Discuss About The Consumer Buying Behavior

Business Management 2.
(Exploring How Cosmetic Advertising Portrays Women Today
And What Impact It Has On Consumer Buyer Behaviour)

Abstract
This research aimed to investigate how women are Presently portrayed in cosmetic advertising.
Another main aim of this paper is to examine impact of advertising on Consumer Buying
Behaviour. Different interpretation and literature review were identified related to the topic.
Along with this, possible methodological approaches to this study or topic were evaluated with
proper justification being provided to the final selected methods and approaches. The research
methods which were applied in this study is an inductive, interpretivisim, primary and secondary
data collection, qualitative and quantitative research, descriptive design etc. in order to look at
the behaviour of women concerning cosmetic advertisements. Main aim of this research is to
gain in-depth and comparable data on views surrounding this matter and so qualitative and
quantitative research methods were defined and explored. The findings from the study were
highlighted or included with generalisation as well as key themes identified. After a
comprehensive or board evaluation of the study as an entire, possible suggestions for future
advertisements and recommendation for related research design were put forward.

Table of Contents
Abstract ...........................................................................................................................................2
TITLE .............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
Concept of advertising in cosmetic industry...............................................................................5
Basic need for advertising in cosmetic industry.........................................................................7
Women are portrayed in cosmetic advertising campaigns now-r-days......................................9
Impact of cosmetic advertising on consumer buying behaviour...............................................11
Research Gap............................................................................................................................13
Conceptual framework of advertising and consumer's purchasing behaviour .........................13
CHAPTER 3: RESEARCH METHODOLOGY ........................................................................15
CHAPTER 4: PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA..............20
CHAPTER 5: Conclusion, Recommendation and Self Reflation .................................................39
REFERENCES .............................................................................................................................40

TITLE
Exploring How Cosmetic Advertising Portrays Women Today And What Impact It Has
On Consumer Buyer Behaviour.
CHAPTER 1: INTRODUCTION
Background of the research
Cosmetic advertising introduces as a part of promotion used by organisation to promote
their cosmetics and beauty products through different variety of media. In this, advertising
campaigns are mainly aimed at women wishing to enhance their appearance, mainly to maximise
physical attractiveness and decrease the sign of ageing (Sandlin and Maudlin, 2012). Therefore,
main aim of this research is to examine how women are presently portrayed in cosmetic
advertising. It determine the impact on women attitudes and as an output, the effects this has on
consumer buying behaviour. Effective advertisement of cosmetic product is highly impact on
consumer purchasing behaviour. In addition, cosmetic advertising introduces to the promotion of
the sale and marketing of products considered to restore as well as enhance an individual's
appearance. Apart from this, consumer buying behaviour introduces to the effective process by
which a person search for, choose, buy and use services and goods, for satisfaction of their
requirements and wants. This study primarily seeks to know the psychological emotions felt by
users regarding advertisements of cosmetic and in turn, how this impacts the product that they
purchase.
Overview of the research
Advertising plays an essential role in marketing of products and services offered by a
business. In order to formulate new ideas and selling campaigns, businesses in cosmetic
industries spends millions of money every year (Chan and Chrish, 2012). A lot of time is
invested in creating and developing prints and advertisements which is seen in magazines,
televisions and billboards etc. This is carried out to grab the attention of customers towards the
offerings of organisation. In this regard, cosmetic advertisements are done by athletics,
celebrities, politicians and other influential peoples. Buying behaviour of customers is highly
impacted with these strategies and tactics as the person which performs advertisements are
considered as role models by them. This research primarily aims to acknowledge the
psychological emotions of the customers about cosmetic advertisements.
1

These cosmetic advertisements incorporates social acceptance, enhanced self esteem and
confidence among the minds of customers. This research will analyse the promises which are
done by businesses in cosmetic industries to their customers. These promises are related with
improvements in health or physical appearances of customers after using a particular product or
service. These cosmetic advertisements enhances self-esteem in women and makes them believe
that the flaws in their skin and body can be cured with the help of these body products. Buying
pattern of consumer is specified to the selecting, purchasing and consuming goods for satisfying
their desired needs. Consumer behaviour especially female consumers are highly influenced with
the cosmetic advertisements in order to became an idealised women. In today's time, cosmetic
advertisements portrays thin women with fair skin as ideal beauty. Media portrays these ladies as
goddess due to which consumers especially young girls and ladies feels very tempted toward
those products in order to become like them (Pudaruth and et. al., 2015). This study is going to
critically evaluate the impact of cosmetic advertisements on the buying behaviour of customers
along with the manner in which these advertisements portrays women as idealised beauty. This
research will also uncover the impacts of cosmetic promotions and advertisements on self esteem
and preference of young women and girls.
Aim of research
“To determine how Cosmetic Advertising Portrays Women Today and its impact on
Consumer Buying Behaviour. A study on cosmetic industry.”
Objectives of research
Research objective is essential and important part for dissertation which will help an
investigator to complete each activities of research in effective manner. Research objectives is
based on two variable which is dependent and independent (Kaur and et. al., 2013). Cosmetic
advertising portrays women is an independent variable and buying behaviour of consumer is
depend on them. The objective set, as an essential and main intention of the study is: To
determine how cosmetic advertising portrays women now-a-days and what impact it has on
consumer buying behaviour. In order to address the main concept or hypothesis, this study will
address the following sub-objectives.
 To analysis the concept of advertising in cosmetic industry.
 To examine the need for advertising in cosmetic industry.
 To identify how women are portrayed in cosmetic advertising campaigns now-a-days.
2

 To analysis the impact of cosmetic advertising on consumer buying behaviour.
Research questions
 What are the concept of advertising in cosmetic industry?
 What are the basic need for advertising in cosmetic industry?
 How women are portrayed in cosmetic advertising campaigns now-a-days? What are the impacts of cosmetic advertising on consumer buying behaviour?
Rationale of research
Main reason behind selecting this topic or research is to identify how Cosmetic
Advertising Portrays Women Today and its impact on Consumer Buying Behaviour. It is a
biggest topic that help a researcher in personal and professional manner (Djafarova and
Rushworth, 2017). In personal way, researcher can easily improve their literature review skills,
data collection and analysis skills. All these are essential quality which will support an
investigator to gain better outcomes related to subject area of study. Research is essential for
researcher because with the help this they can easily identify accurate and in-depth information
about the topic. With the help of this, an investigator can easily understand basic concept of
advertising in cosmetic industry, need for advertisement and its impact on consumer buying
behaviour.
Conceptual framework: It is most essential and effective part which will help an
investigator to identify overview of entire chapter. This framework is mainly related with the
each activities of research which are determine as under:
Introduction: It is a first chapter which includes entire details about the project such as
background of the research, research aim, research objectives, research questions, rationale of
research etc. All these information are essential and useful for investigator to complete research
activities in systematic manner.
Literature Review: It is next chapter which help an investigator to identify conflict or
gaps in previous study. In addition, it is a type of scholarly paper and in which different authors
are give their opinion about the topic or study (Krishen and et. al., 2014).
Research methodology: It is identify as an essential part of research which is based on
different methods and approaches to collect accurate data about the study. Main purpose of this
chapter is to provide reliable and valid information about the field of study. In this section,
primary and secondary research, data collection, research reliability and validity, research
3

instruments, sampling and many other methods will be included which will support a researcher
to gather proper information about the topic.
Data analysis and interpretation: It is another main chapter for completion of research
activities. In this part different number of questions will be prepared by researcher and interpret
all these questions in more effective manner (Giesler, 2012).
Conclusion and recommendations: It is a last chapter which is based on issues and ways
about how to overcome that issue in proper manner.
CHAPTER 2: LITERATURE REVIEW
A literature review is defined as an explanation and summary about a topic with the help
of journals and books. It includes published information regarding a specific subject, area or a
topic within specific time frame. It can be a simple summary of a particular source which will
involves organisational pattern (Segal and Podoshen, 2013). In this case, literature review will
consists of both summary and synthesis. Summary is defined as a recap of important information
but a synthesis is stated as re-organisation or readjustment of a data or information. The main
objective of a literature review is to summarise and synthesizes the ideas, concepts and
arguments of other people without adding any new contributions. It will helps the researcher in
demonstrating the knowledge of subject area and justification the choice of research design.
Purpose of literature review
Main purpose of literature review is to justify the appropriate reason to carry out a
particular research. It is closely related with demonstrating the capabilities of an individual in a
particular field or subject. It helps in identifying and filling the gap which a person have
regarding a particular subject. Beside this, literature review will benefits the researcher in
establishing a methodological focus and theoretical framework (Shao and et. al., 2014). Even a
person is going to propose a new theory or method, the work that will be used must have been
justified and published before which ensures the accuracy of research. Also, literature review
benefits in acknowledging the relation of different sources with one another that have been
selected for carrying out this research.
Concept of advertising in cosmetic industry
According to Thompson, 2019, cosmetic industry is growing at a fast pace. In present
context, it is grossing more than 7 billion dollars every year as it is one of the main expenditure
4

for most of the women. To change the opinion of women and other consumers towards
cosmetics, an organisation is operating in this sector with the help of advertisements. These
advertisements helps in altering the opinion, view and attitude of customers towards a product or
service along with motivating them to buy that product repeatedly. Sometimes, to attain this,
some advertisements carried out by cosmetic businesses emphasize on discouraging women
towards their appearance and skin shade. This help these cosmetic organisations in enhancing
their revenue and profits by enhanced sales. In order to enhance their market shares, tactics and
strategies used by cosmetic industry are appearance dissatisfaction, unrealistic beauty standards
and cosmetics information.
Concept of advertising in cosmetic industry is based on making a women unsatisfied with
her appearance and looks as after they watch advertisements. Due to which women feels that if
they will use these products, it will enhance their beauty. This work in the favour of cosmetic
industries as their sales and revenues enhances in a considerable manner. As per the opinion of
Rajput, 2019, there are different categories of cosmetics and these categories have different
market trends. Cosmetic advertisements are mainly based upon deodorants, sun and skin care
products, colour and make-up cosmetics, hair care products etc. skin category is considered as
one of the complex, diverse and technically advance category which is associated with
cosmetics. Before advertising about a particular product, company has to perform different kinds
of tests and procedure so that their effectiveness can be acknowledged. Only then, a company is
liable to promote and advertise a product.
According to Tilottama Chatterjee, 2018, other than acknowledging customers about
different benefits, advertisements related with cosmetic industry posses a negative impact on the
minds of consumers especially teenagers and child. In some case, children and other consumers
became stubborn about a particular product after watching its advertisement even though that
product is not required by them. This results in wastage of money. Beside this, some cosmetic
products are advertised by using false imaging and video in which results shown after using
products are unrealistic but consumers believes in those product and buy them in order to gain
same results. Due to this, expectation of customers decreases which leads to reduced sales. As
sales will decrease, purpose of advertising vanishes and company will face loss of revenues and
profitability.
5

According to the Czinkota and Ronkainen, (2008) The concept of advertising can be
described in five phase including, sender, encoding, message, decoding and receiver. All these
are identify as an effective process via which information is formed and provided to the
customers. Advertising message not just an information; it is a collection of representation of
cosmetic product and the industry. Process of advertisement is starts from sender and close up to
receiver. All these process are determine as under in detail manner:
Sender: It is a first stage in which individual or an organisation who feels the requirement
to deliver the information and select the combination of pictures, symbols, words or music as a
data to be transmitted. Entire responsibility of the each stage of advertisement process is on the
shoulders of the communicator. It is up to the communicator how they design the information
and which data they are using for audience.
Encoding: It introduces as an effective design of the symbolic disposition which should
be perceivable by the receiver. It is a functional phase where transmitter of advertising content
sees the applicability of the codes towards the recipient of the specific advertising message.
Message: It is actually done from of encoding. It refers as an essential idea which is
competent of being communicated. When the complete information is write in code, it is now fit
to communicate to the customers. From here the information is distributed to the customer via
the prescribed or combination of media by different sources (Eze and et. al., 2012).
Decoding: It is the knowing of the delivered information. It introduces as an important
process to translate the information into an effective idea. Decoding is also crucial phase of
advertising that shoes how the message receiver perceives the delivered content. If it was
planned accurately as per the understanding and knowledge level of message receiver then the
comment or feedback can be favourable.
Basic need for advertising in cosmetic industry
According to Pahwa, 2018, Advertisement is defined as the action of gaining public
attention towards a concept, service or good with paid announcements from an identified
sponsors. It is a strategic element for an organisation for promotion mix of products. In general,
there are three kinds of advertisements i.e. above the line, below the line, through the line. In
above the line advertisements, those activities are included which are non targeted and posses a
wide reach such as radio, newspaper and TV advertisements. Below the line advertising include
those activities which are directed towards a particular group. These advertisements are carried
6

out through billboards, in store advertising, sponsorships etc. As per Hamlett, 2019,
advertisement plays a critical role in cosmetics industry as it helps in increasing the sales and
market-shares of a particular business. Advertisements serves an essential purpose by allowing
sellers to compete with each other in order to gain competitive advantage.
Advertising helps cosmetics industry in promotion of services and products, comparison
with rivals and competitors, retention of existing customers and boosting morale of employees.
Advertising will benefits cosmetic industry in various ways as it will provide essential
information about product to the customers. Along with this, it will results in creating a
permanent demand of product in the minds of customers by telling its effectiveness and
advantages. An attractive advertisements also results in transforming prospective buyers into
loyal customers by denoting effectiveness of products in accordance with their demand and
preferences. As a company will advertise their product through social media, online platforms
and traditional methods such as TV, radio, newspaper etc. millions of people will get to know
about unique features of product in limited time. Due to this, need for middleman will reduce and
expenses for promoting product will be limited. Beside this, advertisements plays a vital role in
creating a positive image and goodwill of product within marketplace. If product will not have a
good reputation in market, consumer will not prefer to buy it due to which sales will get
impacted in a negative manner.
According to the view point of Wroblewski, 2019, advertisements have some negative
impacts on the cosmetic industry as well. This is because different companies advertise for their
products by spending high so that they can sustain a strong position in the minds of people. In
order to achieve it, different companies produce advertisements in which they superimpose their
products over products offered by other companies. Due to which a single company enjoys
monopoly and other companies in cosmetic industry have to face set back. Also, advertisements
are carried out in such a manner that they distorts reality formulate unrealistic expectations in the
mind of customers but when these expectations are not fulfilled then people shift their preference
towards other products due to which business operating in cosmetic industry have to bear loss of
revenues and profitability.
According to the opinion of Van Thompson, cosmetic are regarded as major expenditure for
women with cosmetic industry grossing 7 billion US$ every year. The retailer of cosmetic design
7

advertising for altering attitude of women towards cosmetics for encouraging them to purchase
more products. The main reasons for advertising in cosmetic industry are described below:
Increasing Use of Cosmetic- Nowadays industry focus more on advertisement than other
media for creating awareness in the mind of consumers and market. The advertising regarding
cosmetic plays an effective role in mind of women. Advertisement is needed for cosmetic for
increasing their use by consumers. As women feel pressure for meeting idealised beauty standard
where cosmetic advertisement offer them and provide opportunity to live up standard which can
be high effective and encouraging more purchase of products. Thus, advertising industry playing
great role for increasing morale and beauty of women. The money spent on cosmetic advertising
leads to women's more purchase of cosmetic products.
Unrealistic Standard of Beauty- The cosmetic advertisements which are used frequently
retouched images for making models appearing more perfect. In 2011, UK advertising agency
ruled that make-up advertisement were retouched misleading advertising. Fixation on beauty
products can help in encouraging women for buying more cosmetic products. There are some
unrealistic advertisement which can greatly helps in influencing women for beauty products.
This advertising are done to increase sales and revenue of cosmetic industry (Stokburger-Sauer
and Teichmann, 2013). This unrealistic retouching of images can lead women to develop
unrealistic standard of beauty which models can live. Thus, it is the new way of encouraging and
influencing women for purchase of cosmetic products and helps in increasing sales, revenue and
growth of industry.
Appearance Dissatisfaction- According to YWCA, cosmetic advertisement can lead
women to feel themselves unsatisfied with their physical appearance. The study which was
published in Journal of Social and Clinical Psychology depict that women feel more
dissatisfaction with appearance after watching of advertisement. This provide advantage to
advertiser as it helps in selling products for making women look better. As cosmetic industry
make to feel insecure to women and offering wide variety of product as solution to insecurity.
This is the reason behind choosing model for cosmetic advertisement to attract large number of
women in increasing sales and revenues.
Cosmetic Information- The advertisement of cosmetics does not present information
regarding products except where scientific reasons has been proven for benefits of products.
However, advertising industry provide information to women which are related to available
8

products. As women are more interested in buying products after watching advertisements and
helps in increasing overall market for products (Hill, 2012). For example, if women has seen
advertisement for Mascara then might not purchase specified brand but like to buy Mascara.
There are more advertisement which provide full information regarding products to consumer for
influencing them to buy it.
Women are portrayed in cosmetic advertising campaigns now-r-days
According to Das, (2018) Advertisings are ubiquitous and omnipresent due to which the
message conveyed by them to society carries must importance. Main reason behind advertisings
is to earn revenue and money by offering images of perfection to the customers. These images
are usually of thin and fair skinned women which are quite attractive. In order to grab attention
of consumer mainly young people, women having perfect figure and features are selected for
advertisements. Women are portrayed as a sex object and subordinate to men in some
advertisements to gain the trust of male customers. In these advertisements, women are
considered only due to their beauty. Due to which male customers believe that if they will use
that product, their worth in front of women will enhances. In other advertisements, women are
portrayed in soaps and shampoo advertisements where they are depicted as home makers.
As per Chaudhary, 2018, Advertisement is a powerful weapon which is used by
international and national brands to enhance the popularity of their products. In today's time,
women are not advertised only as delicate and tendered personality but they are also portrayed as
sensuous and bold character. In order to enhance glamour of cosmetic products, models are hired
for advertising in high prices. Some brands such as Addiction and Axe involves females in their
commercials and advertisements so that male population will feel temptations and sensational
towards the product. This is because women are shown as felling attracted to masculine
fragrances which enhances the appeal of youth men. Cosmetic industry uses females to sell their
products in high quantity by objectifying their beauty as the result of using that product. In some
cases, women having long and shiny hairs are selected as advertising model to gain attention of
those people which faces issues due to their hairs-fall or dandruff. After watching
advertisements, consumers started believing that they will also have shiny and long hairs if they
will use this product which is not the case in reality.
According to the opinion of Ezquerra, 2018, cosmetic companies are targeting male
population by portraying females as sex objects which implies that the male dominance on
9

females can be treated as most powerful tool for advertisement. This has also supported rape
culture in indirect manner. This is because male feels that if women in advertisements are ready
to have intimacy with the guy using that particular product then this could have been the case in
reality too. This aspect is against the humanity and leads a negative impact on the minds of
people. Hence, companies operating in cosmetic industry are required to produce advertisements
without objectifying women as a sexual object and needs to treat them as an empowered
personality. The roles of women have largely domesticated in specific culture, especially in
advertisement of cosmetic products. Different types of advertisement contain female in role such
as babysitters, maids, cooks, cosmetic products as well as sex objective in order to advertise
product. Along with this, in today's business world, females are used as an important object to
attract attention of large number of customers to the cosmetic products that industry sell. It is an
essential and important part which will help an organisation to attract large number of customers
and retain strong position in marketplace. Women are more conscious regarding their beauty as
well as appearance also. Advertisers take such type of concept and emphasis them in a incorrect
manner. For example, people can use the ads related to fairness cream where the advertisers
provide the information to the customers by only applying their product a female can be
more successful in her career or it becomes casual to acquire the attention of her male partner.
Now days, advertisers also emphasis female in the anti-aging creams that warranty women a
regeneration of their young skin.
Impact of cosmetic advertising on consumer buying behaviour
According to Pahwa, (2019), advertisement is defined as an effective tool applied to
communicate with the end-consumers of services or product being offered. It is treated as a vital
element for ensuring economic growth in businesses and markets. This is a paid form of
exposure that reaches to consumers with the help of traditional media such as radio
advertisements, television, magazine, newspaper along with modern media such as website, blog
and text messages. Major objective of advertising is to influence the buying pattern of customers
by realising them the need of cosmetic products in their life. Consumer buying behaviour is
always given much consideration as the sales and revenues of company highly depends upon it.
If advertising carried out by cosmetic business will not be attractive and temptation, people will
not feel their need in their life. Due to this, brand popularity of product will decrease in the
market place and company will face loss of revenue.
10

According to Ezeabogu, 2019, cosmetic industry is highly competitive and comprises of
tough competition among rival companies in order to sustain a firm position within marketplace.
Consumers are treated as a king and leaders in market due to which marketers are giving their
full emphasize on satisfying the needs and desires of customers so that organisational goals can
be attained in an appropriate manner. There are different factors which are related with the
buying behaviour of a person such as likes, taste, preference, purchasing habits etc. As people
are quality conscious and prefer to purchase those products only which are beneficial for them, it
is important for the businesses in cosmetic industry to properly advertise their products by
specifying all features and specialities so that large number of people can get attracted to that
product. If a company is able to properly promote its products and services in front of customers,
then the organisation is going to enjoy high sales and profitability as customers will trust the
product. If any product is not advertised properly, consumers will have less interest in it and they
will not prefer to buy products as they will be unaware about its features and qualities.
Along with women, men are also getting attracted towards the cosmetic products.
Although number of males using beauty products and creams is less in comparison with female
population but still cosmetic industry has faced a growth in buying behaviour of male
population. Due to face impression and body care, males are also buying different kinds of
cosmetics and products after acknowledging their benefits through different kind of advertisings.
This helps them to gain advantage over competitors in professional world as these cosmetic
products helps in enhancing their personality.
According to the opinion of Mike Tortorice, many consumers does not go out for finding
advertisement unless they remember, memorise and worth sharing. Here, creative and marketing
department working together for formulating advertisement which appeal to audience's curiosity.
The good advertisement helps in creating brand awareness and increasing sales. Advertisement is
the way for consumers to find out goods and service which they really need. The impact of
cosmetic advertising on consumer buying behaviour are described below:
Brand Awareness- It is the way of creating awareness about brand in minds of
consumers through use of various advertising and communication tools. Here, cosmetic industry
has focused women segment so it need to use various advertising tool for creating brand
awareness in mind of consumers. For example, if advertising is given on that places where
women does not reach then awareness cannot be generated among female (Kim, 2013). This
11

advertising can helps in buying behaviour of consumer. If same advertisement is given many
time then customer think about it and try to use that products for their use. For brand awareness,
industry can use print, online, social media, television, word of mouth. Due to fasting growing of
online world, consumers are not ready to buy until they see product advertisements.
Behavioural Effect of Brand Awareness- Brand awareness has effect on customers and
their buying behaviour. The main job of advertisement is to let people know that product of
organisation is available for consumers. People viewing advertisement find about products in
various news and make decision for buying it.
Consumers get information they need- There are many advertisements which will
provide customers with general ideas regarding features of products. For advertisement to be
effective it should raise curiosity among consumers. The advertisement should provide
customers about idea regarding goods, service, company and others. If people are provided with
full information through advertisement then they can easily purchase goods. It helps in change
behavioural of individuals regarding goods and services.
Behavioural effects of features- The features of products are analysed by consumer
effectively and efficiently. Logical listening of feature provides customers about functionality
and work on intellectual level while advertising helps in creating curiosity to buy it (Slater,
2012). It is vast difference between listening to other and using by self. The advertising of
cosmetic can helps in changing behaviour of consumer for purchasing of products. Thus, in order
to increase sales and revenues, advertisement plays an effective role for consumer as well as for
business.
According to view of Tashrifa Haider, advertising is defined as way of communication
for encouraging audience to make buying decisions regarding product or service and conveying
information to all viewer. The major aim of advertising is impacting on buying behaviour of
consumers. There are different tools for which can impact buying behaviour of consumers such
as entertainment, social imaging, familiarity, spending. Nowadays, consumer access endless
supply of advertisement. The advertisement provide positive impact to consumers for buying
goods and services. Through view of advertisement in different media help people to buy
particular products and influence other too. For example if one consumer has purchase goods
then then through word of mouth they can influence and diverts other mind for same products.
12

Research Gap
From literature reviewed, research can tell that, indeed advertising has a favourable
impact on the buy of users and it favourably impact the sales of an organisation. Investigator
found that most of the activity or work completed in the subject, analysis the impact of
advertising on sales of cosmetic industry following different econometric techniques (Kim,
2016). In this research, most literature were analysed internationally, therefore, there is gap or
conflict on local empirical review of literature on the impact of advertising on consumer
purchasing behaviour towards cosmetic products. This research aimed to fill such type of gap by
emphasising on how Cosmetic Advertising Portrays Women Today and its impact on Consumer
Buying Behaviour a study on cosmetic industry.
Conceptual framework of advertising and consumer's purchasing behaviour
Conceptual framework related to the advertising and consumer's buying behaviour
includes different elements such as types of advertising, intervening variables and dependent
variables. All these are important and significant for a researcher to identify accurate information
about the study (Ashikali and Dittmar, 2012). Under types of advertising, persuasive, informative
and reminder are consider main aspects, in case of intervening variables, media of advertisement
such as television, radio, magazines, internet etc. are know as best resources. At last, under,
dependent variable such as buying behaviour include, what they buy, where they buy, when they
purchase and why they buy. Thus, all these are major parts included in conceptual framework in
gives a detail description of relationship between the concepts being followed.
13

14
Illustration 1: Conceptual Framework Advertising and Consumer’s Buying
Behaviour
Source: (Conceptual Framework Advertising and Consumer’s Buying
Behaviour, 2018)

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology can be defined as an essential process applied to gather
information and relevant data for the purpose making effective decisions. This chapter discusses
the different techniques and tools applied to conduct the research. The approach, methodology,
research framework, data sample, type of data analysis, research limitation, ethical consideration
data collection and interpretation tools are some of the useful elements discussed in this chapter.
Surveys, interviews and different techniques can be used to conduct any study in systematic
manner (Schütte and Ciarlante, 2016). These type of data could include historical and present
background of the study. Research onion is consider one of best framework which will help an
investigator to identify best and useful approach and methods to collect accurate and sufficient
information about the topic. This framework has inner and outer layer which are determine as
under:
Research philosophy: It is mainly divided into two sections such as positivism and
interpretivisim. Interpretivisim and positivism are introduces as a two basic philosophies to
research methods. Positivism introduce scientific quantitative method which will help an
investigator by providing information in form of numbers, facts etc. On the other side,
interpretivisim philosophy prefer humanistic qualitative method which will also aid an
investigator by giving data about the topic in form of quality (Barber and et. al., 2012).
According to the study, interpretivisim philosophy is most useful because it help a researcher in
driving valid conclusion for study. On the other hand, positivism philosophy is not useful for this
project because it not give accurate conclusion for research.
Research strategy: There are various kind of research strategies such as survey, action
research, experiment, grounded theory, ethnography, archival research etc. All these are consider
as an essential type of research strategy which will help a researcher to accumulate accurate and
reliable data about the topic (Antioco, 2012). According to the topic, survey is identify best type
of research strategy because with the help of this, a researcher can easily accumulate accurate
data from the selected sample size.
Research approach: Research approach introduces as an effective plan and procedure
used by researcher to do each activities of research in systematic and effective manner. In
context with this project work, approaches are majorly of two types: inductive and deductive. In
this research, inductive approach will be used, as this topic is highly comprehensive and
15

conclusion out of this topic will be based on truth and reality of the matter. In this, theory of
research will be based on emergent of the data. In context of an effective working, this will be
prominent to use inductive approach to ascertain outcomes in best and suitable mode (Shahwar,
2013).
Research Choice: In a research work, this is favourably necessary to mention choice of
the research, in which clearly mentioned that what level of research choice will be taken care by
research investigator such as qualitative and quantitative (Davis, 2014). In this project,
qualitative choice will be consider to conclude this project, as major reason is use of data &
information which is of quality state. This topic is majorly based on research choice which says
that at what level results out of this research will be impact and also what quality based
data/information will be taken over to ascertain supportable results out of this project. Therefore,
qualitative and quantitative are best method but according to the topic, qualitative research is
more suitable and appropriate because it give quality data about the study.
Time Horizon: It introduces as an essential and useful method applied by investigator to
identify accurate starting and closing time for completion of research activities. For this, Gantt
chart refers as a best tool which is used by researcher for completing each activity of research
within given time duration (Xie and Zhang, 2013). This chart includes different activities
namely, development of aims and objectives, creation of literature review, development of
research methodology, data collection, data analysis, conclusion and recommendation and
submission of project.
16

17

Techniques and procedures and research instruments: Questionnaire introduces as an
essential instrument and technique used by investigator to accumulate reliable and valid data
about the field of study. It is consider one of the best method and help a researcher by providing
real and proper information related to the study (Davies, Lee and Ahonkhai, 2012). Therefore,
questionnaire is best instrument of primary research which will support an investigator to gather
real and accurate data about how Cosmetic Advertising Portrays Women Today and its impact
on Consumer Buying Behaviour.
Primary and secondary research: Primary data introduces as an effective information
gathered via first-hand and original study. For instance, focus group discussion and surveys. On
the other side, secondary data refers as an in-depth information which has been accumulated
previously by someone else (Xiang, 2016). For instance, newspaper articles, researching the
internet and company reports. These type of data collection sources are useful for investigator to
analysis in-depth and proper data about how Cosmetic Advertising Portrays Women Today and
its impact on Consumer Buying Behaviour. A study on cosmetic industry.
Data sources: For gathering accurate information about the topic, there are basically two
types of data sources which is primary and secondary. In case of primary source, questionnaire is
consider most essential method which will help an investigator to gather reliable and valid data
about the study (Lee and Johnson, 2013). On the other hand, for accumulating secondary
information about the study, there are different sources including, books, journals, magazines,
publication research, review of literature etc. Thus, primary and secondary sources of data
collection is essential for researcher to gather in-depth and accurate information related to the
topic. Beside this, it will also help in gaining the information regarding how competitive benefits
can be developed via advertisement. But in this case, an investigator requires to identify relevant
and authentic information about the study.
Research design: The entire activity of research depends on effective research design
which is used by an investigator for identifying impact. There are mainly three kind of research
design, namely, descriptive, experimental and exploratory. All these type of research design are
essential but according to the topic, descriptive design will be more suitable and appropriate for
driving effective conclusion (Tuncay Zayer and Coleman, 2015). In this, data collection allows
for accumulating in-depth data that may be either qualitative or quantitative in nature. Survey
can be applied by organisations and companies to study in attitudes, beliefs, habits and
18

behaviours of a target audience, company or other enterprise. Thus, descriptive design is more
essential and useful for researcher to complete each activities of research in effective manner and
get valid conclusion for this study.
Research sampling: Probability and non-probability is consider two types of sampling
methods which is used by researcher to select sample size from total population. Probability
sampling introduces as an effective technique of sampling, in which subjects of entire population
get a same chance to be chosen as a representative sample. On the other hand, non-probability
sampling is consider best method of sampling, in which individual from total population will be
chosen as a sample (Meng and Pan, 2012). According to the study, convenience sampling which
is a type of non-probability sampling method is used by investigator to choose sample size. Main
reason behind selecting this method as it not require maximum time, cost and resources of an
organisation or researcher. Thus, 60 respondents will be taken with the use of convenience
sampling method.
Research ethics: As a research involves primary research, this is highly prominent to
consider ethics in this matter of collection of data in order to arrange suitable conclusion in given
period of time. Also, it is necessary to include ethics measures such as principle of consent,
anonymity and confidentially (Sabri, 2012). In this research, principle of confidentiality will also
be used to generate suitable results or outcomes during the time of doing research based activity
in given period of time. In this ethical consideration, this will be highly prominent to use ethics
in research to generate valid conclusion over a period of time.
Research limitation: In this research project, this will be useful to know and judge
various limitation and weakness of this project such as lack of cost, time and other financial
resource, so that proper planning, controlling and budgeting will do in same to led effective
controlling of this in an effective manner (Maclaran, 2012). These limitation are required to be
disclosed to investigator of this project, so that correct action will be taken in same to gather
results or conclusion in given period of time. Correct action planning is required in this context
to enhance suitability of results for longer period of time. There are another different limitations
of research in research methodology such as formulation of research aims and objectives, sample
size, implementation of data collection method, lack of previous studies, scope of discussion and
so on. All these are highly impact on research while completing each activities of research in
systematic manner.
19

Research reliability and validity: The reliability of the research is entirely based on an
execution of a test instruments which is majorly a part of test based questionnaire. This is highly
prominent to arrange a matter of an effective working for this researcher project. For this
research, it is necessary to decide suitability and validity of the research work for longer period
of time. In this research project, questionnaire has been set for deciding purpose and validity of
the project work (De Vries and Peter, 2013). Hence, research is most useful and consist different
techniques for accumulating accurate and reliable information related to the study. Therefore,
questionnaire is consider as one of the best method for collecting reliable and valid data about
the study.
Data analysis: It is another important part for accumulating accurate response from
respondents about the study. It will be completed with the support of thematic analysis which is
consider as a main type of analytical tool (Wei and et. al., 2013). In this case, different number of
themes will be made on each questions which will aid a scholar to analysing response of selected
respondents about the study.
CHAPTER 4: PRESENTATION, ANALYSIS AND INTERPRETATION OF
DATA
This is another important chapter that presents the information collected, the outputs of
the statistical investigation completed and interpretation of findings (Tariq and et. al., 2013).
Along with this, these are shown in tables using the sequence of the particular research issue
regarding “how cosmetic advertising portrays women today and what impact it has on consumer
buyer behaviour”.
Questionnaire
Q1) Do you have knowledge about the concept of advertising in cosmetic industry?
a) Yes
b) No
Q2) What is the need for advertising in cosmetic industry?
a) Increasing sales
b) Attracting more customers
c) Improving brand awareness
Q3) In what manner women are portrayed in cosmetic advertising campaigns now-a-days?
20

a) Positive
b) Negative
Q4) What is the positive impact of cosmetic advertising on consumer buying behaviour?
a) Arousing customer's interest
b) Creating desire to buy the products
Q5) What is the negative impact of cosmetic advertising on consumer buying behaviour?
a) Hidden cost
b) Lying
c) Degradation of Art
d) Censorship
Q6) What are ways through which negative impact of cosmetic advertising on consumer buying
behaviour can be reduce.
a) Charge actual cost of product
b) Show positive as well as negative effect of products also
c) Government intervention regarding description of cosmetic products
d) Accurate presentation of cosmetic products
Q7) Do you think women are accurately portrayed in cosmetic advertisements today?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q8) Do you purchase cosmetic products to enhance your personal appearance?
a) Yes
b) No
Q9) What do you look first when you purchase a cosmetic product?
a) Price
b) Advertisement
c) Features
d) Brand
Q10) Which factor impact more to customer while purchasing product?
21

a) Others' opinion
b) Advertisements
c) Celebrities
d) Social media
e) Personal Choice
Q11) Do you think women are being effected by cosmetic advertisements?
a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q12) What type of advertising strategies used by cosmetic industry to influence consumer
buying behaviour?
a) Magazine
b) Word of Mouth
c) Facebook
d) Website advertising
Q13) Does celebrity endorsement affect your decision of buying cosmetic products?
a) Yes
b) No
Q14) Does advertisement change your prejudice and opinion on the product or services?
a) Yes
b) No
Q15) Recommend ways through which success and growth of cosmetic industry can be
improve.
Q1) Are you have knowledge about the concept of advertising in
cosmetic industry?
Frequency
a) Yes 50
b) No 10
22

Q2) What are the need for advertising in cosmetic industry? Frequency
a) Increasing sales 25
b) Attracting more customers 15
c) Improving brand awareness 20
Q3) In what manner women are portrayed in cosmetic advertising
campaigns now-a-days?
Frequency
a) Positive 40
b) Negative 20
Q4) What are the positive impact of cosmetic advertising on
consumer buying behaviour?
Frequency
a) Provide attracting attention 20
b) Arousing their interest 15
c) Creating desire to buy the products 25
Q5) What are the negative impact of cosmetic advertising on
consumer buying behaviour?
Frequency
a) Hidden cost 15
b) Lying 25
c) Degradation of Art 11
d) Censorship 9
Q6) What are ways through which negative impact of cosmetic
advertising on consumer buying behaviour cam be reduce.
Frequency
a) Charge actual cost of product 15
b) Show positive as well as negative effect of products also 24
c) Government intervention regarding description of cosmetic
products
11
d) Accurate presentation of cosmetic products 9
23

Q7) Do you think women are accurately and properly portrayed in
cosmetic advertisements today?
Frequency
a) Strongly agree 30
b) Agree 15
c) Neutral 10
d) Disagree 3
e) Strongly disagree 2
Q8) Do you purchase cosmetic products to enhance your personal
appearance?
Frequency
a) Yes 45
b) No 15
Q9) What do you look first when you purchase a cosmetic product? Frequency
a) Price 16
b) Advertisement 14
c) Features 10
d) Brand 20
Q10) Which factor impact more to customer while purchasing
product?
Frequency
a) Others' opinion 20
b) Advertisements 10
c) Celebrities 15
d) Social media 8
e) Personal Choice 7
Q11) Do you think women are being effected by these Frequency
24

advertisements?
a) Strongly agree 28
b) Agree 15
c) Neutral 10
d) Disagree 5
e) Strongly disagree 2
Q12) What type of advertising strategies used by cosmetic industry
to influence consumer buying behaviour?
Frequency
a) Magazine 14
b) Word of Mouth 10
c) Facebook 16
d) Website advertising 20
Q13) Does celebrity endorsement affect your decision in buying
cosmetic products?
Frequency
a) Yes 50
b) No 10
Q14) Does advertisement change your prejudice and opinion on the
product or services?
Frequency
a) Yes 55
b) No 15
Theme 1: Knowledge about the concept of advertising in cosmetic industry
Q1) Do you have knowledge about the concept of advertising in
cosmetic industry?
Frequency
a) Yes 50
b) No 10
25

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50
50
10
Frequency
Interpretation: From the above given information, it has been concluded knowledge
about the concept of advertisement in cosmetic industry among respondents. For this, 50 out of
60 respondents have accurate knowledge about this concept whereas remaining 10 respondents
don't have any idea about the same.
Theme 2: Need for advertising in cosmetic industry
Q2) What is the need for advertising in cosmetic industry? Frequency
a) Increasing sales 25
b) Attracting more customers 15
c) Improving brand awareness 20
26

a) Increasing sales
b) Attracting more customers
c) Improving brand awareness
0
5
10
15
20
25
25
15
20
Frequency
Interpretation: As per the above given information or graph, it has been interpreted that
advertising improves brand awareness. For this, 25 out of 60 respondents have idea as main
need of industry for advertising their cosmetic product is to increase sales. Another 15
respondents has view as advertisement help an industry to maximise customer base and
remaining 20 respondents have idea as it will help them in improving their brand awareness at
market.
Theme 3: Women are portrayed in cosmetic advertising campaigns now-a-days
Q3) In what manner women is portrayed in cosmetic advertising
campaigns now-a-days?
Frequency
a) Positive 40
b) Negative 20
27

a) Positive b) Negative
0
5
10
15
20
25
30
35
40
40
20
Frequency
Interpretation: It has been concluded how women are portrayed in cosmetic advertising
campaigns now-a-days. For this, 40 out of 60 respondents have opinion as they portrayed in
positive manner whereas remaining 20 respondents have view as they portrayed in negative way.
Theme 4: Positive impact of cosmetic advertising on consumer buying behaviour
Q4) What is the positive impact of cosmetic advertising on
consumer buying behaviour?
Frequency
a) Arousing their interest 35
b) Creating desire to buy the products 25
28

a) Arousing their interest
b) Creating desire to buy the products
0
5
10
15
20
25
30
35
35
25
Frequency
Interpretation: As per the above information, it has been concluded positive impact of
advertisement on consumers buying behaviour. 35 respondents have view as it help them in
arousing its interest and remaining 25 respondents have idea as it will support in creating desire
to buy the products. Thus, advertisement is more effective and essential for an organisation or
industry to change behaviour of customers towards products and services.
Theme 5: Negative impact of cosmetic advertising on consumer buying behaviour
Q5) What is the negative impact of cosmetic advertising on
consumer buying behaviour?
Frequency
a) Hidden cost 15
b) Lying 25
c) Degradation of Art 11
d) Censorship 9
29

a) Hidden cost
b) Lying
c) Degradation of Art
d) Censorship
0
5
10
15
20
25
15
25
11
9 Frequency
Interpretation: From the above given data or information, it has been determined
negative effect of advertisement on consumer buying behaviour. For this, 15 out of 60
respondents have opinion as hidden cost is main impact, 25 respondents have idea as lying is
major impact, 11 have opinion as degradation of art is major influence and remaining 9
respondents have view as censorship is major impact of advertisement on consumer buying
behaviour.
Theme 6: Ways through which negative impact of cosmetic advertising on consumer buying
behaviour cam be reduce.
Q6) What are ways through which negative impact of cosmetic
advertising on consumer buying behaviour can be reduce?
Frequency
a) Charge actual cost of product 15
b) Show positive as well as negative effect of products also 24
c) Government intervention regarding description of cosmetic
products
11
d) Accurate presentation of cosmetic products 9
30

a) Charge actual cost of product
c) Government intervention regarding description of cosmetic products
0
5
10
15
20
25
15
24
11
9 Frequency
Interpretation: As per the above given information, it has been concluded different ways
through which negative effect of advertisement on consumer buying behaviour can be overcome.
15 out of 60 respondents have idea as industry should charge actual cost of product, 24
respondents suggest company should show positive as well as negative effect of products also. It
will help an organisation to reduce hidden cost and lying impact of advertisement on consumer
buying behaviour. Along with this, 11 respondents suggest, government intervention regarding
description of cosmetic products help an industry to overcome degradation of Art impact easily.
Remaining 9 respondents have opinion as accurate presentation of cosmetic products will also
help in cosmetic industry by overcoming impact of Censorship.
Theme 7: Women are accurately and properly portrayed in cosmetic advertisements today
Q7) Do you think women are accurately portrayed in cosmetic
advertisements today?
Frequency
a) Strongly agree 30
b) Agree 15
c) Neutral 10
d) Disagree 3
31

Q7) Do you think women are accurately portrayed in cosmetic
advertisements today?
Frequency
e) Strongly disagree 2
32

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
0
5
10
15
20
25
30
30
15
10
3 2
Frequency
Interpretation: As per the above graph, it has been concluded perception of respondents
about the role of women for portraying in cosmetic advertisements. For this, 30 respondents are
strongly agree, 15 are only agree, 10 are neutral, 3 are disagree and remaining 2 respondents are
strongly disagree.
Theme 8: Cosmetic products enhance personal appearance of customers
Q8) Do you purchase cosmetic products to enhance your personal
appearance?
Frequency
a) Yes 45
b) No 15
33

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
45
15
Frequency
Interpretation: From the above given data, it has been concluded reason behind
purchasing cosmetic product. For this, 45 out of 60 respondents are purchase product for
improving their personal appearance and remaining 15 respondents don't agree with this.
Theme 9: Factors effects buying behaviours of customers
Q9) What do you look first when you purchase a cosmetic product? Frequency
a) Price 16
b) Advertisement 14
c) Features 10
d) Brand 20
34

a) Price b) Advertisement c) Features d) Brand
0
2
4
6
8
10
12
14
16
18
20
16
14
10
20
Frequency
Interpretation: From the above given information, it has been concluded different types
of factors that effect customer's buying behaviours towards cosmetic products. For this, 16 out of
40 respondents are said as price is major factor, 14 respondents have opinion as advertisement is
main factor, 10 participants have view as features of product is more attractive factor and
remaining 20 respondents are effected by Brand.
Theme 10: Influence the kind of cosmetics
Q10) Which factor impact more to customer while purchasing
product?
Frequency
a) Others' opinion 20
b) Advertisements 10
c) Celebrities 15
d) Social media 8
e) Personal Choice 7
35

a) Others' opinion
b) Advertisements
c) Celebrities
d) Social media
e) Personal Choice
0
2
4
6
8
10
12
14
16
18
20
20
10
15
8 7 Frequency
Interpretation: This graph interpreted the factors which impact on consumer decision
making towards cosmetic products. For this, 20 out of 60 respondents are effected from other's
opinion, 10 are effected by advertisement, 15 respondents influenced by celebrities, 8
participants effected by social media and remaining 7 respondents are impacted on their personal
choice.
Theme 11: Women under the age of 15 are being effected
Q11) Do you think women are being effected by cosmetic
advertisements?
Frequency
a) Strongly agree 28
b) Agree 15
c) Neutral 10
d) Disagree . 5
e) Strongly disagree 2
36

a) Strongly agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
0
5
10
15
20
25
30 28
15
10
5
2
Frequency
Interpretation: According to the above data, it has been summarised importance of
women for effecting customers buying behaviour. For this, 28 out of 60 respondent strongly
agree, 15 are agree, 10 are neutral, 5 respondents are disagree and remaining 2 respondents are
strongly disagree.
Theme 12: Type of advertising strategies
Q12) What type of advertising strategies used by cosmetic industry
to influence consumer buying behaviour?
Frequency
a) Magazine 14
b) Word of Mouth 10
c) Facebook 16
d) Website advertising 20
37

a) Magazine
b) Word of Mouth
c) Facebook
d) Website advertising
0
2
4
6
8
10
12
14
16
18
20
14
10
16
20
Frequency
Interpretation: From the above given data or graph, it has been summarised advertising
strategies used by cosmetic industry to advertise their products. For this, 14 out of 60
respondents have opinion as magazine is best strategy, 10 are suggest word-of-mouth is best
way, 16 are have opinion as Facebook is essential strategy and remaining 20 respondents have
view as website advertising is most essential strategy because it will help an organisation to
attract large number of customers towards their products.
Theme 13: Celebrity endorsement affect your decision
Q13) Does celebrity endorsement affect your decision in buying
cosmetic products?
Frequency
a) Yes 50
b) No 10
38

a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50
50
10
Frequency
Interpretation: From the above mentioned information, it has been concluded importance
of Celebrity endorsement for changing customer's purchasing decision. For this, 50 out of 60
respondents are effected via the advertisement from Celebrity endorsement whereas remaining
10 respondents are not affected as per the same.
Theme 14: Effectiveness of advertisement in changing opinion and prejudice of customers
towards cosmetic product
Q14) Does advertisement change your prejudice and opinion on the
product or services?
Frequency
a) Yes 55
b) No 15
39

a) Yes b) No
0
10
20
30
40
50
60 55
15
Frequency
Interpretation: From the above given data or information, it has been concluded
significance of advertisement in changing prejudice and opinion of customers towards business
product or services. For this, 55 out of 60 respondents are have opinion as advertisement is
essential and rest of the respondents are said as advertisement is not important.
40

CHAPTER 5: Conclusion, Recommendation and Self Reflation
Conclusion: From the above mentioned information, it has been concluded that women
of all age group prefer the natural look, attained without the use of any cosmetic items when
given the choice. Along with this, advertisement is more effective for attracting large number of
customers easily. There are different media used by cosmetic industry to promote their products
to the customers. Social media, magazines, website networking etc. is as consider best sources
for attracting large number of customers towards products. The majority of participants agreed
that under 15 years old female is now being impacted by cosmetics advertisements. More than
half of the population have knowledge about the concept of advertising in cosmetic industry. It
is an essential and important part which will help an organisation to change customer's decision
making behaviour towards cosmetic items.
Recommendation: After considering the key findings of this dissertation, there are
various and possible recommendation that can be created for the future advertisement in
cosmetic industry. Primarily, it has been identified that applying edited version and unnatural
beauty products highly effects on sales and profitability of cosmetic industry. Still, there are
different physical and psychological effects that also require to be considered. It is recommended
that advertisement of cosmetic products can reform the new and effective image of beauty.
Along with this, cosmetic industry should also try to use different types of platform to attract
large number of customers towards cosmetic products. It will help an organisation by increasing
its sales and reputation in customer's mind and in the marketplace also.
Self Reflation: There are different methods and approaches was used by me which will
help in collecting accurate and in-depth information about how female are portrayed in cosmetic
advertising and how they effects on consumer buying behaviour. In case of primary research,
questionnaire were applied because it highly assist me to accumulate accurate and relevant data
about the study (Lantos, 2015). On the other side, for collecting secondary information about the
topic, I was only use literature review because it give in-depth information about the study.
Therefore, qualitative and quantitative research were also used by me to accumulate accurate and
reliable data about the topic. In during collection of data about the topic, I faced different
challenges such as informed consent, lack of replications studies, time and money, confidence
etc. All these are highly effect on mine while accumulating accurate data about the topic.
41

REFERENCES
Books and Journals
Antioco, M., 2012. Take Your Pick: Kate Moss or the Girl Next Door?: The Effectiveness of
Cosmetics Advertising. Journal of Advertising Research. 52(1). pp.15-30.
Ashikali, E. M. and Dittmar, H., 2012. The effect of priming materialism on women's responses
to thin‐ideal media. British Journal of Social Psychology. 51(4). pp.514-533.
Barber, N., and et. al., 2012. Measuring psychographics to assess purchase intention and
willingness to pay. Journal of consumer marketing. 29(4). pp.280-292.
Chan, K., and Chrish, R. B., 2012. What do adolescent girls learn about gender roles from
advertising images?. Young Consumers. 13(4). pp.357-366.
Davies, I. A., Lee, Z. and Ahonkhai, I., 2012. Do consumers care about ethical-luxury?. Journal
of Business Ethics. 106(1). pp.37-51.
Davis, R., 2014. How gender affects the relationship between hedonic shopping motivation and
purchase intentions?. Journal of Consumer Behaviour. 13(1). pp.18-30.
De Vries, D. A. and Peter, J., 2013. Women on display: The effect of portraying the self online
on women’s self-objectification. Computers in Human Behavior. 29(4). pp.1483-1489.
Djafarova, E. and Rushworth, C., 2017. Exploring the credibility of online celebrities' Instagram
profiles in influencing the purchase decisions of young female users. Computers in
Human Behavior. 68. pp.1-7.
Eze, U. C., and et. al., 2012. Purchasing cosmetic products: A preliminary perspective of Gen-
Y. Contemporary management research. 8(1).
Giesler, M., 2012. How doppelgänger brand images influence the market creation process:
Longitudinal insights from the rise of botox cosmetic. Journal of Marketing. 76(6). pp.55-
68.
Hill, S. E., 2012. Boosting beauty in an economic decline: mating, spending, and the lipstick
effect. Journal of personality and social psychology. 103(2). p.275.
Kaur, K., and et. al., 2013. Beauty product advertisements: A critical discourse analysis. Asian
Social Science. 9(3). p.61.
Kim, J. E., 2016. Narrative-transportation storylines in luxury brand advertising: Motivating
consumer engagement. Journal of Business Research. 69(1). pp.304-313.
Kim, J., 2013. Is beauty in the eye of the beholder? Gender and beauty in the cosmetics sector: A
comparative study of Indonesia and Korea. Marketing Intelligence & Planning. 31(2).
pp.127-140.
Krishen, A.S., and et. al., 2014. Asian females in an advertising context: exploring skin tone
tension. Journal of Current Issues & Research in Advertising. 35(1). pp.71-85.
Lantos, G. P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Lee, M. and Johnson, C., 2013. Principles of advertising: a global perspective. Routledge.
Maclaran, P., 2012. Marketing and feminism in historic perspective. Journal of Historical
Research in Marketing. 4(3). pp.462-469.
Meng, J. and Pan, P. L., 2012. Investigating the effects of cosmeceutical product advertising in
beauty-care decision making. International Journal of Pharmaceutical and Healthcare
Marketing. 6(3). pp.250-266.
42