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.
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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.
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 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
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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
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