Impact of cosmetic advertising on consumer buying behaviour

by

ACKNOWLEDGEMENT

There is an immense role of my supervisor, family and associations for the completion of this research study. I would be gratitude to them for supporting me and assisting me.

DECLARATION

I take oath that the entire dissertation has been completed by me and the entire work has been done by writing and no copy pasting material has been added in this dissertation.

Signed __________________ Date _______________

ABSTRACT

The purpose of this research is to understand the impact of cosmetic advertising towards the buying behaviour of consumers. The cosmetic industry has constantly developed its techniques to advertise in selling their products from its evolution. The cosmetic industry has become multi-billion pound market grossing £2.32 billion in 2010, which only came into existence approximately one hundred years ago. In the process of cosmetic industry growth, significant development of advertising product to consumers has also evolved. Advertising has played a major role for expansion of this industry in persuading and convincing consumer and advertising spent was increased by 4% in 2009. Consumers these days are pilled by advertisements from T.V, radio, newspapers, magazines, bus stops, on walls and many more. Advertisement should be successful to capture consumer attention and not only enjoy what they see but are also influenced to purchase the product using different advertisement appeals. The findings of this particular research study indicate that cosmetic advertising have a great impact on the buying behaviour of consumers. The cosmetic products always attract the attention of female target customers. Female's consumers used to purchase the quality brands of cosmetics products. The purpose of this study is to gain a better understanding of the cognitive responses, attitudes, and product involvement of female consumers in beauty product advertisements. Using face-to-face interviewing, participants were asked questions regarding their attention to advertisements, their beauty product buying habits.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER # 1: INTRODUCTION1

Background of the Study1

Problem Statement2

Aims and Objectives2

Significance of the Study3

CHAPTER # 2: LITERATURE REVIEW4

The Dove Campaign for Real Beauty: Academic and Press Attention4

The Power of the Purse: Women as Consumers6

Inside the Consumer Mind7

Cognitive Responses7

Attitude8

Product Involvement9

Advertising and the Growth of Consumerism12

CHAPTER # 3: METHODOLOGY17

Research Methodology17

Secondary Data18

Primary data18

Research Instrument18

Sample Size18

Ethical and health and safety issues19

CHAPTER # 4: FINDINGS20

Demography of Respondents20

Interview Analysis22

Attitude towards Advertise23

Buying Behaviour of Consumers Brand versus Advertisement23

Consumers Look in Cosmetic before Buying25

Product and packaging design26

CHAPTER # 5: CONCLUSION28

Implications of the Findings to Advertising Practice32

Limitations of the Study34

REFERENCES36

CHAPTER # 1: INTRODUCTION

Background of the Study

The Cosmetic industry is one of the fastest growing industries in the world. Its growth is set to accelerate to reach £964 million by the end of the year and £1.3 billion by 2016 in UK. Advertising has played a major role for the expansion of this industry, persuading and convincing consumers to buy their product (Verma 2009 33).

The Federal Food, Drug and Cosmetic Act define cosmetics as products that are to be "rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to the human body" in order to clean, beautify, promote attractiveness, or alter the ...