Current trends in the perfume and cosmetic market

Abstract

In order to in-depth study of consumers in the perfumery and cosmetic market as the largest in terms of sales volume of the assortment, a study was organized and conducted in two Ukrainian cities with different population sizes. The study was conducted for LLC "BOMOND GROUP". The company is considered the leader in the retail market of perfumery and cosmetic products in Ukraine. The purpose of the study was to achieve an understanding of the underlying motives of consumer behavior, to find ways to effectively communicate with the consumer of the selected type of product. Group interviews were organized with representatives of various socio-demographic groups. The method of focused group interviews was chosen. Factors motivating consumers when choosing perfumery and cosmetics were identified. The perception of different types of perfumery and aromas by selected categories of consumers was described. The attitude towards different price segments of perfumery and cosmetics was studied. It was selected and structured according to the criteria for choosing goods and making a purchase. To obtain a comprehensive analysis of segmentation indicators and characteristics of the consumer profile, a questionnaire method was chosen. It allowed to assess satisfaction with perfumery sold by LLC "BOMOND GROUP" in stores. The results of the study of the segmentation of the perfumery consumer market were presented and characterized. Based on the results of the study and questionnaire, a profile of the target consumer was formed, to which the communication of the analyzed campaign should be directed.