Decoding Skin Cream Choices: Triggers & Barriers Unveiled
In the ever-evolving skincare industry, understanding what drives consumers to choose one brand over another is crucial for brand positioning and growth. A recent study focused on identifying the key factors impacting brand choice among skin cream users in two South American markets provides valuable insights into consumer behavior, usage patterns, and the barriers that influence brand decisions.
Understanding the Challenge: Navigating Brand Choice Dynamics
The skincare market is diverse, with numerous segments catering to different consumer needs. The challenge in these South American markets was to assess the growth drivers for a particular segment of skin cream and understand the target group’s usage, behavior, and attitudinal patterns. By uncovering these insights, brands can tailor their strategies to resonate more effectively with their audience.
The Research Approach: Profiling Consumer Behavior
To tackle this challenge, the study employed a combination of cross-tabulations, Kruskal’s regression, and discriminant analysis to profile consumer habits and behaviors. By examining the triggers and barriers of product category and brand choice, the research aimed to provide a clear understanding of what influences consumers’ decisions in these markets.
Research Design: Reaching the Right Audience
The study utilized an online, self-administered questionnaire distributed through the Connected Audience platform, which reaches out to respondents in over 80 countries globally. This broad reach ensured a diverse and representative sample, providing robust data on consumer preferences in the two South American markets.
Key Outcomes: A Blueprint for Brand Portfolio Strategy
The research provided a comprehensive picture of the market, detailing the status of brand standing and potential growth opportunities. It also highlighted the image differences between brands and categories and identified the key triggers and barriers influencing brand choice. These insights were instrumental in developing a blueprint for the brand’s portfolio strategy, ensuring they could effectively target their audience and drive growth.
Conclusion
The study provides a comprehensive understanding of the factors influencing brand choice in the South American skincare market. By uncovering the triggers and barriers that drive consumer decisions, brands are now equipped to strategically position themselves to better meet consumer needs and expand their market share. These insights are essential for shaping effective brand strategies and ensuring sustained success in the competitive skincare landscape. For businesses looking to leverage these insights and refine their brand strategies, AskPlus offers tailored solutions to help you navigate these market dynamics and achieve long-term growth.