Research Problem: Profiling of the customers based on their attitude towards beauty

products (Marketing).
Question to be answered: How to design packages for customers based on their attitudes
towards beauty products?
Research Objectives:
Primary Objective:
 Profile customers based on their attitudes, preferences, and behaviours toward
beauty products.
 Design packaging tailored to the identified customer profiles to improve brand
appeal and satisfaction.
Secondary Objectives:
 Understand how different customer attitudes influence packaging preferences (e.g.,
eco-friendly materials, luxury aesthetics, or minimalism).
 Identify packaging attributes (e.g., colors, shapes, sustainability, usability) that align
with different customer segments.
Segment the Market:
Segment customers based on attitudes and preferences toward beauty products. When
segmenting customers based on their attitudes and preferences toward beauty products,
the chosen criteria are designed to address both psychological and behavioral factors that
directly influence consumer decision-making.
Attitude-Based Segments:
1. Luxury Seekers:
 Value exclusivity, premium quality, and sophisticated aesthetics.
 Prefer elegant, high-end packaging with luxurious finishes.
2. Eco-Conscious Consumers:
 Prioritize sustainability and environmentally friendly packaging.
 Favor recyclable, biodegradable, or refillable designs.
3. Value-Driven Shoppers:
 Look for affordable, practical, and functional products.
 Prefer simple, cost-effective packaging that reflects affordability.
4. Trend Followers:
 Attracted to innovative, modern, or visually striking designs.
 Prefer bold colors, interactive elements, or limited-edition themes.
5. Minimalists:
  Favor clean, simple, and uncluttered designs.
 Prefer understated, monochrome, or functional packaging.
6. Natural/Organic Enthusiasts:
 Look for earthy, natural designs with a focus on ingredient transparency.
 Prefer packaging that emphasizes “natural” elements (e.g., wood, kraft
paper).

Qualitative Research:
Purpose: Gain deep insights into customer attitudes, preferences, and packaging
perceptions.
Key Methods:
1. Focus Groups:
 Organize groups of consumers from each attitude-based segment.
 Discuss their preferences for beauty products and packaging.
2. In-Depth Interviews:
 Explore individual attitudes in detail, focusing on emotional responses to
different packaging types.
3. Observation Studies:
 Observe customer behaviors in retail settings (e.g., how they interact with
beauty product packaging).
4. Competitor Analysis:
 Study how competitors design packaging for similar customer segments
and learn from their successes and challenges.

We have chosen focus group discussions (FGDs) instead of other qualitative techniques for
the following reasons:

1. Diverse Perspectives in Real-Time

 Reason: FGDs allow us to gather insights from multiple participants simultaneously,

encouraging a dynamic exchange of ideas and perspectives. The interaction between
participants can reveal attitudes, preferences, and group dynamics that might not
emerge in one-on-one interviews.
 Advantage: This diversity provides a broader understanding of customer attitudes
toward beauty products in a shorter amount of time.
2. Exploration of Group Dynamics

 Reason: The group setting facilitates natural discussions and debates, where
participants can build on or challenge each other’s viewpoints. This helps uncover
underlying motivations, cultural influences, and shared beliefs about beauty
products.
 Advantage: Insights from group dynamics can provide richer data compared to
individual methods, especially when exploring consumer attitudes or collective
preferences.

3. Flexibility in Discussion

 Reason: FGDs allow moderators to explore topics in-depth, probe responses, and
pivot the discussion based on participants’ reactions. This makes the method more
flexible compared to structured methods like surveys.
 Advantage: Such flexibility is crucial for exploring nuanced attitudes toward beauty
products and packaging.
Focus group discussions were chosen because they strike the perfect balance between
depth, efficiency, and group interaction. They are particularly valuable for understanding
diverse customer attitudes toward beauty products, generating ideas for packaging, and
identifying patterns across consumer segments.

Focus Group Discussion:

Samarth: Welcome, everyone, and thank you for joining today’s discussion! We’re here to
talk about your experiences, preferences, and thoughts on beauty products, including what
you look for in packaging. This is a relaxed conversation, so feel free to share openly. Let’s
start with introductions.
Introduction Round
1. Moderator: Can you introduce yourself and share a little about your relationship with
beauty products?
2. Participant 1 (Jignesh, 25, Trend Follower): Hi, I’m Jignesh. I’m always looking for the
latest beauty trends, whether it’s new makeup techniques or innovative packaging. I
like products that make a statement—something bold and exciting.
3. Participant 2 (D’Souza, 26, Minimalist): Hi, I’m D’Souza. I use beauty products, but I
keep it simple. I prefer products that do what they promise without too much fuss.
Packaging isn’t a big deal for me as long as it’s functional.
 4. Participant 3 (Akshara, 24, Luxury Seeker): Hello, I’m Akshara. I love indulging in high-
end beauty products. I’m drawn to elegant, luxurious packaging—it’s part of the
experience for me.
5. Participant 4 (Maya, 24, Eco-Conscious Consumer): Hi, I’m Maya. I’m very conscious
about the environment, so I look for products with sustainable and recyclable
packaging. I also like brands that show transparency about their materials.
6. Participant 5 (Chameli, 26, Value-Seeker): Hi, I’m Chameli. I look for affordable beauty
products that deliver good results. Packaging doesn’t have to be fancy, but it should
protect the product well and be easy to use.
Discussion Questions and Responses
1. How do you feel about the role of packaging in beauty products?
 Jignesh (Trend Follower): Packaging is important to me. If it’s eye-catching, I’m more
likely to try the product. I also love limited-edition designs—like collaborations with
artists.
 D’Souza (Minimalist): Honestly, packaging doesn’t matter much. I’d rather the
company spend more on the product itself. As long as it’s not wasteful, I’m fine.
 Akshara (Luxury Seeker): Packaging makes a huge difference. I associate beautiful
packaging with premium quality. It’s almost like art—when I see a beautiful bottle or
compact, it feels worth the price.
 Maya (Eco-Conscious Consumer): I think packaging should be functional but also
sustainable. I avoid anything that feels excessive or uses a lot of plastic.
 Chameli (Value-Seeker): Packaging should be simple but sturdy. If it’s too fancy, I feel
like I’m paying extra for something unnecessary.
2. What are some packaging features that you like or dislike?
 Jignesh: I love colorful designs and creative shapes. But I hate packaging that’s hard
to open or doesn’t dispense properly, like pumps that stop working halfway.
 D’Souza: I like practical features, like easy-to-squeeze tubes or minimal designs. I
dislike anything bulky or complicated.
 Akshara: For me, I love embossed logos, metallic finishes, and sturdy materials like
glass. I dislike cheap-looking plastic—it ruins the luxury feel.
 Maya: I love refillable packaging or containers made from recycled materials. I dislike
single-use plastic and over-packaging, like putting a small product in a big box.
 Chameli: I appreciate simple designs with clear labels. But I don’t like when the
packaging feels flimsy—it gives me doubts about the product’s quality.
3. How does packaging influence your perception of a brand?
  Jignesh: If the packaging is trendy, I feel like the brand is up-to-date and innovative. If
it’s boring, I think the product might not be exciting either.
 D’Souza: Packaging doesn’t change my perception much. I focus more on reviews
and recommendations.
 Akshara: I definitely judge the brand by its packaging. If it looks expensive, I assume
the product is high-quality.
 Maya: If the brand uses sustainable packaging, I respect them more. It shows they
care about the planet.
 Chameli: Packaging can affect how I see a brand. If it’s neat and practical, I think the
brand is professional and reliable.
4. Would you be willing to pay more for sustainable or premium packaging?
 Jignesh: Yes, I’d pay a little more for something that looks amazing or feels exclusive.
 D’Souza: Not really. I prefer affordability and functionality over anything else.
 Akshara: Definitely. Premium packaging is part of why I buy luxury products—it’s
worth it for me.
 Maya: I’d pay more for sustainable packaging, but it also depends on the product’s
overall value.
 Chameli: I might pay a bit more if the product is great, but not just for packaging.
5. What would your ideal beauty product packaging look like?
 Jignesh: Something bold and creative, maybe with bright colors and an unusual
shape.
 D’Souza: A simple, sleek design in neutral tones. Easy to store and use.
 Akshara: Luxurious, with metallic accents, high-quality materials, and a smooth
finish.
 Maya: Refillable, recyclable, or biodegradable packaging that’s also functional.
 Chameli: A sturdy, no-nonsense design with clear instructions and labels.

Wrap-Up
Moderator: Thank you all for sharing your thoughts. This has been very insightful. Before we
end, is there anything else you’d like to add about beauty product packaging or what
influences your choices?
 Jignesh: Just that packaging should stand out but still be practical.
  Maya: I’d love to see more brands adopt sustainable practices—it’s becoming more
important every day.
 Chameli: Affordability and functionality should be balanced. Packaging doesn’t have
to be fancy to work well.

Key Takeaways from the Dummy Focus Group

1. Luxury Seekers (Akshara):
 Prioritize elegance and high-end materials.
 Willing to pay a premium for beautiful, luxurious packaging.
2. Eco-Conscious Consumers (Maya):
 Seek sustainable, refillable, and eco-friendly options.
 Avoid brands with wasteful or excessive packaging.
3. Trend Followers (Jignesh):
 Attracted to bold, innovative, and visually appealing designs.
 Prefer brands that experiment with limited editions or creative packaging.
4. Minimalists (D’Souza):
 Prefer simplicity and practicality over aesthetics.
 Dislike over-complicated or wasteful packaging.
5. Value Seekers (Chameli):
 Favor affordable, sturdy, and functional designs.
 Avoid expensive or unnecessary packaging elements.