International Guap Research

Executive Summary● Problem statement: to determine what factors contribute to a consumer’s

choice in purchasing a high-end cosmetic brand or a drugstore cosmetic

brand in the New York City Marketplace

● Hypothesis: Consumers in the New York Market prefer buying expensive

than inexpensive makeup and consumers in the New York City

Marketplace prefer drugstore cosmetics rather than luxurious cosmetic

brands seeing that drugstore cosmetics are inexpensive.

●

Research Objectives1. To compartmentalize the attributes of someone

choosing between high-end and drugstore makeup

2. To determine what kind of makeup is preferred

by makeup users

3. To distinctively understand the pros and cons

between high end and low end makeup

Research Questions

1. Do consumers think a makeup product has good quality because of its

price?

2. Do people associate low prices with bad quality?

3. Is there a clear visual difference between a consumer using high end

makeup and a consumer using drugstore makeup?

Secondary Data

L’oreal Anastasia La Palette Modern Nude 1 Renaissance

L’oreal Anastasia La Palette Modern Nude 1 Renaissance

Target Market / Target Population

People interested in cosmetics including: 1. Makeup artists 2. Young/Middle age Women 3. Men that wears makeup

Research Design1. A majority of our participants wear makeup 5 days a week or more.

2. Out of 50 participants, we found that the drugstore and the specialty store is

where the majority of the participants purchase their makeup.

3. 54% of the respondents somewhat believe in cosmetics brand’s product claims.

4. Based on our results, 62% of the respondents say “yes” and 38% of the

respondents say “no”.

In addition to, A majority of the participants said that they “sometimes”

have a hard time finding makeup that works for them.

Data Analysis

This data shows that the majority of makeup users that use makeup/skin products, use it into improving their self image.

Conclusion We were able to find out whether our respondents preferred drugstore or luxury

cosmetics. In our questionnaire, we asked “Where do you purchase the majority of your makeup

from the most?” and out of 50 participants, we found that there was a tie between drugstore and

the specialty store. Before conducting this research, we believed that consumers in the New

York City Marketplace prefer drugstore cosmetics rather than luxurious cosmetic brands,

because drugstore cosmetics are inexpensive, which means everything will depend on many

elements in the decision making process as the price, quality, brand popularity and also how

many people are willing to spend a certain amount of money just for makeup.

Everybody is different and not every person

has the same point of view when it comes

down to makeup!