MARKET SUSTAINABILITY ANALYSIS OF JENNY MILK COSMETICS

C. Cosentino; P. Freschi; R. Paolino; V. Valentini

doi:10.9755/ejfa.v25i8.16093

Authors

C. Cosentino School of Agricultural, Forest, Food, and Environmental Sciences, Basilicata University, Viale dell’Ateneo Lucano, 85100 - Potenza, Italy
P. Freschi School of Agricultural, Forest, Food, and Environmental Sciences, Basilicata University, Viale dell’Ateneo Lucano, 85100 - Potenza, Italy
R. Paolino School of Agricultural, Forest, Food, and Environmental Sciences, Basilicata University, Viale dell’Ateneo Lucano, 85100 - Potenza, Italy
V. Valentini School of Agricultural, Forest, Food, and Environmental Sciences, Basilicata University, Viale dell’Ateneo Lucano, 85100 - Potenza, Italy

DOI:

https://doi.org/10.9755/ejfa.v25i8.16093

Keywords:

Cosmetics survey, Jenny milk, Matte packaging, Exalt cosmetics

Abstract

A quantitative market analysis was carried out to deepen the knowledge on some qualitative and quantitative aspects of jenny milk and cosmetics and, successively, a survey was carried out to study the influence of packaging on consumer liking. The first analysis was conducted using the quantitative method by interviews with a one to one questionnaire, consisting of 18 questions. In the second survey were interviewed 300 people with a questionnaire divided into two perception areas: of packaging paper, and of packaging communication. Results showed that 67.8% of consumers had familiarity with jenny milk, but only 19.5% knew cosmetic properties of this product. The panel expressed a low expenditure propensity toward the proposed cosmetics. For these products, the study on packaging identified a type of matte paper as the favorite by consumer. Moreover, panel judged the icon of donkey and naming Asinella as the most persuasive.