Research Methods for Managers - publié le 13/08/2009

Résumé du document

Competition is an inevitable phenomenon in the business world. Thanks to globalization and multi cultural thinking, the development of the entrepreneurial spirit and the fact that monopolies are now very rare, has led to more competition and variety in manufacturing. Reactivity is thus needed in today's world, in order to create more and more original products or services but also in order to be able to face the competition. In order to differentiate themselves from their competitors, companies use quantitative and qualitative researches, so that they can know exactly their consumer's needs, wills and expectations and also to see why they are interested in that product, why they would be faithful to it and what they would like to change on it. In this report we are going to focus on the company Sephora, a cosmetics and beauty products retailer, and especially about its men consumers, in order to see if proposing a wider range of products for men would be interesting or not for the company. We also highlight what kinds of products are the most successful and appealing to them.

Extraits

[...] Metrosexuality is a category in continuous movement. Let's use David Beckham as an example for metrosexuality. He is a superstar and looks very virile. He takes care of himself, he likes spending time with his children's. He is a man who achieved his goals, but still expresses his femininity in a way without any complex: within the use of cosmetics and fashion (make up, jewellery ) and it gives even more credibility since he's a sportsman. Known for his various outfits, he reinvented fashion and doesn't hesitate to wear skirts for example, diamonds or even nail polish. [...]

[...] This marketing research taught us that because of its environment, the status of men is changing. Indeed, women tend to be now more attracted to men that understand them because they look a little bit more like them, and that are not ashamed of it. The status of women (more and more independent and emancipated) has changed, and so has the status of men! This changed is proved everyday in the media, with idols such as David Beckham, Brad Pitt, Lenny Kravitz The media show a fashionable man not afraid of stereotypes, who tries to act differently than the others in proving his masculinity by some feminine acts, such as wearing make-up, jewels and loving facial treatments. [...]

[...] With those cross tabs, we defined what the most important informations we needed were. At last, we analysed these information related with the cultural creative expectations. By the way, we obtained a quite good analysis of the results of questionnaire that we are going to give the details in the next section. IX. General results The data analysis of the questionnaire reveals that men care about their image, especially men between 21 and 35 years old. It also highlights the fact that men taking care of themselves and ready to buy cosmetics are the ones who work in an international environment, and who have money. [...]

[...] Research from Secondary sources The metrosexuals are usually between 20-45 years of age. They represent about 26% of the total population and this figure is growing constantly, especially because it is a phenomenon that is expanding worldwide. Ten years ago, they consisted of only 10% of the population. If we take France as an example with a population of 6 million this would suggest that a little more than a million and a half are metrosexual. Metrosexuality appears in every developed country but much more in big cities open to the international market. [...]

[...] 51-65 e. More than 65 Professional occupation ? a. Student b. Executive c. Liberal d. Others Do you think Sephora's interiors are attractive for men? a. Very satisfied b. Satisfied c. Could be better d. [...]