EOC Week 2: Survey Research

Considering that the midterm project involves fragrances, I did some market research on colognes and perfumes. One of the more recent researches done was done by Packaged Facts on The Latino Health and Beauty Care Shopper. The Background of the report said, “Over the past decade, spending by Latino consumers on personal care products grew more than 40%, nearly three times faster than it increased among non-Latino consumers.” And they continue with “By 2015 Latinos will make up 20% of 18- to 49-year-olds, an age group critically important to HBC marketers, and will account for a growing share of consumers of HBC products in the future.”(1) This lead me to rationalize this to be relevant for some exploratory research. “Exploratory research can be useful in helping to better define a marketing problem or identify a market opportunity. Problems are usually not as obvious as they may seem.” (pg 45)  

Descriptive research “Describes characteristics of objects, people, groups, organizations, or environments; tries to “paint a picture” of a given situation.”(pg45) According to the report, ”Latinas are 25% more likely to use perfume and 48% more likely to use toilet water…” (Diluted perfume, not the stuff dogs drink) “…One in five (21%) used perfume, cologne or toilet water at least eight times in the past seven days. The Victoria’s Secret perfume brand performs the best among Latinas. Compared to women on average, Latinas are 63% more likely to pick Victoria’s Secret in this HBC product category.”(6) So there would be an opportunity to create a scent that could be sold in Victoria’s Secret for men. After all, women are the ones that are more likely to make the purchases for men. “Latino men are 14% less likely to choose unscented … and are significantly more likely to select … brands with aromas such as spice (41% more likely) and lemon/lime (11%).”(11)

The opportunity is the Hispanic market for a scent for men makes a lot of sense to me and I look forward to coming up with a fragrance for men. “Causal research seeks to identify cause-and-effect relationships to show that one event actually makes another happen.” (47)

http://academic.marketresearch.com.ai.libproxy.edmc.edu/product/display.asp?productid=6497880&curl=&surl=%2Fsearch%2Fresults%2Easp%3Fprid%3D1082825501%26query%3Dcologne%26cmdgo%3DGo&prid=1082825501