Scope of the Study
The study analyses the purchase patterns and spending styles of women’s belonging to different segments of Cosmetic consumers in Meerut city. The major variables selected for the study are as follows:
Demographic Profile of women’s Consumers
• Age Wise
• Marital status
• Monthly Income
Major Factors identified for detailed study includes:
Purchase Style, Brand Selection, Point of Purchase, Location Preference, Brand Loyalty, Brand Awareness, Factors in Purchase Decision, and Spending Pattern. Research Design: – Descriptive Research Sampling Method
Research is a procedure of logical and systematic application of the fundamentals of science to the general and over all questions of a study and scientific technique which provide precise tools, specific procedure and technical rather than philosophical means for getting and ordering the data prior to their logical analysis and manipulation. Different type of research designs is available depending upon the nature of research project, availability of able manpower and circumstances.
The study was to find the effects of advertising on consumer buying behaviour of young men and women with a
Special case of users of cosmetic products in and around Meerut city.
The methodology used to help us with the research, shows how the research was carried out taking into
Consideration available resources and limitations.
India (ASSOCHAM, 2013) and based on this revelation, we selected this group to have our objective achieved.
The research design is the blueprint for the fulfilment of the objectives and answering the questions. It is a master plan specifying the method and procedure for collecting and analysing needed information
Methods of Data collection
Primary Data –
Primary Data was crucial to know the consumer buying behaviour towards cosmetics products. Primary data was collected having face to face conversation using the questionnaire prepared.
Secondary Data –
All relevant secondary data is collected from various sources like Internet, Books, Magazines, and Articles etc.
Method of analysis
A structured questionnaire is used to collect the data. Questionnaire is a sought to be the best tool for collection of reliable data. The questionnaire consists of multiple choice questions to achieve the objective of research.
Research instrument use for the primary data collection is questionnaire.
• Random sampling technique
• Random quota sampling
• Convenience sampling
AREA OF STUDY
STATSTICAL TOOL APPLIED
LIMITATIONS OF THE STUDY
• The project relied on primary data
• Consumer gives clear picture
• The study was based on limited sample
• It began my first attempt to undertake such a study, thus the inexperience is also an obstacle
• To accomplish the project in a proper way
• The main limitation was time
• The data is collected from the consumers is equivalent in nature that is views, opinions and thoughts.
DATA ANALYSIS AND INTERPRITATION
Analysis of demographic characteristics of women consumers
Up to 18 yrs 20
19 yrs to 40 yrs 40
41 yrs to 60 yrs 30
More than 60 yrs 10
This report describes the detail findings of this study, which utilized an experiment to measure respondents “attitude towards an ad featuring a real-model, an ideal model or a control treatment and towards the ad. The experiment measured the respondent’s body esteem and self esteem and attitude towards the ad. Respondents were also some other questions related to beauty product consumption and buying habits and other demographic information.
Cash, T.F., ; Cash, D. W. (1982). Women’s use of cosmetics. Psychosocial correlates and consequences. International Journal of Cosmetic Science, 4, 1-14. Cash, T. F., Dawson, K., Davis, P., & Bowen, M. (1989). Effects of cosmetics use on the physical attractiveness and body image of American college women. The Journal of Social Psychology, 129(3), 349-355.
Helmreich & Stapp (1974). Short forms of the Texas Social Behaviour Inventory TSBI), an objective measure of self-esteem. Bulletin of Psychonomic Society, 4, 473-475. Kardes F. R., Cronley M. L., & Cline T.W. (2011). Consumer Behaviour. Mason, OH: South-Western Cengage Learning. Malhorta N. K. (2012). Basic Marketing Research (4thed.). Boston, MA: Prentice Hall. Nash, R., Fieldman, G., Hussey, T., Leveque, J., & Pineau, P. (2006). Cosmetics: They Influence More Than Caucasian Female Facial Attractiveness. Journal of Applied Social Psychology, 36(2), 493-504. Robertson, J., Fieldman, G., & Hussey, T. (2008). ‘Who wears cosmetics?’ Individual differences and their relationship with cosmetic usage. Individual Differences Research, 6(1), 38-56. Snyder, M (1974). Self-Monitoring of Expressive Behaviour. Journal of Personality and Social Psychology, 30(4), 526-537. Snyder, M. & Gangestad, S. (1986).On the Nature of Self-Monitoring: Matters of Assessment, Matters of Validity. Journal of Personality and Social Psychology, 51(1), 125-139.
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• Certech Registration Inc. 2008. International organic standard – Natural and natural organic cosmetic certification. IOS Cosmetics. Issue 01. April 2008. http://www.certechregistration.com/IOS_cosmetics_standard.pdf.
• CIR (Cosmetic Ingredient Review). 2009. Ingredients found unsafe for use in cosmetics (9total, through December, 2009). http://www.cir-safety.org/findings.shtml.
Recommendations and Conclusion
It can be seen from the study that, on average, advertising does have influence on the purchase of cosmetic products and it is a must for cosmetic firms to continue advertising on their products if they require maximum sales. Also, we found out that, though advertising does influence the purchase of consumers, other factors like income and others’ recommendation do play a role in one’s purchase. In our study, we had wanted to estimate the effect of advertising on firms’ sales as well, but no access to data was the reason why this was not achieved. Again, we were constraint by time and the resources at our disposal. We will suggest to others to increase the sample size and the study area to know the effect of advertising on consumers’ buying behaviour. From the study, the following recommendations were suggested.
i.) Advertising works and affects consumers’ purchase in the long run. It is required of firms to increase their advertising budget and make advertising lively for consumers to associate with. This will definitely have an impact on the sales of cosmetic firms. Advertising in the long run tend to make demand for cosmetic goods inelastic and this according to Robinson (1933) and Chamberlin (1933) will persuade consumers to be attached to a particular brand.
ii.) The complementary view of advertising was found not to be so strong for cosmetic products. The respondents stated that, the prestige attached to a brand was not all they look out for when purchasing a product. With as high as 40% of respondents stating this as a weak reason for purchasing a product, it falls on cosmetic firms to concentrate on the quality which 99% of the respondents believe they look out for in a product.
iii.) With about 15% to 20% growth in the demand for cosmetic products annually, it is required of firms to pay attention to the required needs of consumers and channel this into their advertising contents. Making use of the most patronised media; television internet and prints, to increase their sales.
a. One thing also found in the study was that, consumers like to factor in discounted prices when purchasing cosmetic products. It is therefore required of firms to make their prices affordable for consumers. Advertising satisfies the needs of the firm as well as the wishes of consumers. Its role can never be replaced by any other means in this dynamic world of ours. It is therefore a must for firms to strategize and know when and where they should advertise to gain maximum returns. The consumers should be considered as a factor of production, they need to be informed about products and until that is done, the products of firms will still be in stores with no demand on them.
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(Mishra and Betty, 1990). Researchers argue that advertisers should pay attention to how advertisement messages are presented to consumers.
(Pride and Ferrell, 2003). We will study its effect on the buying decision of customers.
Alsmadi (2006) 69-84 said that (Schlecht 2003) Celebrities are Consumer good by appearing with it in an advertisement”.
As Christina Schlecht (2003). The buying behavior is the decision processes and acts of people involved in buying and using products.
Chillewin (1984) One challenge at such a plan includes the use of a celebrity representative.
According to Atkin and Block (1983) There are numerous bases as to why a famous endorser may be dominant.
(Kamins et al. 1989). Encompasses the sphere of spokesperson credibility and charismatic representatives, and recommends that famous persons exercise their impact on customers through apparent traits.
(Ahmed 2012; Ohanian 1990, 1999). Surroundings as well as organize the manner a person react towards it.
(Haghirian & Madlberger 2005). Celebrities have high repute, distinctive traits, and fascinating descriptions according to the community’s opinion.
(anjum, dhanda, & nagra, 2012) Celebrity Endorsement if used effectively can make a positive impact in influencing the product demand and the brand image.
Atkin, Charles and Martin Block (1983), “Effectiveness of Celebrity Endorsers”, Journal of Advertising Research 23, 1 (February/March 1983): 57-62.
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SECTION A: Biographical details
• Male ( )
• Female ( )
2. Age range
• 15-25 ( )
• 25- 35
• 45- 55
3. Marital Status
• IT and Computer Other
5. What are your monthly income/ Pocket?
6. Which brand of cosmetics do you use among these?
Lakme (Hindustan Unilever Ltd)
• Emami Revlon
7. Does advertising influence your purchase of the cosmetic product above?
8. If yes, which medium of advertising influences your purchase of the above cosmetic product?
• Print (Newspapers, Magazines, Brochures)
• Internet (Online)
9. Where do you most purchase the above cosmetic product brand?
• Internet (online)
• Local shops
10. What purpose do adverts on the cosmetic product serve you?
• Inform you of the features and benefits of the product
• Create the desired perceptions of the product
• Create a preference for the product
• Create awareness of a new product
11. How much do you spend on the cosmetic products monthly? Rs…………………
12. Rank the factors which most influence your purchase of the cosmetic products
Strong influence Moderate influence Weak influence
13. Why do you purchase the cosmetic products?
Strong reason Moderate reason Weak reason
To look beautiful
To be attracted
To be socially accepted
14. Are you satisfied using the product?
• If Yes/No, Why