College student cosmetics market survey analysis report

Summary:
As a special living environment, the campus creates a special cultural atmosphere. According to the definition of society, the campus can be understood as a narrow society. This society has its own mode of existence, compared with the external society and the school society. It is simple and inductive. Since consumer behavior is regular, we can make the issue more specific through a survey on the cosmetics market.

I. Introduction:

Millions of college students across the country have formed a special group in a special living environment and created a special cultural atmosphere. Such groups not only have huge consumption potential at present, but also become the mainstream of social consumption in a few years. Paying attention to the student market and cultivating brand loyalty from the student's time is bound to become a top priority for all businesses.

However, because of the particularity of the student market, it is usually not possible to play cards in the publicity strategy. What are the characteristics of the student market? Based on such characteristics, what kind of marketing strategy should we give?

Second, the basic situation of the investigation:

With such questions, we conducted a targeted market survey in Zhuzhou Institute of Technology, which is about the campus cosmetics market. We distributed a total of 636 questionnaires, including 610 valid questionnaires. The target of this survey is consumption. The concentration of the population, the high density of the population, the decision-making of the girls in the decision-making process, such consumers are easy to form a loyalty to the brand, the purpose of the investigation is to understand the use of girls' cosmetics and a look at the cosmetics (cosmetic) market However, in essence, we want to use this survey to understand the consumer psychology and consumption characteristics of college students. In the sampling method, we adopted random stratified sampling, randomly selected 318 bedrooms in the female dormitory, and issued two questionnaires in each dormitory. The respondents selected a domestic cosmetics brand - the color zone. The funding for the survey was sponsored by the Color Zone. This brand has a low price, a wide variety and a bright color, which is very suitable for students.

Third, the analysis of the results of the survey:

First, the market capacity

Before talking about the market capacity of make-up, we first mention the concept of a “leading consumer group”, that is, a group that plays a role in a certain type of consumer behavior. From the information feedback from this questionnaire, we see that There are great differences in the consumption behaviors of the department. The liberal arts majors such as the School of Packaging Design, the School of Economics and Management, the Department of Law, and the Department of Foreign Languages ​​are between the Department of Civil Engineering, the School of Mechanical Engineering, the Department of Computer Science, and the Department of Information. There are great differences. From the data, the proportion of people who used makeup has accounted for 51.5%. But behind the numbers, we can see that the proportion of makeup used by students in packaging design and economic management can be as high as 65% or more, while the proportion of students using civil engineering and mechanical colleges is only about 32%.
Market capacity is the product of the total market volume and the market share of the brand. We set the total market size to G and the market share to N. If the market capacity of the engineering school is about 51.5% GN for all consumers, it is only facing the liberal arts department such as packaging, the market capacity is 65% G85. %N (multiplied by 85% because 85% of all girls in the school are in these liberal arts majors).

In comparison, 65% G85% N > 51.5% GN. From the figures, we can see that if we target the target market for liberal arts students, we will have a bigger market and reduce spending in publicity activities.

Through this survey, we tentatively set the Institute of Packaging Design as the 'leading consumer group'. If we can enable the students of the Department of Packaging to drive the consumption trend of the relatively closed market of the College of Engineering, the students of other departments will be affected by them. Involved in it, the reason why the packaging design college is designated as a leading consumer group is because their professional traits lead to their special consumption habits, and they spend a lot of money in pursuing innovation and pursuing fashion. They think it is worth more than any other professional students.

In addition to the consumer group capacity, the market capacity also includes the potential consumer group capacity. The number of individuals in the group who do not use makeup (we set them as potential consumers) is considerable, accounting for 48.5% of the total, through the questionnaire. Data feedback, we understand that they do not use make-up mainly because: 'Thinking that plain is also a beauty, not necessarily deliberately modified. '(There are 55.6% of potential consumers who choose this option); 'usually too busy, no time to make up' and 'do not make up' also account for 29.4% and 27.6% respectively. Although they don't use make-up, most people don't think that 'doing money in this area is not worth it'. The person who chooses this is only about 3%, which means that not using makeup may be a very helpless choice. The inner subconscious is still yearning. After all, beauty is a woman's nature, but in reality there is no reason for them to act. If we can find such a reason, potential consumers will immediately turn into real consumers.

Judging from their options, 'there is no need to deliberately modify' is an important misunderstanding of the current existence. In the post-propaganda activities, we should firmly grasp this appeal point and tell them that make-up will make them more beautiful and will give They bring more confidence. And 'no time to make up' and 'do not make up' are two big opportunities for us. There is no time to make up, but it is also because there is no makeup. So in the final analysis, there is a general lack of common sense in makeup among students. If we can provide some lecture-based services, it will definitely help the establishment of the consumer market.
Second, brand awareness

In the brand awareness of the color zone, the number of people who have heard of the color zone has reached 40% in the data. However, in the actual purchase behavior, most of the brands selected by consumers are Maybelline and Avon. People who use or buy color zones are only a small part. This makes us realize that the brand image of the colour zone has not been established among the students of the engineering school. Although there is a brand impression, it is not enough to affect its purchasing behavior. Therefore, we should strengthen the promotion of the promotion activities. 40% of the crowds are promoting, because only they will be purchased in the first time.

In choosing the price of the cosmetics, the students chose the middle and low price, and there are very few people who choose the high price. For example, the old-fashioned makeup such as L'Oreal is concerned with the identity of the brand appeal, returning to the elegant taste, and the products are mostly Steady and mature color, the price of these brands is very high, and almost no student will choose to buy. The Red Earth and Maybelline are basically taking the light-colored route that represents the youthfulness of young people. The color of the products is also mainly pink. The same is true for the color zone, and the price is mid-range, so the possibility of student selection is great.

As the first brand in the domestic cosmetics market, Maybelline has firmly grasped the hearts of the people and grabbed most of the market share. It is not easy for the color zone to get a share of it. But it doesn't mean that there is no chance, for example, in the terminal sales, the Maybelline brand is ringing again. At present, there is no publicity or promotion for the engineering school. If the color zone seizes such an opportunity, it can be bit by bit. Divide the market share from the engineering school to the entire Zhuzhou market. Therefore, in advertising, Zhuzhou color should pay more attention to the publicity investment of the sales terminal, that is, use the product directly to face the consumer. Therefore, promotions should be done more and more must be done.

Third, the purchase psychology

In terms of what kind of preferential services students want to receive, choose 'unscheduled price discounts or promotions' 57.3%; 'medium-price student packages' accounted for 54%; 'gifts, discount cards' accounted for 48%; 'regular makeup Skills lectures accounted for 31.4%.

Here we can see the degree of attention of students to the price, indicating that there is still a psychological existence of corruption in the minds of students, which cannot be ignored. Whether we can not judge the consumption characteristics of students in this special consumer group according to conventional reasoning is a problem worthy of our consideration again. For example, before we did the survey, we had a plan of 'doing not to discount and maintain brand image'. However, in the survey, we found that students' concern for short-term interests far exceeds our imagination, and students have long-term brand maintenance for us. Work does not seem to be sensitive, such as lectures or other forms of non-promotional branding. Therefore, in the later marketing behavior, we can't stick to the price position, we should put a long line, use price or other direct profit-sharing activities to stimulate consumption, we think this is the main way for the student market. This can be done by discounts, free beauty consultations, skin tests, and occasional small samples or posters.
On the question of what kind of cosmetics students choose, the choice of 'lips' is 69.3%; 'foundation' is 46.3%; 'mascara' is 45.7%; 'nail polish' is 44.7%; 'eye shadow' is 41.4%, ' Blush '16.7%. We see that the demand for lip gloss is the biggest, what is the reason? We analyzed that the skills required to use lip gloss are very low, while other cosmetics require a certain amount of makeup experience to be used correctly, so it is still a matter of urgency to go back to the service that just needs to provide lectures.

However, from this point of view, it seems that it is not sensitive to the 'student's long-term brand maintenance work (lecture)'. In fact, this is not a contradiction. We analyze that students do not have direct demand for counseling lectures. However, the need for some guidance on makeup techniques is actually an indirect need. In order to carry out the guidance, it is still necessary to hold a lecture to complete. In fact, another question in the questionnaire is, 'Is there any interest in listening to lectures on make-up? ', the interviewee is still reporting a wait-and-see attitude with a certain interest. People who are interested or slightly interested account for 60%, and those who choose 'doesn't have reached about 20%. When asked about 'through what channels to get information on make-up', 80.8% chose to use magazines and books, 30.9% chose to introduce them through relatives and friends, and only 16.5% of them were obtained through TV or real-life lectures. information. This shows that the amount of makeup information acquired by students in real life is far from enough. We all know that makeup techniques are difficult to convey correctly through books. Students' subconscious needs, we should try our best to meet them. To please consumers, they will be more conscious of their pockets.

For the students, what style of makeup is most attractive to them, most people choose 'simple nature'. This group of people accounts for about 96%, although a few people have chosen 'fashion trendy' and 'alternative personality', but the mainstream voice is still simple makeup suitable for students. In the formulation of the corresponding student package, we should use light makeup as a point of appeal, and publicity should also be used as a breakthrough.

Many people use their good quality and low price to express their opinions on consumption. On the surface, it seems that the meaning is not great, but careful analysis will understand that consumers' desire for a product that can satisfy themselves may be too idealistic. For example, one interviewee said: "There is basically no such thing as good quality and low price. Therefore, when I have money, we will buy products that are brand-name."
This sentence undoubtedly represents the shopping mentality of most people. If you analyze this sentence, you can see that there are three meanings:

The first layer is that "there is no such thing as cheap price." She seems to have a distrust or a vigilant attitude towards some commodities in reality in the tone of many consumers, and she believes that the price is not good. It also shows the maturity of college students' concept of shopping.

The second layer is "When I have money...", it shows that the free money on the hands of college students is not always there. It is not always the opportunity to buy products by interest alone. How much money, students are just pure consumers, and the main task is not to study but to study, although not everyone thinks so clearly, but most people think subconsciously, so the price is still on the student's chest. Forever pain. It is easy to save money from the student's pocket, but it is also worth thinking about.

The third layer is "buy famous brand". Here I would like to quote the words of a visitor: brand awareness can reflect the degree of product popularity and the quality of this product, which shows that consumers are not irrational in chasing famous brands. Especially in cosmetics, clothes are fakes, but cosmetics are applied to the face. In purchasing decisions, cosmetics are more special than any product.

Fourth, purchase behavior

For the ideal place to buy, the number of consumers who choose to buy cosmetics in the store is 56.2%; the number of consumers who choose to buy at the school gate is 15%; the number of customers who buy in the mall or supermarket is 9%, and the number of friends who buy friends or students is 6.7%. . This reminds the color zone should seize such information, and take advantage of the channel of the specialty store to sell, first of all, it should let the desire buyer know the location of the color zone store, so that they are targeted when buying cosmetics on the street.

Even if you don't plan to buy it, if you are easy to find the location of the store in the shopping, and with the impression of the previous publicity, it will be more likely to cause their purchase desire and purchase behavior.

In the choice of store location, we can consider the route of students walking on the street. On this issue, most people choose KFC to Zhubai Street, and there are few people on Fuhao Street and Hexi. Shopping, although many people go shopping in Namdaemun, but because of the noisy environment over there, setting up a store there will directly affect the brand image.

I would also like to talk about the concept of “shopping influencers”. When we visited some girls, we learned that boyfriends and female partners have a great influence on her and often have decisive factors. Therefore, in the publicity activities, we can not neglect the boys, and boys are also an alternate force in the cosmetics market, which cannot be ignored.
Almost all of the interviewees believe that the most important quality, the current brand difference of cosmetics has been shrinking. In today's homogenization has become increasingly fierce, quality is not much different between brands, consumers only buy Can be distinguished by brand, although many people say: "They don't look at the brand, they can only look at the quality, the effect is good after use, the brand naturally forms...", but this is only the meaning of the surface, not by The conclusion of the subconscious mind of decision-making purchase, we should not be confused by it, in fact, a brand that has not been heard, even if the quality is good, she dare to use it easily? I don’t dare to buy it. Has she used the opportunity to evaluate the effect? Besides, the two brands are faced with choices at the same time. No one will give up a well-known brand and choose to buy a general brand. Moreover, cosmetics, especially make-up, are generally considered to have the potential to stimulate skin damage. Now some cautious student consumers are Avoid using other types of cosmetics other than skin care products. We must ensure that we first emphasize quality and make people feel at ease.

Fourth, the marketing recommendations given by the analysis of the survey results:

The color zone is not deeply impressed by the students. Therefore, we enter the engineering school market. Our suggestion is divided into three stages: the first is the image publicity stage. The second is the image maintenance stage. The third is the induction purchase phase. Specifically, let consumers first hear about the brand, and then let them know, and finally let them generate purchases.

In the early stage, I talked about the focus of the School of Packaging Design as a breakthrough, and then led other liberal arts majors, and finally the entire student market. Therefore, according to the characteristics of the profession, a series of targeted activities can be launched, such as the pop poster design contest, the color zone logo collection contest, etc., for the poster design contest, there are two advantages, one is to promote student consumption. The participants participate in the activity with a positive attitude and achieve the purpose of propaganda. The second is to use the entries to influence other students. After the awards are presented, an exhibition of the winning works will be held in the school, and in the future publicity, such works can be posted, which can save the cost of poster production, and the posters produced by the students are closer in aesthetics. Student consumers are more likely to be accepted by them.

After a series of activities, it will enter the brand maintenance stage. During this period, students have already made a preliminary impression on the brand of color zone. The maintenance stage will deepen this impression. We suggest that a weekly seminar on cosmetics will be held at the school. In the previous analysis, we also mentioned that the biggest problem among students is the lack of knowledge about the use of cosmetics, which has led many students to not use it. At the same time as the lectures, publicity points should be set up on the campus frequently. Product samples should be placed on the publicity points, on-site explanations, on-site makeup, and a publicity board with the introduction of the “Color Zone” brand on the promotion points.
The final stage is the induction purchase phase, which is a phase that directly reflects the benefits. We need to make enough purchase reasons for consumers to purchase. According to the questionnaire analysis, we understand that the psychology of greed and cheapness among students is widespread. Therefore, in the promotion activities, the means of distributing samples to the households can be adopted. The distribution of samples is not limited to the cosmetics themselves. We consider the cost of the makeup products to be high. In the distribution, you can give some makeup tools, such as simple eyelash curlers, small mirrors, cosmetic cases, cosmetic bags, etc. These gifts are printed with the "color zone" logo, so that consumers receive real favors. It is also necessary to conduct regular promotions at the school. We recommend setting up a point of sale in the school's supermarket so that students can easily purchase the product without leaving the house.

In the "influence of shopping", we also have to spend a certain amount of time. In the analysis, we talked about the important role played by boyfriends and female partners in purchasing decisions, and reminded us not to issue flyers or gifts. Forgot the boys' bedroom, and encourage them to give gifts to their girlfriends or good friends during the promotion process. In the marketing process, we must let consumers actively participate in it, whether it is engaging in promotional activities or promotional activities, students should be encouraged to actively participate.

In addition, for the seniors and seniors, we must work hard to win the opportunity. The fourth year's job search is the biggest demand for makeup, but the shopping psychology of seniors is approaching maturity, shopping habits have been finalized, and general publicity has been used. It’s hard to be impressed. At this time, it is necessary to grasp the shopping psychology of student consumers. For example, when a senior student is about to leave the school to apply for a job, he will hold a job-seeking experience exchange meeting in the school, invite some personnel managers of the employer, and some Graduates, talk about the importance of cosmetics for job hunting, and ask the makeup artist to pay attention to the matters needing attention in job-seeking makeup from a professional perspective, and encourage consumers to try to act with the action and generate the desire to buy.

V. Conclusion

In general, the prospects of the college's makeup market are optimistic. The color zone should seize the spring and autumn sales season and promote the promotion and promotion activities. The consumption view of student consumers is immature, which means that there is more Big business opportunities, it depends on how we induce. In actual publicity, we should strengthen their purchasing decisions. The first step is the key. Once the student consumers form brand loyalty, it is difficult to change in a short time.

Ten thousand teachers and students in the Institute of Engineering assume that one-third of the people spend 50 yuan per year on makeup, and each year has a profit of more than 150,000 yuan. Zhuzhou has other universities, and the capacity of the entire student market is huge. The business opportunity is huge.

In addition, due to the wide coverage of this investigation (involving more than 75% of the girls' bedroom), to some extent, a benign publicity campaign has been completed. In general, it has opened a good start and laid a solid foundation for the future publicity activities!