to what we have seen before about

the communication tools, the fact that price promotion, gift set and in-store events,

which are attractive to price-sensitive clients, have huge influence one to each other

holds here.

5.4 Digital marketing

Burberry is known for its recent breakthroughs in digital marketing among which

Kiss is absolutely a prototypical example. This project explores a universal theme of

love through the kiss, one of the most iconic and personal symbols of human

emotion. The idea was to send messages sealed with clients’ real kiss and it was

sparked by experiments in facial recognition technology that can detect the outline

of a user's lips through their webcam.

Even though this project created a tremendous buzz within the sector, our research

shows that customers’ brand awareness that Burberry wanted to increase is not as

optimistic as they expected to be. Only 19% of our respondents claimed that they

had heard of this campaign before. Nevertheless the campaign itself is considered

successfully produced as 93% of respondents expressed their willingness to buy

Burberry products after watching the video. Video streaming websites and

newsletter are proven to be the most popular forms to promote the video for these
18  
 
potential clients while the importance of social network is much lower than we

expected (Table 12). Such a disparity on influence of social community might be

explained by the small size of the sample, which might lead to a non-representative

result.

The research also points out that Burberry’s online beauty tutorial has extremely

poor performance in brand awareness improvement. 90% of respondents said they

had not watched the tutorial video before (Table 13) even as 61% thought it was

useful (Table 14) and 56% expressed they like it after watching it (Table 15).

Almost half of respondents showed their willingness to buy Burberry’s products

(Table 16) whereas only 9% would choose to purchase online (Table 17). The

reason why this online purchase rate is such low is because first our respondents are

currently potential clients without using Burberry’s products before. Going to

physical shops and trying products are necessary for them to make right choice.

Secondary, cosmetics products ask for a high purchase involvement so that

customer could have enough time to try colors, texture of product as well as to ask

make-up artists for advices. Which is also why online shopping for the 1st purchase

of luxury cosmetic products does not happen such often in real world.

Additionally, customers who rely on word of mouth in choosing make-up products

tend to be very likely to buy Burberry products after watching the tutorial video.

Especially for those who value functionality of beauty products, the rate of online

purchase of Burberry products is significantly high (Table 18). This finding implies

19  
 
that developing story telling and buzzes could help brands to recruit some new

clients who are likely to be influenced by external sources whereas pragmatic

customers are always seeking for the most efficient way of shopping regardless of

product category. More interesting findings are discovered in the relation between

online media and clients’ willingness of buying after watching the tutorial video. On

contrary to the result on Kiss campaign, members of social networks show a

amazingly high willingness of buying offline. Which is probably because sharing

the video with friends circle in social community might possibly lead to a group

purchase with friends at physical stores (Table 19). Video streaming websites,

YouTube for instance, remain as the number 1 digital marking form in this case

with respectively 68% and 73% of respondents expressing willingness of buying

online and offline. Newsletter, as an informative marketing tool, is only influential

in increasing brand awareness and purchase desire without significant impacts on

how customer would purchase products afterwards.

Regarding the reasons for customers to go on the website of a brand, most chose for

information of product and price, respectively 72% and 58%, followed buy store

location and brand information. Only 23% of the respondents actually chose for

on-line shopping, which is much lower from the company’s self-positioning of a

360-degree digital brand. (Graphic 20, Table 20)

When asked about the concerns holding them back from shopping on-line, most

respondents chose impossible to try as the biggest issue (85,2%), and more than half

20  
 
chose the discrepancy between online images and real products (53,7%). These are

followed by practical operations regarding distribution and return policy (31,5% and

21,3%). The on-line payment doesn’t show to be a big concern, only chosen by 12%

of our respondents. (Graphic 21, Table 21)

5.5 Interview analysis

Apart from the online survey, we also managed several individual interviews of

potential users in order to deepen the perception of cosmetics and Burberry make-up

products, as well as to support our online survey result. The individual interview

was divided into ten parts (Appendix 2), and structured in a line with the online

survey.

The first half mainly focused on consumer behavior, 13 girls we interviewed wear

make-up very often because it makes them feel more confident. And the most

frequent concern they have while using make-up is whether the products will harm

their skins. Interviewees have various preferences about the make-up procedures,

but when they are in a hurry, the essential product they will definitely use is

foundation and lipstick. This result is also coherent with our online survey analysis.

Regarding to purchasing habit, the interviewees are more likely to be influenced by

word of mouth when choosing a new product. And they prefer to try something new

rather than repurchase previous make-up. However, some do mentioned that they

would repurchase 2 to 3 times of some skin care products to profit the suitable

ingredients. Another result which is beyond our assumption is that most of the
21  
 
interviewees will care more about the functionality than packaging even for

make-up products.

At the second half of our interview, we tried to understand the image of Burberry

brand and its products in cosmetics sector. Compared to those highly reputed brands

in cosmetics division such as Chanel, Dior or Lancôme, Burberry is barely

recognized as a make-up provider by our interviewees. Even though nowadays

Burberry has made great efforts to rejuvenate its brand image by fresh design and

digitalized campaign, the brand is still described as English, classic and elegant by

our interviewees. Only few of them know that Burberry has its fragrance, and

seldom do they have an idea about Burberry beauty. After showing the campaign of

Burberry make-ups, most of them admit that the packaging and campaign style is

consistent with the Burberry image.

When discussing about some digital tools that Burberry has taken to communicate

recently, our interviewees believed that those interesting campaigns such as

Burberry kiss and make-up tutorials on Youtube provided them a new side of this

brand, but not necessarily attractive to actually purchase their products in the near

future.

6. CONCLUSIONS AND DISCUSSION

6.1 Main findings

Based on our survey and interviews, we did an overview analysis in fifth part. To

22  
 
conclude, we would like to emphasize three main findings as follows. In terms of

consumer behavior while purchasing make-up products, the brand image and

perception is the most important factor. Regarding of this, Burberry is still keeping

a traditional English image in consumers’ mindset nowadays. Especially for

cosmetics sector, the connection between brand and guests are quite weak. Besides,

even though Burberry made great efforts on its digital development, the influence

and touch point is not strong enough. However, the potential consumers are willing

to see more on the digital platform.

6.2 Managerial implications

By finishing our research and analysis, we come up with several strategic

implications for the previous managerial problem, which is how to develop

Burberry Beauty in cosmetic business in coherence with its digital luxury brand

strategy. Regarding to the findings of consumer behavior, we think to rejuvenate the

brand image worldwide and build a stronger connection between Burberry and

cosmetics world is such important. In addition, digital development is quite an

interesting approach, and Burberry has been making efforts on this. It takes time to

implement digital strategy into luxury industry, but now Burberry is taking a

leading position and it should keep on.

6.3 Limitations and suggestions for further research

In terms of limitations, we do have some while doing the research and analyzing the

23  
 
results. First of all, the sample is quite small to support such a general theme, and

the variety of nationalities gave us difficulties to compare. Secondly, by the time we

started designing our survey, there was still some knowledge gaps between the

theory of marketing research and our understanding. Therefore, when dealing with

the data, we unfortunately found out some defaults in the survey logic as well as

question design. For example, we didn’t put a general question such as whether will

you purchase a Burberry make-up product to form up a linear regression in the final

analysis. Last but not the least, our group is formed by single nationality, and it is

impossible to eliminate all the potential cultural bias even though we tried hard to

keep objective during the whole research.

On consequence, we would like to suggest for further research to have a larger

sample as possible, and also to go through the theory before taking actions. What’s

more, when dealing with an international theme, especially for topic related to

consumer behavior, it is necessary to have multiple angles within the working

group.

24  
 
7. Reference List
1. K. Malhotra, Marketing Research (2010)

2. Jackson, Lesley. The New Look – Design in the Fifties. London: Thames &

Hudson, 1991. ISBN 0-500-27644-7

3. Claudia D'Arpizio. Luxury Goods Worldwide Market Study, 12th Edition. Bain

study, 2013.

4. "Timeline: Burberry". 2 November 2010. Retrieved 9 March 2014

5. Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley

& Sons. ISBN 978-1-118-17176-9.

6. M.S. Raju. Marketing management : international perspectives

7. Winter, Ruth. A Consumer's Dictionary of Cosmetic Ingredients: Complete

Information about the Harmful and Desirable Ingredients in Cosmetics. US:

Three Rivers Press. ISBN 1-4000-5233-5.

8. Robert East, Malcolm Wright and Marc Vanhuele. Consumer behaviour :

applications in marketing

9. http://www.burberryplc.com/about_burberry/brand_business_culture 25/03/2014

10. http://www.bloomberg.com/news/2013-11-14/burberry-group-first-half-revenue-jumps-as-

online-sales-rise.html 25/03/2014

11. http://www.bain.com/publications/articles/luxury-goods-worldwide-market-study-fall-2013

.aspx 26/03/2014

 
   

25  
 
8. Appendix

Appendix 1 Graphics and Tables

Graphic 1

How often do you shop for cosmetic products? Every

Every year week
8% 9%

Every season
32%
Every month
51%

Table 1

How often do you shop for cosmetic products? Count Percentage

Every week 10 9.3%
Every month 55 50.9%
Every season 35 32.4%
Every year 8 7.4%
Total 108 100%

26  
 
Graphic 2

Table 2

Country of Origin Count Percentage

Asia 34 Europe 62
Asia 34 31.5%
China 26 Germany 2
Europe 62 57.4%
Japan 2 Italy 3
Kazakhstan 1 0.9%
Singapore 1 Norway 2
Morocco 3 2.8%
South Korea 4 France 53
Armenia 1 0.9%
India 1
Brazil 1 0.9%
Lebanon 3 2.8%
Senegal 1 0.9%
United States of America 2 1.9%
Total 108 100%

Graphic 3

4
What product do
3 you own the most?
What product do
2
you use the most?
1
Lips Eyes Face Nail

27  
 
Table 3

Lips Eyes Face Nail

What product do you own the
most? 1,88 2,16 2,35 1,4
What product do you use the
most? 3,53 3,86 4,05 2,92

Graphic 3.1 & 3.2

The importance of lip The importance of lip

products (Asia) products (Europe)

Rank  1-­‐2   Rank  3   Rank  4-­‐5   Rank  1-­‐2   Rank  3   Rank  4-­‐5  

30%   33%  
40%   40%  

30%   27%  

Table 3.1 & 3.2

Importance of lip Count Percen Importance of lip Count Percen

products in Asia tage products in Europe tage
Rank 1-2 10 30% Rank 1-2 22 40%
Rank 3 10 30% Rank 3 15 27%
Rank 4-5 13 40% Rank 4-5 18 33%
Total 33 100% Total 55 100%

28  
 
Graphic 4

Follow trend/
recommendations of others

Curiosity/try new products Yes

No
Repurchase/replace old ones

0 12 24 36 48 60 72 84 96 108

Table 4

What are the main motives that you buy a Count Percentage
cosmetic product?
Repurchase/replace old ones 75 69,4%
Curiosity/try new products 45 41,7%
Follow trend/recommendations of others 25 22,9%

Graphic 4.1

Do you buy cosmetic

products for curiosity/to
try out new products?

No Yes

40

18
35
15

15 ~ 24 25 ~ 44

29  
 
 Table 4.1
Curiosity/try out new 15 ~ 24 25 ~ 44
products & Age
Count 40 18
Total 75 33
Percentage 69,4% 30,6%

Table 4.2

What are the main motives that you buy a Repurchase Curiosity Follow trend
cosmetic product?/What is your age?
Pearson Correlation -.106 0.028 -.104
Sig (2-tail) 0.276 0.770 0.282

Graphic 5

Which of the followings are more important for you when

buying a beauty product?

Packaging
Aesthetic design
Shopping experience
Word of mouth
Price Ranking
Product awareness
Brand awareness
Functionality
1 1,5 2 2,5 3 3,5 4 4,5 5

Table 5
Which of the followings are more important for you Ranking
when buying a beauty product?
Functionality 4,25
Brand awareness 3,78
Product awareness 3,76
Price 3,65
Word of mouth 3,61
Shopping experience 3
Aesthetic design 2,98
Packaging 2,89
30  
 
Graphic 6

60,0%

50,0%
How likely will you
40,0% try a non-star product
from your favorite
30,0% brand?
How likely will you
20,0% try a star product
from a brand you
10,0% barely know?

0,0%
1 2 3 4 5

Table 6
Ranking How likely will you try a How likely will you try a star
non-star product from your product from a brand you
favorite brand? barely know?
1 1,0% 5,8%
2 15,2% 26,2%
3 14,3% 12,7%
4 51,4% 39,8%
5 18,1% 15,5%
Average 3,704 3,33

Table 6.1
Which of the followings are How likely will you How likely will you
more important for you when try a non-star try a star product
buying a beauty product? product from your from a brand you
favorite brand? barely know?
Pearson
Brand awareness corerelation 0.048 0.061
Sig (2-tail) 0.630 0.538
Pearson
Product awareness corerelation 0.038 0.119
Sig (2-tail) 0.704 0.231

31  
 
 Table 7

Please evaluate the following brands in the four aspects respectively from 1 to 5
luxury aesthetic emotional professional brand index
Chanel 4,68 4,46 4,03 4,28 17,45
Dior 4,39 4,22 3,78 4,07 16,53
Superbrand
Guerlain 4,15 4,20 3,72 4,07 16,12
YSL 4,18 4,16 3,63 4,04 16,01
Lancôme 3,36 3,39 3,07 4,03 13,80
Premium brand
Givenchy 3,53 3,58 3,05 3,49 13,65
Target brand Burberry 3,40 3,42 2,87 3,23 12,88

Graphic 7

Burberry × Superbrand Burberry × Premium brand

Dior Lancôme

Burberry luxury Burberry

luxury
4,50 4,50
4,00 4,10
3,50 3,70
3,30
3,00
2,90
professional 2,50 aesthetic professional 2,50 aesthetic

emotional emotional

Table 8

Correlation: brand image perception × nationality

luxury aesthetic emotional professional brand index
Dior 0,086 0,612 0,884 0,195 0,275
Chanel 0,188 0,568 0,085 0,137 0,648
YSL 0,118 0,713 0,671 0,244 0,352
Guerlain 0,197 0,659 0,651 0,974 0,380
Lancôme 0,349 0,861 0,869 0,618 0,797
Givenchy 0,031 0,714 0,076 0,842 0,209
Burberry 0,571 0,920 0,576 0,104 0,779
relevance counts 1 7 5 3 3
32  
 
 Graphic 8

Lip product Eye Product

60   60   53  
50   52  
49   49   47  
50   43   50  
38  
40   40  
31   30  
30   25   30  
20   18   18   18  
20   20   17  
14   14   12   11  
10   10  

0   0  

Face Product Nail Product

70   70  
62   62  
60   60   53  
50   44   50  

40   40   34  
30   30   29   28  
26   24   30  
30   20  
18   20  
20   15   10   9   8   8  
10   6   6  
10  
0  
0  

33  
 
 Graphic 9

Fragrance

loyal  customer/  
fan   2%  
already  tried/  
bought   17%  
interested  in/  
planning  to  buy   8%  

only  heard  of   50%  

not  aware  of   23%  

0%   10%   20%   30%   40%   50%   60%  

Lip Products Eye Products

loyal  customer/   loyal  customer/  

1%   2%  
fan   fan  
already  tried/   already  tried/  
3%   1%  
bought   bought  
interested  in/   interested  in/  
6%   5%  
planning  to  buy   planning  to  buy  

only  heard  of   40%   only  heard  of   37%  

not  aware  of   50%   not  aware  of   56%  

0%   10%   20%   30%   40%   50%   60%   0%   10%   20%   30%   40%   50%   60%  

Face Products Nail Products

loyal  customer/   loyal  customer/  

2%   1%  
fan   fan  
already  tried/   already  tried/  
1%   0%  
bought   bought  
interested  in/   interested  in/  
6%   6%  
planning  to  buy   planning  to  buy  

only  heard  of   33%   only  heard  of   29%  

not  aware  of   57%   not  aware  of   64%  

0%   10%   20%   30%   40%   50%   60%   70%   0%   10%   20%   30%   40%   50%   60%   70%  

34  
 
Graphic 10

Correlation of Age & Impact of media forms

TV
1
Newsletters 0,8 Youtube
0,6
0,4
Celebrity 0,2 Social
0 Age
endorsement networks

Press Cinema

Sponsored
events

Table 10

Correlation of Media Forms

Burberry Campaigns

Figure 1
35  
 
Graphic 11

Impact of retail marketing & Age

Brand names
1
0,8
In-store events 0,6 Gift set
0,4
0,2
0 Age
Price Bestsellers
promotion selection

Limited
edition

Table 11

Correlation of Retail Factors

Table 12

Correlation of Purchase Willingness & Digital Marketing Tools

36  
 
Table 13

Existing Awareness of Burberry Tutorial Video

Table 14

Effects of Burberry Tutorial Video I

Table 15

Effects of Burberry Tutorial Video II

37  
 
Table 16

Effects of Burberry Tutorial Video III

Table 17

Effects of Burberry Tutorial Video IV

Table 18

Correlation of Purchase Willingness & Cosmetic Purchase Factors

Table 19

Correlation of Purchase Willingness & Digital Marketing Tools

38  
 
Graphic 20

0   12   24   36   48   60   72   84   96   108  

Detailed info
Price information Yes  
Store locator No  
Brand information
On-line shopping

Table 20
For what purpose would you go to Count Percentage
a luxury beauty brand website?
Detailed info 78 72,2%
Price information 63 58,3%
Store locator 51 47,2%
Brand information 42 38,9%
On-line shopping 25 23,1%

Graphic 21
0   12   24   36   48   60   72   84   96  108  

Impossible to try
Discrepancy in
Delivery issues Yes  
Return policies No  
Payment security
Insufficient website design
Others

Table 21
What holds you back from Count Percentage
shopping cosmetics online
Impossible to try 92 85,2%
Discrepancy in demonstration 58 53,7%
Delivery issues 34 31,5%
Return policies 23 21,3%
Payment security 13 12,0%
Insufficient website design 11 10,2%
Others 4 3,7%
39  
 
 Appendix 2 Interview Guideline

I. Preamble (2
- Thank you
- There are no right or wrong answers - all about finding out what people
think.
- Going to talk about cosmetic
- Feel free to pose questions or concerns
II. Intros and warm up
- Do you use make up?
Yes
- What do you like about make up?
It makes me feel more confident.
It is necessary in certain occasions.
- What do you not like about make up?
All the cosmetic products will more or less harm the health of skin.
We can’t wear it 24/7.
I hate removing make up, and it may cause skin problems.
III. Make up usage
- Where do you keep your make up? (Voyage kit, make-up case, bedroom,
bathroom…)
No specific
- Where do you apply your make up? (bedroom, bathroom, metro, etc.)
Bedroom\Bathroom
- When you’re out, what make up do you take with you?
All the basic ones, easy to carry kit
- How long does it take you to complete make up?
15-30 minutes
- What types make up products you use?
No specific
- If you are in a hurry, what are the essential make up you will use?
Foundation\Lipstick\Eyeliner
IV. Past make up purchase ct
Thinking about your current make up products (face, eye, lip, nail), I’d like u to
talk about two things.
First, the process of choosing your make up:
What triggered you to buy these products? Who/What influenced you the most
to make up your mind? How satisfy are you with your purchase? Do you prefer to
repurchase/switch to other products?
Usually, I’d like to search for users’ feedbacks and recommendation online.
Word of mouth, especially from friends and family
I’m satisfied with most of my purchase but I always turn to other products
40  
 
 because I’m afraid that keeping using one product will worsen my skin condition.
For cosmetics I would like to try something new instead of being loyal to one
brand.
I would never buy a whole kit, and I prefer to buy different products from
various brands, just to choose the one suitable for me.
Second, any criteria you had for the make-up: (packaging, brand name,
functionality, price…)
The functionality and the ingredients.
The brand image is important but I also consider the price.
Whether the products last long and fresh enough.
Not harmful for skin.
V. Desired features (2
- Are there any features/functions your make up don’t have, but you wish that
they did?
Hydrating\Multi-function
VI. Cosmetic brand image
- What brands come up to your mind when you think about cosmetic products
(face, eye, lip, nails)
Chanel, Dior, Lancôme, Estee lauder, Make up forever
- Do you have a dream brand for cosmetic?
Famous brands as Chanel\Dior, or professional brands as MAC\Bobbi Brown
No specific, each brand has its star product.
VII. Burberry brand image
- I’d like to know how you think about the brand Burberry in general.
British icon. Famous for the trench
Classic\Cliche
Simple, tidy, elegant
- What do you think about Burberry’s cosmetic? (if not aware, show pictures)

I don’t they have cosmetics, but the pictures are obvious that those products are
from Burberry.
I’m not aware of the cosmetic products of Burberry before. According to the
pictures provided, it seems that the packaging is attractive and the colours are more
masculine.
I’m only aware of Burberry perfume before. The pictures are not attractive
enough, but very Burberry.

41  
 
 At least I trust its quality
VIII. Communication impact)
- I’d like to talk about how do you have info about a brand?
WOM, recommendation from firends
Department store, website, magazine, ads…
- I’d like to talk about how do you have info about a cosmetic product?
Recommendation from others\Online review
IX. Digital Strategy (
- What do you think about the Burberry Kiss? (If not aware, please watch the
video http://www.youtube.com/watch?v=LRiZMVEIhas
I think it’s a great campaign. It uses the latest technology to express the emotion
in the digital era. The idea and the practice are simple but the meaning is
profound.
It’s interesting but I don’t think it’s relevant.
This is a quite interesting idea that makes me want to try something of the brand.
But the video didn’t highlight any specific make-up product so that I feel confused
if it’s an advertisement for the overall maison or their make-up products.
Nice song and romantic idea. But I don’t know what the purpose of this video is.
- What do you think about the Burberry make up tutorials (if not aware, please
watch one of the videos http://www.youtube.com/watch?v=EygWnceLPLA
The tutorials are too simplified. Maybe tips shown in format of texts directly in the
video will help audience to remember the process.
Models they chose are already beautiful. I prefer to see tutorials for normal girls.
- Do these videos change your original opinions of Burberry beauty?
It still seems not so feminine.
Unfortunately no, I would never buy a whole kit to copy the tutorial look.
Not really. There are already so many brands for me to choose. Interesting but not
appealing enough to make me go to shop and purchase their products.

X. Closing question
- What do you feel about our interview? – Obvious, profound, serious, silly…
I think the questions sometimes are difficult to answer.
It’s obvious about make-up and Burberry. Maybe more questions about Burberry.
Make me more interested in Burberry cosmetics.
- Thank you

42  
 
Appendix 3 Online Survey Guideline

Q1 How often do you shop for cosmetic products?

m Every week
m Every month
m Every season
m Every year
m Never
If Never Is Selected, Then Skip To List of Countries

Q2 What are the cosmetic products that you own the most? And that you use the
most?
Please rank the product Please indicate your usage of each product
categories from 1 to 5 categories
by the quantity you
own
1 Never Indispensable
2 3 4 5 2 Sometime 4
use makeup
Lip products
(lipsticks, m m m m m m m m m m
gloss...)
Eye products
(eyeliner,
m m m m m m m m m m
mascara, eye
shadow...)
Face products
(tint,
foundation, m m m m m m m m m m
powder,
blush...)
Nail products m m m m m m m m m m
Others (please
m m m m m m m m m m
indicate)

43  
 
Q3 What are the main motives that you buy a cosmetic product? (multiple answer)
m Repurchase/ replace old ones
m Curiosity/ try out new products
m Follow trend/ recommendations of others

Q4 Which of the followings influence you more when buying a cosmetic product?
(1 = not at all, 5 = very much).
1 2 3 4 5
Aesthetic design m m m m m

Functionality m m m m m
Brand awareness m m m m m
Product awareness m m m m m

Word of mouth m m m m m
Shopping experience m m m m m
Packaging m m m m m
Price m m m m m

Q5 How likely will you try a non-star product from your favorite brand?
m 1
m 2
m 3
m 4
m 5

Q6 How likely will you try a star product from a brand you barely know?
m 1
m 2
m 3
m 4
m 5

44  
 
 Q7 What is your perception of Burberry the brand in general?
1 2 3 4 5
Luxury:Premium m m m m m
Fashion:Classic m m m m m
British:International m m m m m

Q8 Please evaluate the following brands in the four aspects respectively from 1 to 5
(1 = not at all, 5 = very much).
Luxury Aesthetic Emotional Professional
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Dior Beauty m m m m m m m m m m m m m m m m m m m m

Chanel Beauty m m m m m m m m m m m m m m m m m m m m
YSL Beauty m m m m m m m m m m m m m m m m m m m m

Guerlain m m m m m m m m m m m m m m m m m m m m
Lancôme m m m m m m m m m m m m m m m m m m m m
Givenchy
m m m m m m m m m m m m m m m m m m m m
Beauty
Burberry
m m m m m m m m m m m m m m m m m m m m
Beauty

Q9 How well do you know Burberry Beauty? What products do you know of
Burberry Beauty?
Not aware Only heard Interested in/ Already Loyal
of of Planning to tried/bought customer/Fan
buy
Burberry
m m m m m
fragrances
Burberry eye
m m m m m
products
Burberry
m m m m m
face products
Burberry lip
m m m m m
products
Burberry nail
m m m m m
products

45  
 
Q10 What are your ideal brands for different product category? (please drag the
brands into the product categories, you may choose more than one brand for each
category, no need to match all the brands)
Lips products (lipstick, gloss, etc.)
______ Burberry
______ Chanel
______ Dior
______ YSL
______ Givenchy
______ Dolce & Gabbana

______ Tom Ford

______ Giorgio Armani
______ Bobbi Brown
______ MAC

______ Lancôme
______ Estée Lauder
______ Guerlain
______ Nars

______ Shu Uemura

______ Others (please indicate)

Q11 What are your ideal brands for different product category? (please drag the
brands into the product categories, you may choose more than one brand for each
category, no need to match all the brands)
Eye makeup products (mascara, eyeliner, eyeshadow, etc)
______ Burberry
______ Chanel
______ Dior

______ YSL
______ Givenchy
______ Dolce & Gabbana
______ Tom Ford
______ Giorgio Armani

46  
 
 ______ Bobbi Brown
______ MAC
______ Lancôme

______ Estée Lauder

______ Guerlain
______ Nars
______ Shu Uemura
______ Others (please indicate)

Q12 What are your ideal brands for different product category? (please drag the
brands into the product categories, you may choose more than one brand for each
category, no need to match all the brands)
Face makeup products (foundation, corrector, etc)
______ Burberry
______ Chanel
______ Dior
______ YSL

______ Givenchy
______ Dolce & Gabbana

______ Tom Ford

______ Giorgio Armani
______ Bobbi Brown

______ MAC
______ Lancôme
______ Estée Lauder
______ Guerlain
______ Nars

______ Shu Uemura

______ Others (please indicate)

47  
 
Q13 What are your ideal brands for different product category? (please drag the
brands into the product categories, you may choose more than one brand for each
category, no need to match all the brands)
Nail products
______ Burberry
______ Chanel
______ Dior
______ YSL

______ Givenchy
______ Dolce & Gabbana
______ Tom Ford
______ Giorgio Armani
______ Bobbi Brown

______ MAC
______ Lancôme

______ Estée Lauder

______ Guerlain
______ Nars

______ Shu Uemura

______ Others (please indicate)

48  
 
Q14 Which advertising channel trigger you to buy cosmetic products? (please rank
the following items by the importance of their impact on your decision)
m TV
m Youtube
m Social networks
m Cinema
m Sponsored events
m Press
m Celebrity endorsement
m Newsletters

Q15 Which of the following two ads is more appealing to you?

m (1)
m (2)

Q16 Which of the following two ads is more appealing to you?

m (1)
m (2)

Q17 Are you aware of this Burberry Kiss campaign before?

m Yes
m No

Q18 How likely will you buy a lipstick from Burberry after watching/receiving the
Burberry Kiss? Please indicate your likelihood

49  
 
Q19 Are you aware of the makeup tutorial videos from Burberry?
How well do you know about it
Sometimes
Not at all only heard of love them
watch them
Burberry beauty tutorial m m m m

Q20. What do you think after watching this tutorial? (Please indicate your
likelihood)
not at 2 indiffere 4 very
all nt much
I like it m m m m m
It is useful m m m m m

I want to try the Burberry Beauty

m m m m m
products
I want to purchase the Burberry
m m m m m
Beauty products online
I want to purchase the Burberry
m m m m m
Beauty products offline
I perceive Burberry Beauty as a
m m m m m
luxury brand
I want to see more tutorials from
m m m m m
Burberry Beauty
Others (please indicate) m m m m m

50  
 
Q21 Where do you prefer to shop for cosmetic products?
Please indicate your preference for the following channels
Not at all 2 Sometime 4 Very often
Stand-alone
m m m m m
boutique
Selective
beauty shop
(Sephora, m m m m m
Marionnaud,
etc)
On-line
(official m m m m m
website)
On-line
(selective m m m m m
distributor)

Q22 When you walk into a beauty counter, imagine in Sephora or in a department
store, what are you more attracted by? (please rank the following choices by your
first response)
m ______ Brand names
m ______ Gift set
m ______ Bestsellers selection
m ______ Limited edition
m ______ Price promotion
m ______ In-store events

51  
 
Q23 For what purpose would you go to a luxury beauty brand website? (multiple
answer)
m Store locator
m Price information
m Detailed product information
m Brand information
m On-line shopping

Q24 What hold(s) you back from shopping cosmetic products on-line? (multiple
choice)
m Discrepancy between on-line demonstration and real product
m Impossible to try
m Delivery issues
m Return policies
m Insufficient website design
m Payment security
m Other

Q25 What is your nationality?

Q26 What is your age?

m ~ 15
m 15 ~ 24
m 25 ~ 34
m 35 ~ 44
m 45 ~ 54
m 55 ~ 64
m 64 ~

Q27 What is your gender?

Thank you!

52