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.
Key words: cosmetics survey, jenny milk, matte packaging, exalt cosmetics.
C. Cosentino, P. Freschi, R. Paolino, V. Valentini. 2013. Market sustainability analysis of jenny milk cosmetics. Emir. J. Food Agric. 25(8) - 635:640, doi: 10.9755/ejfa.v25i8.16093.