Short answer

Focus marketing efforts on building widespread brand awareness and setting competitive price points, as these factors have a direct and significant impact on both how consumers perceive a skincare brand and their likelihood to purchase it. Cultivating a strong brand image is essential for translating these efforts into sales.

Field: Innovation & Markets
Source: Journal of Halal Research Policy and Industry (2023)
Method: Quantitative research using path analysis.
Sample: 227 respondents
Evidence: Strong effect

Effective marketing strategies that focus on building strong brand awareness and competitive pricing are crucial for influencing consumer perception and driving purchase decisions in the competitive skincare market. This innovation & markets research insight is drawn from a 2023 study published in Journal of Halal Research Policy and Industry. Using Quantitative research using path analysis. with 227 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus marketing efforts on building widespread brand awareness and setting competitive price points, as these factors have a direct and significant impact on both how consumers perceive a skincare brand and their likelihood to purchase it. Cultivating a strong brand image is essential for translating these efforts into sales.

Study

Innovation & MarketsRecentStrong effect

Brand awareness and price significantly shape brand image and purchasing decisions for skincare products.

Journal of Halal Research Policy and Industry · 2023

Key Findings

01Brand ambassadors had a significant influence on brand image but not directly on purchase decisions.
02Brand awareness and price significantly influenced both brand image and purchase decisions.
03Brand image had a significant positive influence on purchasing decisions.

Application

Design takeaway

How to apply

When developing marketing plans for new or existing skincare products, allocate resources to campaigns that enhance brand recognition and ensure pricing strategies align with market expectations and perceived value. Continuously monitor and manage the brand's image through consistent messaging and product quality.

Project actions

01When researching a product, consider how brand awareness and pricing strategies affect consumer choices.
02Analyze how a brand's reputation (image) influences purchasing decisions in your chosen market.

Method & Evidence

AimTo investigate the impact of brand ambassadors, brand awareness, and price on the brand image and purchasing decisions of Halal skincare consumers.

MethodQuantitative research using path analysis.

ProcedureData was collected from consumers who had purchased MS Glow skincare products in Surabaya. Statistical analysis was performed using SmartPLS software to determine the relationships between the variables.

Sample227 respondents

ContextHalal skincare market in Surabaya, Indonesia.

Variables

IV["Brand Ambassador","Brand Awareness","Price"]

DV["Brand Image","Purchasing Decision"]

CV["Consumer location (Surabaya)","Product type (Halal Skincare)","Brand (MS Glow)"]

Strengths & Limitations

Strengths

+Uses quantitative data and statistical analysis (path analysis) for robust findings.
+Focuses on a specific, relevant market segment (Halal skincare).

Limitations

This study focused on one brand and one city, so the results might not apply everywhere or to all skincare brands.

Reliability & validity

The use of path analysis with SmartPLS suggests a rigorous statistical approach. However, the validity would depend on the reliability of the survey instrument and the representativeness of the sample.

Think critically

How might the cultural context of 'Halal skincare' specifically influence the relationship between brand ambassadors, awareness, price, and purchasing decisions compared to non-Halal products?

Design Principles

"For consumer products, particularly in competitive markets like skincare, a robust marketing mix that balances brand visibility (awareness), perceived value (price), and positive brand perception (image) is essential for driving purchasing behavior."

Understanding the interplay between brand awareness, price, and brand image allows businesses to optimize their marketing investments. This insight is vital for developing targeted campaigns that resonate with consumers and ultimately lead to increased sales and market share.

What This Means for Your Design

To sell more skincare, make sure lots of people know about your brand and that the price is right. How people feel about your brand also matters a lot for whether they buy it.

How to use in your project

1.Use this study to justify investigating the relationship between marketing elements (like awareness and price) and consumer behavior in your own design project.

Add to My Project

Quick Cite

Paragraph starter

This research highlights the significant impact of brand awareness and pricing on consumer purchasing decisions within the skincare market, demonstrating that effective marketing strategies are integral to product success. The findings suggest that while brand ambassadors can influence brand perception, awareness and price are more direct drivers of purchase intent, mediated by a strong brand image.

Source

Journal of Halal Research Policy and Industry

Influence of Brand Ambassador, Brand Awareness, and Price on Brand Image and Purchasing Decision in Halal Skincare Product (Study on MS Glow Skincare Products in Surabaya)

journal · 2023

View source

Questions About This Research

What does the research say about brand awareness and price significantly shape brand image and purchasing decisions for skincare products?: Focus marketing efforts on building widespread brand awareness and setting competitive price points, as these factors have a direct and significant impact on both how consumers perceive a skincare brand and their likelihood to purchase it. Cultivating a strong brand image is essential for translating these efforts into sales. Evidence: Journal of Halal Research Policy and Industry (2023).
Why does "Brand awareness and price significantly shape brand image and purchasing decisions for skincare products." matter for design?: Understanding the interplay between brand awareness, price, and brand image allows businesses to optimize their marketing investments. This insight is vital for developing targeted campaigns that resonate with consumers and ultimately lead to increased sales and market share.
How can designers apply this research?: Focus marketing efforts on building widespread brand awareness and setting competitive price points, as these factors have a direct and significant impact on both how consumers perceive a skincare brand and their likelihood to purchase it. Cultivating a strong brand image is essential for translating these efforts into sales.
What were the main findings?: Brand ambassadors had a significant influence on brand image but not directly on purchase decisions.. Brand awareness and price significantly influenced both brand image and purchase decisions.. Brand image had a significant positive influence on purchasing decisions.
What research method was used?: Quantitative research using path analysis. with 227 respondents.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Journal of Halal Research Policy and Industry.
What should I do differently in my next project?: When developing marketing plans for new or existing skincare products, allocate resources to campaigns that enhance brand recognition and ensure pricing strategies align with market expectations and perceived value. Continuously monitor and manage the brand's image through consistent messaging and product quality.
What are the limitations?: The study was limited to consumers in Surabaya and focused on a specific brand (MS Glow), potentially limiting generalizability to other regions or brands.