We gathered insights from three of our most experienced researchers to show you the kinds of insights that eye tracking research can give companies that are expanding into international markets. Between them, these guys have done research in over 20 countries. They gave us the inside scoop on three shopper categories in seven countries. In this three part series, we talk about the differences between computer shoppers, beauty care consumers, and grocery store patrons, and our experience doing research in each category with consumers around the globe. Before reading below, make sure you check out our last post on differences in global consumer behavior at computer stores in India, Spain and the U.S.
Beauty Care Consumers in China and the U.S.
Eye Faster Director Mitch Cartwright has done numerous studies of the beauty aisle, but he says nowhere is the experience more different than the U.S. and China. Youthfulness is a common beauty goal, of course, but how consumers pick the product that will keep them looking young is almost opposite in the two countries.
The Chinese beauty ideal is pale skin, so skin whiteners are a big market. Women in the U.S. prefer to look tan, although skin damage is a concern. Chinese women care more about benefits, while U.S. women are more concerned with ingredients. But more remarkable than the beauty goals is how the products are sold.
For the study in Beijing, performed in a large drugstore-type store over 22 days, researchers interviewed over 200 women about face products. “The first thing you notice, walking into a store in China, is how many employees they have,” observes Mitch. The beauty section took up at least six aisles, each with its own attendant waiting to help customers choose products. “There must have been thousands of moisturizers and anti-aging creams, each with sample jars. Women would open the jar, smell the product, read the label, test the lotion on the back of a hand, and move on to the next one to do the same.”
In contrast, shoppers at drugstores in Plano, TX, and Denver, CO, walked in, selected a predetermined product, and moved on. Mitch explains, “Because we live in a media-saturated country, a lot of people have already decided what they’re buying. There may be samples, but the level of interaction is much lower.” Employees, if they can be found, are not trained on the skincare lines at all.
Stay tuned, next week, Eye Faster V.P. discussing differences in grocery stores in Japan, South Korea, Germany and the U.S.
Thinking about expanding into the global marketplace? Get in touch with us to learn more about what you need to know before you go global and how to successfully connect with shoppers in other countries.
Tags: Consumer BehaviorEye TrackingGlobal RetailingRetailShopper Research