Consumer Behaviour Research
Analyzing purchasing patterns in the organic cosmetics industry.
Overview
A research project investigating the factors that influence Gen Z consumers when purchasing organic cosmetic products.
Context & Problem
The organic cosmetics market is growing rapidly, but understanding the specific drivers for younger demographics is crucial for brands.
Lack of specific data on the purchasing barriers for Gen Z consumers in this sector.
Objectives
- Identify the primary motivations for purchasing organic cosmetics
- Understand the barriers to entry (e.g., price, availability)
- Analyze the impact of social media influencers on these decisions
Research & Audience
Audience: Gen Z consumers aged 18-24.
Analyzed existing academic literature and conducted primary research through focus groups and online questionnaires.
Strategy & Execution
Utilized a mixed-methods approach to gather both qualitative insights and quantitative data.
Compiled a comprehensive 20-page research report detailing the methodology, findings, and strategic recommendations for brands.
Outcome
The findings highlighted that authenticity and transparency are more important to this demographic than traditional influencer endorsements.