An analysis of the local cosmetics market : profiling the Maltese consumer

Abstract

The purpose of this study was to get a better insight in understanding the buying behaviour of the Maltese female consumer with reference to the local cosmetics market. The study provides a background of the cosmetics industry and shows different aspects and theories which form part of this industry. The methodology used to carry out this study employed both secondary and primary data. Primary data included carrying out focus groups, depth interviews and also a questionnaire. The questionnaire sample was based on a stratified one to have a representative sample with respect to age groups and regions across the island, where a total of 300 questionnaires were collected. Secondary data was based on academic journals, articles and fashion magazines. The aim was to create an exploratory study, but instead gained an insight of findings which included top brands mentioned, purchase attributes, purchase behaviour and their attitude towards the workers in the industry, amongst others. Research limitations of this study included some respondents not answering some questions correctly, not understanding them or leaving them out. There was also the limitation of time and the ''Composite Limitation'' between age and location. On a practical footing, the study concludes by creating an original profile showing the buying behaviour for each age group on the basis of the top brand which was mentioned for both make-up and skin care. This profile should be used as a recommendation to assist importers in better targeting each age group which, in turn will lead to be valuable to both the importers and most importantly, the consumer.