L'impact des réseaux sociaux sur la consommation et l'achat des cosmétiques

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Table of Contents:

Executive Summary.        1

Literature Review        2

Research Methodology        10

Sampling :        10

Secondary Research :        10

Primary Research:        10

Limitations        12

Results Chapter        13

Findings Chapter        18

Conclusion.        22

References        25

Bibliography        27

Executive Summary.

This report examine how social media influences the make-up shopping decision among the millennials.

The research draws attention to the fact that the various digital evolution has completely transformed the consumers behaviour. The make-up industry is considered a pioneer here and especially millennials are their target audience. Secondary data was acquired from articles and reviews, most of this year to be as up to date as possible. Methods of analysis include an online survey which is a non-probability purposive. The results can be found in the results chapter. Results of data analysed show that the Millennials are the major part of the survey respondent. In their everyday life, they use Facebook more than the other social networks but when they look for information about a beauty product they most trust YouTube and Instagram reviews. They are almost unanimous in agreeing that social media influence their purchase decision.

The report finds that we did not consume in the same way as 25 years ago. With the advent of e-commerce, consumers are appropriating information, advertising and therefore brands. That's why it's important for them to be present on social networks. However, they must be careful and use them wisely.

Recommendations discussed include:

·         Improving and manage the marketing strategy for social media

·         How to efficiently reach the target

·         Improving the engagement on social media

The report also investigates the fact that the analysis conducted has limitations. Our questionnaire tool was limited to 100 respondents. It wasn´t possible to find out how much money brands spend in social media marketing comparing to the last year, so we can´t figure out the impact of the beauty industry in this field.

Literature Review

Howe and Strauss (2014) define “the Millennial cohort as consisting of individuals born between 1982 and 2004”.^[1] According to Rousse (2015) “Millennials grew up in an electronics-filled and increasingly online and socially-networked world. They are the generation that has received the most marketing attention.”^[2]

According to Rohampton (2017) “ Millennials are a truly unique generation. Their lives are completely integrated into the tech world, making platforms like social media a prime opportunity for marketers to reach them”^[3]

Beall (2016) notice a difference between two groups “Millennial” is a person reaching young adulthood around the year 2000. Generation Z (also known as Post-Millennials, the iGeneration, Founders, Plurals, or the Homeland Generation) is the demographic cohort following the Millennials. Generation Z, as they have been coined, consist of those born in 1995 or later. This generation makes up 25.9% of the United States population, the largest percentage, and contribute $44 billion to the American economy. “^[4]

According to DeGruttola (2017) “new form of commerce appears with social media : the commerce of word-of-mouth. From now on, consumers don’t need to do shopping in real shop, they can do everything on social media: share their favorite things with friends or family, discover new products, etc..”^[5]

“Social media works well with most groups but especially with Millennials. “ Roesler (2015)^[6]

According to Saipini (2017) “One in five Gen Zers, or 21%, say that Snapchat influences their purchase decisions — twice as much as their Millennial counterparts, according to a recent study by Yes Lifecycle Marketing emailed to Retail Dive. “ Also the study found that “social media more broadly had a big impact on younger shoppers, with more than 80% of Gen Z influenced by social media in their shopping and 74% of Millennials. (These numbers drop significantly when compared to Generation X (58%) and Baby Boomers (41%).) In particular, Gen Z is much more influenced by Instagram (44%), Snapchat (21%) and YouTube (32%) than other generations. Millennials, second in each of these categories, matches up at 21%, 11% and 22% respectively, demonstrating how much of an impact social media has with the emerging consumer base.” ^[7]

One report by Deloitte (2017) found that “47% of Millennials say their purchase decisions are influenced by social media. For perspective, the figure is 19% across all other age groups.”^[8]

One study by PricewaterhouseCoopers (2017) asked digital buyers about how they make purchase decisions online. “Nearly half reported that reviews, comments and feedback on social media impacted their shopping choices.”^[9]

As reported by Kestenbaum (2017) “ One thing that makes millennials like their parents is that almost 80% are influenced by price. A majority of millennials say they follow brands on social media in order to get discounts.” But “If the merchandise doesn´t motivate a consumer to buy it at its first price, it takes heavy discounting to make the product move.”^[10]

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