Secondary research: Consumer preference – Colours

The colour of our products will be an important aspect that will make our products more attractive to consumers and our target market. Studies have shown that 93% of people will purchase a product based on visual appearance. We have researched which colours consumers prefer, and which they would be more likely to buy, should we choose them to incorporate into our product. From looking at previous research, we can gather that you can’t just choose five colours and use those, but that it’s more important to make the colour of it appropriate to the product itself. For example, if we were to make a bath bomb, and advertise that it will mean having a relaxing bath, we wouldn’t then make it bright red, as that’s not a relaxing colour.

Blue is a cool colour – the colour of the ocean and sky. Blue is often the chosen colour by peaceful people. Blue is the calming colour. That makes it a wonderful colour to use in the bath, especially for babies, so parents would buy it for there kids which would be a good target audience.

Green is the colour of nature, Grass green is the most restful colour. So It will be good to use as a bath bomb because people want to relax when they are in the bath, also kids are easily attracted to green as studies have shown children take a keen interest because they can relate to it.

Red is the warmest of all colours. Red is one of the top picks of males, so it should be a one of the colours that we choose for are bath bombs as there are plenty of males that will be interested in buying them, red is the colour of prosperity and happiness. Red symbolises passion so it would be a great colour for romantic nights in which links into the fact that guys buy them.

Secondary research: Product packaging


Packaging always makes a product stand out more in the shops. People prefer a variety of different packaging to preview the product, but one of the most wanted packaging varieties is reusable packaging. Consumers like to vary between packaging of these items. In this link, the business created a plastic two sided mould for bath bomb creating. From the 6 reviews, 2 consumers had rated 2 stars as the product did not appeal to their liking, 2 said 3 stars, because they enjoyed the product but didn’t 100% work for them and 2 said 5 stars because they thoroughly enjoyed the product and worked for them numerous times. Although, products always have their downsides, so if something doesn’t work, it won’t get the greatest reviews. For a business to be successful, the product must be successful, and there must be packaging for the product to help promote to different markets.
After some more research towards other kinds of packaging, reusable packaging is a great way to go. Many consumers prefer items to be put in reusable packaging so the consumers can use the packaging to their advantage for home made items too. Reusable packaging helps to promote the reduce, reuse, recycle cycle and this then creates a great look for our business and creates a good look for the community. This will then reduce the amount of rubbish/waste us kiwis produce. The more reusable packaging, the healthier the planet.

Although reusable packaging may be the way to go, people prefer to see the product in-front of their face. So a great alternative would be to make the packaging with a small opening where the consumer can see their finished product. After all, great packaging draws consumers in to buy your product. So, the better, higher grade packaging we produce, the more consumers our products will appeal too.

Secondary research: Consumer preference – Fragrances

There’s nothing more sacred than “me time”–and there’s nothing quite like a good, long soak in a hot bath to whisk you away from a chaotic day.  Make a much-needed escape even more luxurious with fizzy, scented bath bombs.

Bath bombs are generally spherical but can be found in a variety of shapes, sizes, colours and scents. Most of the bath bombs have scented ingredients – such as essential oils.

We can use essential oils, to make scented bath bombs. Here’s the lists of oils we can use:


Most of them are hard to find. We can just use the lavender oil because it’s a popular addition to bath products due to its pleasant, relaxing scent.

Secondary research: Previous market research and focused questions

Research on Bath Bombs:

Based on Secondary research on previous market research, we can see what kind of questions to ask consumers on possible surveys, questionnaires, focus groups, or other areas of primary market research. This way we can determine what areas are important to focus on when collecting the data, and concentrates what information we are getting to make our primary research more efficient. To do this, we can look at similar surveys, to gather which questions are the most asked, and which questions will be the most relevant to us. We will also be able to determine how to word these to get the answers we want, and how to create a product that will be the best suited to our market.
The first is a survey is based around soap/bath consumer behaviour, and is looking at how often consumers would actually use the product. The first half of the survey is defining the consumer, to see who this survey is actually affecting. The results show that 5/9 were female, with an age range between 20-40, and an average age of 24. The next few questions look at how often you would use it, or whether it would be something you wouldn’t actually use. It showed that 4/5 regularly used a bath over the shower, and would purchase bath products from grocery shops rather than specialist shops. We assume this is due to convenience reasons, as it would be a waste of time to go out to a specialist shop when you can simply purchase it with your weekly goods. The next questions focus on the reasons why you would purchase the product and we discovered that they are commonly purchased for gifts, or purposes other than to use as a personal luxury item. When completing our own survey, it would be better to use a larger number of people to gain a better grasp on the information it will produce.
The next area of previous research we investigated was personal research done by consumers. We came across a story where an everyday consumer tested the bath bombs from Lush in America, and commented on the areas she liked and disliked, mainly focusing on changes in the colour of the bath water, fizz length, tub residue, and overall bath experience. She mentioned first that the colour of the water didn’t change too much, which was a good thing as she said she wouldn’t want to have a bath in completely discoloured water. Next she talked about how the certain one she tested fizzed for the entire time she left the water running. Apparently it would be more enjoyable to simply use a few smaller bombs and have the fizz time stretched out. This is an important piece of information for us, as this is dependent on personal preference. Some people might prefer using only one bomb, while others might prefer to use several smaller ones. The tub residue test was a fail, as it left small granules after exiting the bath. When producing the products, we have to keep in mind the size of the different components and make sure that it won’t leave too much mess after it’s finished. Lastly, she touched on the overall experience of using this particular bomb. From this we can take that we can’t make the fragrance of them too strong, as people don’t like overpowering smell. If we can produce something that matches all of this criteria, our product will be perfect for this specific market.
The last area we researched was consumer feedback on existing products. This was found by looking at consumer review websites, focusing on bath bombs. The feedback was mainly positive, and they all revolved around the product smelling really good both when purchased and in the bath, and having it dissolve properly without leaving any residue. They also mention them discolouring the bath slightly, but nothing that affects the colour of your skin. From all of the reviews, the feedback was basically the same, and has many key elements that we will take into consideration when producing them.
Overall, the research on previous market research gave us more focused ideas on how to layout our plans for primary research, and more factors to keep in mind when creating the products. From this we can see that the questions we focus on will mainly be about consumer preference (colours, smells, fizz, etc.), and will be our open questions. It’s important to define our target market as well, and will be using closed questions to identify gender, age groups, and other information around that. Areas that will be interesting to see the results for are how consumers would rather buy these products (as gifts and sets, or bought in supermarkets or specialty stores), and what aspects of it they would buy them for (personal use, to see what they do, or for other reasons relating to why they would buy them). This secondary research will greatly help the development of our products.

Related links: (no general link, but you can see other reviews by clicking on the related items)

Secondary research: Existing businesses and market competitors

Research focused on Bath Bombs:
The three main business that are in the same market as us (our main competitors) are Lush, Living Naturally NZ, and online retailers such as Etsy, which sell handcrafted goods, very similar to ours. When we look at these three main competitors, we can see that they’re all targeting a market that consists mainly of women, or men who are buying these products as a gift for women. The age ranges vary across the companies, with Lush targeting 13-25 year olds, Living Naturally targeting 25+, and Etsy covering all ages, as it’s made from different groups of consumers, targeting variations of the same market. We can gather this from the way they market their products.
Lush’s online website consists of lots of colour and photographs that would appeal to a younger market. They have shown these products in a way that would appeal to the age range stated above, as the bright colours and busy photos are all attractive to the consumer’s eye. They have accented this with straight lines and black and white backgrounds, keeping it simplistic but not boring. They have added pictures of products that are in the bath bombs, and different kinds of packaging. They haven’t kept all of the attention on the bath bombs themselves, but have shown different aspects of what went into the process to create them. The way they have designed the website and their products shows that to market and produce our products, they must be colourful and interesting, but it’s best to not overdo it. The colours are an important factor, and they need to be co-ordinated with each other and to not have too many different ones, otherwise consumers won’t like the look of them.
Living Naturally has few photos, and the ones they do have are of their products. They have a very neutral colour scheme, and would be targeting a relatively older market. The products they do have all look like they have no variation in packaging, and the only differences have fewer options colour and fragrance wise than Lush. From this we can see that to appeal to an older audience, it’s better to keep things minimal, and have natural fragrances such as lavender, that aren’t too strong. They also have little variation in the shape of their products.
On online producers such as Etsy, the individual shops can only market their products through the initial photo of it. This means that they have to come up with a point of difference from their competitors. For some, this means they offer different sizes of bath bombs, others have chosen gift packs that consist of different colours and fragrances. Other options include having them in different shapes, or packaged in tissue paper, cellophane, boxes, or even glass jars. From this, we can see that the appearance of the actual product is a very important aspect to targeting the right market. Although they might be a competitor in the same market, as they only have an online presence, they won’t be as much competition as someone producing similar products with a shop close by. They have shown us that if we were to introduce variations in the bath bombs, such as colours, size, or shape, as well as changing possible packaging, we can cater for a wider target market.
From the secondary research conducted on competitors in our target market, we can see how adding variations to our product, we can attract both our original target market, and extend that to a wider age range. We can do this by varying the product and incorporating different marketing strategies such as creating gift sets of the bath bombs, or designing your own gift sets to make them more personalised for the consumer. From this research, we have found that the key ideas that we will need to keep in mind when producing this product is colours, fragrance, shape, and to make sure it’s simple, but not boring. Other articles of interest are about the marketing plan of Lush, which describes how it came to success when it was the only company offering organic cosmetics. It goes on to describe other areas where this company has excelled, where we can take good product research from (see the last related link).

Related links: