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

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

1RESEARCH PROPOSAL
Table of Contents
Introduction................................................................................................................................2
Literature review and hypothesis...............................................................................................3
Methodology..............................................................................................................................7
Analysis......................................................................................................................................8
Conclusion..................................................................................................................................9
Reference List..........................................................................................................................10

2RESEARCH PROPOSAL
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).

3RESEARCH PROPOSAL
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