To evaluate the brand’s performance level among the female target audience, Viorica Cosmetic commissioned MKOR to conduct a market study to establish its positioning.

Through this study, Viorica Cosmetic gained a clear understanding of its market position and directions for optimizing its brand strategy, whether by adjusting the offering, improving communication, or increasing the level of consumer trust.

Perception of the Viorica Cosmetic Brand

Viorica Cosmetic decided to collaborate with MKOR for a market study, aiming to evaluate the performance of cosmetic brands and identify the main factors influencing the purchase decision.

This study analyzes essential aspects such as aided brand awareness for cosmetics, usage rates, levels of consideration and rejection, as well as the consumer journey in relation to market brands.

Additionally, the research provided a detailed picture of the perception of the Viorica Cosmetic brand, identifying purchase barriers, the influence of the brand name on purchase intent, and the brand’s recommendation level via the Net Promoter Score.

The data obtained provides Viorica Cosmetic with a clear understanding of consumer behavior, helping to optimize the marketing strategy and strengthen the brand’s position.

Research Objectives

To better understand the positioning of the Viorica Cosmetic brand in the cosmetics market, the study conducted by MKOR targeted several important aspects related to consumer perception and behavior:

• Cosmetic product purchase barriers: the reasons that lead consumers not to choose Viorica Cosmetic products.
• Brand image perception: attributes associated with the brand (e.g., natural, premium, affordable, innovative) and the level of trust.
• Influence of the brand name on purchase intent: what the Viorica brand name inspires.
• Net Promoter Score (NPS): the percentage of brand promoters, passives, and detractors.
• Factors determining consumer satisfaction or dissatisfaction.

Why perform a brand performance analysis?

A company’s brand is not just a name or a logo – it is the perception that consumers have of the products and services offered.

A detailed brand performance analysis allows companies to understand their market position, identify strengths, and areas that require improvement. This helps in developing effective growth strategies and maintaining a competitive advantage.

Benefits of brand performance analysis for the company

• Understanding brand awareness – The analysis measures the degree of brand recognition and identifies the level of awareness among consumers.
• Evaluating customer loyalty – Through indicators such as Net Promoter Score (NPS), companies find out how satisfied current customers are and how likely they are to recommend the brand.
• Identifying purchase barriers – The study highlights the reasons why consumers do not choose the brand and provides solutions for improving the sales strategy.
• Optimizing market positioning – Allows comparing the brand with competitors and identifying

By conducting an in-depth brand performance analysis, your company can make decisions based on concrete data, thus optimizing investments and maximizing market impact.

About the research 

This study involved primary research by collecting data directly from the source through an online opinion survey.

• Target market: Romania
• Target: national representative sample, women 18-55 years old
• Research type: quantitative
• Research tool: online opinion survey (CAWI)

About the client

Viorica Cosmetic is a cosmetics manufacturer with origins in the Republic of Moldova.
The company stands out through the use of active ingredients of plant origin, developed by applying advanced technologies and by developing a varied portfolio of personal care products, including products for skin, hair, and body.

Are you ready to focus on your business potential?

MKOR is an innovative and agile research agency. We believe that information collected directly from the market about consumers and their perception of the brand provides a clearer picture of the potential, but also the challenges of the company you work for. Agility and empathy in business are our superpowers.

Schedule a meeting with us today for a personalized study, tailored to your organization’s research needs.

Agile Brand Tracking – Monitor your brand in real time

Do you know how your brand is perceived in the market? Agile Brand Tracking by MKOR provides you with up-to-date data on your brand’s awareness, positioning, and perception, so you can make fast and informed decisions. With a flexible and efficient methodology, we constantly collect relevant feedback from consumers, providing you with valuable insights into the evolution of your brand and the competition.

What are your advantages?

• Continuous monitoring: you have access to fast data (even monthly) about the impact of your campaigns and market changes.
• Maximum adaptability: you choose the frequency and measurement indicators that matter for your brand (we even have a special offer with 4 research waves per year).
• Fast and informed decisions: you optimize your marketing strategy based on concrete data.

Discover how you can grow your brand with precise and actionable data! Contact us for a personalized solution!