Impact of Advertisement on Buying Behaviours of Consumers in the Cosmetic Market

This research proposal focuses on the impact of advertisement on the buying behaviour of consumers in the cosmetic market. It includes objectives, research questions, literature review, methodology, and analysis. The study aims to examine the role of advertisement in creating awareness and building perception among consumers, and how it affects their buying behaviour. It also recommends strategies to improve advertisements to influence consumer buying behaviour.

Running head: RESEARCH PROPOSAL
Impact of Advertisement on Buying Behaviours of the consumers: Case study of the cosmetic
market
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Literature review and hypothesis...............................................................................................3
Methodology..............................................................................................................................7
Analysis......................................................................................................................................8
Conclusion..................................................................................................................................9
Reference List..........................................................................................................................10

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Introduction
There has been a rise in the cosmetic industry in the recent times, as most of the local
products have seen a fall in the demand due to the international brands that are available in
the market (Solomon et al., 2014). The rise in the sale of the cosmetic products is due to the
fact that the consumers have been bombarded with the level of advertisements that are related
directly with the fashion industry. The link with the fashion and the cosmetic industry has
resulted in influencing the society to a high level so that they can buy the cosmetic products
that are available in the market (Malik et al., 2013).
This particular study will be dealing with the impact that is created by advertisement
on influencing the various factors affecting the buying behaviour of the consumers. The
buying behaviour of the consumers are mostly affected by the factors such as image of the
brand, culture and family (Schudson, 2013). Apart from this, the awareness regarding the
brand also help the customers in gaining a better level of knowledge regarding the products
that they want to avail in the market. This has resulted in focussing mainly on advertising the
products by the cosmetic companies as well. Most of the companies maintain a separate fund
for advertising so that it can result in influencing the consumers to purchase their products
from the market (Raheem, Vishnu & Ahmed, 2014).
Problem statement
Most of the cosmetic companies are spending a huge amount by advertising their
products so that it can influence the minds of the customers towards the particular brands that
are provided by the company. The use of advertisement has been a tool for success so that it
can communicate in a proper manner with the consumers. However, the companies are
confused with the ingredients that should be used by them so that the advertisements can
appeal to the consumers and change their buying behaviour as well (Bakshi & Gupta, 2013).

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Research objectives
The objectives of this study will be as follows:
 To examine the impact that is created by advertisements on the level of awareness of
the consumers
 To study the role that advertisements play in building the perception of the consumers
towards the products
 To understand the impact on the awareness level of consumers and their perceptions
on the buying behaviour
 To recommend strategies in improving the advertisement so that it can influence the
consumer buying behaviour
Research questions
The study will be based on the following questions:
1. What is the role of advertisement in creating awareness among consumers?
2. How does advertisement help in building perception among the consumers?
3. How does perception and consumer awareness affect the buying behaviour of
consumers?
Literature review and hypothesis
Advertising and its influencing factors
Advertising is the method that helps in increasing the level of creativity by affecting
the motive of the consumers so that they can purchase a particular product by taking an
attempt in changing the perception of the product within the mind so the consumers. It also
appeals to increasing the psychological motive of the customers so that they can buy the

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products that are provided by the company (Aaker & Biel, 2013). It also appeals to the
emotional and rational levels of the consumers. The rational appeals of the products is based
mainly on the benefits and the different problems that can be solved by using the products
whereas the emotional appeal deals with meeting the expectation of the psychological and
social requirements of the consumers (Kumar & Raju, 2013).
Advertising also helps in communicating with the audience in a proper manner so that
they have a better level of knowledge regarding the products that are being provided by the
company. It can be stated that the culture among the consumers also affects the purchasing
pattern of the customers due to the various trends and wants affecting their life styles as well
(Malik & Guptha, 2014). Most of the customers are affected with the level of advertisements
that are being used by the company so that it can target the majority section of the people in
the society. Most of the organizations are using the techniques that are above the line so that
it can help in drawing up the best advertisement that will be beneficial for the company (Jin
& Phua, 2014).
H0- The advertisements influence the consumers in purchasing the products
H1- The advertisements do not influence the consumers in purchasing the products
Attitude and behaviour of consumers
The buying pattern of the consumers is directly proportional to the behaviour and
attitude of the consumers as well. The major thing that helps in influencing the behaviour of
the consumer is the culture in which they are living. Culture helps in building perceptions
regarding the products that are available in the market in the minds of the consumers. Most of
the international cosmetic brands that are available in the market are recognized by the
consumers and have a better perception in their minds regarding the brands that are available
(Ioanas & Stoica, 2014). These perceptions allow the customers in choosing the products

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according to their life styles and culture within which they are residing. Advertising also
forms the basic foundation of motivation that allows the customers in purchasing the
particular product from the market (Malik & Guptha, 2014). It allows in building trust
between the customers and the brands that are available in the market. Moreover the role of
advertising is very important is increasing the buying behaviour of the consumers as well.
This is due to the fact that the advertisements help the consumers in gaining a better
knowledge regarding the ingredients that are present in the product so that it can increase the
level of attraction among the customers towards the product (Bakshi & Gupta, 2013).
Most of the consumers in the recent world are attracted towards the products through
their emotions, as it influences them in increasing their level of purchases. It also helps the
customers in associating themselves with the brand that is being advertised by the company
(Kumar & Raju, 2013).
H0- The attitude and behaviour of consumers is affected through advertisements
H1- The attitude and behaviour of consumers is not affected through advertisements
Impact of advertisement
According to Wei and Lu (2013), the major role of advertisement is that it helps in
distributing the messages to different and wider places as well. This helps the company in
increasing their target audience as well so that the product can be sold to a wide geographical
area. The volume of sales for the product in the company is related with that of
advertisement, as it is a tool that results in enhancing the level of sales of the brand. The use
of advertisements also help in motivating the behaviour of the customers so that they can be
able to purchase the products that are available in the market.
According to Chan, Leung Ng and Luk (2013), advertisement also helps in increasing
the image of the brand in the market, as the consumers will have a better knowledge

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regarding the product that will influence them in purchasing the product as well. The use of
advertisement also helps in increasing the continuous process of purchasing among the
customers, as the product will be remembered by the customers due to the repetitive process
of advertising.
H0- The use of advertisement helps in increasing the sale of the products
H1- The use of advertisement does not help in increasing the sale of the products
Consumer attitude towards cosmetic products
The attitudes of the consumers are developed mostly through the process of learning
and experience that creates an impact on their buying behaviour. The brand is positioned in
such a manner that it is dependent mostly on the success of the company by increasing the
level of sales. Most of the people who belong to the middle aged group have a positive
attitude towards the cosmetic products, as it helps them in sporting a younger look. They
spend on these luxury items so that it can allow them in maintaining a positive attitude within
the society (Pappas, 2016)
There are various factors that influence the buying pattern of the customers towards
the cosmetic products. It is inclusive of the economic, environmental and socio-demographic
factors as well (Rani, 2014). The environmental factors deal with the culture within which the
consumers have been brought up, as it helps them in understanding the products that will help
them in leading a comfortable life. The social class is also important, as the consumers need
to maintain the status in which they have been living. The socio-demographic factors are the
ones that deal with the location of the customers, which influences their buying behaviour to
a great extent (Delafrooz, Taleghani & Nouri, 2014).
H0- The economic, environmental and socio-demographic factors have a positive influence
on the buying behaviour of the consumers

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H1- The economic, environmental and socio-demographic factors does not have a positive
influence on the buying behaviour of the consumers
Methodology
The different methods of research will provide the tools that the researcher can take
up so that it can help the study to be conducted in a proper manner. This particular research
will be based on the positivism philosophy, as the researcher will be able to collect the
information that are relevant to the topic. This will help the research to be of a better quality
on an overall manner. The research will be conducted in a deductive approach, as the
information that is available can be deduced according to the topic that has been taken up and
completed within the time period as well (Mackey & Gass, 2015). It will be done through
mixed method, as the secondary sources of data will be used for conducting the review of
literature and the primary data will be collected through the survey process relevant to the
topic, which will be analysed. This will help the study to reach a proper conclusion as well.
The research will be conducted using the explanatory type so that the variables that has been
taken up in the study can be analysed and proper insights can be provided with respect to the
questions and objectives that has been taken up in the study (Taylor, Bogdan & DeVault,
2015).
The sample of the research will be 100 customers who regularly visits the cosmetic
stores and buys products and have a basic knowledge regarding the cosmetic market will be
provided with the survey questionnaires so that the responses can be collected by the
researcher. After gathering the responses, the researcher will be using the random sampling
process so that the respondents have an equal opportunity in being selected within the survey
process (Glesne, 2015). This will help the researcher in recording all the responses from the
customers so that the research can be authentic in nature. The data will be collected through
two ways where the primary data will allow the researcher in conducting the research in a

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quantitative manner and the use of the secondary sources such as journal articles, newspapers
and magazines will help in conducting the literature review in a qualitative manner
(Brinkmann, 2014).
The data that will be collected by the researcher will be analysed with the help of MS-
Excel where the responses will be plotted on a graph and proper justification will be provided
by the researcher based on the outcomes that has come from the survey. This is known as
basic quantitative analysis. This will allow the study to be authentic in nature so that the
conclusion can be reached in a proper manner by the researcher (Flick, 2015). According to
Mackey and Gass (2015), the researcher will abide by the Data Protection Act so that no data
is leaked for which he/she may get penalized. The responses that will be collected in a free
manner, as the respondents will not be forced or influenced in giving a particular answer that
may affect the overall quality of the research.
Analysis
The analysis that will be conducted will help in finding the impact of advertising on
the buying behaviour of the consumers. There are different factors that affect the buying
behaviour of the consumers and the study will mainly focus on finding the relationship of
advertisement with that of the purchasing pattern. The various attitudes of the consumers will
also be analysed so that it can be linked directly with the buying attitude of the consumers.
The different factors such as the use of the technology will also be studied so that it can help
in finding out the relationship between the consumers and its buying attitudes as well.
The analysis will also help in establishing the link between the attitudes and
behaviours of the consumers with that of the advertisement that are being taken up in the
cosmetic companies so that it can enable the researcher in understanding it a proper manner.
The findings will also help in getting a better result regarding the impact that advertisement

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creates on the buying behaviour of the consumers. This will help the researcher in
understanding the negative or the positive relationship between the buying behaviour of the
consumers with that of the advertisements that are being used by the cosmetic companies.
Conclusion
Therefore it can be concluded that the introductory part of the research study has
provided various insights regarding the role that advertisement plays in influencing the
buying behaviour of the consumers. The first part also consists of the objectives based on
which the research will be conducted and the questions that the research will try to answer.
This will help the research to be authentic in nature so that it can be used as a future reference
by other researchers as well. The literature review has been conducted so that it can help the
researcher in gaining better level of knowledge regarding the different variables that are taken
up to explain the impact of advertisement and consumer buying behaviour. The variables has
been explained in an in-depth manner so that the researcher can provide the authentic
information regarding the study that is being conducted. The use of the different variables
will also help the researcher in conducting the study in an extensive manner so that proper
knowledge can be provided regarding the variables taken up.
Moreover, the research will be conducted using the different methodological tools so
that it can help the process to be smooth in nature. The researcher has been able to identify
the different methodological tools so that it can allow the research process to be done in a
proper manner. The data will be collected through the primary method by conducting surveys
of the customers so that it can help in analysing the responses. This will allow the researcher
in getting the authentic results so that it can be analysed using the analytical tools. The proper
analysis of the responses will result in providing the concluding statement of the study as
well as the recommendations regarding the use of proper advertisement by the cosmetic
companies to influence the buying behaviour of the consumers.

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Reference List
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