Name: Asjad Abbasi

ID: 22151
Course: Consumer behavior
Submitted to: Ma’am Asma Rehman

Question 1

Neutrogena is a manufacturer of personal care products for young adults. The company
would like to extend its facial cleansers product line. Design

(1) a qualitative and

(2) a quantitative research design for the company focused on this objective.

(1) Neutrogena is a brand of skin care products, as we all know. Its market segmentation
strategy focuses on selling to young adults. As a result, there is competition among facial skin
care product brands such as Johnson & Johnson, Shiseido, Gillette, Pantene, Nivea, Head &
Shoulders, and others. An expansion of a company's facial cleansers product line is seen as a
risk of ensuring that the product does not go into the decline stage, as once the product
reaches the decline stage, it will be difficult to boost productivity or improve market growth.

However, the company has adopted a qualitative research method by interviewing customer
perceptions; this method refers to the quality of a product or service that cannot be measured
and must be subjectively surveyed through in-depth interviews. An exploratory research or an
open-ended questionnaire could be employed to focus on the focus group. In the case of
personal care products, employees are required to introduce, demonstrate, or provide samples
to consumers in order to entertain and engage them in the use of the products, as well as
explain clearly the details of the specific care product information and the processing method,
as some skin sensitive consumers may be unable to apply the care product. An in-depth
interview with a consumer could provide a big amount of data or an individual study on how
the consumer shops for care items and what motivates them to buy the product based on
feelings or influenced by others. So, instead of losing the old customer and searching for a new
one, the corporation might take action to improve their product based on customer input and
try to keep loyal customers by rewarding them, resulting in a win-win situation.
(2)Furthermore, Neutrogena can benefit from quantitative research methods such as
questionnaires with Likert scales. Neutrogena is able to obtain a full picture of people's
opinions on its goods by distributing these types of surveys. This questionnaire can be used to
assess how well a client understands a personal care product or to assess how well a personal
care product can assist customers in finding solutions with facial washing. It could take the
shape of a selection of options ranging from strongly disagree to strongly agree. As a result, it
will definitely provide Neutrogena with a clearer image of their brand equity in the eyes of
customers and brand position in this competitive industry, allowing Neutrogena to decide
whether expanding its facial cleansers product range is the right move.