Consumer Preference Analysis
of three brands of anti-aging foundations

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Executive Summary

The purpose of this study was to analyze the change in brand preferences in three brands of anti-aging foundations before and after exposure to advertisements. Specifically, Lancome Renergie Lift Makeup, Shiseido The Makeup and Clinique Repairwear were examined for this study.

Due to time and budget constraints, this study used a non-random (convenience) sampling. People who were considered as samples were asked to complete the survey online. An email was sent to the "target audience" to request participation for this study.Out of 70 questionnaires returned, 60 were used for this study. The data was then transferred into SPSS for analysis.

Overall, Lancome is the brand liked the most followed by Shiseido and Clinique. However, many of the results are non-consistent and are not statistically significant enough. One of the reasons may be because of the small sample size of 60 people. Moreover, these people were selected as convenience samples rather than random samples. Also, no control group was included in the study and randomization was not used in the questionnaire to lessen order biases.

Although having some limitations and not indicating large differences between each brand, it still provides some interesting information and can serve as a basis for future analysis and discussion.