Role of Marketing Communication in the Promotion of Cosmetics

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ACKNOWLEDGEMENT

I am thankful to the people who have been helpful to me throughout for completing my research study and without these people by my side it would have been impossible for me to complete this dissertation. Particularly, I am grateful to my friends, family and facilitator for their helpful and extensive comments on the earlier drafts that were submitted. I am also thankful to the authors who preceded me and shared my interests. The works of other authors have provided me with a bunch of information to learn and build from and they also served as examples to imitate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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Dated:

ABSTRACT

This research study an attempt to explore the role that marketing communications play in the promotion of cosmetics. The aim of this research study is to explore the role that marketing communications play in the promotion of cosmetics in Dubai. Cosmetics are the products that women require to use to look beautiful. A large number of consumers who purchase cosmetics in the world are women. Consumers require opinions of other people to make rational decisions for which shoe brands they should purchase to which cosmetics they should buy. The behaviour of one customer may be different towards the purchase of a fashion brand than towards an item that is for a daily usage. Consumer behaviour is the initiation point of any marketing process. The research methodology that for this dissertation is quantitative in nature. A questionnaire has been constructed in order obtain the responses of the consumers of cosmetic products in Dubai. The results of the questionnaire showed that women are the key consumers of cosmetic products. It further highlighted that the cosmetics are important for people who are employed. Most of the respondents said that they purchased cosmetic products frequently.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

1.1. Background of the Research1

1.2. Cosmetics Industry in Dubai2

1.3. Aims of the Research3

1.4. Research Question3

1.5. Significance of the Research4

1.6. Layout of the Dissertation4

CHAPTER 02: LITERATURE REVIEW6

2.1. Introduction6

2.2. Consumer Behaviour6

2.3. Marketing Communication7

2.4. Importance and Role of Marketing Communications in the Promotion of Cosmetics8

2.5. Theoretical Framework of Advertising and PR10

2.5. The New Woman11

2.6. A New Industry12

2.7. Beauty and the Mass Market13

2.9. PR Practice15

2.10. Advertising Practice17

2.11. Consumer Behaviour in the Cosmetic Industry20

CHAPTER 03: RESEARCH METHODOLOGY23

3.1. Introduction23

3.4. Questionnaire24

3.5. Sampling25

3.6. Sample Size25

3.8. Ethical Considerations26

3.9. Reliability27

3.10. Validity28

3.11. Confidentiality28

3.12. Conclusion29

CHAPTER 04: DISCUSSION AND ANALYSIS30

4.1. Introduction30

4.2. Questionnaire Analysis30

4.3. Research Question Analysis51

4.4. Discussion53

CHAPTER 05: CONCLUSIONS56

5.1. Future Recommendations for Research57

REFERENCES58

APPENDIX62

Questionnaire62

LIST OF FIGURES

Figure 1: Do you wear make-up?30

Figure 2: Why do you buy cosmetic products?31

Figure 3: Age Group32

Figure 4: Occupation34

Figure 5: Monthly Earning35

Figure 6: How often do you buy cosmetic products?36

Figure 7: Factors that helps you to purchase cosmetic products37

Figure 8: Where do you tend to buy your make-up?39

Figure 9: Make ...