Mini-marketing Research on Assessing the

Effectiveness of Establishing a Skin-care

Business and Its Impact on the Self-esteem of
Women in Lolomboy Bocaue, Bulacan

Geronimo, Eylmeira Joy E

11 – ABM Ayala

SY 2022-2023
 TABLE OF CONTENTS

Executive Summary………………………………………………………………………………….. 1
SY 2022 - 2023
Introduction ……………………………………………………..…………………………………….1
Research Proposal ………………………………………………………………………………..….
• Brief Statement of Problem and Research Objective
• Methodology
• Consumer segmentation and Positioning
Data Collection ……………………………………………………………………………………....

• Target Respondents
• Interview Questions
Analysis of Data ……………………………………………………………………………………...
• Three-cross Tabulation
• Data Interpretation and Data Analysis
• Summary graphs and tables (Results of your Data)
Conclusions……………………………………………………………………………………............
Recommendations ……………………………………………………………………………………...
EXECUTIVE SUMMARY

The following paper describes the new possibilities and opportunities of establishing
the skin care business in the process of identifying the effectiveness of the business and
the needs and wants of the customers that will satisfy them, specifically to those women
who is using cosmetics or skincare products. This research is also used to identify their
reasons for using the skincare or cosmetics products.

INTRODUCTION
Beauty Business has grown rapidly in developing quarter, in which most of the
businesses is putting a lot of effort due to competition. While all the different business
has a downfall but, cosmetic, and Skincare businesses are flourishing. The study tries
to realize that, what marketing strategies are creating an impact on the beauty and
personal care industries in the target market specifically to women that is constantly
using make up and skin care products for their own satisfaction. KC Cosmetic Business
(Kiana's Care Cosmetics) created a brand concept consisting of skin care products and
at the same time a make-up that is used to protect the skin and to provide safety and
comfort, but the main purpose of a beauty product is to make the face and skin
attractive. Meanwhile, Lolomboy Bocaue, Bulacan has a several teenagers who’s using
skincare products for their physical appearance. However, most of teenagers’ cosmetics
product users’ reasons of buying beauty products was because of their dermatologist
suggestions. Lastly, the development of beauty industry is constantly flourishing and
because of that Cosmetics Company or Business brings their potential for the high
competitiveness of their own products, and it is largely governed by consumer
preferences in curative and preventive cosmetic products.
STATEMENT OF THE PROBLEM
In Lolomboy Bocaue, Bulacan most of the beauty business or even online beauty
business received several complains because of the negative effects of their products.
However, Today’s consumers’ is still buying more products online because of trends or
their idol is using the certain viral product. As the result of Covid-19 Pandemic, several
people became addicted of buying make-up products online and at the same time with
the rise of e-commerce and the convenience of online shopping, several people prefer
to buy online, the convenience of shopping online is undeniable, but all shoppers should
know that convenience comes at a price and quality

According to Shairwal (2022) “Fake beauty products have been on the rise for quite
some time, but the issue is becoming increasingly relevant”. Online shoppers are
looking for ways to avoid buying fake cosmetics, but it is not always easy to detect a
counterfeit product. In addition to this, “Fake/counterfeit beauty products have been
confirmed to become a serious fear among cosmetic brands and approved producers as
illegal cosmetics are luring young people to the market due to their low prices compared
to the extortionate prices of legitimate products” (Shairwal, 2022)

Research Objective
The main purpose of this research is to identify the effectiveness of establishing the
beauty business in Lolomboy Bocaue, Bulacan and this research aims to identify the
target participants’ opinions, suggestions and recommendations about the business in
Lolomboy, Bocaue Bulacan whether if women agreed to establish this kind of business
and also to ensure the successful development of establishing the business. On top of
that is to ensure to provide the needs and wants of consumers that will satisfy their
needs and wants. As we all know that the beauty products became one of the wants of
women and it is trending right now, by this research we can have the information about
the effects of using beauty products as well as to have a knowledge of why and what
are the qualifications of an effective beauty products.
Specific Objectives
- To identify the opinions, recommendations and suggestions of the consumers.

- To assess the knowledge of Kc’s Cosmetics in utilizing the products that they needed
to provide to their consumers
- To know the number of the respondents that’ll, agree on establishing the business

- To understand the qualifications of an effective beauty products on the perspective of

the consumers

- To understand the reason why did they choose to use this product
These are the informations that must be able to acquire from the respondents in order
to achieve the goal of this research.

Methodology

The surveys that have been chosen as the methodology for the maximum efficiency of
this research, in order to gather all the informations properly and to achieve the goals
of this research, the methods below should be observed:

I. Formulating Questions

• First, make a survey question that you will be using to gather necessary
information.

II. Designing Data Collection Forms

• In order to understand the data collection, you need to provide an

organized form for information that you gathered

III. Computing Sample Size

• After formulating survey questions for your target respondents, you need to
identify the number of populations of the community that you will be asking
for your research. Using the Sample Size Calculator, it will help you to
compute the sample size of the population, the whole number of the
population of a certain place, the confidence level, and the margin of error
are needed to compute for your marketing research paper.
IV. Data Collection and Recording

• After identifying the population that you will be targeting, the next step is
to ask the target respondents the formulated questions to record all the
informations, opinions, suggestions and recommendations of your target
respondents.

V. Data Analysis and Interpretation

• After gathering all the informations from the target respondents, the
information must be analyzed and make interpretations out of the gathered
data to understand all the gathered information that is needed to apply to
your business

Consumer Segementation and Positioning

This research focuses on collecting the opinions and suggestions of the consumers
specifically to women that will control the information that we will be gathered. This
study will segment the population of lolomboy bocaue bulacan from the whole
population to be focused on ages 15-24 yearsold, women who uses cosmetics products.
DATA COLLECTION

In order to gather all the information needed for this research, the respondents will be
the source of datas. The women who are living in Lolomboy, Bocaue Bulacan will ba
asked about the establishing of the beauty business to gather necessary responds from
the respondents and to achieve our goal. To collect information and for the respondents
to be guided in their interviews, the following questions will be used:

1. Do you think it would be beneficial for several people that lives in Lolomboy Bulacan
to have a beauty business nowadays? If yes, do you agree on establishing this kind of
business?

2. Do quality advertisement changes your perception about the product?

3. Do you buy cosmetics products after watching the advertisement you saw online?

4. Are you willing to pay more for a cosmetic product if it cosists completely of natural
ingredients?

5. Do you think expensive cosmetics products are better than cheaper price?
6. How often do you buy cosmetics products?
7. Since how long you have been using cosmetics/Skincare products?
8. What are the main reason of you purchasing a cosmetics or skincare products?
9. When choosing a skincare product, which of the following factors matters to you?

10. Which of the following types of ingredients would make you more likely to buy a
makeup product?

After going through the data collection process, the gathered data will be analyzed and
make suggestions and recommendations that came from the respondents.
 SAMPLE SIZE
Computing Sample Size

The sample size is defined as the number of observations that is used for determining
the estimations of a given population in a certain place, the image below shows the
computation of sample size of a population using the Sample Size Calculator

The population that is determined by the census in lolomboy Bocaue, Bulacan is 14,437
as of 2020, the age group of people that is gathered to conduct a survey is ages 12 to 24
yearsold that is 1,610 population, it is calculated using the sample size calculator with
the confidence level of 95% and a margin of error of 20%. The total of number of the
respondents that will be asking for interview is 24 respondents.
Survey Results
The target respondents are a mix of different ages, since a beauty business consumer is
open for all age groups. However, ages 12-14, 15-18 and 19-24 is the target respondents

age of the respondents

24 responses

21% 25% 12 to 14
15-18
19-24

54%

This means that the results and answers on the survey are mostly coming from people
of ages 15-18.

Do you think it would be beneficial for several people that lives in Lolomboy
Bulacan to have a beauty business nowadays? Do you agree on establishing this
kind of business?
POPULATION YES NO
12 - 14 6 0
15 – 18 13 0
19 - 24 5 0
TOTAL 24 0
This means that all of the respondents agreed on establishing the skincare business in
Lolomboy, Bulacan, which is a good result of having the consumer’s side.

Do quality advertisement changes your perception about the product?

POPULATION YES NO
12 – 14 5 1
15 - 18 7 6
19 - 24 3 2
TOTAL 15 9
This means that 15 respondents said yes and 9 respondents said no to a question, and
because of that we can use advertisement in order to convince more of the consumers
using advertisements.

Do you buy cosmetics products after watching the advertisement you saw online?
Respondents YES NO
12 to 14 3 3
15 to 18 4 9
19 to 24 3 2
TOTAL 10 14
This means that most of the respondents was not enganged by the advertisement that
they saw online before buying the product, this will give us a hint to have more than a
better and effective advertisement to engage the consumers to buy a product.

Are you willing to pay more for a cosmetic product if it cosists completely of
natural ingredients?
Respondents YES NO
12 to 14 6 0
15 to 18 7 6
19 to 24 4 1
TOTAL 17 7
This means that most of the respondents are willing to purchase a cosmetics products
even if it’s pricey but it’s worth of the money that they will be spending, this gives us
an idea of having a natural ingredients for beauty products. This means that we may
serve quality products and not have to give out low prices. This gives us a good amount
of profit and gives consumer’s satisfaction.

Do you think expensive cosmetics products are better than cheaper price?
Respondets YES NO
12 to 14 2 4
15 to 18 7 6
19 to 24 5 0
TOTAL 14 10

How often do you buy cosmetics products?

Respondents Rarely Frequently Do not shop
12 to 14 4 1 1
15 to 18 7 2 3
19 to 24 1 0 3
TOTAL 12 3 7
This means that …….
Since how long you have been using cosmetics/Skincare products?
Respondents Less than 1 year 1-3 years More than 3yrs
 12 to 14 2 3 1
15 to 18 2 5 6
19 to 24 0 2 3
TOTAL 4 10 10
This means that…..
 What are the main reason of you purchasing a cosmetics or skincare products?
Medical Personal
Respondents Anti-aging Attractiveness Self Image
reasons Hygiene
12 to 14 3 0 0 1 1
15 to 18 6 2 0 3 3
19 to 24 2 0 0 2 3
TOTAL 11 2 0 6 7
This means that

When choosing a skincare products, which of the following factors matters to you?
No Animal
Respondents Price Quality Brand Packaging
Testing
12 to 14 2 2 1 1 0
15 to 18 5 4 1 2 1
19 to 24 3 2 0 0 0
TOTAL 10 8 2 3 1
This means that

Which of the following types of ingredients would make you more likely to buy a
makeup product?
Noncomedogenic Alcohol free Oil free Natural
Respondents
Ingredients Ingredients Ingredients ingredients
12 to 14 1 1 1 3
15 to 18 2 0 5 6
19 to 24 0 0 3 2
TOTAL 3 1 9 11
This means that the ingredients of a skin care product that is preferred by the
consumer is the ingredients that will help their skin glow, which means the