Impact of Traditional and Social Media on Buying Behaviour of Women

This assignment content explores the impact of social media and traditional advertising on the buying behavior of women for cosmetic products. The study aims to understand the factors that influence purchasing decisions, including price, style, convenience, review ratings, and attributes such as availability, quality, popularity, and accurate information. The research also investigates which social media platforms (Facebook, Twitter, LinkedIn, YouTube) are more useful in making buying decisions and whether L'Oréal makes the best use of social media advertising. Additionally, the study examines the impact of traditional advertising methods (hoardings, newspaper, posters, radio, magazines) on purchasing behavior.

To evaluate the impact of traditional and social media advertising on
women's cosmetics buying behaviour in London. A case study on
L'Oreal.

TABLE OF CONTENTS
Chapter 1: Introduction..............................................................................................................................1
1.1 Background of the study.............................................................................................................1
1.2 Research background..................................................................................................................1
1.3 Organisation background............................................................................................................2
1.4 Rational for the chosen topic......................................................................................................2
1.5 Purpose for undertaking the research.........................................................................................3
1.6 Statement of the problem............................................................................................................3
1.7 Research Aim and Objectives.....................................................................................................3
1.8 Research questions......................................................................................................................4
1.9 Hypothesis..................................................................................................................................4
1.10 Significance of the study..........................................................................................................4
1.11 Structure of the Dissertation.....................................................................................................5
Chapter 2: Literature Review.....................................................................................................................7
2.1 Introduction................................................................................................................................7
2.2 Advertising..................................................................................................................................7
2.3 Traditional Advertising...............................................................................................................8
2.4 Social Media Advertising.........................................................................................................10
2.5 Consumer Behaviour................................................................................................................12
2.6 Consumer Buying Behaviour...................................................................................................12
2.7 Factors Influence Women Buying Behaviour...........................................................................13
2.8 Factors Influence Consumer Buying Behaviour in Cosmetic Sector.......................................14
2.9 Advertising Influencing Consumer Buying Behaviour............................................................15
2.10 Advertising Influencing Consumer Buying Behaviour in Cosmetic Sector...........................16
2.11 Conceptual Framework...........................................................................................................17
Chapter 3: Research Methodology...........................................................................................................19
3.1 Introduction..............................................................................................................................19
3.2 Research philosophy.................................................................................................................19
3.3 Research Design.......................................................................................................................20
3.4 Research Approaches................................................................................................................20
3.5 Research Methods.....................................................................................................................20
3.6 Research Strategy.....................................................................................................................21
3.7 Data Collection Methods..........................................................................................................21
3.8 Sampling (Sample Size)...........................................................................................................22
3.9 Data Analysis Plan....................................................................................................................22
3.10 Rationale of the question set...................................................................................................23
3.11 Ethical issues...........................................................................................................................23
3.12 Reliability and Validity...........................................................................................................24
3.13 Research limitations................................................................................................................24
Chapter 4: Findings and Discussion.........................................................................................................25
4.1 Introduction..............................................................................................................................25
4.2 Findings....................................................................................................................................25
4.3 Discuss the findings..................................................................................................................32
4.4 Interpretation.............................................................................................................................33
4.5 Test hypothesis..........................................................................................................................35
4.6 Analysis of Secondary data.......................................................................................................37
4.7 Comparing primary and secondary findings.............................................................................38

Chapter 5: Conclusion and Recommendations........................................................................................40
5.1 Conclusion................................................................................................................................40
5.2 Recommendations.....................................................................................................................41
References................................................................................................................................................42
Appendix..................................................................................................................................................46
1) Questionnaire..............................................................................................................................46

CHAPTER 1: INTRODUCTION
1.1 Background of the study
Women are considered as the great influencers when it comes to the buying decisions of the
family. However, women are most powerful consumer in the world especially in terms of cosmetics
(Barnes and et. al, 2004). In the present study, researcher focuses on evaluating the impact of traditional
and social media advertising make on women in their buying behaviour of cosmetics. In general,
advertising is a trending concept of marketing that aims at influencing the buying behaviour of
customers (Brown, 2013). Whereas consumer behaviour is the process or activity through the help of
which people select, purchase, evaluate and consume products and services to satisfy their needs and
wants.
Looking at the present competitiveness in cosmetic industry, companies operating in it are
making valiant efforts to influence women by the means of involving different transnational and
modern promotional tools and techniques (Romaniuk and Wight, 2014). Social media in this context is
considered as the most appropriate and suitable platform for the companies to invest in as it helps them
in targeting large number of audience as well as present their respective set of cosmetics products and
services in attractive and smart manner to influence consumer (Women) (Clarke, 2001). Foremost
objective of this study revolves around the fact of evaluating the influence that use of social media
marketing on buying behaviour of women regarding cosmetics products.
1.2 Research background
There are several authors that had made research on the related subject of the selected topic
which gives the appropriate base for investigator to understand the impact or influence or relationship
on/of traditional or social media advertising and buying behaviour of consumers. In the study of Kim,
J. A. and Ko, E., 2012, it is has been identified that, use of social media marketing is helping the course
cosmetics and luxury products selling companies in increasing the value of equity (Kim and Ko, 2012).
While on the other hand, through the study conducted by Chao, A. and Schor, B. J., 1998, it has been
evaluated that income and occupational status are positively associated with the propensity to engage in
status purchasing. Along with this, article assist in investigating the brand buying patterns among
different cosmetics products of women (Chao and Schor, 1998). Similar to this, research of Barnes, R.
B. and et.al, 2015, assist in evaluating potential useful insights on selected topic that includes
willingness among women consumers to accept standardised cosmetics brand names. Along with this,
they identified that traditional advertising such as television and magazines are highly influential media
channels for the influencing the buying behaviour of women in cosmetics products and services
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(Barnes and et. al, 2004).
1.3 Organisation background
The L'Oreal Group is a French cosmetics and beauty company that offers wide range of
products and services to different parts of the world. Company is headquartered in Clichy, Hauts-de-
Seine. L'Oreal in personal care industry is considered as the largest or biggest cosmetics company.
Looking at the field of cosmetics, L'Oreal deals in consists of hair colour, skin care, sun protection,
make up, perfumes. Apart from these, management of the company is also active in dermatology,
toxicology, tissue engineering, and biopharmaceutical research fields and is the top nanotechnology
patent-holder in the United States (L'Oreal Paris, 2015). In terms of trading, L'Oreal is a component of
the Euro Stoxx 50 stock market index and traded as Euronext: OR. Founder Mr. Eugene Schueller
founded the company in 1909, 106 year ago. In context to the social marketing strategy of the
company, it has as staff of 400 people who constantly post content on Facebook every day as per the
guidelines of Marc Menesguen, the chief marketing officer. The main purpose of L'Oreal existence is to
provide the best quality products to the consumer. Along with this, to be friendly and helpful towards
customer and staff members and treat everyone equal. However, these are corporate objectives for
which L'Oreal offers wide range of products and services for both gender and enhance the natural
beauty of the people (L'Oreal Strategy, 2014).
1.4 Rational for the chosen topic
In the current investigation researcher concentrates on evaluating impact of traditional and
social advertising on buying behaviour of women customers in cosmetic industry. However, there are
several companies operating in UK that offers wide range of quality of cosmetic products and services
(Barnes and et. al, 2004). All the companies making valiant efforts in influencing the women to buy
their respective products by using various marketing and promotional tools. On the other hand, people
around the globe are constantly getting connected to various social networking sites to get updated and
trending about the changing world (O’Guinn and et.al, 2014). Therefore, rationale behind selecting this
topic is that it will assist researcher in enhancing his/her as well as readers understanding regarding the
use of traditional and social media advertising by popular enterprises in cosmetic sector (Romaniuk and
Wight, 2014). Along with this, online shopping has become the trend of era. Thus, social media
advertising can have major influence on the buying behaviour of women regarding cosmetic items.
Facebook, Twitter, YouTube, Instgram etc. are the major social networking site where companies like
to promote products and services to influence large number of audience. Furthermore, there are several
companies like DIOR, Lancome etc. making the use of traditional as well as social media to influence
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number of women around the globe (Romaniuk and Wight, 2014). Thus, this is major reason behind
conducting current study as it will help in evaluating and analysing the impact of traditional and social
media advertising methods undertaken by L'Oreal are influencing the women to buy its respective
range of quality products and services.
1.5 Purpose for undertaking the research
There are several purposes on conducting this research, which can be bifurcated into three
different segments such as: from the researcher's point of view, context of future research and in regard
to L'Oreal future recommendations. The main purpose of researcher in conducting this study is to
enhance knowledge and skills regarding various aspects like impact of traditional and social media
advertising on buying behaviour of women. In terms of future research on related topic, this study will
act as a platform or base for the researchers and help them in carrying out their respective study
appropriately. Lastly, the main purpose for L'Oreal as through the means of this study, researcher can
provide suitable and reliable future recommendations to the firm which can help top level management
in enhancing business strategies and performance.
1.6 Statement of the problem
Looking at the present topic, statement of problem is to identify whether L'Oreal's traditional
and social media advertising influencing the buying behaviour of women in purchasing cosmetic
products. Thus, researcher focuses on evaluating and analysing various factors that are responsible for
influencing the buying behaviour of women while purchasing cosmetic items. Information for the same
will be gathered through the means of primary and secondary methods so that both practical and
theoretical base can be made and accordingly feasible and reliable conclusion can be made for the
future recommendations (O’Guinn and et.al, 2014).
1.7 Research Aim and Objectives
Aim:
The main purpose of conducting current research is to evaluate the impact of L'Oreal traditional
and social media advertising on women's cosmetics buying behaviour in London.
Objectives:
In order to achieve the above defined aim it is essential for researcher to design certain set of
objectives that can help in achieving the overall purpose and carry out research in suitable and reliable
manner. Following are the objectives of current investigation:
 To examine the role of traditional or social media advertising on consumer buying behaviour.
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 To evaluate the significance of social media advertising in influencing consumer in personal
care industry.
 To assess the impact of traditional or social media advertising on consumer buying behaviour in
cosmetic sector.
 To recommend strategies and tactics for L'Oreal to positively influence the consumer buying
behaviour through Traditional and social media advertising.
1.8 Research questions
In this section of research, investigator determine several questions on the bases of objectives
which act as the base or platform for carrying out entire course of study on selected topic in smart and
reliable manner. Following are the research questions for current study:
 What are the roles of traditional or social media advertising on consumer buying behaviour?
 Identify significance of social media advertising in influencing consumer in personal care
industry?
 Determine various impact of traditional or social media advertising on consumer buying
behaviour in cosmetic sector?
 In what ways can L'Oreal can improve its marketing and advertising methods for positively
influencing buying behaviour?
1.9 Hypothesis
Ha0 = There no major influence of Traditional advertising on women buying behaviour of cosmetic
products.
Ha1 = There is major influence of Traditional advertising on women buying behaviour of cosmetic
products.
Hb0 = There no major influence of Social media advertising on women buying behaviour of cosmetic
products.
Hb1 = There is major influence of Social media advertising on women buying behaviour of cosmetic
products.
The above defined is the hypothesis based on the selected topic and it will be analysed through
the means of Chi Square Test. For the purpose of this quantitative analysis method will be used and it
will be proved for generating reliable and suitable findings for the whole study.
1.10 Significance of the study
Looking at the nature of present study it possesses great significance for different purposes.
However, in case of researcher as an individual, this study is important because it helps him/her in
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enhancing knowledge regarding different aspects such as consumer buying behaviour in cosmetic
industry, use of traditional and social media marketing by the companies operating in personal care
industry (Barnes and et. al, 2004). Along with this, important in terms of skills as use of quantitative
and qualitative tools for carrying out the analysis of data will help in improving the overall skills and
abilities.
Considering the case of L'Oreal, present study have importance because through the means of
survey methodology company can identify and evaluate the thoughts and views of women customers
regarding strategies used in marketing and promoting products are feasible in terms of influencing or
not (Romaniuk and Wight, 2014). Along with this, by the means of recommendations provided by
researcher on the basis of entire course of study can help in enhancing the strategies and tactics so that
company can positively influence the women buying behaviour for cosmetic products.
1.11 Structure of the Dissertation
While carrying out a dissertation it is the duty of investigator to follow appropriate structure or
procedure so that effective results and findings can be generated. Following is the structure of present
dissertation: Chapter1 Introduction: In this section researcher aims at influencing the concentration of reader
by briefly describing different essential sections and methods of the study. However,
background, rationale and significance of the study is presented in the context of selected topic
(Hervé and Mullet, 2009). Thereafter, reliable aim and objectives are defined and accordingly
questions are framed for carrying out whole study. Chapter2 Literature Review: This is considered as the most significant aspect of the study
because it helps researcher in developing suitable theoretical base for conducting the entire
source of study. However, literature reviews consist of thoughts and views of different authors
and scholars so that topic can be elaborated from different dimensions. Chapter3 Research Methodology: The main aim behind conducting this chapter is to identify
and evaluate various tools and techniques to carry out entire course of study in the best possible
manner. There are several crucial elements that methodology of a research consists such as:
research design, philosophy, approach, sampling, strategies, data collection, data analysis,
ethical consideration and limitations (Lin and Lo, 2015). Chapter4 Data Analysis and Findings: In this, researcher analyse the collected data and
accordingly frame suitable conclusion and recommendations. In the present study, both
qualitative and quantitative approach will be used to analyse the data (FLORET, 2008).
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 Chapter5 Conclusion and Recommendations: It is the final section of the dissertation which
consists of conclusion on the basis of entire course of study (Romaniuk and Wight, 2014).
However, on the basis of loopholes and issues researcher provides suitable recommendations
for the future contingency.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It is one of the important sections in the study as it helps researcher in developing suitable and
appropriate theoretical base for carrying out entire course of study. Literature review consists of wide
range of information of different aspects through secondary sources (O’Guinn and et.al, 2014).
However, researcher in the parts focuses on indulging and highlighting researches of different authors
and scholars on the related topic. Looking at the nature of present study, literature review section will
play crucial role as it will assist in evaluating and analysing the impact of traditional or social media
advertising on women buying behaviour in cosmetic sector (Jaakkola, 2007). At present, personal care
industry is highly competitive that enforces companies to undertake different tools and techniques to
promote the products and services as well as influence customers especially Women, as they are the
potential customer for target (Romaniuk and Wight, 2014). Furthermore, researcher in this part will
discuss traditional and social media advertising and its impact on the buying behaviour of women in
UK. Along with this, factors that are constantly influencing the buying behaviour consumers in
cosmetic sector. Lastly, through the help of conceptual framework researcher justifies the information
gathered through secondary sources are suitable for achieving the overall aim of the study. However,
these aspects of the research will be critically analysed on the basis of view points and perceptions of
different authors and scholars. It creates suitable platform for the investigator to develop theoretical
base and achieve the defined research questions. Hence, literature review chapter is considered as one
of the most essential aspect of the study and researcher has to pay great attention to it while carrying it
out (Kim and Ko, 2012).
2.2 Advertising
According to the study of Wood (2005), advertising can be defined as the form of marketing
communication which is highly used to promote or sell the products and services in the corporate world
(Wood, 2005). Further, author defined that advertisements are the paid messages by the marketers
intend to inform or influence people whom they target. Similar to this researcher evaluated from the
article of Boykin (2014), advertising is a method or modern tool to create awareness about the products
and services that company offers to its target market. Nowadays, advertising irrespective to the industry
is determined as the integral part of the strategic decisions that manager has to perform in suitable and
reliable manner for generating desired results and outcomes (Boykin, 2014). Through the means of
article made by Rae (2015), researcher identified that, the advertising campaigns in cosmetic industry
are usually aimed at women wishing to improve their appearance, commonly to bring grace in their
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physical appearance and mainly reduce the signs of ageing (Rae, 2015). Apart from all, Lee (2015)
defines the importance of advertising and states that, is assists in creating a suitable platform for the
companies to inform their target audience about the products and services available in the market and
illustrate them their usefulness (Lee, 2015). Similar to this Stacy (2010) defines that, advertising is
important from three different dimensions: for customers, for seller and companies and for the society
(Stacy, 2010).
Furthermore, in the book “Can't Buy My Love” written by Kilbourne (2012), analyses that
nearly a century of advertising and argues that, as the rate at which expenditure of companies on
advertising is increasing, at the same rate women's cosmetic purchasing also increases. However,
according to her, it because women feel lot of pressure in order to meet an idealized beauty standards
and the advertisements offers women the opportunity to live up to the standard which is highly
effective in influencing women the most potential customer to buy wide range of products and services
(Kilbourne, 2012).
2.3 Traditional Advertising
O’Guinn and et. Al, (2014), defines traditional advertising as the mass media delivers
commercial messages to mass audiences (O’Guinn and et.al, 2014). In this mass media refers to paid
media. There are several methods that are being considered as the significant elements of traditional
advertising which can be understood through the help of study conducted by Boykin (2014), television,
radio, outdoor billboards and print media etc. are some methods that used to advertise in traditional
methods (Boykin, 2014). Despite of changing trends and corporate environment, traditional
advertisements are feasible and suitable in context to attract and influence people. There are large
enterprise operating in different sectors stills undertakes elements of traditional advertising in
marketing and promoting their products and services or to spread information regarding available
brands in the market. Furthermore, author states that when network television dominated the media and
limited advertising vehicles were available for the marketers to use, traditional advertising focuses on
building suitable and strong brand awareness within the market in order to create the brand name
(Lavinsky, 2013). Branding during traditional advertising helps companies to develop emotional bond
with consumers by showing the significances of products and services in attractive and creative manner
so that target audience are influenced to buy the products.
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(Source: Advertising system data Model, 2013)
Janoschka (2004), there are several advantages of different elements of traditional advertising
which marketer has to understand and accordingly develop strategies to generate desired results and
outcomes. In case of newspaper, there is always something for everyone, thus, using this means can
help companies to reach target audience in effective manner by placing section specific ads (Janoschka,
2004). In addition to it Barker and Angelopulo (2005), defines that, magazines assist in providing
creative potential as ads are more often conceptual and less about the price which gives appropriate
space for the company to outline the characteristics and traits of the offered products and services
(Barker and Angelopulo, 2005).
Contradicting to this Lavinsky (2013) states that, people are ignoring the traditional methods
and choosing to get their news and updates through online. By the means of this, several smaller
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Illustration 1: Traditional Advertising Model

publications that support the local business and provided home town advertising options have folded
their businesses forcefully due to unfavourable conditions (Lavinsky, 2013).
2.4 Social Media Advertising
As per the view of Ganguly (2015), Social media advertising can be defined as the group of
terms that are indulged with the aim to describe various forms of online advertising by the use of social
networking services. Further, author defines that by the means of social media advertising marketers
are benefits in the form of easily identifying the demographic information of users so that they can
accordingly develop ads and influence or attract people to products (Ganguly, 2015). On the basis of
research made by Barnes and et.al, (2004), researcher identified that users of social networking sites
and possible reach of companies such as: Facebook has 1.44 billion registered users, Twitter on the
other hand has 271 million active users across mobile and desktop, while Linkdln has 300 million
active monthly users (Statistics and facts on beauty brands on social media, 2014). However, these are
mammoth results in terms of numbers which clearly defines that if companies irrespective to their
sector uses social media advertisements can make themselves reach to this much number of people at
very cheap and reliable manner (Mahesh and Dinesh, 2014).
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(Source: Advertising Business Model, 2012)
In this regard Virvilaitė and Matulevičienė (2013) states that, social media advertising has come
a long way in very short period of time. It can be due to the reason that companies these days are
making constant use of this method of marketing as it is the need for trending era (Virvilaitė and
Matulevičienė, 2013). Similar to this PEREIRA and et.al, (2009) illustrates that, online advertising is
natural choice of businesses operating in modern era because marketers have to identify the alternative
of traditional means of advertising and what best they could get for marketing or promoting their
products and services to large in short span of time as well as very cheaply (PEREIRA and et.al, 2009).
Study of Hibbert, Hogg and Quinn (2005) assist in evaluating the importance of social media
advertising for beauty brands as in 2013, it has been determined that 14.9 billion views for beauty
related videos in which 9.8 billion belonged to make-up videos. This clearly indicates the use of social
media method of advertising by the leading cosmetic companies around the globe (Statistics and facts
on beauty brands on social media, 2014). According to one of the social media consultant, Stacy
(2010), companies such as L'Oreal, P&G and Unilever are the major players in the market of personal
care industry and clearly states the actual meaning of how to make optimum use of social media
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Illustration 2: Social Media Advertising Model

advertising in attracting and influencing large number of customers for buying the products and
services (Hibbert, Hogg and Quinn, 2005).
2.5 Consumer Behaviour
According to Lavinsky (2013), consumer behaviour refers to a branch which deals with the
various stages a consumer goes through before/while purchasing goods or commodities. Further, author
illustrates that consumer behaviour study is highly dependent on the consumer buying behaviour in
which customer playing three distinct roles such as: user, payer and buyer. However, there are several
researches made on consumer behaviour which clearly concludes that it is even difficult for experts of
the industry to evaluate the consumer behaviour (Lavinsky, 2013). Similar to this study made by
Jaideep (2015) on consumer behaviour evaluates that, there are several significances of studying
consumer behaviour for an organisation irrespective to its sector it operates in. However, further
researcher justifies this fact by stating that, having appropriate knowledge about consumer behaviour
leads to marketeers in conducting more relevant marketing programme, predicting marketing
programme, making suitable consumer differentiation and helps in achieving competitive advantage
within the target market (Jaideep, 2015). Through the help of article published by Kilbourne (2012)
researcher analysis that, study of consumer behaviour not only important for the current sales but also
assist marketers in capturing future market sales appropriately.
2.6 Consumer Buying Behaviour
Consumer buying behaviour is always been the greatest area of interest for the marketers. It is
significant as it helps the marketers to know about the ways by which consumer think, feel and behave
in respond to the products and services (Wood, 2005). According to the Clarke (2001), consumer
behaviour is defined as an action plan of individual in getting, using and disposing the economic
products and services. It is also inclusive of decision making process that determines their actions to be
made for buying the goods (Clarke, 2001). It has been supported that consumer analyses previous
experiences in his buying behaviour. Earlier taste, price, branding and experience set the consumer base
on the basis of which purchasing behaviour is made. In similar fashion, studies made by Romaniuk and
Wight (2014) shows that consumer buying behaviour is an emotional or irrational aspect. The way
people buy the goods reflects their personalities (Romaniuk and Wight, 2014). There are various factors
that affect the purchasing attitude of the people. In this regards, Lin and Lo (2015) investigated that
social, personal and cultural are three factors that defines the consumer and his buying behaviour (Lin
and Lo, 2015).
Jaakkola (2007) mentions that consumer follows the concept of process buying while making
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the purchase. Buying decision of the consumer is made when the recognition of his needs are assessed.
Identification of problem, information search, evaluation of alternatives and choice for selecting
product are steps that are involved in consumer buying behaviour (Jaakkola, 2007). Studies made by
the Hibbert, Hogg and Quinn (2005) shows that these steps of consumer buying behaviour serve as
effective marketing decisions for the managers. By evaluating the buying attitude of the consumers
regarding purchase, marketers can capture the complexities of the external and internal information. It
helps them to make the effective decision making for the products and services (Hibbert, Hogg and
Quinn, 2005).
2.7 Factors Influence Women Buying Behaviour
Women buying behaviour are influenced by number of uncontrollable factors. While making purchase
for any product or service, there are some aspects that play role in appealing women ( Statistics and
facts on beauty brands on social media, 2014). In the words of FLORET (2008), influential factors act
as a source of attracting women which persuade them to get those products or services at immediate
cost (FLORET, 2008). Broadly, researchers have investigated main factors that are stated as follows:
Cultural factors
Identification of culture as a factor in influencing buying behaviour of women is studied.
Mahesh and Dinesh (2014) share the views and believed that women are generally attracted to the
values, rituals, norms and beliefs. Being sub-parts of culture, these factors are connected by the
marketers in the goods that are purchased by women. However, the impact may vary depending upon
the individualistic and collective culture approach (Mahesh and Dinesh, 2014). Since, different people
share various culture and sub-culture, these factor sometime fluctuate in attracting and appealing for
some specific goods and services.
Social factors:
The term 'social group' refers to reference area where females play social role, religious and
status. Females are closer to maintain themselves in society. According to which, they become more
influence to buy goods and services as demanded by their group. In the words of Kumar and Varadaraj
(2011), regular interaction, social gathering or function, use of social media in women group are some
ways which act as a persuading attributes in buying the products or service. Along with this, friend's or
colleague's feedback is also one factor which makes the women easily influence to buy products or
services (Kumar and Varadaraj, 2011).
Personal factors:
There are various attributes in personal factor that influences female buying behaviour. Female
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characteristics such as age, economic conditions, lifestyle, personality, stage of life-cycle etc.
contribute to create the impact while making decisions for buying products and services (Barnes and et.
al, 2004). As per the views of Romaniuk and Wight (2014), women have different desires and needs as
they grew older. The decision for buying products is also made by considering the critical events of her
life. It is inclusive of illness, marriage, divorce career change, widowhood etc. They make purchase by
take in account the income, spending and expenditure aspects as well (Romaniuk and Wight, 2014).
The most vital factor in personal factors includes lifestyle and personality. Barker and Angelopulo
(2005) asserted that these psychological features of women affect their buying behaviour. Every
woman has different lifestyle and living standard which influences her to buy products and services.
Marketers make full efforts to produce different types of products in the market that could appeal all
women of different personality and lifestyle (Barker and Angelopulo, 2005).
2.8 Factors Influence Consumer Buying Behaviour in Cosmetic Sector
Cosmetics have been known to human race since ages. By considering women as a segment, cosmetics
are used by them in an order to look attractive, professional and social acceptable and physically
presentable. When they wear makeup, they feel more confident and assurance about their behaviour
and action plans. According to Hodge (2004), it has been analysed that cosmetic industry and marketers
are now indulging themselves in producing varieties of products and services. There are some factors
that are analysed in an order to influence the buying behaviour of consumers in cosmetic industry
(Hodge, 2004).
In the words of Hibbert, Hogg and Quinn (2005), women make use of cosmetics depending
upon their lifestyle. It is largely depended on their residing areas such as urban or rural on the basis of
which cosmetic products are demanded by them. Women living in cities are generally found to be more
conscious about attractiveness and beauty. Therefore, they are easily influenced to buy cosmetic goods.
Age is one such factor that demands the need for women to apply the cosmetic (Hibbert, Hogg and
Quinn, 2005). Wrinkles and stain on skin develops in them the inferiority complexion and harm their
self-image. In an order to cover the gap, women easily admired to buy cosmetic products to look young
and beautiful. For instance, L'Oreal has been appealing women by introducing the anti ageing and anti
wrinkle creams for younger looking skin.
Studies made by Jaakkola (2007) in similar regards shows that cosmetics have now entered in to
the area of health care. In an order to provide treatment for skin and hair care, women stimulate to buy
the cosmetic products (Jaakkola, 2007). In similar fashion, with the growing trend of women entering
into professional world, the need for looking good and groomed is a required. Taking this in to an
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advantage, L'Oreal has realized the significance of wants of women and has made the cosmetic
products tailor made as per the culture of the customers. It maintains its allure around the world and has
been successful in maintaining the appeal to customers around the world.
Quality and price are dominant factor which influences the consumer buying behaviour for
cosmetics. In the words of Lemay and Chudobiak (2011), there are consumers who feel high priced
products to be of more value and likeliness. The buying decisions of the marketers are also made in
respect to what is suitable to their skin and hair. Marketers of various cosmetic products and services
are now providing the goods and services depending on the suitability (Lemay and Chudobiak, 2011).
This wide variety and specification of cosmetic products according to individual need is the factor
which admires consumers to buy them.
However, various authors made the study in contrast. Lin and Lo (2015) in contrary to that,
mentions that by considering the factors such as economic conditions of the consumers such as savings,
expenditures and income, consumer make the buying decisions. There is probability where consumers
may not always tend to make spending in buying those heavy luxurious and expensive cosmetic goods
(Lin and Lo, 2015).
Lifestyle and social class in which women live have great influence. According to the views
given by Kumar and Varadaraj (2011), consumers generally appealed from word of mouth
communication. They buy the cosmetic brand even after getting convinced from their friends, social
groups, relatives etc. By doing this, they save their time in searching the information. Therefore, from
the studies of various authors, it can be said that informational influences creates the greatest impact in
making purchasing decision by the women in buying cosmetic products (Kumar and Varadaraj, 2011).
2.9 Advertising Influencing Consumer Buying Behaviour
Advertisement is considered as the most convincing way of influencing consumers to buy
products and services. There are numerous studies that have examined the effectiveness of advertising
in influencing buying behaviour of consumers. Authors have investigated the ways that influences
consumer buying behaviour with the advertising (Statistics and facts on beauty brands on social media,
2014). According to the studies made by Brown (2013), advertisement arises product awareness in the
customer which sets their mind to make final decision for buying products. Along with this, it was also
believed that once consumer came across the advertisement, they become more persuade with the
various characteristics that are displayed through various promotional sources (Brown, 2013). With the
help of advertisement, comparison of the products is shown which enable them to influence with the
best one. Marketing messages and media sources are considered as best medium by marketers in
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influencing consumer and their buying behaviour.
In similar fashion, Clarke (2001) shared the views and stated emotional response as one way of
advertising which influences consumer buying behaviour. Advertisement is the mode to develop
understanding and selection of goods and services. With the intention of creating a positive impact in
their ads, an attitude of generating emotional response was developed by marketers (Clarke, 2001).
However, further researcher justifies this fact by stating that, with the availability of ample of products
of same price and characteristics; it is becoming difficult for ads to hit on emotional factor of the
consumers easily. It is because the customers possess presence of high awareness and knowledge
regarding products. In contrary to this, opinion made by Hervé and Mullet (2009) investigated that
impact of advertising in influencing consumer buying behaviour helps in generating brand awareness.
Advertisements supports in influencing the brand salience of products. Customers have emotional
response towards quantity and memories associated with the brand that are considered by them while
making purchase (Hervé and Mullet, 2009).
2.10 Advertising Influencing Consumer Buying Behaviour in Cosmetic Sector
There are various studies made by researchers in context of advertising influence on consumer
behaviour in cosmetic sector. In the present dissertation, the main aim considers the impact of L'Oreal
traditional and social media advertising on women's cosmetic buying behaviour in London. There are
large number of female population of London who are internet friendly and those who spent most of
their time on social media sites (Statistics and facts on beauty brands on social media, 2014). L'Oreal
makes use of social media marketing with the intention of targeting of focusing on larger segment of
women in creating appeal for buying their products and services. In this regard, various authors have
presented their views and share their opinion regarding the ways in which advertising has been
successful in influencing consumer buying behaviour in cosmetic sector.
According to the Jaakkola (2007), regarding reference to L’Oreal, it can be said that role of
advertisement in sales promotion is associated with the organisation's image and reputation. It, thereby
is directly enhances the attention of women in purchasing the cosmetic products (Jaakkola, 2007). It
was studied that both price and quality are important elements that every women will go through while
making purchase of same. However, there are some who are influenced by price or quality or by both.
Another views share by Jack Rotfeld (2007) reflects that advertisement helps the marketers in
differentiating their products and services from the competitors. It was believed by various authors that
advertisement is a easy way to remind the customers about cosmetic products and services. It helps in
generating the belief in women that brand that advertised lot surely offers good value of the products
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(Jack Rotfeld, 2007). This leads to easily buy the cosmetic products and services.
In contrary to this, PEREIRA et al., (2009) argues and stated that advertising is not always a
strong factor that persuades consumers. Knowledge, belief and attitude of the women are generally
based on habits and their prior preference (PEREIRA et al., 2009). Specially, in case of cosmetic
products, trying a new product is not accepted. Contrasting this Romaniuk and Wight (2014) asserted
that by considering these aspects, cosmetics companies are now coming up with advertisements of trail
purchase of the products. It is a way to provoke the women to buy and get easily influenced for further
buying that cosmetic product (Romaniuk and Wight, 2014).
In cosmetic industry, it was a belief that heavy advertisements made by well-known models and
actresses are easy way to influence women. Virvilaitė and Matulevičienė (2013) shared the views in
context to L'Oreal which is a French cosmetic organisation, who while advertisement not only sale
product or brand but also creates an image of related attributes or qualities of the particular cosmetic
products (Virvilaitė and Matulevičienė, 2013). The brand ambassador of the product is the most
attractive way in advertisement that can easily convince the buying behaviour of women to buy
cosmetic products.
2.11 Conceptual Framework
From the above defined conceptual framework it can be said that, it is important part in context
to readers as by the means of this, researcher illustrates in brief about the entire course of study. In the
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Illustration 3: Conceptual Framework

present study, investigator focuses on evaluating the impact of L'Oreal traditional and social media
advertising on women's cosmetic buying behaviour. However, in general conceptual framework is used
in research to outline possible course of actions or in order to present a preferred approach to an idea or
thought. Researcher in order to achieve the desired aim indulged various theories and models which
helped in making in-depth analysis of selected topic.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
In conducting a research study various tools and techniques are required by the investigator.
However, combination of such tools and approaches are known as research methodology. However, in
an entire study, methodologies play crucial role in executing and conducting so that researcher can
achieve desired results and outcomes (Chapman and McNeill, 2004). In this section, discussion is made
on the types of investigation, collection approaches, sampling, design, analysis of collected information
and various other essential elements. It is the duty of researcher to use the suitable and reliable
techniques so that he/she can generate desired results and outcomes.
3.2 Research philosophy
Philosophy for a study can be defined as the tool which helps researcher in developing
appropriate background. However, it is based on the nature of the topic and accordingly assists the
conductor in developing knowledge base for the chosen topic. There are various types of philosophies
present: positivism, interpretivism, subjectivism, objectivism, ontology and epistemology (Kumar,
2002). Firstly, positivism research philosophy is a structure method or combination of logical deduction
with precise empirical observation. The main purpose of using this philosophy is that it assists in
uncovering the truth and helps researcher in controlling and predicting the activities of research.
Secondly, interpretivism research philosophy refers to a method which mainly emphasis on naturalistic
method such interviews and observation. The main aim of using this philosophy is that it assists in
gathering accurate and reliable data for the study. Thirdly, philosophy of subjectivism holds that
knowledge is generated through mind rather than reference to the reality. Through the help of this
philosophy researcher gather data or information about the topic selected by the means of introspection.
Fourthly, according to the founder of objectivism philosophy it is a philosophy for the living on earth.
The rationale behind this fact is that, its every principle is derived from the observable facts of reality
and from the demonstrable requirements of human life and happiness. While, Ontology philosophy of
research refers to the study of nature of being, becoming, existence or reality. Apart from all
epistemology philosophy is the study of nature and scope of knowledge and justified belief.
According to the present selected topic, positivism research philosophy has been selected for
evaluating the impact of traditional and social media marketing on women cosmetic buying behaviour
in London. Rationale behind selecting this philosophy is that is pay importance to the observations that
are based on quantifiable. However, it is usually based on scientific methods. In context to selected
topic, positivism philosophy will assist researcher in focusing on cosmetic buying behaviour facts
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especially of women. Further, through the help of positivism philosophy researcher can easily signify
the positive impact of social media advertising on consumer of personal care industry.
3.3 Research Design
In general, research design refers to the blue print of entire course of study and assist in
illustrating the type of study researcher will focus on carrying out. In simple terms, design of the
research helps in defining the outline of entire study and helps in understanding the way in which
investigator will conduct the research. There are different types of research designs such as:
descriptive, exploratory and explanatory etc (Sullivan, 2011). In general, descriptive research design
can be defined as the study which depicts the participants in an accurate manner. In simpler words, it
assists in defining the respondent taking part in the research. While on the other hand, exploratory
research design is used when a problem that has not been clearly defined. However, according to
several authors this is the best research design for determining the data collection method and selection
of subjects. Apart from both, explanatory research design is used when researcher is focusing on
exploring new things with the aim of increasing knowledge about the selected topic. According to the
present study, descriptive research design has been selected as it will help researcher in presenting and
describe the collected information or data in appropriate manner. The main aim behind choosing this
design is that it will help researcher in developing suitable and reliable theoretical base for the study so
that different factors of traditional and social media marketing can be evaluated that makes impact on
the buying behaviour of women in cosmetic range of products. Furthermore, through means of
descriptive research design researcher can easily describe the roles, significance and impacts of
traditional and social media advertising on consumer buying behaviour in cosmetic sector.
3.4 Research Approaches
Approach in research context refers to the way or methods through the means of which
researcher carries out the whole study. However, the main purpose of researcher behind using
systematic approach in the study is that it enhances the validity of whole research project. There two
types of approaches such as: inductive and deductive (Singh, 2010). Looking at the present topic, in
order to evaluate the impact of traditional and social media marketing on buying behaviour of women
in cosmetic products, inductive approach has been selected. Rationale behind selecting this approach is
that, it will make easier for the investigator to evaluating the specific impacts of traditional and social
media marketing and then evaluate the change in buying behaviour of women due to these factors.
3.5 Research Methods
Methods of the research act as the base for the study from inception to completion. However, it
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is the duty of researcher to select the best suitable method for the study and carry out to generate
feasible and desired results. There are two types of research methods: qualitative and quantitative. Both
methods are significant in their own manner and they are selected on the basis of nature that study
pertains. Henceforth, for the present study both methods have been selected with the aim to analyse the
data from each and every aspect (Scruggs and Masotropieri, 2006). In qualitative, thematic analysis
will be used for which questionnaire will be developed and collected information will be analysed on
different themes. While on the other hand, in quantitative analysis researcher will use Chi Square test
for analysing the whether there is impact of traditional and social media marketing on buying
behaviour of women or not.
3.6 Research Strategy
Research strategy is the important aspect of the study and helps in evaluating ways through
which research conductor is planning and forecasting to carry out the whole research. In this context,
this is considered as significant part of the researcher and requires great attention from investigator to
carry it out in the best suitable manner (Dawson, 2002). There are various types of research strategy
available through the help of which investigator conducts the dissertation such as: experiment, survey,
case study etc. Herein, survey strategy has been selected with the purpose of collecting large amount of
information to make feasible and reliable recommendations. In survey method, questionnaire will be
prepared which consist of both open and close ended questions on the different aspects of traditional
and social media marketing on buying behaviour of women so that various defined objectives can be
achieved in suitable and reliable manner. Furthermore, researcher through this method can easily gather
primary data from different respondents which would enhance the authenticity of the entire study.
3.7 Data Collection Methods
In carrying out a research dissertation, investigator requires wide range of information or data.
However, in order to collected data appropriately and effectively, suitable methods need to imply.
These methods are known as data collection methods. There are two types of information gathering
approaches such as: Primary and Secondary (Goddard and Melville, 2004). In general primary methods
of collecting data are considered as the most reliable approaches because it helps in gathering fresh or
new information related to the topic. Several methods present through which researcher on selected
topic can gather primary information such as: survey, direct personal observation, indirect oral
interviews and questionnaire method. Contrary to this, secondary method of collecting data are the
approaches with the help of which researcher gather wide range of information and it consists of data
from past researches, journals, books, online, articles, blogs etc.
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According to the present study, researcher focuses on undertaking both methods primary and
secondary. Rationale behind selecting both methods is that they will help in gathering wide range of
information which will create appropriate theoretical base of the entire dissertation to determine
suitable conclusion and feasible recommendations (Scarpa and Azzalini, 2012). Primary data will be
collected through the women's of London who buy the cosmetic products of L'Oreal. This will be
carried out by questionnaire method in which both open and close ended questions will be asked so that
different aspects on the impact of traditional and social media marketing on buying behaviour of
women's can be evaluated. While on the other hand, secondary data has been collected through
journals, books, online references, articles, blogs, past researches etc. so that thoughts and views of
different authors and scholars on the related topics can be presented suitably (Sullivan, 2011).
3.8 Sampling (Sample Size)
Sampling is the method which refers to the process of selecting few items out of entire
population to gather primary information on the selected topic. In this, selected items are defined as the
sample size of the whole study. There are two types of sampling such as: purposive and non-purposive
sampling. However, in purposive sampling researcher does not provide change to each element
available in the universe to be the part of research dissertation. Furthermore, through the help of
purposive sampling investigator easily select the sample size as per the purpose of study. While on the
other hand, in non-purposive sampling every unit in the population is given a chance to be in the study
and helps researcher in gathering the data (Silverman, 2010). Aim of study focuses on evaluating the
impact of traditional and social media advertising on buying behaviour of women in cosmetic products
of L'Oreal, purposive sampling has been selected. Rational behind selecting this method is that it will
assist investigator in selecting the sample size appropriately. Along with this, views of women's are the
essential aspect of this study, thus purposive sampling will help in gathering data from the desired
sources. Sample size for the present study will be 100 women from London who are making the use of
cosmetic products of L'Oreal (Saunders and et. al, 2007).
3.9 Data Analysis Plan
After collecting the data or information from different source it is important for the investigator
to analyse and evaluate the data so that desired findings can be generated. This is considered as the
most significant aspect of the study and it is important for the researcher to make optimum utilisation
of tools and techniques so that collected data can be analysed in appropriate manner. There are two
method through the help of which collected data or information can be analysed qualitative and
quantitative. In general, qualitative analysis method can be defined as the approach in which specific
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phenomenon is studied in in-depth manner (Johnson and Christensen, 2008). By the means of this, it
helps in determining the motivation and reasons related to the study.
On the other hand, quantitative analysis can be defined as the approach that assist researcher in
classifying the features of the selected topic and counting them to analyse the data. For this, researcher
has made the use of complex statistical tools and techniques such as: Chi square, Correlation and
regression etc. In the present study, researcher is using both qualitative and quantitative technique of
analysing the data. However, in qualitative method, thematic analysis has been used in which different
themes will be made on the basis of questionnaire (Sample Dissertation Methodology, 2013). Apart
from this, in quantitative method, chi square test will be used to analyse whether there is impact of
traditional and social media marketing on buying behaviour of women or not.
3.10 Rationale of the question set
In the present study, different questions has been used some of them are open ended and some
of them are close ended. However, the main purpose behind selecting these set of questions is that they
are helping researcher in evaluating and analysing each aspect of the selected topic. However, through
the help of questionnaire wide range of data has been collected from the respondents that played
significant role in generating smart and feasible findings for the achievement of overall of aim and
objectives. Researcher was able to understand the behaviour, feelings, knowledge, various factors that
affects the buying decisions, attributes those customers considers at the time of purchase etc. Further,
through the help of information and data collected it was easy for the researcher to attain the defined
objectives and overall aim of the study. However, these questions are easy for the respondents to
understand the concept and purpose of entire study (Jackson, 2010). These questions helped in
gathering authentic and reliable data or information for the analysis and helped in generating desired
results and outcomes.
3.11 Ethical issues
Carrying out a research there are several ethical issues that can affect the entire course of study.
However, it is the duty of investigator to undertake all the ethical consideration so to minimize or
reduce the negative implications of the factors. Following are the ethical issues associated with present
study: Convincing people to fill questionnaire: Using survey methodology is easy but to gather data is
very tough ask for the investigator (Smith, 2008). Therefore, researcher has to convince people
to fill up the questionnaire as well as provide valuable and reliable information on the selected
topic.
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 Authenticity and validity of data: This is the most crucial aspect that researcher has to focus on.
In order to carry out study suitably, investigator has to give importance to the authenticity and
validity of data so that reliable and feasible findings can be achieved (Silverman, 2010).
3.12 Reliability and Validity
Validity is important for a research because it defines the quality of research in terms of logical
and factual manner. However, for the present study validity has been maintained in evaluating the
impact of traditional and social media marketing on buying behaviour in cosmetic segment of women
in London. While on the other hand, reliability refers to the degree to which a study generates stable
and consistent outcomes (Kumar, 2002). In order to maintain the reliability of current research,
researcher made sure that he/she uses authentic sources for gathering data. In addition to it, they
ensured that each and every aspect is given the equal chance to perform and generate desired results for
the study.
3.13 Research limitations
At the time of conducting or executing the research there are several limitations that affect the
entire course of study. However, in the present study two limitations had influence researcher adversely
such as: lengthy process and insufficient secondary information (Scruggs and Masotropieri, 2006).
Both of these limitations affected the current study negatively as well as created obstacles for the
investigator in generating desired findings.
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CHAPTER 4: FINDINGS AND DISCUSSION
4.1 Introduction
Findings and discussion is the most important aspect of the study. However, the main purpose of
researcher behind conducting this chapter is that it assists in evaluating and analysing the collected
data. In order to carry out this section in suitable and reliable manner there are several tools and
techniques that investigator can use. According to the nature of present study, researcher has selected
both qualitative and quantitative method for discussing the collected data. In qualitative, conductor has
used thematic analysis on the basis of questionnaire. While on the other hand, in quantitative method
chi square test has been selected for proving the hypothesis.
4.2 Findings
In the present dissertation, researcher has used thematic analysis to present the finding
generated through qualitative method. However, followings are the themes based on impact of both
social media and traditional advertising on buying behaviour of women in cosmetic purchase.
Both methods are playing crucial role in creating awareness about the cosmetic products of L'Oreal
How do you get to know about the new
brand of cosmetic products
Respondents Percentage
Online advertisements 10 10
Social media 31 31
Links through messenger 8 8
Newspaper/Pamphlets/Hoardings 30 30
Friend's recommendation 5 5
Window display 5 5
Television/ Cinema 11 11
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Thematic Analysis of Impact of Social media advertising on buying behaviour of Women
Theme1: Factors of Social Media
Rate the factor(s) of
social media
advertising that
influence you're buying
decision
1 2 3 4 5
Price/discount 25 31 15 19 10
Style/ variety 19 15 31 10 25
Convenience 35 22 32 8 3
Review/ Ratings on
Social media
22 19 10 35 14
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Online advertisements
Social media
Links through messenger
Newspaper/Pamphlets/Hoardings
Friend's recommendation
Window display
Television/ Cinema
0 5 10 15 20 25 30 35
Both methods are crucial
Illustration 4: Methods Helpful in Advertising Cosmetic Products

Theme2: Information through social media influences women to buy cosmetic products of L'Oreal
Information through social media influences
me to buy products of L’Oréal?
Respondents Percentage
Strongly agree 30 30
Agree 44 44
Neutral 14 14
Disagree 8 8
Strongly disagree 4 4
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Price/discount
Style/ variety
Convenience
Review/ Ratings on Social media
0% 20% 40% 60% 80% 100%
25
19
35
22
31
15
22
19
15
31
32
10
19
10
8
35
10
25
3
14
Factors of Social Media
5
4
3
2
1
Illustration 5: Factors of Social Media

Theme3: Networking sites are useful for the Women to make decision regarding cosmetic products
of L'Oreal
Social networking sites are more useful
while making the decision regarding buying
cosmetic products of L'Oreal
Respondents Percentage
Facebook 35 12
Twitter 21 44
LinkedIn 11 33
YouTube 33 11
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Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
30
35
40
45
50
30
44
14
8
4
Information of Social media influences women to buy Cosmetic
products

Thematic Analysis of Impact of Traditional advertising on buying behaviour of Women
Theme1: Factors of Traditional Advertising
Rate the factor(s) of
Traditional advertising
that influence you're
buying decision?
1 2 3 4 5
Hoardings 12 18 31 20 19
Newspaper 26 30 20 9 15
Posters 21 32 25 13 9
Magazines 44 26 17 8 5
Radio 8 16 11 23 42
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35
21
11
33
Social Networking Sites are Useful for Women
Facebook
Twitter
LinkedIn
YouTube

Theme2: Women are not influenced by traditional Advertising
Information through Traditional methods
influences me to buy products of L’Oréal?
Respondents Percentage
Strongly agree 22 22
Agree 19 19
Neutral 36 36
Disagree 9 9
Strongly disagree 14 14
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Hoardings
Newspaper
Posters
Magazines
Radio
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12
26
21
44
8
18
30
32
26
16
31
20
25
17
11
20
9
13
8
23
19
15
9
5
42
Factors of Traditional Advertising
1
2
3
4
5

Theme3: Magazines and Newspaper are useful tools for Women to buy L'Oreal cosmetic products
According to you, which of the traditional
method is more useful while making the
decision regarding buying cosmetic products
of L'Oreal?
Respondents Percentage
Posters 9 9
Hoardings 11 11
Newspaper 30 30
Radio 4 4
Magazines 46 46
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Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
30
35
40
22
19
36
9
14
Women are not highly influenced by the Traditional methods

4.3 Discuss the findings
From the above primary analysis it can be easily identified that, respondents are majorly in the
favour of social media advertising as they perceive that it provides wider information, accurate facts
and figures about the products and services of L'Oreal. Rationale behind this fact is that more of the
respondents were in the favour of social media and online advertising as compared to the traditional
methods. This can be because of the reason that, people are more connected to social media and the
information they were acquiring through newspaper and magazines is easy for them to get through
internet.
However, survey helps in identifying the price/ discounts offer on social media is influencing
the buying decision of women in London for the cosmetic products of L'Oreal. Similar to this,
convenience has been given as the major reason for the influence of women cosmetic buying. It is
because, nowadays, L'Oreal has started providing home delivery through the help of different
companies that operate on online platform. Along with this, women can easily rate the product as well
as review the ratings of the commodities offered by L'Oreal through social media advertising. On the
other hand, Newspaper and magazines are considered as the major factor that influences the buying
decision of women for L'Oreal cosmetic products. Companies operating in personal care industry make
the use of both these traditional tools to a great level because it helps the organisations to reach
maximum number of customers and influence them to buy the cosmetic products.
Social media is everywhere in the world and most of the people are associated with it. However,
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9
11
30
4
46
Magazines and Newspaper are the useful tools for women
Posters
Hoardings
Newspaper
Radio
Magazines

it is a major opportunity for the companies irrespective to their sector to promote and market their
products on these sites and influence maximum number of target audience. Similar to this, L'Oreal
social media advertising is also influencing the women of London as compared to the traditional
advertising methods. Primary research assisted in evaluating that, social media is easy to access, greater
amount of information is available in comparison to newspaper and magazines which offers only static
information.
Lastly, for social media advertising L'Oreal's management is using every networking site such
as: Facebook, Twitter, LinkedIn and YouTube. But according to women's of London, Facebook and
YouTube are more useful as they are easy to access and information on these sites are also feasible and
reliable to make the decision regarding buying the cosmetic product of cited company. On the other
hand, from distinctive traditional methods, newspaper and magazines are most preferable when women
make the judgement of buying any L'Oreal cosmetic products.
4.4 Interpretation
The above thematic presentation clearly illustrates the perception and thoughts of 100 women
respondents about the traditional and social media advertising used by L'Oreal to affect their buying
decision.
Both methods are playing crucial role in creating awareness about the cosmetic products of L'Oreal
Interpretation:
Through the help of thematic analysis, researcher has evaluated different aspects of selected
topic by undertaking thoughts and views of different respondents. When asked to the respondent about
how they get to know about the new brand or product of L'Oreal cosmetic range, 31 out of 100 women
stated that through the help of social media they are able to know about new or latest range of products.
Similar to this, 18 of the women were in favour of online advertisements and the links of L'Oreal they
get from messenger helped them in knowing about the new range cosmetic commodities.
30 women's were in the favour of newspaper, pamphlet and hoardings as they are easily to reach
and have adequate amount of information to know about the product. Remaining 21 respondents states
that, they usually come to recognize L'Oreal new range of products through friend's recommendation,
television and cinema and window display.
Theme 1: Factors of Social media Advertising
Interpretation:
Through the help of survey it has been identified that, price/ discount and convenience are the
major factors of social media that influence women in buying product of L'Oreal. 50% of respondents
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were in the favour of price and discount and similar to this 51% of women were stating that,
convenience is the major factor that attracts them to buy products of L'Oreal. On the other hand, 30%
of respondent were in favour of style/ variety factor. While 40% of them were happy to state their
review or get review of the new product of L'Oreal through social media.
Theme2: Information through social media influences women to buy cosmetic products of L'Oreal
Interpretation:
When asked to the respondents about the fact that are they influenced to buy the cosmetic
product of L'Oreal by the information presented on the social media, 30 out of 100 women strongly
agreeing to this fact. However, 44 of them were in favour and 14 were neutral about it. On the other
hand, only 12 disagreeing to this fact.
Theme3: Networking sites are useful for the Women to make decision regarding cosmetic products
of L'Oreal
Interpretation:
Looking at the present condition more than half of the population around the globe is on social
networking site thus, it gives great opportunities for the companies to target people and generate
feasible results. In this context, when respondents were asked about the fact that which of the
networking site is more useful for them. 35 of them stated that, Facebook is useful as it helps in
generating regular updates about the new and existing range of cosmetic products. Whereas, 33 were in
the favour YouTube as they are able to generate adequate amount of information which is adequate
enough to make buying decision about the L'Oreal cosmetic products. Remaining 32 stated that, Twitter
and LinkedIn are useful to them.
Theme1: Factors of Traditional Advertising
Interpretation:
Varied responses arrived when the respondents were asked about the factors of traditional
advertising influencing the buying behaviour in cosmetic products. Around 85% of respondents were of
the opinion that magazines are the major source of generating information about cosmetic products and
they influence them the most. However, 75% of women were in the favour of newspaper which
influences them the most for buying L'Oreal cosmetic products. On the other hand, radio is the least
factor that influences the buying behaviour of women in London. While, hoarding and posters are
major factor for 60% and 78% of women in the selected sample size.
Theme2: Women are not influenced by traditional Advertising
Interpretation:
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When respondents were asked about the statement that traditional methods influence them to
buy products of L'Oreal. 36 out of 100 were neutral and not able to exactly agree or disagree. While 22
were strongly agreed and similar to this 19 of them agreed to the fact while 14 women's strongly
disagreeing to this statement because these methods unable to influence them. Thus, it can be evaluated
that, traditional method of advertising used by L'Oreal are not attractive enough to influence women to
buy cosmetic products or commodities of the company.
Theme3: Magazines and Newspaper are useful tools for Women to buy L'Oreal cosmetic products
Interpretation:
Mixed results were expected by the researcher when he/she asked to the respondents about the
traditional methods which are useful for them to make decision regarding buying L'Oreal cosmetic
products. But when findings were generated, 46 out of 100 respondents were in the opinion of
magazines and similar to this 30 were in favour of newspaper. However, it is because both of these
methods are useful in terms of generating adequate amount of information about the traits and
characteristics of the products as compared to the others.
4.5 Test hypothesis
In the present study, researcher has gathered quantitative facts and figures about the research
topic which have been examined through the help of chi square test. By the means of this method,
researcher will be testing the hypothesis which is as follows:
Chi Square Test:
Ha0 = Null hypothesis
Ha1 = Alternate hypothesis
Ha0 = There no major influence of Traditional advertising on women buying behaviour of cosmetic
products.
Ha1 = There is major influence of Traditional advertising on women buying behaviour of cosmetic
products.
Traditional Advertising used by L'Oreal Helps in influencing the buying behaviour of women in
purchasing cosmetic products
S. No. Responses No. of responses % of Responses
1 Strongly Agree 20 20.0%
2 Agree 12 12.0%
3 Neutral 22 22.0%
4 Disagree 20 20.0%
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5 Strongly Disagree 26 26.0%
Total responses 100 100.00%
Observed (O) Expected (E) O-E (O-E)2 (O-E)2/E
20 20 0.00 0.00 0.00
12 20 -8.00 64.00 3.20
22 20 2.00 4.00 0.20
20 20 0.00 0.00 0.00
26 20 6.00 36.00 1.80
Calculated value of Chi Square 5.20
In the current research, investigator has applied the chi square test on 5% level of significance
and the degree of freedom is (n-1= 5-1=4) 4 (Balakrishnan, Voinov and Nikulin, 2013). On the basis of
these data or information, tabulated value of chi square is 9.488. However, from the above computed
value of chi square are 5.20 which is less than the tabulated value. Therefore, researcher has rejected
the alternative hypothesis and accepted the null hypothesis. Through the help of this it has been
identified that there is no major influence of Traditional advertising on women buying behaviour of
L'Oreal's cosmetic products. Rationale behind this outcome is that, women in UK are not interested in
listening to the radio, or looking at the hoardings, posters, banners etc. however, it is obvious outcomes
because women of UK are changing with the emerging trends so that they can maintain their status and
live leisure life.
Hb0 = There no major influence of Social media advertising on women buying behaviour of cosmetic
products.
Hb1 = There is major influence of Social media advertising on women buying behaviour of cosmetic
products.
Social Media Advertising used by L'Oreal Helps in influencing the buying behaviour of women in
purchasing cosmetic products
S. No. Responses No. of responses % of Responses
1 Strongly Agree 11 11.0%
2 Agree 12 12.0%
3 Neutral 22 22.0%
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4 Disagree 29 29.0%
5 Strongly Disagree 26 26.0%
Total responses 100 100.00%
Observed (O) Expected (E) O-E (O-E)2 (O-E)2/E
11 20 -9.00 81.00 4.05
12 20 -8.00 64.00 3.20
22 20 2.00 4.00 0.20
29 20 9.00 81.00 4.05
26 20 6.00 36.00 1.80
Calculated value of Chi Square 13.30
In the current research, investigator has applied the chi square test on 5% level of significance
and the degree of freedom is (n-1= 5-1=4) 4 (Balakrishnan, Voinov and Nikulin, 2013). On the basis of
these data or information, tabulated value of chi square is 9.488. However, from the above computed
value of chi square are 13.30 which are greater than the tabulated value. Therefore, researcher has
rejected the null hypothesis and accepted the alternative hypothesis. Through the help of this it has
been identified that there is major influence of Social Media advertising on women buying behaviour
of L'Oreal's cosmetic products. The rationale behind this outcome is that, as high population of UK is
active on social networking sites and it helps them in remain intact with current changes and trends.
Further, L'Oreal using social media as the major tool for marketing and promoting its products thus, it
was obvious that, women will agree on the fact that social media advertising is affecting their buying
behaviour in cosmetic products.
4.6 Analysis of Secondary data
The main purpose of conducting present researcher was to evaluate the impact of traditional and
social media advertising on buying behaviour of women while purchasing the cosmetic products of
L'Oreal. However, there are several authors and scholar who had presented different views and
thoughts on the various aspects about the topic.
There are authors, who clearly state that social media advertising in terms of present corporate
condition is more feasible and suitable as compared to the traditional method. But on the other hand,
other scholars have contradicted them and stated that, despite of change in technologies, there are
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companies in every sector using traditional method to market or promote their products so that they
influence people to buy the products (Clarke, 2001). In case of L'Oreal, researcher identified in the
study of various authors that, company is making the use of both methods especially social media tools
such as: Facebook, YouTube etc. and on the other side making optimum utilisation of traditional
sources such as: magazines and newspaper in order to influence the cosmetic buying behaviour of
women in London.
Through the help of literature review investigator was able to evaluate the opinion of different
authors in factors influencing women buying behaviour. In this context, some of the authors state that,
cultural factor play crucial role in impacting in the buying behaviour of women in the case of cosmetic
product purchase. While some of them identified in the studies that social factors are more responsible
for the influence. Apart from all, researcher evaluated that, personal factors such as economic
condition, personality also play significant role in influencing the individual. In cosmetic industry, it
was a belief that heavy advertisements made by well-known models and actresses are easy way to
influence women. In context to L'Oreal which is a French cosmetic organisation, who while
advertisement not only to sale product or brand but also creates an image of related attributes or
qualities of the particular cosmetic products (Goddard and Melville, 2004). The brand ambassador of
the product is the most attractive way in advertisement that can easily convince the buying behaviour of
women to buy cosmetic products.
4.7 Comparing primary and secondary findings
On the basis of above study it can be evaluated that, in order to sustain in such a competitive
market of UK, it is essential for the firm irrespective to its industry should market or promote its
products and services accordingly and attract or influence more number of people for generating higher
business volume. In comparing the primary and secondary findings of the present study various aspects
of both sections can be easily contradict.
However, there are different authors identified in the literature review stated that, in order to
influence more number of people companies like L'Oreal has to enhance the reach and it can only be
done through traditional methods such as magazines, newspaper, television, hoardings etc. But when
researcher conducted primary it has been analysed that, women of London are more influenced by the
social media tools used by the company. Respondents agreed on the fact that, information on online
tools is more useful that the other sources. Henceforth, through the help of comparison it can be
evaluated that impact of social media advertising is more influential to the buying behaviour women in
case of cosmetic products.
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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
In conclusion to the above dissertation it has been observed that women buying behaviour is
very tough any organisation to influence. Especially in personal care industry women attracts towards
various products and services offered. L'Oreal is one of the leading personal care company has offers
wide range of cosmetic products around the globe. Therefore, present study was to evaluate the impact
of traditional and social media advertising on women's cosmetics buying behaviour in London.
Operating in such a competitive market it is important for the firm to create awareness about the
products and services effectively so that targeted audience can be attracted or influenced appropriately.
In this context, it becomes essential for the top level management of firm to undertake suitable and
reliable methods and approaches in marketing the products so that large audience can be influenced.
While reviewing the literature on selected topic different aspects of the study has been analysed
like there are several factors consist of cultural, social and personal that affects the buying behaviour of
women. However, women make use of cosmetics depending upon their lifestyle. It is largely depended
on their residing areas such as urban or rural on the basis of which cosmetic products are demanded by
them. Women living in cities are generally found to be more conscious about attractiveness and beauty.
Therefore, they are easily influenced to buy cosmetic goods. Along with this, constantly changing
trends in the environment, online trading has become the major source for the companies to attract
people. Social networking sites are playing crucial roles nowadays for the companies like L'Oreal to
promote and market their products and services and influence women from different ethnic background
to buy the product. Furthermore, in context to L'Oreal, social media advertising can be said that, it
plays role of advertisement in sales promotion which is associated with the organisation's image and
reputation. It, thereby is directly enhances the attention of women in purchasing the cosmetic products.
In cosmetic industry, it was a belief that heavy advertisements made by well-known models and
actresses are easy way to influence women. According to the different authors studies it has been
concluded that, L'Oreal which is a French cosmetic organisation, who while advertisement not only
sale product or brand but also creates an image of related attributes or qualities of the particular
cosmetic products.
Furthermore, researcher through the help of chi square test evaluated that, traditional
advertising does not have major impact in influencing the women's cosmetic buying behaviour, while
null hypothesis was accepted at the 5% of significance level that, social media advertising has great
impact on influencing the buying behaviour of women in case of buying L'Oreal cosmetic products.
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Along with this, data analysis section helps in evaluating that, at present social media is more powerful
in influencing the buying behaviour of women as compared to traditional advertising. However, survey
helps in identifying the price/ discounts offer on social media is influencing the buying decision of
women in London for the cosmetic products of L'Oreal. Similar to this, convenience has been given as
the major reason for the influence of women cosmetic buying. It is because, nowadays, L'Oreal has
started providing home delivery through the help of different companies that operate on online
platform. Henceforth, in conclusion to the entire dissertation it can be said that, dealing in such a
competitive environment and against the companies like DIOR, Lancome etc. senior authority of
L'Oreal has to undertake different methods and approaches of marketing and promoting cosmetic
products and services so that women's buying behaviour can be easily influenced and firm can generate
higher business volume.
5.2 Recommendations
The main purpose of the investigator behind conducting the current study was to evaluate the
impact of traditional and social media advertising on the women's cosmetic products buying behaviour.
However, in regard to this, researches of several authors and articles of different scholars have been
undertaken. These sources helps in identifying different aspects of the selected topic such as some of
them were in the favour of traditional advertising while some of them were in the opinion social media
advertising. Furthermore, 100 respondents have been used to evaluate the impact of tactics used by
management of L'Oreal in influencing the buying behaviour of women. Thus, it has been analysed that
social media advertising is more feasible for the company to attract new and retain the existing
customer’s base. Through the help of data analysis, different loopholes and gaps has been identified in
the strategic management of L'Oreal regarding marketing and promoting its products. Henceforth,
certain recommendations have been presented to overcome issues and obstacles.
 Top level management of L'Oreal should more focus on social media advertising as compared
to traditional because it will assist them in targeting more number of people in short span of
time with lower expenditure.
 In order to influence women buying behaviour, company should use online platform such as
Facebook, YouTube etc. and present the attributes and traits of new cosmetic products in
effective and stylish manner so that they can be easily influenced.
 Top level authority has to make sure that, they constantly change their approach of marketing
and promoting the products so they reach to the target audience in appropriate manner as well
as influence them in suitable and reliable manner.
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APPENDIX
1) Questionnaire
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Name
Age
Occupation
 Student
 Salaried
 Self employed
 Housewife
How do you get to know about the new brand of cosmetic products?
 Online advertisements
 Social media
 Links through messenger
 Newspaper/Pamphlets/Hoardings
 Friend's recommendation
 Window display Television/ Cinema
Impact of Social media Advertising on buying behaviour of women:
Quest1: Rate the factor(s) of social media advertising that influence you're buying decision?
Factors 1 2 3 4 5
Price/discount
Style/ variety
Convenience
Review/ Ratings on Social media
Ques2: Do you agree that L'Oreal makes the best use of social media advertising for influencing you?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Quest3: Information through social media influences me to buy products of L’Oréal?
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 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Ques4: What attributes do you consider while taking the buying decision of cosmetic products of
L'Oreal through a social networking site?
 Availability of variety of functions
 Price
 Quality
 Popularity
 None of the above
Ques5: According to you, which of the site is more useful while making the decision regarding buying
cosmetic products of L'Oreal?
 Facebook
 Twitter
 LinkedIn YouTube
Impact of Traditional Advertising on buying behaviour of women:
Quest1: Rate the factor(s) of Traditional advertising that influence you're buying decision?
Factors 1 2 3 4 5
Hoardings
Newspaper
Posters
Magazines
Radio
Ques2: Do you agree that L'Oreal makes the best use of Traditional advertising for influencing you?
 Strongly agree
 Agree
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