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    Consumer Profile Nivea

    Uploaded by

    RAGHAV JINDAL
    The document summarizes research conducted on consumers of skin care products in India. 15 interviews were conducted using a questionnaire covering demographics, lifestyle, digital habits, skin concerns, and purchase behaviors. 3 key consumer portraits emerged: 1) Time Seeking Ambitious Millennials aged 20-35, career-focused singles/couples in cities who prioritize quality but have little time for extensive routines. They shop online and are active on social media. 2) Nature Seeking Mothers aged 35-50, married homemakers focused on natural remedies. They shop in stores and have interests in entertainment, cooking, and beauty. 3) Minimalist Buyers aged 18-60, students/workers who

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    Consumer Profile Nivea

    Uploaded by

    RAGHAV JINDAL
    248 views7 pages
    The document summarizes research conducted on consumers of skin care products in India. 15 interviews were conducted using a questionnaire covering demographics, lifestyle, digital habits, skin concerns, and purchase behaviors. 3 key consumer portraits emerged: 1) Time Seeking Ambitious Millennials aged 20-35, career-focused singles/couples in cities who prioritize quality but have little time for extensive routines. They shop online and are active on social media. 2) Nature Seeking Mothers aged 35-50, married homemakers focused on natural remedies. They shop in stores and have interests in entertainment, cooking, and beauty. 3) Minimalist Buyers aged 18-60, students/workers who

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    Consumer profile Nivea

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    The document summarizes research conducted on consumers of skin care products in India. 15 interviews were conducted using a questionnaire covering demographics, lifestyle, digital habits, skin concerns, and purchase behaviors. 3 key consumer portraits emerged: 1) Time Seeking Ambitious Millennials aged 20-35, career-focused singles/couples in cities who prioritize quality but have little time for extensive routines. They shop online and are active on social media. 2) Nature Seeking Mothers aged 35-50, married homemakers focused on natural remedies. They shop in stores and have interests in entertainment, cooking, and beauty. 3) Minimalist Buyers aged 18-60, students/workers who

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    248 views7 pages

    Consumer Profile Nivea

    Uploaded by

    RAGHAV JINDAL
    The document summarizes research conducted on consumers of skin care products in India. 15 interviews were conducted using a questionnaire covering demographics, lifestyle, digital habits, skin concerns, and purchase behaviors. 3 key consumer portraits emerged: 1) Time Seeking Ambitious Millennials aged 20-35, career-focused singles/couples in cities who prioritize quality but have little time for extensive routines. They shop online and are active on social media. 2) Nature Seeking Mothers aged 35-50, married homemakers focused on natural remedies. They shop in stores and have interests in entertainment, cooking, and beauty. 3) Minimalist Buyers aged 18-60, students/workers who

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    Group 1

    Molly Loffet
    Naveen Daga
    Nimisha Rustagi
    Raghav Jindal
    Shreya Singhania
    Vikas Gupta
    About the company:
    • A German personal care brand that specializes in
    body care

    • It is owned by the Hamburg-based


    company Beiersdorf Global AG

    • It began its operations in 1911

    • It is present in Asia, Africa, America, Europe and


    Middle East

    • It has its product range across Body, Face, Men


    and Sun
    Research methodology
    Method used: Direct Interviews (A total of 15 people were interviewed)

    The questionnaire used is:


    1. What is your age?
    2. Which city do you belong to? Variables used:
    3. Which career phase are you in?
    4. What is your relationship status? Demographic Geographic Psychographic
    5. Which digital platforms are you active on?
    6. How frequently do you check the platforms? •Age •City •Lifestyle
    7. What skin care products do you use? •Gender •Beauty &
    8. Where do you purchase your skin care products from? •Family & Wellness
    9. If e-commerce, then which websites do you buy it from? Relationships •Digital
    10. What are your skin related concerns? •Career phase Presence
    11. Do you refer to any online content to maintain your skin? •Hobbies &
    12. Do you follow any particular skin regimen to take care of Activities
    your skin?
    13. What factors do you consider while making a purchase
    decision for a skin care brand?
    14. What is the process you follow to purchase a skin care
    product?
    15. What are your interests?
    Consumer portrait
    Time Seeking Ambitious Millennials
    Who am I?

    ◦ 20-35 years of age


    ◦ Suburban/Urban career-focused students/working
    women
    ◦ (Single/Married (New Parents)/In a Relationship);
    ◦ Grooming is important but no time so focuses only
    on daily skin hygiene
    ◦ Brand conscious, quality over price
    ◦ Most skin products are purchased online on Nykaa,
    BigBasket, Amazon etc
    ◦ Interested in Films, Concerts & Parties, Music, Books,
    Reality shows, Travel, Restaurants
    ◦ Highly active on Social media (FB, Instagram,
    LinkedIn, Snapchat and WhatsApp
    ◦ Very Tech savvy
    Consumer portrait
    Nature Seeking Mothers
    Who am I?

    ◦ 35-50 years of age


    ◦ Rural/Urban Married home-maker with
    teenagers/adult children
    ◦ Prefers home remedies/less chemical based
    products, not brand conscious;
    ◦ Spends time taking care of their skin through
    moisturizing and using home remedies
    ◦ Most skin products are purchased through Kirana
    stores, hypermarkets and supermarkets
    ◦ Interested in Bollywood films, Classical Music, Books/
    Magazines/Newspaper, Cooking, Home & Garden,
    Beauty, Clothing
    ◦ Not so active on Social media platforms; Most
    present on Facebook
    ◦ Not so tech savvy
    Consumer portrait
    Minimalist Buyers
    Who am I?

    ◦ 18-60 years of age


    ◦ Students/Working men and women (parents)
    ◦ Does minimum (time, money) to stay presentable;
    Choose among available products;
    ◦ Not very brand conscious; Purchase recommended
    products wherever offers available
    ◦ Skin products are purchased based on
    convenience and discounts, either online or offline
    ◦ Interested in: TV shows, movies, home and garden,
    books
    THANK YOU

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