Marketing Research: Data Description, Analysis, and Findings Report

This report presents a comprehensive analysis of data collected for a marketing research study focusing on organic skincare products in China. The research employed both primary and secondary data collection methods, with a significant portion of the primary data gathered through an online survey distributed via social media. The report details the data characteristics, including the use of quantitative data from both primary and secondary sources. It examines response rates, sample demographics (gender, age, employment, and education), and identifies data limitations, such as potential gender bias due to a higher proportion of female respondents. The findings indicate that strategic marketing and brand management significantly influence consumer behavior and purchasing intentions within the organic skincare market. The report emphasizes the importance of brand perception and effective marketing strategies in attracting and retaining customers, ultimately contributing to increased sales and brand presence. The research highlights the significance of consumer behavior and brand influence in the context of the organic skincare market in China.

Chapter 4: Data description
4.1 Introduction
In this chapter, there will be discussion over the data which has been collected from the current
research work. The chapter will evaluate necessary information which is related to the
information gained by conducting the current research which will provide better transparency
over the data collected and analyzed for drawing a conclusion. Knowing the reliability of the
data, proper understanding of the source and method of collection is important. As it has been
seen that in the current process Online survey will be undertaken by the researcher it is important
to evaluate the reliability of such data collection source to conduct the current research study
over the subjected research topic.
4.2 Data Characteristics
Data and information which has been collected in the current research are from both primary and
secondary source of data collection. To fulfil the primary sources of data collection, data has
been collect through online survey. For the secondary data collection method, references to
previous research papers, books and journals have been provided (Gong, Morikawa, Yamamoto
& Sato, 2014). This has been done in order to increase the authenticity of data and information
which has been collected in the current research. The evaluation of such authenticity will
certainly allow researcher to gain possibility of well acknowledgement of facts. The possible
outcomes and the possible changes that are quite obvious gets well within the understanding of
the researcher. Therefore, the increment of the authenticity in the paper mentioned has laid its
foundation to make the readers and learner well aware of the situation. The descriptive nature of
the research work is well beneficial when it comes to the situation where collection of iformation
is directly related to the benefit of society. The data is of Quantitative type from both primary

and secondary sources which mean the data which will be fulfilling justifying authenticity from
different oint of view. Secondary source of data is acting as a source of supporting material to the
primary data and information. This will check on whether the reports generated are evident and
reasonable in accordance to the previous research or not. Hence it can be said that the primary
source of information will be the sources of information which will be used for analysis and to
make a prominent conclusion based on the primary data. It is to mention that the primary source
of data will be taken through an online survey which will be conducted through an online portal.
The survey will be based on both information and demographic questions. It can be said that the
survey will be based on a questionnaire which will be prepared beforehand (Maher, Sadeghi &
Moheb, 2014). The researcher will create the questionnaire in such a manner that the accurate
information which is relevant to the subjects research topic will be collected based on which the
further analysis will be performed. The questionnaire will comprise of both demographic as well
as informative questions which means the researcher will aim to get information on both the
demography of the respondent as well as the information needed to conduct the research work.
The informative question will help in collecting data for the research whereas the demographic
question will tend to state about the gender, age, employability and income status of the
respondent based on which the source of the data can be identified (Yazan, 2015). For example
of the majority of the presidents are from 18 to 20 age group it will be considered as the users of
the products belong from the tongue groups and thus the source of information can be identified
which will help in further clarification of study. It is to be mentioned that this will help in
identifying h relevance of the response as well, for example, a male respondent cannot make
states in related to the female skin care products hence the response provided will be irrelevant.
Although the demographic question will also determine whether the data called is biased or

unbiased in nature. This will help in knowing data characteristics and the nature of the data
collected from the reports through the online survey (Jugenheimer, Sheehan & Kelley, 2015).
4.3 Response rates
Response rates are rates are which respondent where responding to the current survey. It can be
said that although there was the huge amount of population which was targeted for the current
survey there was only few which actually attended the survey which has helped the research to
analyze and conclude on the result. It can be said that the response rates were certain to be good
because of the research conducted on the online platform. The process of the survey was
conducted through an online platform in which questionnaire was spread through social media
networks and it was seen that 75% of the recipients were responding to the survey which was a
valid and effective response rate of the survey. Thus it can be said that the response rate was
good enough to conduct the research in a faster manner. Through such response rates, the
researcher was able to conduct the survey in a faster manner (Mukhopadhyay & Gupta, 2014).
This helped the researcher in gaining data in a faster time which was beneficial for the researcher
to complete the survey n given space of time and to collect data at a fast pace and analyze there
to articulate and evident conclusion at the end of the research study.
4.4 Discussion of sample characteristics
Now the demographic question was asked in order to gain knowledge in regards of the data
source and the questionnaire compares of various demographic question such as question asking
for the age, gender, income and employability of the respondent to know on whether the data
source is relevant and valid for the current scope of the study. The data sample collected in the
survey for the demographic question it was found that 66% of the respondent were females
where females wear 31% were males and the 3% prefered not to state there gender (Rosenbaum-

Elliott, Percy & Pervan, 2015). The chart below shows the percentage of males and female
genders which participated in the current survey:
This means the female respondents were more in comparison with the male respondent. In
normal circumstances, ts was also assumed that the number of female participants within the
survey will be more u regards of the male counterparts hence the results are normal and fit in the
current research situations. In terms of age it can be said that people from age group 1 are 8%,
age group 2 are 21%, age group 3 are 53% and age group 4 are 18%. Age 1 resembles the
respondent below 18, age group 2 resembles 18 to 29, age group 3 resembles 49 and age group 4
resembles people above 49 years. It can be said that the people from the age group of 49 are the
highest in the current research which given an impression that people having more experience in
skin care product are indulge in the current research study. The below chart shows the same

In terms of employment, t can be said that 58% of the residents are employed full time, 17% are
part-time employed and 15% are self-employed where are rest are not employed. The
educational experience of the respondent in the current research are 23% have got a secondary
education, 41% have got a high secondary education, 25% have undergraduate education
whereas 11% have postgraduate education. In the current 78% of the recipient know about
organic personal care products where was 21% have no knowledge over such product hence it
can be said that majority of the section are educated and have knowledge in regards of the
product which make the survey valid and reliable. Overall it can be stated that the respondent is
nearly well qualified and with standard experience and knowledge to respond on the current
survey which will increase the reliability and validity of the current data collection process and
the validity of data will be enhanced in this way (Rosenbaum-Elliott, Percy & Pervan, 2015).
4.5 Data limitation
There are limitations in every research and data collection method. It can be said that on the
current process of data collection there were some limitations which can affect the study in an

evident manner. It can be said that through the survey it has been found that the number of
female respondents was high which means that the data is limited mostly towards high gender
which is excess in the study. Hence the data collected can gender biased. On the other hand, the
data has been collected from online survey hence there can be chances of perforation in which
data has ee filled abruptly the quality of data rests in the hand of the respondents.
Chapter 5: Conclusion and recommendation
5.1 Conclusion
Concluding in the light of the above research study it can be said that strategic marketing and
management place and very important role to influence customers within a particular market.
Through the use of effective strategic brand management, the companies within the organic skin
care product industry can influence its consumer and attract them to increase the sales of their
product (Moore et al. 2015). The research evidence shows that in China consumer behaviour
towards a certain brand or brand product is a major component which affects the intention of
customers in buying a certain product. Hence it has become very clear that through the use of
effective strategic marketing of brand companies within the Skin Care industry stimulate and
influence consumers to attract their purchasing ability towards their product in and very evident
manner. The research study also makes it very clear that purchasing intention of a consumer
depend on its behavior and influence which it has perceived for particular brand in the Skin Care
industry if the consumer is highly motivated and influence to buy a certain brand product it will
be easy for the company to sell their products to them whereas on the other hand in such
motivation and influence is not there within the customers the brand will mean no component
which will derive the purchasing intention of the customers within the market. The research
study has made it clear that purchasing intention of a customer within the Skin Care industry is

very much influenced by the brand of the product as the customers are very much attracted
towards good brands of skincare products which they will use containing more organic substance
and elements. A brand is treated as a symbol of significance when it comes to the elements used
which are taken into the production of the chemical product the better the brand the better the
quality of the product and the better the product for skin care treatment. Consumer behaviour in
such a market is an insignificant element which determines whether the consumer will purchase
the product or not. It can be said that customers play an important role within the sales of any
product in any market hence it is important that customers are influenced am attracted towards
the brand and in this operation strategic brand management and marketing comes in very helpful.
Through the help of effective strategic brand marketing promotional and advertising activities
related to the brand and its products can be done which will influence and attract customers for
the firm to increase its overall sales and brand prisons within the market. True effective brand
management strategies the company can manage its current brand value and brand image in front
of its current customers so that the customers are retained and loyal customers are created which
will help the company in creating and establishing a good consumer base within any market
especially in the organic skincare product industry within China. It also helps a company to
effectively increase their the Gmail base and to create a good Goodwill within the market which
have a company in growing their brand presence and reputation within a certain market which is
based on trust and loyalty towards the customer (Atwal & Williams, 2017).
From the above, it is concluded that the assignment provides information regarding skincare
products in China. The company by using Strategic Brand Management tool is able to do their
business properly. Recommendations are been made in the above regarding how the company
will be able to sell their products and how they can get many consumers. It is concluded from the

above recommendations that the company can sell its products and endorse their brand in various
ways. From the recommendation, it is seen that the company by advertising their products with
the help of celebrities will be able to hold a wide range of consumers and will be able to sell their
products. It has also been concluded from the above that the above recommendation that the
company can also make their own websites regarding their products and brands. In the website,
they can provide information regarding their products and can also add the price of the products
which will help the people to know about their brand. From the above, it has also been concluded
from the recommendation that strategic brand management is a tool that can be used by the
company in order to increase their sales and consumers. With the help of strategic brand
management, the company will be able to established proper plans regarding their products
which can be implemented anytime by the company in order to make the company more
prominent and wealthy. Thus it is concluded that by strategic brand management as a business
tool the skincare company of China will be able to achieve their aims and goals.
5.2 Recommendation
From the above assignment, recommendations have been made regarding the strategic brand
management. In the recommendation, it will be mentioned that how a company used strategic
brand management in order to attract or influence the consumers. The following
recommendations are made regarding strategic brand management:
1. Strategic Brand management is a business tool that is used by many companies in order to
maintain a good relationship with consumers. Strategic brand management also helps the
companies to maintain a good position in the market. For the cosmetic product company in
China. It is recommended that they should use the strategic brand management to influence
their consumers. The strategic brand management is a process through which company do

planning for controlling marketing programs and to maintain proper brand equity. It is
recommended for the skin care company to introduce some new skin related product which
will attract their consumers. The company can also increase sales by the establishment of
new skin and body care products. The skin care company in China can also provide some
discounts to their consumer in order to attract more customers. It is also recommended for the
skin care company to identify the current position of them in the market and to work for its
development. It is also recommended for the skin care company to provide some gift
vouchers or gift sets to their consumers by arranging any kind of lucky draw or purchase of
higher products. This trick will help the company to maintain a good relationship with the
customers and the company will also keep consistency with their customers. The company
can also provide free facials to their after every six months to their regular customer. This
will also keep a constant relationship with the company (Tiqiao, Honglan, Biao, Guohao &
Rongchang, 2014).
2. It is recommended for the skin care company to make a proper plan in order to do some
marketing programs which will help the company to attract a wide range of customers. The
company should also support other marketing programs and should be a part of the program
where the company will be able to understand the marketing strategies of the other
companies (Nowell, Norris, White & Moules, 2017). The importance of brand management
is that it focuses on the brand and provides ideas regarding the advertisements of the brand.
For the skincare company, it is also recommended to advertise their products on televisions
and newspaper and pamphlets. By advertisement, the company will be able to attract many
customers. The brand advertisement is essential for the company because consumers are
attracted by the name of the brands more than its products. Brand management is a business

tool through which the Chinese skin care company will be able to get customers from
different parts of the world. It is also recommended for the company that while selling their
products to the markets the company should use its brand name packaging on their products
(Leung, 2015). No matter whatever skin products are bought by the customer they will only
remember the name of the brand which they are using.
3. Another important thing that is recommended to the skincare company is that they should
do social media marketing and promotions. Social media is something where people stay
active every time. Social media helps us to connect with the world by just sitting at home
using a phone or computer. Millions of people have Facebook, Instagram, Twitter accounts.
The skin care company should put an advertisement on these social media sites. Giving their
advertisement on social media sites will be able to draw the attention of many people. The
chances of selling their products increase if the company opens its own pages in these social
media sites. It is recommended for the Chinese skincare company to open their own brand
pages in these sites and on upload their products and their details on a daily or weekly basis.
It is also recommended to the company to advertise their brands with the help of their
celebrities (Petrucci, Gromaire, Shorshani & Chebbo, 2014). The company should hire
celebrities in order to endorse their products and brand. Celebrities have a huge amount of
fan following and the company should utilize this opportunity by recruiting some celebrity as
their brand ambassadors or hiring them just for some few advertisements (Ferreira, Krahmer
& Wubben, 2017). When people will see their favourite celebrities are advertisement such as
skin care products then they will definitely like to have a try of that product. It is also
recommended to the skin care company to organise some contest where they will give away

the winners of the contest. This will help the skincare company to get many consumers
(Heding, Knudtzen & Bjerre, 2015).
4. There is another way which is recommended to the skin care company in order to increase
their customers, brand endorsement and an increase of selling products. It is highly
recommended to the Chinese skincare company to make its own e-commerce website. The
website is something which provides information about various things that most of the
people are unaware of. Every brands or company have their personal websites where people
can visit and see the products of the brands and many other things. Nowadays people prefer
online shopping instead of going to any shop and buy products. It is important to own a
website for holding a strong market. The company should put information about their
products on their personal website (Mohammadbeigi, Mohammadsalehi & Aligol, 2015). It is
recommended to the skincare company of China to provide information regarding each of
their products and should also write the price of those products. This will help the company
to advertise its brand as well as people from different parts of the world will be able to see it
and also can order their products. Owning a personal website will help the company to do
business with people who belong from different parts of the world. The people do not have to
buy skincare products from China by visiting their country. They can order the skin care
products from any part of the world and the company with responsibilities will deliver their
products. This will help the skincare company of China to hold a good position in the market.

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