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CONSUMER INSIGHTS FOR SUCCESSFUL
NEW LIPSTICK PRODUCT LAUNCH
What Are Their Behaviors, What Are the Trends and
Final Report
Prepared for:
L’OREAL PARIS
March 2018
Prepared by:
1
Table of Contents
Executive Summary 3
Introduction 5
Method 7
Results 8
Section One 8
Section Two 13
Section Three 15
Section Four 15
References 24
Appendices 25
Appendix B: Codebook 31
2
EXECUTIVE SUMMARY
The research was conducted in March 2017 to get consumer insights for launching a new
L’Oreal lipstick product. In particular, we aimed at (1) understanding consumers taste and
attitude towards makeup shopping, (2) Understand consumers preferences towards available
lipstick products on the market, (3) Assess consumers knowledge and attitudes of L’Oreal
current lipstick products and (4) Determine consumer preferences and purchased intentions for
the proposed new lipstick product. The purpose of this research is to provide L’Oreal Paris
managers thorough understandings of Vietnamese consumers’ behaviors towards lipsticks in
order to launch a product that best match their taste and demand. In addition, understanding
factors that affect consumers’ purchase intention will assist managers in making communication
plan.
About the Research: we created an Internet-based survey on Google Form to reach a convenient
sample of the population of women aged 18-26 in Ho Chi Minh City who wear makeup. We
received 151 usable responses, for response rate of 100%.
Key Results:
A large number of respondents are students with low income and most of them usually
spend 100,000 VND to 300,000 VND for a drug-store lipstick.
Respondents preferred natural makeup style and they feel more beautiful with this style
Respondents prefer a simple and elegant packaging the most.
The most chosen reason for opted frequent products is that lipsticks’ finish characteristics
are living up to expectation, followed by brand names, affordable price and color
diversification. On the other hand, sales assistants’ advice and sales seasons seem not to
have an impact on customers’ preferences for the usage.
Most of the respondents highly evaluate the pigmentation, low transfer level and
affordable price of some lipstick brands.
L’Oreal lipstick brand is identified through TV Advertisement and Supermarket/Mall
rather than through the Internet or Friends and Family.
17 out of 40 (42.5%) respondents who have used L’Oreal lipstick have intention to buy
another lipstick from the brand in near future.
3
17.1% respondents who have never used L’Oreal lipstick do have intention to buy the
product in near future. Common reason for this intention resulted from trial purpose.
Recommendations:
1. Price of new product should be in the range of 200,000VND - 300,000 VND.
2. The new lipstick should have nude and peachy shades.
3. Lipsticks packaging is simple and plain yet elegant.
4. A semi-matted lipstick product which possess the comfortable wearing, moisturizing
features of a lip balm while remains trendy with the bold, long-lasting features of a matte
lipstick should be launched.
5. Brand communication of L’Oreal should be distributed to a wider channel such as the
Internet, especially using digital marketing.
6. Adopt in-store Marketing.
7. Using Buzz marketing, invite well-known beauty bloggers to swatch and review the new
product.
8. Strong promotion when the new product is launched will attract and encourage new
consumers to give the brand a try.
4
INTRODUCTION
L’Oreal began as the project of a young chemist, Eugene Schueller in 1909. The company started
with a new development of a hair dye and Eugene sold them on to Parisian salons. His work
evolved into the founding of an organization, Societe Francaise de Teintures Inoffensives pour
Cheveux (The French Society for safe hair dyes). One of L’Oreal development centers, L’Oreal
Paris, has risen to become the world’s number one cosmetics company with the brand value of
$12,480 million (US dollars). As the world leader in beauty, L’Oreal Paris has presented in 130
countries on five continents. For more than a century, L’Oreal Paris has devoted itself solely to
one business: beauty. The brand encompasses the four major beauty categories – hair color,
cosmetics, hair care, and skin care.
L'Oreal Vietnam was established in 2007. Their philosophy is to bring beauty to all people and
create the cosmetic products that meet the infinite diversity of their beauty needs and desires.
Because consumers’ consumption behavior is affected by their brand knowledge and personality
(Kay, 2006: Schiffman et al., 2005), it is recommended that L’Oreal Vietnam understands
consumers by analyzing the relationship between consumer psychology and product characteristic
(Schiffman et al.,2005). Since Vietnamese consumers are not fond of L’Oreal makeup products,
especially lipstick, compared to other brands, this research attempts measure all aspects of the
consumers’ consumption behavior and discover issues behind the L’Oreal brand and ways to
increase current market share.
According to Buzzmetrics, within the drugstore makeup brands, L’Oreal reached only 53,431 posts
and discussions on social media compared to N.Y.X with 103,218. In addition, data from
Younetmedia shows that among the lipstick brands that were most discussed on social media,
L’Oreal placed 11th out of 13 brands in the list. We may infer from these numbers that L’Oreal is
not attracted to Vietnamese makeup consumers. That is why, in order to gain attention and improve
brand image, should L’Oreal introduce a new lipstick product?
As a result, this research attempts to discover four specific research problem: (1) Understand
consumers taste and attitude towards makeup shopping, (2) Understand consumers’ preferences
towards available lipstick products on the market, (3) Assess consumers’ knowledge and attitudes
of L’Oreal current lipstick products, and last but not least, (5) Determine consumer preferences
and purchased intentions for the proposed new lipstick product.
5
On the following pages, we describe the method used, our data and analysis, and recommendations
based on our conclusions.
6
METHOD
The present study was based on both primary data and secondary data. The primary data has
been collected by using a questionnaire and the secondary data has been collected from books,
magazines and the internet.
In this research proposal, it is necessary to include both secondary and primary data.
First is the process of doing survey for primary data, with some kind of information that it is not
fixed with the case of Loreal, using communication combined with administering questionnaire
is required.. The questionnaire is designed to be well structured, disguised and internet – based..
Primary data derived from the respondents’ answers helps us to catch the up-to-date information
and recent preference of customer about LOreal lipsticks and its environment as well as the latest
trend that is favorable among consumers.
Secondly, we utilized secondary data as a source of references.
It is divided into two sources, which are internal source and external source. Internal source
helps us to know the current growth rate of each branch of L’Oreal as well as other accounting
information such as Trading Profit & Loss A/C and Balance Sheets of different year, advertising
expenditure. The other source, external sources will cover almost information about the current
affairs of cosmetics industry in Vietnam and also some information about L’Oreal and
competitors: Nivea, Maybelline, Garnier, Revlon…through article, newspapers on the internet.
7
RESULTS
SECTION ONE: Understanding consumers’ behavior towards makeup shopping
Overall demographics:
Since the new product launch would target mostly young women under the age of 30, we will
look at the demographic picture to know how much they normally spend for a lipstick.
A. Respondents’ income
Because 89% of our respondents are students, their income mostly lie in the group of
“under 2 million VND”. The other 38% of respondents have higher income from 2
million VND to over 5 million VND.
8
There are 59% of respondents tends to spend from 100,000VND to 300,000VND for a
drug-store and low-end lipstick, and 38% are ready to spend 300,000VND to
500,000VND.
Usage statistics:
In this part, we present the respondents’ behavior and preferences about makeup shopping.
A. Makeup styles
Regarding to the pie chart, more than half of respondents lean toward the natural makeup
style, which is approximately 3 times higher than that of those who prefer sexy one. The
figure for rock makeup is only accounted for a miniscule portion. Based on the data
analyzed, it is proven that natural makeup style is the most favorable one in this day and
age, considered as the latest trend among women from different ages.
9
The most common reason for choosing makeup style is because it provides the
respondents the feeling of being more beautiful when they wear this makeup style. From
the result, it can be concluded that most of the respondents prefer makeup it as a way to
provoke the self-confidence. The second reason for doing makeup is as it can express
their personal style. Surprisingly, trend is not a fundamental reason for following any
makeup style.
B. Product
10
As illustrated in the chart, simple and elegant is considered to be most important when it
comes to package design, followed by lipsticks with fancy and strange look.
With the same method, we have identified what respondents think is important for a
lipstick transfer level and its finish. Transfer level measures how long lipstick color can
stay on the lips, for this criteria, lipstick texture which can last for 4-5 hours is highly
prioritized.
For finish, lipsticks with matte and zero balm is rated the highest among four others.
C. Buying plan
59% of respondents agreed that they have initial plan when buying lipsticks rather than
spontaneously buy one.
D. Perception insight
To gain insight on how respondents think about lipsticks, we determine their level of
agreement on 2 sayings: “Lipsticks reveal people's characteristics” and “Lipsticks reflect
user's social class". Digging deeper into their perception, we would access the
relationship between how much they agree with these statements with other criteria.
Level of agreement to
statement: "Lipsticks
High priority (4-5/5) based on types of texture
reveal people's
characteristics"
Glossy,
Matte texture, Creamy,
Metallic texture balmy texture
pigmented with smooth texture,
with zero balm with sheer
zero balm light balm
color
1 0 0 0 0 0 0 0 0
11
2 1 1.09 0 0 1 7.14 0 0
Mean 4.173
Level of
agreement to
statement:
Expenditure on lipsticks
"Lipsticks reflect
people's social
class"
700.000 - >
<100.000 100.000 - 300.000 -
1.500.000 1.500.000
VND 300.000 VND 700.000 VND
VND VND
1 0 0 11 12.36 2 3.64 0 0 0 0
2 0 0 15 16.85 6 10.91 0 0 0 0
3 0 0 36 40.45 25 45.45 3 60 0 0
4 0 0 17 19.10 13 23.64 1 20 0 0
12
5 0 0 10 11.24 9 16.36 1 20 0 0
Mean 3.0759
Customers on average are neutral towards the statement. In fact, majority of them
consider their expenditures on lipsticks have no impact on their conceived social class
with approximately equal percentages on each level of agreement. For those who partly
disagree with the saying, they tend to spend much lower budget on lipsticks.
Statistics
A. Brand awareness
We use Tom Ford, M.A.C, 3CE, L’Oreal, Maybelline as five major lipstick brands to
illustrate the way consumers get familiar with the brands and which brand they are using.
13
According to the chart displayed above, the majority of consumers know lipstick product
through the Internet, the second highest numbers get familiar through friends and family
while none of them know through cosmetic stores or drug stores at the first place.
It is evident from the bar chart that Tom Ford, M.A.C and 3CE are widely known in a
considerate numbers displayed through the Internet and word-of-mouth from friends and
family, while that numbers are not so significant through other channels such as TV
Advertisement and Supermarker/Mall. Meanwhile, L’Oreal and Maybelline appear to
follow the opposite pattern when both are more identified through TV Advertisement and
Supermarket/Mall rather than through the Internet or Friends and Family.
As for Magazine channel, all brands are almost equally displayed with the highest
numbers for M.A.C and the lowest for 3CE and L’Oreal.
The chart above depicts the number of consumers who choose to use 5 listed brands
provided in the survey and other brands. The majority of consumption is brand 3CE
following by that of brand M.A.C. Meanwhile, a considerate number of consumers
choose other brands out of the fives, which is just a little bit fewer than that of brand
Maybelline. L’Oreal and Tom Ford place the two least number of consumption in which
the number of that of brand Tom Ford is almost as half as that of brand L’Oreal.
14
The bar chart illustrates the reasons for choosing lipstick among approximately 150
survey participants. Overall, it is apparent that most of them choose lipstick because of
their finish. Following this, the pattern for Brand, Price, Diverse choice of color and
Long-lasting color occupy nearly the same proportion, although decreasing, respectively.
Only a few choose because of on discount season and the smallest number of consumers
choose because of shop assistant’s advices.
Statistics
A. Respondents awareness
From our data, 40 out of 151 (27%) respondents have used L’Oreal lipsticks. We will
now identify how L’Oreal is evaluated compare to other brands in the market
15
L’OREAL lipstick at this moment is most known for its affordability and color diversity,
accounting for 39.74% and 21.19% respectively. However, products’ packaging and
transfer level receive low evaluation from respondents compared to the other four
competitors.
Base on evaluations from L’Oreal users (40 respondents), we will get to know features
that need to improve or maintain if the new lipstick is launched.
16
In overall, respondents tend to satisfy with L’Oreal lipstick product features. However, based on
the analysis from section (A), we must take products’ packaging and transfer into consideration
for improvement.
SECTION FOUR: determine consumer preferences and purchase intentions for the
proposed new lipstick
Statistics
We have divided the respondents into two categories, those who have used L’Oreal lipstick (40
out of 151 respondents) and those who have never used the brand (111 out of 151 respondents).
We will analyze buying intention for each of this respondent category and find out reasons why
they chose to buy or not to buy the product.
As we can see from the chart, 17 out of 40 (42.5%) respondents who have used L’Oreal
lipstick have intention to buy it again. Those who do not have intention account for only
15%. From question 22, we have collected the most common reasons why this group
choose to purchase or not to purchase the product from 39 legible responses:
17
REASONS FOR PURCHASING OR NOT PURCHASING L’OREAL LIPSTICK AGAIN
n=39
Have intention Do not have
Number of Number of
to purchase Proportion intention to Proportion
responses responses
again purchase again
Products
17 65.4% Brand dislike 1 7.7%
features
Price 3 11.5% Products Features 7 53.8%
Competitors have
Try new colors 1 3.8% 1 7.7%
better products
Others 5 19.2% Others 4 30.8%
Total 26 100% Total 13 100%
The table shows that product features (colors, packaging, texture) is the most common
reason which results in why L’Oreal users choose to buy or not to buy another lipsticks
from the brand. Some respondents from question 22 stated that they like moisturizing
texture of L’Oreal lipsticks, others said they do not like this glossy look. We’ve also
recorded some dissatisfactions about the dried and patchy feelings respondents
encountered when using the brand’s lipstick.
The chart shows purchasing intention of those who have not used L’Oreal lipstick before.
From the chart, we can see that approximately 44.1% respondents do not have intention
to buy a L’Oreal lipstick and there is only 17.1% respondents have intention to buy. Here
are reasons we have collected:
18
REASONS FOR PURCHASING OR NOT PURCHASING L’OREAL LIPSTICK
n=109
Do not have
Have intention Number of Number of
Proportion intention to Proportion
to purchase responses responses
purchase
Do not know the
Brand 3 8.1% 13 18.1%
brand
Products
7 18.9% Brand dislike 7 9.7%
features
Price 3 8.1% Products Features 17 23.6%
Trial purpose 14 37.8% Price 7 9.7%
Competitors have
Others 10 27% 7 9.7%
better products
Others 21 29.2%
Total 37 100% Total 72 100%
23.6% respondents who have never used L’Oreal lipsticks and do not have intention to
buy one said that product features (colors, packaging, texture) is not attractive or do not
suit them. Another significant reason why they do not choose is because they have never
heard of the brand (18.1%).
Since they have never used the brand before or just came across it through TV
advertisements or supermarkets, those who have intention to own a L’Oreal lipstick
choose to buy it for trial purpose (37.8%).
19
Conclusions and Recommendations
The purpose of this project is to access consumers’ taste, preferences, behavior towards lipstick
market in general and L’Oreal lipstick particularly. These findings then act as fundamental base
for developing a viable strategy aiming at answering this question addressed at the beginning:
“Should L’Oreal introduce a new lipstick product and how would it be launched?”.
This part presents a summary of key research information that we have gained and offers
recommendations for four research problems:
A large number of respondents are students with low income and most of them usually
spend 100,000 to 300,000 VND to invest in a drug-store lipstick.
With the segmentation with respect to students like the respondents of the survey, they
prefer natural makeup style and they feel more beautiful with that style.
Respondents prefer a simple and elegant packaging the most.
Most respondents agree that "Lipsticks reveal people's characteristics" and neutral to the
point of view that "Lipsticks reflect people's social class".
Based on the data analyzed, there are some recommendations that are prominent: Firstly,
L’Oreal should launched new lipsticks in a wider range of price which could meet the
requirements of more customers. If the target segmentation for the new lipsticks line is the
student, the price should be in the average of 200,000-300,000 VND. Secondly, we also
notice that the natural makeup trend accompanied with minimalistic compact are widely
preferred among the women of all ages, which is believed to promote the comfortable but
confident look for working environment, daily activities or whether special occasions.
Therefore, we recommend that the new lipstick will have nude and peachy shades with
simple, plain yet elegant packaging. Lastly, we found that customers in this day and age are
passionate about lipsticks revealing people’s characteristics rather than because it is trendy or
as a social class reflection. As a results, due to the fact that the consumers increasingly
demand personalised beauty defined on their terms, the product itself shall be varied in
colors, designs and communication plan will emphasize on how the new product is
tailor-made for consumers’ personalities.
20
(2) Understand customers’ preferences/behaviors towards available lipsticks products on the
market.
21
collections. Last but not least, we recommend that brand prioritize on producing
pigmented and low transferable lipsticks as most respondents prefer these characteristics.
(3) Assess consumers’ knowledge and attitudes of L’Oreal current lipstick products
40 out of 151 (27%) respondents have used L’Oreal lipsticks and others do not use or
have not heard of the brand.
Compared to 4 other typical brand in the market (M.A.C, 3CE, Maybelline, Tom Ford),
L’Oreal lipstick at this moment is most known for its affordability and color diversity,
accounting for 39.74% and 21.19% respectively.
Products’ packaging and transfer level receive low evaluation from respondents
compared to the other four competitors.
L’Oreal lipstick brand is identified through TV Advertisement and Supermarket/Mall
rather than through the Internet or Friends and Family.
From these results, we came up with some recommendation for L’Oreal as follow: firstly,
brand communication of L’Oreal should be distributed to a wider channel such as the
Internet, especially using digital marketing. Only 40 out of 151 respondents have used or
heard of L’Oreal plus the majority of the respondents are of age twenty to thirty, this result
indicates the fact that L’Oreal is not widely advertised or distributed in channels that
youngsters usually access such as social media. This also leads to the reason why L’Oreal is
not thorough identified by any characteristic other than having an affordable price. This is
not because L’Oreal does not have that much of characteristics such as having an appealing
packaging, quality texture, low transfer or color diversity but because L’Oreal is not as
widely recognized as M.A.C, 3CE for their popular finishes even though L’Oreal has just the
same type of product. Such communication plan can be done through Buzz marketing,
inviting well-known beauty bloggers to swatch and review the new products, also,
L’Oreal can make its Facebook fan page more interactive by creating giveaway sessions
when the new product is launched. Moreover, the product packaging, transfer level and
texture of L’Oreal are considerably to be least known of. Therefore, L’Oreal should invest
more on packaging and provide samples in order to enhance the attraction of the brand
to the customers.
(4) Determine consumer preferences and purchased intentions for the proposed new lipstick
product
22
17 out of 40 (42.5%) respondents who have used L’Oreal lipstick have intention to buy
another lipstick from the brand in near future.
Product features (colors, packaging, texture) is the most significant factor which
determines future buying intention of L’Oreal lipstick current users.
Approximately 44.1% respondents who have never used L’Oreal lipstick do not have
intention to purchase the brand’s product in near future. Most respondents from this
group said that L’Oreal lipstick’s packaging and colors are not attractive or do not suit
them; others admitted they do not know the brand.
17.1% respondents who have never used L’Oreal lipstick do have intention to buy the
product in near future. Common reason for this intention resulted from trial purpose.
Some recommendations to put forward are: firstly, to encourage L’Oreal’s current users to
continue buying the brand’s product. L’Oreal needs major improvement in product
features. Package design and lipstick shades of the new product can be found in
recommendations for research problem one. In terms of texture, obviously, this characteristic
of L’Oreal lipsticks are unstable, some respondents regard it as too glossy and fades quickly,
others said it is too dry that they feel uncomfortable and patchy when using. Although matte
finish with no balm is strongly preferred, competitors’ brands have already owned such
features. Therefore, we suggest that L’Oreal launch a semi-matted lipstick product which
possess the comfortable wearing, moisturizing features of a lip balm while remains trendy
with the bold, long-lasting features of a matte lipstick. This improvement in texture shall be
emphasized in advertisements.
Secondly, for those who have never used the brand, we will push marketing plan as discussed
in research problem 3. Besides, strong promotion when the new product is launched will
attract and encourage this group to give the brand a try.
23
References
A brief history of LOreal. Chemistdirect.co.uk. Retrieved 25 February 2018, from
https://www.chemistdirect.co.uk/a-brief-history-of-l-oreal
About L'Oréal Paris - Overview of the Beauty Brand & Product. Lorealparisusa.com. Retrieved
25 February 2018, from https://www.lorealparisusa.com/about-loreal-paris/overview.aspx
L Oréal Story - Profile, History, Founder, Founded, Ceo | Cosmetics Companies | SuccessStory.
Successstory.com. Retrieved 25 February 2018, from
https://successstory.com/companies/l-oreal
L'OREAL VIỆT NAM. Loreal.vn. Retrieved 1 March 2018, from http://www.loreal.vn/
Market overview: Ngành hàng Mỹ phẩm Trang điểm qua góc nhìn social listening. (2017).
Buzzmetrics.com. Retrieved 25 February 2018, from http://buzzmetrics.com/market-
overview-nganh-hang-my-pham-trang-diem-qua-goc-nhin-social-listening/
SON MÔI – NHÓM SẢN PHẨM NÀO ĐANG THU HÚT NGƯỜI DÙNG NHẤT?. (2015).
YouNet Media - Social Listening & Market Intelligence. Retrieved 25 February 2018,
from http://www.younetmedia.com/insights/son-moi-nhom-san-pham-nao-dang-thu-hut-
nguoi-dung-nhat.html
24
Appendix
Appendix A
Data Tables
Count %
16-21 77 50.99
21-24 31 20.53
25-28 8 5.3
Over 28 5 3.31
n= 151
2. Respondents segmentation
Count %
Employed 17 11.26
n= 151
3. Respondents Income
Count %
n= 151
25
4. Frequency of lipsticks usage
Count %
No 27 17.88
n= 151
Count %
n= 151
26
Maybelline 54 (0.357) 75 46 52 (0.344) 0 (0) 23 (0.152)
(0.496) (0.304)
n= 151
Count %
27
n= 151
11. Your order of precedence when choosing lipsticks based on their covers
1 – 5, “Very unimportant” – “Very important”
Criteria Mean Std. dev Top-box%
Simple and elegant 3.86 1.02 28.7%
Transparent 2.173 1.15 4.4%
Have lots of pattern 2.786 1.22 8.6%
Fancy and strange-looking 3.486 1.11 20.6%
n= 151
12. Your order of precedence when choosing lipsticks based on their long-lasting level
1 – 5, “Very unimportant” – “Very important”
Criteria Mean Std. dev Top-box%
Easy to be cleansed 2.793 1.23 12%
Lasting but not waterproof 2.826 1.24 11.3%
Lasting for 4-5 3.866 0.91 24%
hours
Have to be cleansed by cleansing cream 2.893 1.39 14.7%
n= 151
13. Your order of precedence when choosing lipsticks based on their finish
1 – 5, “Very unimportant” – “Very important”
Criteria Mean Std. dev Top-box%
Matte texture, pigmented with zero balm 3.67 1.28 34%
Creamy, smooth texture, light balm 3.793 0.99 27.4%
Glossy texture with zero balm 2.02 1.14 6%
28
14. Level of agreement to statement: "Lipsticks reveal people's characteristics" 1 – 5,
“strongly disagree” – “strongly agree”
Mean Std. dev Top-box% Sample size (n)
4.173 0.783 38.41% 151
n= 151
Count %
n= 151
29
19: What do you think about L’Oreal brand characteristics? (Check all that apply)
Style Count %
Young and active 39 26%
Rock and edgy 11 7%
Charming 62 41%
Classy and traditional 48 32%
Others 15 10%
n= 151
22. What is the reason why you choose to buy or not to buy the product? (open-ended)
Reason Counts %
Buy because of the brand 3 2
Buy because of product features 24 16
Buy because of price 6 4
Buy for trial 15 10
Not buy because do not like the brand 8 5
Not buy because do not know the brand 13 9
Not buy because of product features 24 16
Not buy because of price 7 5
Not buy because competitors are better 8 6
Others 40 27
n= 148
30
Appendix B
Codebook
31
3 = Supermarket/Mall
4 = Cosmetic
5 = Magazine
32
DISCOUNT What are the reasons for choosing 0 = No
those brands? - On discount 1 = Yes
33
CLASS Level of agreement: lipsticks reflect 1-5, “strongly disagree -
social class strongly agree”
34
3CECOLOR 3CE brand evaluation: 0=no
color variation 1=yes
36
Appendix C
37