Moreover, the company positions its products as environmentally friendly, in the production of which only natural raw materials are used - plant extracts. But as it turned out, more than 60% of respondents did not know this information.
Faberlic cosmetics are considered budget products on the Russian market. In a survey of buyers, 55% agreed with this assessment, comparing the company with other manufacturers such as Mary Kay and Amway. And only 12% consider Faberlic cosmetics expensive, unlike Avon.
When respondents were asked about “which brand of cosmetics is most often encountered,” the following brands were noted: Oriflame (30%; %), Avon (27.5%; %), and Mary Kay (25%; %).
The survey then clarified zalo database the opinion about the target group of Faberlic buyers. Here the opinions were different. Some respondents answered that the cosmetics brand is aimed at older consumers (42.5% ), and another 55% believe that these are products for young people. It is interesting to note: although only 5% of survey participants use Faberlic cosmetics, 32.5% are sure that these products are intended for buyers like them. These data indicate the demand for the products of the brand under study, but at the same time, many consumers do not have access to them due to their high cost or for other reasons.
The following questions in the questionnaire concerned cosmetics advertising and the impressions it makes. The most popular channels for obtaining information, according to the survey, are: the Internet, TV, PR billboards and citylights, as well as recommendations from friends. Each of the respondents is familiar with Faberlic advertising.
Based on the results of the study, we can draw conclusions about the low popularity of the Faberlic brand among cosmetics buyers, as well as about the lack of consumer awareness from the company's advertising. The brand image is not well developed. Consumers do not have the necessary information that Faberlic offers high-quality, environmentally friendly and safe products.
The field study resulted in the following conclusions. And marketing specialists developed measures aimed at popularizing the brand.
As we can see, field research in marketing provides the opportunity for a comprehensive study of market products and the nature of interactions between companies and consumers. Systematic application of such marketing analysis methods will ensure sustainable growth in business quality.
Author of the article
Sergey Kasyanov
Sergey Kasyanov
Co-founder of the company "Sales Generator"
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