REPORT
Contents
1. Background of analysis
2. Hypothesis
3. Research objectives
4. Research method
5. The probable results
1. background of analysis
Nowadays, man¡¯s makeup is considered as natural.
This chart shows that men`s interest in make up is growing constantly. Every year percentage of `basic` is decreasing, On the other hand, the percentages of `Advanced` and `premium` are increasing gradually.
But male cosmetics¡¯s progress of consumption has been stagnant. The expectation that male cosmetics market seems to continue to grow was wrong. The chart above proved a slowdown in growth.
2. Hypothesis
We want to find the reason why male cosmetic¡¯s growth trend which was predicted to be increase is in stagnant point. Additionally, we will use the result of survey to establish strategy for attracting consumer because market expansion with existing consumer has limit.
3. Research ¡¦(»ý·«)
(1) Explanation on survey
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inal scale for identification and classification purpose. We used simple attitude scale in question 6 and 6-1 to filter the respondent whether he has an experience of make up. For asking attitude on make up, we also put an open-ended item at the last place.
In addition, we added MBTI in survey. we want to analyze personalities of respondents. A dictionary definition of a personality is whole character and nature of each individual person. Because everybody has different character type, we use the MBTI commonly used for character type study. Mbti is a psychometric questionnaire designed to measure psychological preferences in how people perceive the world and make decisions. A man wearing makeup can be divided into 16 types. After that we will use it for marketing strategy.
5. The probable results
We expect the results that the men who have extroverted and intuitive personality do not seem to have reluctance to make up. On the other hand, the men who have Introverted and senso