Menu
The client is an American company that has established itself as a significant entity in the beauty industry, renowned for its innovative skin care products, makeup, and distinctive fragrances. With a focus on tailoring its product offerings and marketing strategies to suit the unique tastes and beauty standards of the Chinese market, the company aims to research how the packaging of its products is perceived among Chinese consumers.
The client observed a contrast in consumer perception regarding packaging. Spanish consumers have expressed that the current packaging is drowned out in a perfumery setting; the same feedback has yet to be expressed by Chinese consumers.
As such, the client reached out to Daxue Consulting to better understand how packaging may influence consumer behaviour and purchasing decisions in both online and offline retail settings, as well as current consumer sentiments towards the current product packaging to assess any potential need for redesign.
We carried out a comparative study on consumer perceptions towards product packaging and corresponding impacts on purchase decisions in Chinese and Spanish markets, divided into two steps:
Step 1: Shopalongs with consumers
Step 2: Consumer survey
We organized shopalongs with consumers in retailers with a perfumery-like aesthetic to evaluate the visual salience of current packaging design. They helped us answer the following questions:
We prepared a consumer survey for 2000 respondents (1000 for each market) to understand variations between Chinese & Spanish perceptions of different packaging designs.
We presented a comparative analysis of how consumers in Spain and China perceived different packaging options in an extensive report with go-to recommendations guiding the client to choose the most effective option for each market.
The monthly report will allow you to keep track of the most important upcoming events about China around the world, as well as not to miss useful articles and reports. While the weekly newsletter will talk about the daily business cases of China, important local events and news.
