Qualitative Research Report

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Market Communication

           The following interview participants are girls from the age of eighteen to twenty-four years of age. The first to be interviewed is a girl aged twenty years; she is in her first year in college.

Interview 1

How old are you?    I am twenty years of age, currently in University 

Do you understand the term cosmetic?  Yes, I do.

Do you use any cosmetic products such as makeup?   Yes, I do use make up to enhance me

beauty.

What made you use it?  In school, ladies apply make ups to look more beautiful and attract

attention.   I decided to use facial make up to enhance my beauty and also my lips.

Which ones do you use?   I do use facial make up such as concealer, eye shadows, and lipstick 

How did you get to know about the cosmetic product you are using?   I got to know about the various make up products through a friend and also online.

It is online. Please elaborate on which site?  Online I saw a video on YouTube and also 

through Instagram Ads, Facebook Ads, and online shopping sites.

Did you find the advert appealing for you?  Some of the adverts were good, they 

inspired me to look for the same products, but some are very expensive.

If the advert was presented through the media, how would it have affected your choice of the current product you are using?  Media adverts at times are not appealing due to the short 

 period they are aired on TVs.

Can you recommend the product to other consumers?   I can genuinely recommend the product to others for sure, but not in my school (laughs).

Thank you for your time miss.

The next interview is of a girl of twenty-four years and in her final year at school and also an intern in the public domain. 

How old are you?  I am twenty-four years of age.

Do you understand the term cosmetic?  Yes, I do understand the term.  

Do you use any cosmetic products such as make up?  I rarely use, but my colleagues have 

encouraged me to use it.

What made you not to use any make-up?  I believe in being natural than adding any product on my skin. 

What do you use?  Daily I use just water and soap, and some lotion only.  

How did you get to know about cosmetic products such as make up?  I knew how to apply makeup from friends who use them.    

Did you find their persuasion appealing for you?  yes, at first, I almost resorted to but I decided 

not to.

Can you recommend cosmetic products to other consumers?  Yes, I can if someone feels obliged to use why not. 

Thank you for your time miss.

The third interviewer is a college student also.

How old are you?   I am ninety years old.

Do you understand the term cosmetic?  Yes, I do; they are the lotions we use and also the soaps we use in the bathrooms. Furthermore, it has to do with personal grooming.

Do you use any cosmetic products such as make up?  Yes, I do.

What made you use it?  I like how makeup brings out my beauty more. It makes me look more attractive.

Which ones do you use?   I do use a whole lot of make-up set, from lipstick, foundations, and even mascara.   

How did you get to know about the cosmetic product you are using?  I learned about make up through the TVs and digital media such as YouTube and my sister.     

Is it online?  Yes,  please elaborate on which site?   The first site was Facebook ads, then Instagram ads, and YouTube.

Did you find the advert appealing for you?  Yes, the advert made me love doing my make-up daily.

If the advert was presented through the media, how would it have affected your choice of the current product you are using?  If it were advertised maybe on Tv, then it would be boring, and perhaps I would not have used it.

 So, you mean to say that the choice of media for advertisement matters a lot to the consumer?  Yes, it matters a lot.

Can you recommend the product to other consumers?  Yes, I can recommend to all ladies who want to be more beautiful.

The next interview is also a girl at the vocational training institute.

How old are you?  I am eighteen years of age. I just started my vocational training.

Do you understand the term cosmetic?  Yes, I do understand the term cosmetics.

Do you use any cosmetic products such as make up?  I rarely use since at my school most of the time.    

At what time do you use them?   I apply makeup when there is an occasion at school, or there is a party.

Which ones do you use?  I use just the lipstick and eye shadow.   

How did you get to know about the cosmetic product you are using?  Most of them I borrow from my aunt, who is a seller of the same.

How did you get to know about the cosmetic product you are using?  I knew some of them through my aunt during my visits to her cosmetic shop.    Also, I learn some of the make-up tutorials from YouTube.

Does YouTube act as an advertising media for you?  Yes, one of the best advertising tools. It made me learn more about the do and don’ts of make-up.  

Can you recommend the product to other consumers?  Cosmetic is a daily use product for most women and men. I can surely recommend the use of cosmetics for personal grooming.

Thank you for your time miss.

Fifth Interview:

How old are you?    I am twenty-three years old.

Do you understand the term cosmetic?  Yes, I do understand.

Do you use any cosmetic products such as make up?  Yes, I do use make-up as part of my daily cosmetic use.

What made you use it?  I wanted to experiment on make-ups as see how I look.

Which ones do you use?  I used some make-up essentials, such as lipstick and lighteners.   

How did you get to know about the cosmetic product you are using?  I saw an ad on how to put up make on your face, and I followed and experimented from there. 

Was it online?  Yes.  Please elaborate on which site?   It was through Facebook ads that directed me to YouTube. 

Did you find the advert appealing for you?  Yes, the advert was calling and eye-catching

If the advert was presented through the media, how would it have affected your choice of the current product you are using?  Media houses do have little commercial airplay of any advert. Thus, digital media is the best option.

Can you recommend the product to other consumers?   I can recommend cosmetics use to others and people to use what they are comfortable with.

Thank you for your time miss.

Sixth Interview

How old are you?  I am twenty-two years of age.

Do you understand the term cosmetic?  Yes, I do.

Do you use any cosmetic products such as make up?   I use cosmetics, but not make up.

What made you use it?  Cosmetics are part of us. I use soaps, shampoos for my hair, the different hair products all sum up as cosmetic.

Which ones do you use?   I use hair conditioners and shampoos

How did you get to know about the cosmetic product you are using?   I saw my mum using it from way back and also from commercial Tv advert and online ads.

Is it online?  Yes.   Please elaborate on which site?  The site is Facebook and also on YouTube.

Did you find the advert appealing for you?  As for me, yes, they are appealing.

If the advert was presented through the media, how would it have affected your choice of the current product you are using?  Currently, commercial adverts are being fast-tracked through technologic, and such adverts must adhere to the new technology.

Can you recommend the product to other consumers?   Yes, I can recommend that you use what you are familiar with all the time.

Thank you for your time.

Seventh Interview

How old are you?  I am twenty-one years of age.

Do you understand the term cosmetic?  Not really.

Do you use any cosmetic products such as make up? If  body wash and gels are cosmetic, then yes.

What made you use it?  I like to shampoos my hair if it is dirty, or I feel I have dandruff. The shampoo is used to make my hair look healthy and also easier to comb and style it.

Which ones do you use?    I like the two in one shampoo

How did you get to know about the cosmetic product you are using?   I saw one of the shampoos through the supermarket advertising screens, and I love it.

Did you find the advert appealing for you?  Yes, the advert was charming and appealing to the eye.

If the advert was presented through the media, how would it have affected your choice of the current product you are using?  If it were presented through the Tv media, its impact would have been different. I would have to look for it.

Can you recommend the product to other consumers?   Yes, I can recommend to them the shampoo I am using.

Thank you for your time.

In all the seven interviews done, it is evident that cosmetics is part of the girl’s life knowingly or unknowingly. With the conversation being on the subject cosmetic and also part of it touching on make -up as one of the cosmetics used by a woman from as young as five years. Consumer interviews are all about getting to know their needs regarding the product in the market. When carrying out interviews for a particular product, it is vital to understand that some of the information may be true or not. While some of the interviewees might give sincere answers with regards to know they feel the product is. Also, interviews help in gauging the product intake by the consumers and the various modifications the product needs to achieve. In the extracts that follow seven consumers are interviewed on how they partake cosmetic products, especially make-up.

When it comes to consumer preferences, each has theirs in the interview with the seven women. One of the occurring scenarios is the referral process from either a friend or a family member. The interview was aimed at showing if the participants were aware of the products they used daily. Cosmetics is a multibillion-dollar industry globally since its inception in early civilization. Many women used to refer their family members or friends to a particular joint for specific jobs. Therefore, referral to business or products shows how trustworthy and loveable the product is. Also, brand producers do use references as a way to have more customer base.

The digital emphasis among the seven-woman shows how famous cosmetic brands should invest in this platform. With nearly eighty-five percent of the participant suggesting they got the information from the digital platform shows its importance. Digital flatform through social media has made strides in ensuring that online customers are updated on the new arrivals of products and also the latest trends of the products. The women in the interview gave a clear picture of how Facebook, Instagram, and other social media platforms can be resourceful in marketing a product.

Brand adverts are the chief pushers for brand consumptions. The interview entailed the use of cosmetics and what was appealing to most of them. The response shows that advertising a brand brings new customers and also keeps the old customers in the loop. If cosmetics brand promotes through some of their customers, then their brand intake increase as people will be familiar with the advert. Brand adverts also act as an eye-opener to the producers since feedback means both negative and positive are considered.

Customer loyalty also proves that customers trust brands they are familiar with. The interview proved that nearly eighty percent showed customer loyalty to their cosmetic brand. Although we cannot deduce for how long some of them have been using the same product. Brand loyalty from customers impacts a lot on sales of products. Though some of the interviewees were not conversant with the issue of cosmetics, they acquired knowledge as the interview continued. It is also evident that cosmetic vary according to pricing. In the current cosmetic world, the most expensive makeup cost nearly $2500 for a simple makeup kit. As one of the participants narrates, the rare kits cost a fortune, and thus, she uses the locally available ones with the ones in the market being just within their spending range. Therefore, marketing communication helps producers and manufacturers to satisfy customers' needs. It is also vital for companies to keep consumers feedback with great emphasis — the feedback helps in formulating products that are consumer-friendly as one of the interviewee claims.