Cosmetics_Marketing_and_Buyer_Behavior汇总.ppt

Gender Difference in  Skin Care Product Advertisement Group 4 Yolanda Tang, Catherine Xu, Frances Ou, Michael Qian, Michael Zang Objectives Methodology Background Analysis Gender difference in decision making Key findings of the survey Gender difference in ads Suggestions Agenda Objectives Methodology Data Collection Secondary data Survey Focus group Theory Functional vs. symbolic High effort vs. low effort Gender difference Background: Industry Trend: speeding up westernization in Asia Background: Main Players Analysis: Gender Difference in Decision Making Analysis: Gender Difference in Decision Making Analysis: Key Findings of The Survey Use Frequency of Skin Care Product Skin Care Product Category for Daily Use Analysis: Key Findings of The Survey Important Functions of Skin Care Product Analysis: Key Findings of The Survey Skin Care Product Buyers Analysis: Key Findings of The Survey Analysis: Gender Difference in Ads Women: holistic Men: compartmentalized Analysis: Gender Difference in Ads Functional Appeal Analysis: Gender Difference in Ads Symbolic Appeal Brand Status Spokesperson Features Beauty Confidence Attractiveness Type: stars or models Telling method: like a fairy tale Spokesperson for Woman Product Analysis: Gender Difference in Ads Feature Strength Power Success Type Businessmen Athelets Stars Spokesperson for Man Product Analysis: Gender Difference in Ads Female have strong vanity for luxury brands and they are willing to spend money. Brand Status Analysis: Gender Difference in Ads Women are more likely to improve appearance to attract men. Emotional Appeal Analysis: Gender Difference in Ads Suggestions: For Men’s Ads Suggestions: For Women’s Ads Suggestions: For Women Making Decision for Men A survey to 115 people aged from 18-25. 55 respondents are male and 66 are female. * A focus group of 10 people aged from 18-25. 5 are male and the other 5 are female. Click the pictures to see TV commercials. * The man in the third picture (looking fro