Target: Young female population of Vietnam living in HCM City (18 - 30 years old)

Consumer Topic: Motivation

The object of consumption: Organic cosmetic (more on Cocoon)
1. Introduction
● Introduce the topic of organic skin care products and their growing popularity worldwide.
● Introduce Cocoon as a local Vietnamese brand and its significance in the organic
cosmetics market.
● Explain the target population (young Vietnamese females aged 18-30 years) and why it's
important to understand their motivations for consuming organic cosmetic products.
2. Research Objectives
● Identify the key motivations for young Vietnamese females to consume organic skin care
products.
● Analyze how these motivations may influence their purchasing decisions, brand loyalty,
and product usage.
● Understand the role of Cocoon in the organic cosmetics market in Vietnam and its appeal
to the target population.
3. Literature Review
● Review existing research on consumer motivations for organic cosmetics consumption,
focusing on the target demographic and cultural context.
● Examine marketing strategies, branding, and communication methods used by organic
cosmetics brands, including Cocoon.
● Investigate the impact of social, economic, and environmental factors on consumer
behavior and attitudes towards organic cosmetics in Vietnam.
4. Research Methodology
● Design a qualitative research approach, such as in-depth interviews or focus groups, to
gain insights into the motivations and attitudes of young Vietnamese females towards
organic skin care products.
● Alternatively, conduct a quantitative research study using a survey questionnaire to
collect data on motivations, preferences, and purchasing habits related to organic
cosmetics.
● Consider a mixed-methods approach, combining qualitative and quantitative data to
provide a comprehensive understanding of the target population's motivations and
behavior.
5. Data Collection and Analysis
● Identify and recruit a sample of young Vietnamese females (aged 18-30) who use or have
expressed interest in using organic skin care products.
● Conduct interviews, focus groups, or administer surveys to gather data on their
motivations, preferences, and perceptions of organic cosmetics, with a particular focus on
the Cocoon brand.
● Analyze the data to identify common themes, patterns, and insights related to the target
population's motivations and attitudes towards organic cosmetics and the Cocoon brand.
6. Results and Discussion
● Present the findings of the research, highlighting key motivations and factors influencing
the consumption of organic skin care products among young Vietnamese females.
● Discuss the implications of these findings for the Cocoon brand, its competitors, and the
organic cosmetics market in Vietnam.
● Offer recommendations for marketing strategies, product development, and
communication efforts to better engage with and appeal to the target population.
● Discuss the potential limitations of the study and suggest avenues for future research on
this topic.
7. Conclusion
● Summarize the main findings of the research and their significance for understanding
young Vietnamese females' motivations towards the consumption of organic skin care
products in Vietnam.
● Conclude with a reflection on the importance of understanding consumer behavior and
motivations in the rapidly evolving organic cosmetics market.