Market sustainability analysis of jenny milk cosmetics

C Cosentino,R Valentini,P Freschi

doi:10.9755/ejfa.v25i8.16093

Abstract

A quantitative market analysis was carried out to deepen the knowledge on some qualitative and quantitative aspects of jenny milk and cosmetics and, successively, a survey was carried out to study the influence of packaging on consumer liking. The first analysis was conducted using the quantitative method by interviews with a one to one questionnaire, consisting of 18 questions. In the second survey were interviewed 300 people with a questionnaire divided into two perception areas: of packaging paper, and of packaging communication. Results showed that 67.8% of consumers had familiarity with jenny milk, but only 19.5% knew cosmetic properties of this product. The panel expressed a low expenditure propensity toward the proposed cosmetics. For these products, the study on packaging identified a type of matte paper as the favorite by consumer. Moreover, panel judged the icon of donkey and naming Asinella as the most persuasive.

Highlights

During the nineteenth century, chemicals were used to replace more expensive natural ingredients making the cosmetics more widely used
These cosmetics could absorb a significant portion of the market for natural cosmetics based on milk
The results of descriptive survey put in evidence that customers knew jenny milk and expressed willingness to buy jenny milk cosmetics in the future

Summary

Introduction

Chemicals were used to replace more expensive natural ingredients making the cosmetics more widely used. The growing interest in health of consumers is nowadays reversing this trend involving an increased interest related to natural ingredients. The 21st agenda item of World Summit carried out in Rio in 1992 emphasized the importance of the sustainability of industrial production. The cosmetic industry is mainly focused towards products made with natural ingredients, and it is oriented to a sustainable consumption. Many cosmetics industries developed publicity campaigns with images of an eco-friendly company to promote their cosmetics. The marketing becomes attentive to sustainability increasingly in the creation and production of the packaging product by the study of consumer behavior

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Conclusion