Factors influencing buyer behavior Assignment

Added on - 03 Dec 2019

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Research Project“Factors influencing buyer behaviorin purchasing and using beautyproducts”
Table of ContentsBACKGROUND/RATIONALE...............................................................................................................4RESEARCH QUESTION..........................................................................................................................5AIM............................................................................................................................................................5OBJECTIVES............................................................................................................................................5RESEARCH METHODOLOGY...............................................................................................................5Researchphilosophy..........................................................................................................................6Research Design................................................................................................................................6Research approach.............................................................................................................................6Data collection methods....................................................................................................................7Data analysis......................................................................................................................................7Ethical considerations........................................................................................................................8Limitations of research......................................................................................................................8TIME SCALE (GANTT CHART)............................................................................................................8LITERATURE REVIEW..........................................................................................................................9DATA ANALYSIS..................................................................................................................................12Findings and Discussions................................................................................................................12RECOMMENDATIONS AND JUSTIFICATIONS OF AREAS FOR FURTHERCONSIDERATION.................................................................................................................................18CONCLUSION........................................................................................................................................18REFERENCES.........................................................................................................................................20APPENDIX..............................................................................................................................................22APPENDIX..............................................................................................................................................241.2 Factors contributing to research project selection.....................................................................24NOTE 2: IMPLEMENTING THE RESEARCH PROJECT...................................................................24
2.1: Match resources to research question.......................................................................................242.2 Undertake the proposed research investigation in accordance with the agreed specificationand procedures.................................................................................................................................252.3 Record and collate relevant data by adopting systematic recording approaches.....................25BACKGROUND/RATIONALEGrooming is one of the most important parts of human life. There has been a tremendousgrowth as beauty industry is employing more than one million workers worldwide. It has becomeone of the most lucrative industries in the UK. The beauty market in nation started to grow since2014. In this way, it has become successful in contributing effectively in the world's economy byincreasing participation of ample of business organizations who are playing role of providingbest of beauty products to satisfy the customers. Appearance has always been a vital part on thebasis of which consumer chooses the type of products (Laurujisawat, 2007). Make up and use ofcosmetics has become a platform which helps in raising social standing, increases likelihood forsuccess and suitable partner, helps to earn money and sustain to appear more competent. Thereare various factors which affects the buying behavior of the customers in purchasing and usingbeauty products. An individual is influenced factors such as cultural, social, psychological andpersonal while buying these products.The present report has been made with an objective to find out the factors in detailinfluencing the buyer behavior in buying the beauty products. The study has been made incontext of UK beauty industry. The beauty industry in UK accounts for about £17 billion whichprovides jobs to about one million employees worldwide. In respect to the cosmetic products,80% by value covers the British market as finished beauty products. It has become one of the topfive largest markets in the EU (Cai, Yang and Hu, 2010). With the growth in market and ampleof cosmetics products, youth has been identified with the exclusive taste and choice for brandedbeauty products for enriching their self esteem in the society and to gain change in lifestyle. It isalso very difficult to predict their choice with the changing time and thus evaluating their buyingbehavior has become challenging and essential to determine. With the tremendous growth inbeauty industry of UK, the job role of business organizations becomes more challenging to findinnovative and new methods of producing beauty goods that are admired by consumers and maysatisfy them as per their demand and lifestyle (Meehan and Wright, 2011).
In this present study, the efforts will be made to explore the key factors by focusing onpurchasing behavior of consumers. Therefore, the study will help to analyze and evaluate thoseconstituents which play role in influencing the consumer behavior.The evaluation of bothexternal and internal factors will be evaluated so that a successful consumer oriented marketservices can be provided. The research study will act as a gateway to success in the UK marketand worldwide.RESEARCH QUESTIONThe present study will be performed with the help of research questions stated as follows:What is the concept of buying behaviour of consumers?What is the significance of the beauty industry in UK?What are the factors influences consumers purchasing decision of cosmetic products inUK?What are the possible recommendations forunderstanding factors influencing buyingbehaviour?AIM“To investigate the internal and external factors influencing the buying behavior inpurchasing beauty products”.OBJECTIVESTo investigate the concept of buying behavior of consumers.To analyze the significance of beauty industry in UK.To determine factors influencing consumers purchasing decision of cosmetic products inUK.To provide recommendations for understanding factors influencing buying behavior.
RESEARCH METHODOLOGYThe most significant element of whole research is the research methodology. The isinclusive of selection of correct methods and tools for data collection, analysis and execution ofthe information is provided by methodology. The selection of correct method is the resultantoutcome of successful research being carried out in right direction. It helps to gives us aninformation about the various techniques which are selected by researcher according to theirinvestigation. The selection of apt tool is provided with the its justification as well. This is a widearena which covers the elements of data collection, information analysis, approach, researchdesign, reliability and validity of selection, ethical consideration and research limitations.ResearchphilosophyResearch methodology comprises of a philosophy which refers to knowledge required tocarry out the study. Research study is inclusive of various types of philosophies which are usedto make the investigation successful. The types of research philosophies are inclusive of namelyinterpretivism and positivism. In the current research study, positivism philosophy will be used.The significance of this philosophy selection is to facilitate the present study to study theperspective of current social research. It is based on valid source of knowledge and is descriptivein nature.Research DesignThe term research design implies to define the type of study which helps to facilitate theinvestigation. It is a framework which is designed in an order to attempt the research questions,analysing them and to meet the purpose of data collected. There are various types of researchdesign namely, descriptive, exploratory, experimental, correlational etc. In the present study, thedescriptive research design will be used. This is a research design which refers to study designedto find out the participants in proper way. This is all about number of people who will take partin facilitating the present research study.descriptive research design has been chosen for the study so as to get useful information on theFactors that influence the behavior of buyer with respect to purchase and use of beauty products.The given design is likely to assist in providing valuable insights about the buyer behavior withrespect to purchase of beauty products (Penwarden, 2015).
Research approachThe approach for facilitating the plans and procedure is called as a research approach.There are two types of research approaches namely,inductive and deductive (Daniel and Sam,2011). In the present study, the deductive research approach has been utilized. The central ideabehind using this approach is to make the study general in an order to look at the observations forcarrying out the present investigation.Data collection methodsData Collection is a method which is used for collecting the information. In a presentresearch, the central idea behind carrying out the overall research is to generate effectiveconclusion for the data. There are two methods of data collection namely, primary andsecondary. In the present study, both primary and secondary data will be collected. Thequestionnaire method will be used to collect the primary data. There are used books, journals,articles, various websites and online articles for collecting subject matter.Primary data has been selected from the youth of UK in the age group. It was done by means ofquestionnaire where questions were asked with respect to the factors that have influenced theirpurchase and use if beauty products. probabilistic sampling technique was used in the givenstudy. Simple random sampling method was used in more specific terms. The chosen method isimportant so as to get rid of the impacts of nuisance factors that are not being measured by theresearcher thereby making the study more reliable (Random sampling (Real data) is soimportant, why? 2015). The sample size selected for the study was 30 youth being both of maleand female gender. They were college going as well as in the working class that made use ofbeauty products.Secondary data collection was ensured by collecting information from books, journals and onlinearticles.Data analysisData analysis serve as a vital tool in evaluating the effective resultant outcome. There aretwo methods which are used for analyzing the data namely, qualitative and quantitative(Goddardand Melville, 2004). In this present study, qualitative data analysis will be used to carryout the present study. This will be made to enrich the information in more effective and properway. Thus will be carried out with the help of thematic analysis.
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