Group Project of Market Research - Wai Yuen Tong (Vr. C).pptxVIP

Research of Women’s Perception of Chinese Herbal Mask in Hong KongMKT5612 Applied Marketing ResearchResearch of Female’s Perception on the Chinese Herbal MaskC O N T E N T Company Product Background Research Problem Objectives Research Design Data Collection Analyses Recommendation LimitationBackground Wai Yuen Tong Medicine Co.Ltd位元堂藥業控股有限公司Retail Shop in HK1897 Found in Guang Zhou1st Retail Shop in Guang ZhouDistribution all over the worldRaw Traditional Chinese Herb Produced Chinese Health SupplementChinese Herb essence promotion awardsGMP certificateBackground ProductChinese Herbal Facial MaskGive the Skin CollagenGive the Skin NutritionWhitener the Skin Management Problems Sales ProblemHow to increase the sales of Chinese herbal facial mask?How to increase the sales of Chinese herbal facial mask?Research Problems Objectives Marketing Research Problems Consumer Preferences Purchase Intentions Research Objective Find out the consumer behavior of facial masks; Identify any misperception of using Chinese herbs for skin care; Explore the consumers’ motivation, attitude, using experience on masks in relation to the Chinese herbal mask; Gauge the consumers’ awareness of Wai Yuen Tong Chinese herbal maskResearch Design FrameworkMotivationDemographicAttitudePreferenceChoiceMask UsageHabitUsing ExperienceBrand Image of WYTResearch Design Variables Measures Age Education Marital Status IncomeDemographicMask UsageHabit Usage Frequency Evaluations Experience…Research Design Research Method Focus Group Secondary Data SurveySecondary Data Top 5 countries of origin for imports of cosmetics and skincare products into HK: France, Japan, United States China, United Kingdom.25%Foreign cosmetic brands dominates the HK Cosmetics market.3.7%17% France Japan United States China United Kingdom15%15%Source: New Zealand Trade and Enterprise, 2010Secondary Data A survey conducted by the HK Healthlink in 2011 More than 60% respondents have consumed Chinese herb as health