Marketing Research Report: ABC Beauty Brand in Hawaii
This marketing research report was commissioned by ABC Company Ltd., a Canadian beauty products firm seeking to expand into the Hawaiian market. Using a descriptive research design and an online survey of 3,450 Hawaii residents, the report investigates consumer behavior across four elements of the marketing mix: product, price, place, and promotion. Findings reveal that Hawaiian consumers prioritize quality and brand loyalty over price, prefer purchasing from cosmetic shops, and are most effectively reached through social media and word-of-mouth channels. The report concludes with targeted marketing recommendations to support ABC's successful entry into the Hawaiian market.
- Introduction and Research Objectives: Client brief, scope, and four marketing mix objectives
- Hawaii's Demographic Profile: Population, income, education, and tech access data
- Research Design and Methodology: Descriptive design, survey tool, and sampling approach
- Market Research Findings: Survey frequency tables and per-question interpretation
- Marketing Recommendations: Targeted strategies for product, price, place, promotion
- Report Principles and Conclusion: Simplicity, comprehensiveness, and objectivity principles
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What makes this paper effective
- The report is tightly organized around the four Ps of the marketing mix (product, price, place, and promotion), giving every finding a clear strategic anchor and making the recommendations easy to follow.
- The use of frequency-based survey data from 3,450 participants grounds every recommendation in direct consumer evidence, lending the report strong empirical credibility.
- Each set of findings is immediately paired with an interpretation and a concrete recommendation, creating a practical, action-oriented structure that directly serves the client's decision-making needs.
Key academic technique demonstrated
The paper demonstrates how to align research design choices—descriptive design, primary data collection, and online survey administration—with specific business objectives. The author explicitly justifies each methodological decision (e.g., why primary data was preferred over secondary data, why an online survey suited Hawaii's high internet-access rate), showing strong methodological self-awareness appropriate for applied marketing research.
Structure breakdown
The report opens with a client brief and research objectives, moves through a demographic profile of Hawaii, details the research design and sampling procedures, presents tabular and graphical findings question by question, and closes with integrated marketing recommendations and a brief reflection on the report's guiding principles. This mirrors a standard professional market research deliverable format.
Introduction and Research Objectives
ABC Company Ltd. contracted our firm to carry out market research to inform a planned expansion into the United States (US) market, specifically the State of Hawaii. ABC Company has been in operation in the Canadian market for five years and deals in the production of a wide range of beauty products, from hair care and lip care to make-up, skin care, eye care, and chemical exfoliation. Having successfully created a strong customer base and market niche among quality-sensitive customers in Canada, the company wishes to expand into the US as part of its ten-year growth plan. The central problem is that ABC's top leadership is uncertain whether Hawaii would offer a feasible market for its products and which marketing strategies would ensure effective market penetration. This research was commissioned to help the company identify the most appropriate marketing strategy given the target market's demographic profile, tastes, and preferences.
The research focused on four elements of the marketing mix: product, price, place, and promotion. The general objective was to identify the most appropriate marketing strategy for the company's products in the Hawaiian market. The specific objectives, each tied to one element of the marketing mix, were: (i) to determine the most commonly consumed beauty products in the target market; (ii) to identify feasible pricing strategies for the target market; (iii) to determine where Hawaiian customers purchase their beauty products; and (iv) to identify the most preferred advertising strategies among Hawaiian customers. The subsequent sections of this report outline the research design employed, the sampling procedures, the data collection methods, data analysis techniques, research findings, and policy recommendations.
Hawaii's Demographic Profile
Demographics are a crucial determinant of business strategy and success. They dictate fundamental business factors, including the nature of promotional activities, product packaging, and pricing (Babin et al., 2020). When a company's marketing strategy aligns with the market's demographics, sales are likely to increase (Babin et al., 2020). Data from the US Census Bureau places the total population of Hawaii at 1.4 million as of July 2022, with females comprising 49 percent of the population (US Census Bureau, 2022). The population is dominated by Asians, who make up 40 percent, followed by whites at 25 percent, and Pacific Islanders at 10.3 percent (US Census Bureau, 2022). Approximately 55 percent of the population is aged between 18 and 64, and 92 percent are high school graduates, of whom 34 percent hold a bachelor's degree or higher qualification.
With regard to income, data shows that only 10 percent of the population lives in poverty and the median household income stands at $98,414, which is significantly higher than the $74,580 national average (Guzman & Kollar, 2023). Over 90 percent of households own a computer and 89 percent have internet access (US Census Bureau, 2022). At a glance, Hawaii provides a relatively attractive market for ABC's products, which mainly target middle-aged customers who focus on personal appearance and are willing to pay a premium for quality beauty products.
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