Consumer Perception of CSR in Cosmetics

This assignment investigates consumer awareness and perception of corporate social responsibility (CSR) activities within the UK cosmetics industry. It explores how factors like brand name, product quality, price, ingredients, and CSR initiatives influence purchasing decisions. Students are asked to consider their own perspectives on CSR, identify important activities, and evaluate the relative importance of various components when making cosmetic purchases. The assignment also encourages reflection on the impact of ethical considerations on consumer choices in this sector.

To investigate the role of
CSR activities in shaping
consumer's buying
behaviour: A study on
cosmetic industries of UK

EXECUTIVE SUMMARY
The present era is highly conscious about protecting the natural resources of the
environment where they are reluctantly dealing with some major issues to intake fresh air. The
manufacturing industries are hereby claimed to be the major responsible parties for such
atrocious condition of the present surrounding. This is mainly with reference to an augmented
use of chemical ingredients in fabricating the goods where the cosmetic industries are referred to
be most affected sector. It also depicts another sense of production where the cosmetic
cooperation's are making an enormous use of harmful chemicals in their commodities that has
significantly increased the relative concern of their users. They can however turn around such
negative postulation of their establishment by practising the trend of CSR activities.
Such activities are evident to align the destructed image of cosmetic industries where
they can imply their active participation in CSR activities. The below thesis have outlined some
similar measures of CSR activities with its varied structural imposition that can be easily
considered by the organisations belonging to cosmetic industries. It has also elaborated some
additive means of CSR activities that has been investigated by the researcher in an eminent
manner. It has thus referred to choose a considerable number of respondents to answer the
framed set of queries by the surveyor. This study have lastly aided the investigator to
acknowledge a prominent positioning of CSR activities in all cosmetic organisations where their
users have also explicated the same.

TABLE OF CONTENT
CHAPTER- 1 INTRODUCTION....................................................................................................5
1.1 Background.......................................................................................................................5
1.3 Research aims and objectives...........................................................................................8
1.4 Analysis and framework...................................................................................................9
1.5 Problem statement..........................................................................................................10
1.5 Structure of the dissertation............................................................................................10
CHAPTER- 2 LITERATURE REVIEW.......................................................................................12
2.1 Corporate social responsibility.......................................................................................12
2.2 CSR activities with reference to its principles theories and dimensions........................13
2.2.1 Carroll's CSR Pyramid................................................................................................15
2.2.2 Stakeholders Approach................................................................................................17
2.3 CSR activities of cosmetic industries in UK..................................................................17
2.4 Relationship between the buying behaviour of consumers with respect to the CSR
activities of cosmetics industries in UK...............................................................................19
2.5 Compendious of theoretical framework with certain impelling measures to improvise the
CSR activities of cosmetic industries for enhancing the purchasing behaviour of the
consumers.............................................................................................................................20
2.6 Summary.........................................................................................................................21
CHAPTER- 3 RESEARCH METHODOLOGY...........................................................................22
3.1 Introduction....................................................................................................................22
3.2 Research approach..........................................................................................................22
3.3 Research philosophy.......................................................................................................23
3.4 Research design..............................................................................................................24
3.5 Research type..................................................................................................................25
3.6 Data collection................................................................................................................25
3.7 Sampling.........................................................................................................................26
3.8 Data analysis...................................................................................................................26
3.9 Ethical consideration......................................................................................................27

3.10 Research limitations.....................................................................................................27
3.11 Reliability and validity.................................................................................................28
3.12 Summary.......................................................................................................................28
CHAPTER- 4 DATA ANALYSIS................................................................................................30
4.1 Introduction....................................................................................................................30
4.2 Quantitative analysis......................................................................................................30
CHAPTER 5 CONCLUSION AND RECOMMENDATION......................................................43
5.1 Introduction....................................................................................................................43
5.2 Management report ........................................................................................................43
5.3 Recommendations..........................................................................................................46
REFERENCES..............................................................................................................................48
APPENDIX....................................................................................................................................53

CHAPTER- 1 INTRODUCTION
1.1 Background
Corporate social responsibility (CSR) is a standardised practice of today's business
environment where the contemporary set of establishments are obliged to perform certain
affiliated activities of it. There overall reputation is entirely based upon such activities of CSR
where they represent to be a respondent body for a fine up-keeping of environment (Sheth and
Babiak, 2010). This not only states a responsible behaviour of the organisations towards their
clients and users but together allocates a competitive advantage to them. CSR activity showcases
the general policies and implications of a business with reference to a pivotal consideration of
merging them with certain additive concerns of social, environmental and ethical rights of the
individuals living in the society.
CSR is therefore stated to be a wider term that is basically used to delineate the genuine
efforts of an enterprise in benefiting and amending their society. It could be referred as a non
profit mean of aiding the societal group along with some monetary assistance of funds (Hilson,
2012). It is depicted to be an essential clause of today's modern society where the customers are
also an active part of it. It is a fundamental depiction of their awareness towards such
organisational operations where they also give a prior preference to environmental friendly
products and services of the ventures. This in tune enhances the profitability index of the
companies by together raising their brand image.
An active procedural of CSR activities is thus referred to be a significant consideration of
each and every corporations where they choose distinct type of CSR activities as per their own
understanding and interpreted factors of significance (Groves and LaRocca, 2011). However,
there exists total two type of CSR activities where a foremost extraction is referred to make fiscal
support by the corporations in order to support a social cause in terms of donating funds and
investments. It is more of a corporate responsibility where they most of the firms believe it to
participate in charitable events. Another pivotal existence of CSR activities interprets a
considerable accountability of the entities in responsibly serving their clients and users.
This mainly includes less usage of chemical contents in manufacturing their commodities
with some natural means of producing it. Such state of CSR activities is to essentially showcase
a factual and concrete structure of plans by the companies who duly refers to perform this kind

of actions. It together guides the enterprise to serve in the best possible manner (Belal and
Cooper, 2011). Some measured benefits of this form is to display a true commitment to the users
with equivalent benefits of public relations where it also amends their relationship with the
regimental parties of their operational markets. Large number of brands operating in the market
are offering large number of products to the target market and it is possible that some may have
adverse impact on surroundings. Therefore, to deal with unfavourable impact it is must to have
effective policies associated with CSR. In short, it is one of the main indicator of success for
businesses operating in the market.
1.2 Rationale of the study
A prime intent of this survey is “To investigate the role of CSR activities in shaping
consumer's buying behaviour- A study on cosmetic industry of UK”. Cosmetic industries are a
substantial part of today's progressive era with a huge support of its users. CSR activities thereby
makes a grandeur contribution in rectifying any degraded icon of such industries where they
largely tend to invest in leading sustainable approaches (Flammer, 2015). It is however due to a
historical factor of criticism for some dishonourable and non cordial practices of beauty
organisations where they were mainly criticised for testing their products on animals by together
generating chemical pollution. CSR activities hereby became a vigorous action plan for such
establishments with a pressurised context of consumers, merchandisers and media persons. It
was with a precise concern of enhancing their sustainability index where they were also facing
varied reluctant issues by their users.
This has involved a reducing element of trust in the consumers where they started to
make rigorous selection of brands who were using an authentic formulation of building goods.
This has atrocious affected the presence of such corporations who earlier dealt with some major
conflicted situations of denial by the users by together affecting their buying decisions (Fieseler,
Fleck and Meckel, 2010). It is hence referred to be a crucial measure in today's topical existence
of cosmetic industries that cannot be ignored by even the active governmental bodies of a
market. A greater accessibility of sustainable alternatives is considered as a prior resource to the
cosmetic industries of UK where they merely cannot take a contradictory step towards its
accomplishment. Without focusing on CSR programs no company can efficiently operate in the
market. CSR activities are all about taking initiative for greener surrounding and through this
adverse impact on surrounding is reduced in every possible manner. Apart from this, it creates

positive brand image of business in the market. Beauty industry is investing at faster pace into
large number of CSR activities as its overall outcomes are favourable. Further, it has supported
in enhancing sales volume along with profitability of company in every possible manner.
Without CSR policies it is not possible to deal with the range of challenges being present in the
business environment. Apart from this, in entire cosmetic industry competition level is high and
to deal with the same it is must to indulge such practices which can make surroundings green and
clean. On the other hand, it is well known fact that operations carried out by any business has
negative impact on society and to deal with the same it is necessary to have effective CSR
policies.
About cosmetic industry of UK
In the year 2013 UK cosmetic market was worth £8,438 million and it was considered to
be one of the largest markets in the EU. Further, it has been analyzed that more than 4000 small
medium sized companies are operating under EU cosmetic industry. Moreover, on yearly basis
the overall value of entire industry is increasing at faster pace. Large number of employees are
being hired by this industry and in turn job opportunities are increasing at faster pace. Apart from
this, every individual living in UK has high purchasing power and due to this reason they prefer
to spend more on cosmetic products such as skincare commodities etc. The overall industry
employs more than 1 million people and is worth £17 billion. Apart from this, the presence of
unfavourable situations such as recession etc has not adversely affected cosmetic industry where
companies are able to survive easily in the market. Moreover, the overall industry is being
recognized for the economic contribution where development of the society is taking place at a
faster pace. The global cosmetic conglomerates are representing healthy returns where company
such as L’Oreal in the year 2013 noticed rise in its sales volume and it is fruitful for entire
industry. UK consumers spend £8.9 billion on beauty and personal care products such as spa
treatment along with hairdressing etc. Along with this, premium make up is also gaining
popularity where price does not matters for the consumers and they are willing to spend large
amount on purchasing beauty care products as per their actual needs.
Each and every company operating in this sector has started to focus on CSR activities
where main stress is on taking initiatives for the development of society. Further, every business
has developed its own CSR policy with the help of which it is ensured that operations are carried
out in favour of surroundings and it is having favourable impact on environment. Without

greener practices it is not at all possible for any business to survive in the market for longer
period of time and it can lead to unfavourable results such as decline in overall level of
performance etc. Overall CSR activities have supported in influencing purchase behaviour of
target market where majority of the consumers are easily attracted towards cosmetic product
range. In short, implementation of CSR policies has become reason for success behind every
company operating in this sector.
1.3 Research aims and objectives
The main aim of this study is “To investigate the role of CSR activities in shaping
consumer's buying behaviour- A study on cosmetic industry of UK”. It is subsequently backed
up by certain absolute objectives in order to gain the anticipated findings which are as mentioned
below-
 To apprehend the concept of CSR activities with respect to comprehend its principle
dimensions and theories.
 To determine the CSR activities of cosmetic industries in UK.
 To depict the relationship between the buying behaviour of consumers with that of CSR
activities of cosmetics industries in UK. To ascertain distinct and effectual ways to improvise the CSR activities of cosmetic
industries in order to enhance the buying behaviour of consumers.
Research questions
Below outlined are the research questions which has been developed for a befitting
attainment of its aims and objectives:
 What is the general concept of CSR activities with relation to its principle theories and
dimensions?
 What are the CSR activities of cosmetic industries in UK?
 What is the relationship among the CSR activities of cosmetic industries in UK with that
of the buying behaviour of consumers?
Above bestowed questions have assured a resultant achievement of the expected
outcomes from this survey.
1.4 Analysis and framework
This section with context to the thesis have stated about distinct methods and proposals of
conducting a reliable study for it. With reference to which, it is basically an elaborated sense of

research in terms of carrying the study with some relevant tools and applications. The present
dissertation have thereby focussed upon a descriptive design to investigate the elected topic of
the research with an in-depth analysis of it. Secondly, the implicated approach is defined to be
inductive in nature with a specific to general approach for investigating the data in a directional
manner. Another major reason behind selecting this peculiar method is to apply the specifically
amassed information in other general participants who has an analogous status of their
operational work.
A subsequent part of data collection have hereby depicted both primary and secondary
methods of assembling the data. Into which, the primary sources are mainly studied using a set
format of questionnaire and surveys, etc. This is basically to make a direct interaction with the
participatory bodies of the investigation as respondents to acquire accurate answers from them.
However, the secondary method of data collection is referred to survey some existent
information in context to the elected topic of the research. This includes some genuine
publications in the form of online articles by together referring to the articles published in books
and journals, etc. This is consequent followed by yet another leading section of data analysis to
assess the accumulated information from the respondents with two distinct alternatives of
analysing either using a qualitative or a quantitative method of evaluation.
The recent survey is however carried with a quantitative method of data analysis with
certified intervention of varied tools. This is to fundamentally measure its numerical statistics
with a lateral usage of data sampling. Sampling is also considered as a significant mode of
conducting the study with two accessible options of random or purposive sampling method. The
current dissertation have opted for a random or a purposive alternative of sampling the
information. It is basically used to make a respectable selection of the respondents in order to
gather requisite information from them where the investigator can directly relate it with the
affiliated goals of the research and thereby attain its defined aims and objectives. Lastly, the
study have depicted a positivism philosophy of creaser where the entire study have been carried
on the basis of its concentrated facts and figures.
1.5 Problem statement
The main problem associated with the study is to identify the real impact of CSR activities
on purchase behaviour of target market within cosmetic industry. Therefore, this problem is most
critical for business where they are not able to identify whether CSR activities being developed

encourages their target market to purchase products or not. Apart from this, large numbers of
challenges are present in the market especially environmental due to which business has to take
some corrective action for reducing the adverse impact on surroundings. Apart from this,
increasing political pressure on companies regarding environmental protection is leading to
higher involvement in the CSR activities. Therefore, it is one of the main problem associated
with the study where businesses have to take corrective actions for carrying out overall
operations smoothly.
1.5 Structure of the dissertation
This is to define the fundamental structure of the thesis where it is based on a vital aim of
comprehending the role of CSR activities in shaping the behaviour of consumers while
purchasing goods and services. It is thence bifurcated into the below defined sections, mentioned
as-
Chapter 1: Introduction: It is the foremost phase of this research in which the investigator has
depicted about the factual background of the study. It has also included the rationalised
conception of the study by together addressing its applied tools and applications in the
subdivided portion of analysis and framework. A leading cause behind its essential tact is its
undeviating depiction where it has specified the overall aims and objectives of the study.
Chapter 2: Literature review and conceptual framework: It is a subsequent section of this
survey into which a general discussion will be carried out by the investigator. This is basically in
order to address the variable clauses of different authors with their distinguish opinions in regard
to illustrate a similar content.
Chapter 3: Research methodology: Being the third-most chapter of this thesis, it will hereby
delineate some relative clauses of conducting the investigation with definite application of tools
and measures. It will thus represent a structured format of the research with some associable
means of data collection, sampling and analysis of the congregated information. This provides a
massive assistance to the surveyor in order to correspond with the defined aims of the study by
timely achieving its defined objectives.
Chapter 4: Findings: This stage is also known as a consequent phase of data analysis for
examining the collected set of information by the researcher. It is to clearly address the portrayed
aims and objectives of the investigation with a due attainment of goals on a stipulated period of
time. With reference to which, this will comprehensively aid the surveyor to showcase the

accumulated results in an elegant manner by substantially corresponding with the framed set of
queries.
Chapter 5: Analysis and conclusion: It is the terminal chapter of the dissertation which includes
to remark some impelling statements in order to showcase a substantive analysis of the above
prominent findings in the research. It also renders relevant set of recommendation to the
audiences in scope of conducting a noteworthy investigation in the future.

CHAPTER- 2 LITERATURE REVIEW
2.1 Corporate social responsibility
B i g c or por ati on s around the w or l d are f ac ing varied new c ha ll e ng es in desirably
m eeti ng the needs and demands of pr es e nt g en er at i on w ithout co mpr o mi s i ng the ab ility of
next ge ner ati on to meet th eir own needs. T hese days or g an i s at i on s are continually
r em inde d about their foremost responsibility towards maintaining a natur a l e nvir onme nt of their
society . Hopkins (2012) have stated Corporate S oc i al Re s pons i b ility (CSR) as one of the
most w i d ely used terms i n today's contemporary set of bus i ne ss operations. The
term C S R w a s f ir stly used and d ef i ne d by Bowen i n the year 1953 with a debate over
its r e l at i ons h i p w i t h t h e bus i n ess (Hopkins, 2012). It was basically to set a
dignified linkage among the business operations and s oc i ety in which the
entities were significantly responsible for the well being of their respective
societal community. However, an underlying dilemma with respect to define the
relationship with the envir on m ent is still existing am ong the s cho l ar s over outlining the
substantial d ef i niti on of CSR.
A cc or di ng to the stated clause of K i l k e n n y ( 2 0 1 2 ) , CSR is referred t o an
ob li gated sense of the ventures towards i nte gr at i ng their s oc i al and e nvir on me nt al
parameters i nto th eir considerable mode of operations with a long term development of
organisational poli ci e s . K i l k e n n y ( 2 0 1 2 ) have also noted that it i s often not
a cc epta bl e for t h e cor por at i on s to utilize the e cono mi c success i n i s o l at i on where
their agents are directly impacted by such influential acti on s . An or ga ni s ati on should therefore pay
a substantial att enti on on i ncr ea s i ng both their bottom li n e earnings b y t o g e t h e r be i ng a
r es pon s i bl e c or por ate c it i ze n (Kilkenny, 2012) . As p e r t h e c o n f e r r e d v i e w s o f
M a s o n a n d S i m m o n s ( 2 0 1 4 ) , C S R i s a v ery cr iti c al consideration for b i g
c or por ati ons after d e a l i n g w i t h a n y f i n an ci a l s c and a l s like Enron. It is along with
certain s oc i al i ssu es of poor worki ng envir on m ent i n the devel op i ng set of ec onom i es
which often leads to some major e nvir on me nt al i ssu es like Pr e sti g e s hi pwr eck (Mason and
Simmons, 2014).
A n i ncr ea s e d coverage by me di a bodies w i t h a v i t a l r e q u i s i t i o n o f
m a i n t a i n i n g a tr an s par e nt approach towards serving the clients and users have resulted in

placing more pressure on b i g cor por at i on s t o m a k e h u g e i nve stment of resources
demonstrates t he ir level of c omm itment and a r es pon s i bl e b eh avi our i n th i s area. Khan,
Muttakin and Siddiqui (2013) have hereby proposed a broad de f i n it i on of C SR whereithas
b e e n g i v e n a t e r m o f um br ell a for its var i ety of t he or i es that represents distinct pr acti c es .
A ll of wh i ch r e cogn i zes the that the operational enterprises have a foremost r e s pons i b ility
t o w a r d s t h e i r s o c i e t y for and the impact of their work o n t o t h e n at ur al
e nvir onme nt . It often goes beyond the existent l e ga l c om pli an ces and t h e l i a b l e
c o m p o n e n t s of i nd ivi du al s (Khan, Muttakin and Siddiqui, 2013). W i t h a n a n a l o g o u s
r e f e r e n c e t o i t , t h e co mp an i es have a p r i m e r es pon s i bility for the be havi our of
others w ith whom they a r e r e f e r r i n g t o p e r f o r m t h e i r bu s i n ess activities.
This is for instance to state about the organisational stakeholders along
with the deputed parties of s upp ly ch ai n management. The businesses are thus required to
manage its r e l at i on s h i p w ith the w i der set of s oc i ety by vigorously addressing their distinguished needs
and preferences either with a prior motive of attaining a co mmer c ia l vi ab ility or to add
t h e i r val u e in the s o ci ety. Such cogitated existence of CSR is broader in nature where it
has i nte gr at ed antithetical vi ews about it. In s i mp l e words of K o r s c h u n ,
B h a t t a c h a r y a a n d S w a i n ( 2 0 1 4 ) , CSR i s defined to be a pivotal concept
f o r t h e e s t a b l i s h m e n t s wherethey are a cc ount ab l e to generate ec onom i c b en ef its for its
s h ar eho l d er s. As a result to which, these r es pon s i bl e factors makes a thorough i m pa ct on all its
affiliated set of st ake ho l der swhichalsoincludescertain ec ol ogy factors and f utur e ge ner ati ons
(Korschun, Bhattacharya and Swain, 2014) .
2.2 CSR activities with reference to its principles theories and dimensions
It is mainly with relation to the above depicted existence of CSR activities in business
where it has been proven to be a leading factor of growth for each and every organisation who
are operating in this progressive era of globalisation. (Hoi, Wu and Zhang (2013) have stated it
to be an essential transition of today's business association in order to transverse by the
successive path of success. A pivotal enforcement of CSR activities if thus referred to be an
important consideration for all the organisation where it is based on some of its attributional
means. It basically provides a need base cognition to the operational entities for framing some
rigorous decisions to improvise the latent condition of their respective societal groups.

It requires them to take some protective decisions in order to benefit the communal
groups in an effectual manner. However, it is with another prime consideration of the
organisational bodies where such activities should in turn benefit their business prospective. It
should largely contribute in their considerable ratio of profitability by significantly enhancing
their static rate of sales and revenues as mentioned by (Kim, Kang and Mattila, 2012). According
to such explicit clause of (), it is a proven fact that CSR activities has different constitutions of its
own with reference to its distinct set of theories, principles and dimensions, etc.
This not only improvises the stipulated artefact of the establishments for bettering the
communal society but at times it together motivates the enterprises to frame some decisive
actions in relation to it. Such motivated orientation is referred to their socially responsible
behaviour with which they will operate with a long term financial strategy. Some other definite
means are specified as an efficient working of the entities in context to operate within eco-
friendly means. This together helps to attain some other consequent measures of competitive
advantage with a risen image of their respective brand names. These are however referred to be
some major points of self consideration where it also enlightens some extrinsic obligations of the
firms in terms of meeting the regulatory actions on a stipulated fraction of time.
Whereas, not being referred as a sustainable form of motivation for the ventures, it is yet
an evidential source of incentive to amend the relationship with stakeholders as depicted by Wirl,
Feichtinger and Kort (2013). With an analogous context to it, there exists some pivotal theories
of CSR with reference to its three well-defined approaches. The foremost element is itself
referred to the term CSR where it has two important interpretations. The first significance is its
dual accountabilities of generating income with another precise amenability of making ethical
interaction with the surrounding bodies.
However, the second meaning of CSR is composed into an amalgamated context of the
above referred cogitation. This is where the companies often refer to opt for both the above
configured approaches of generating income by inculcating some ethical practices of
manufacturing their goods and services. In contrast to such refined measures of CSR, Morgeson
and et. al., (2013) have hereby divided the foremost theory of CSR into four major obligations of
economic responsibility in order to generate huge income. The second duty is defined to be a
legal responsibility of the ventures where they are required to adhere by the implicated rules and
regulations of their operational markets.

It is then followed by a subsequent state of ethical duties into which the companies are
hereby liable to practice their operations in an ethical manner. It should represent a mandatory
cognition of executing authentic dealings with no prior requisition of any legal attestation in it. It
is with an eventual responsibility of philanthropic which means to make charitable investment of
funds for benefiting the society in term of making individual contribution in society's project.
Another momentous approach of CSR is its triple bottom line with a prime cogitation of
enhancing the sustainable facet of the organisations.
It emphasis on three leading formulations of sustainability in terms of referring to fiscal,
social and environmental durability as explicated by (Christensen, Mackey and Whetten, 2014).
It is basically done by conducting fair trade movement by the establishments to activate in a
justified manner. The third-most approach have reflected stakeholders theory of CSR where it is
fundamentally referred to be a mirror image of CSR. This praises the enterprises to begin with an
intrinsic approach of activating their respective outlooks of CSR with a principle list of
organisational bodies who will directly get affected by their undertaken practices. Beside this,
their exist some leading dimensional phases of CSR where it is yet again subdivided into three
such forms as declared by (Lee, Park and Lee, 2013).
These are economic, environmental and social dimensions with a central accountability
of the corporations to outlook all these means. An economic dimension is especially to gain a
strengthened financial positioning in the market with respect to the affiliated practices of CSR.
The environmental dimension is however with a slight contradictory referral to concern about the
prevalent environmental issues both inside and outside the firm. It is however with a major unit
of outlining the external changes in the operational set of markets. The adjacent dimension of
social prospect is to outlook the growing consciousness of the environment in terms of
inculcating ethical practices to resolve any rising concern related to it.
With a similar reference to it, their exists two main theories of CSR that are mainly
depicted as Carroll's CSR Pyramid and Stakeholders approach with an abstracted referral of both
that are bestowed by distinct set of authors, as discoursed in the below subdivided part.
2.2.1 Carroll's CSR Pyramid
Carroll (2016) have argued that this pyramid is composed of four main parts that the
organisations are required to follow in a rigorous manner. A combined formation of these four
responsibilities are legal, ethical, economic and philanthropic with respect to which, the

establishments can easily comply by their obliged CSR activities. Economic spectrum is the
foremost layer of this pyramid where it is also known to be its base layer that plans and design
some fundamental activities of the enterprises (Carroll, 2016). It is mainly with reference to
consider a timely supply of goods and services to the clients and users. From which, it
subsequently results in gaining huge number of profits and revenues by the firms as an economic
mean of benefit to them.
This also relates with the organisational stakeholders like investors, capitalists and
shareholders, etc., where they receive an equivalent advantage out from it as depicted by
Windsor (2013). He however emphasised upon the next pyramidal level of legal accountabilities
for the entities where they are primarily required to operate under a legalised consent of the
respective regimental parties in their active number of markets. It depicts the socially respondent
behaviour of the ventures where an amalgamated measure of both these economic and legal
accountabilities together forms the principle of free enterprise system (Windsor, 2013). Here
exists yet another leading responsibility of the companies where such obligations are often with a
voluntary perspective in which they willingly participate into such activities of CSR.
Ethical responsibility is thus referred to be the third most pyramidal objective of this
peculiar theory of CSR where such compilations are generally reflected in the social norms of
operating the business. This includes the cooperation's to ascertain and fulfil the needs and
demands of the users in order to gratify them in a respectable manner as stated by Calabrese and
et. al. (2013). A fine completion of this particular responsibility has been canvassed to be a tough
cogitation of establishments where a steady adherence to changes needs to make some constant
efforts. This is basically to satisfy the emerging alteration of preferences where it is often proven
to be a difficult task for the operational set ups (Calabrese and et. al., 2013).
Bravo, Matute and Pina (2012) have mentioned an eventual responsibility of
philanthropic that refers to perform such where they can evidently incline themselves at the
position of a good corporate citizen. It however requires them to make a considerable
participation in intangible promulgations that promotes the welfare of human beings (Bravo,
Matute and Pina, 2012). He has also stressed upon a factual agenda of today's era where the
theory of Carroll's CSR theory is relatively gaining enormous popularity due to its realistic
nature of referrals. With an analogous depiction of it, its precise nature is also attaining a
generous interest of academics and people from the world of business.

2.2.2 Stakeholders Approach
It is yet another prudential theory of CSR where it has been referred by Ehie
(2016), that the organisational stakeholders are often interested in the lawful activities of
businesses. It is where the establishments hereby gets a bounding referral to work
towards the fulfilment of their stakeholders interest where it also requires them to
adhere by the legitimate clauses of their respective operational markets (Ehie, 2016). It
is however argued by Frynas and Yamahaki (2016) with the context of another
explicated theory where this theory is fundamentally referred to benefit the
organisational stakeholders. It is thus with no prior approach towards the societal and
communal group of individuals where they have specifically represented the customers
in it (Frynas and Yamahaki, 2016). It is therefore assumed to give an affluent outlook to
the users rather than benefiting the society from its considerable measures as elaborated
by Jain and Jamali (2016).
They have also stated some appreciable measures to resolve this argumentative
stage of this particular theory in which, he has presented three reflective means for the
decision makers of the ventures. With reference to it, they should hereby behave in a
moralised way that will ultimately benefit both the stakeholders and community
members of the enterprise (Jain and Jamali, 2016). Park and Ghauri (2015) with a
contradictory approach towards its entire discernment have expressed it to be a useful
theory that assists in economic growth of the companies in a substantial manner. As a
result to which, he has discovered an affirmative relationship between stakeholders
management and corporate social performance of the cooperation's. With reference to
which, it finds a mode of ascertaining the emerging needs and demands of the users by
together mitigating the preferences of stakeholders (Park and Ghauri, 2015). This will in
turn help them to interpret their social corporate responsibilities as well.
2.3 CSR activities of cosmetic industries in UK
According to the depicted statement of Tziner (2013), CSR activities are a booming agent
in today's advance set of business environment where the cosmetic industries are largely affected
to it. This is mainly due to its sensitive perspective of business where the cosmetic users are
nowadays leading their lives with immense concern of applying risk-less range of cosmetic
products. CSR activities thus plays a critical role in cosmetic industries where they have already

faced numerous scandals with a disagreed percept of their users. It is therefore referred to be a
major ground of enormous concern for the cosmetic industries where they should reflect a
foremost body to actively participate in the practice of CSR activities. An ethical business
operation is a primary requisition in order to address the uprising issues of faded trust.
This is for instance to state about a reluctant issue of hazardous materials in
manufacturing the cosmetic range of products where many companies were trapped under it as
defined by Sahota, (2014). These substances were found to be extremely harmful for the users
the seekers found a concentrated form of mercury and carcinogenic in it. Both these ingredients
were not only suspected to result into some atrocious consequences but were together reported to
cause certain life threatening diseases to the consumers. This has simultaneously increased the
relative concern of the public bodies in UK where they were highly worried about the health and
safety practices of their respective cosmetic companies.
This has provided a substantial sense to the cosmetic ventures of UK to incorporate with
some efficacious CSR activities in order to match with the growing worldwide trend of
cosmetics market. However, the products manufactured by the cosmetic industries are referred to
have a shorter span of life as compared to the products that are being produced by another
industries. It therefore open a way of innovation for them where they can also use it as a
competitive base of advantage as stated by Lopez and Fornes, (2015). It is however with an
intense relationship with the CSR activities in terms of gratifying the users in a potent manner.
With a similar reference to it, the CSR activities that are usually being postulated by the cosmetic
industries hereby specifies to use reliable content in their manufacturing procedurals.
This requires them to use no such risky contents that could atrociously lead to harm the
users. Animal testing is yet another significant measure of CSR activities by the cosmetic
industries with a relevant packaging of their respective goods. (Idowu, Capaldi and Zu, 2013)
have hereby mentioned packaging to be a substantial mode of fetching a liable interest of the
users to buy their products and services. This is specially due to another biggest concern of
plastic packaging by the firms where they are nowadays shifting these criteria with friendly
packaging of commodities. This involves a significant usage of recyclable products that will not
lead to pollution. Paper packaging hereby reflects the ongoing trend of CSR activities which do
not lead to such terrible consequences of wastage and impure surrounding.

2.4 Relationship between the buying behaviour of consumers with respect to the CSR activities
of cosmetics industries in UK
As per view of Chu and Lin (2013), buyer behaviour of consumers are directly influenced
due to presence of effective CSR activities. Further, it is well known fact that these activities are
carried out for the development of society and in turn it has positive impact on the brand image
of business (Chu and Lin, 2013). Apart from this, CSR has become basis on what companies are
doing well in the competitive environment and they are able to deal with the challenges being
present in the external environment. Moreover, main reason behind implementing CSR activities
in the cosmetic industry is that it can bring economic, political, social impact. However, as per
the argued statement of Sahota (2014), every business operating in the cosmetic industry is
becoming highly conscious where certain initiatives have been taken with the motive of saving
the environs and reducing the overall negative impact on it. It is necessary that manufacturing
every product may take place as per the legal laws and regulations (Sahota, 2014). Apart from
this, the range of CSR activities allows in influencing purchase behaviour of target market. In the
modern era majority of the customers prefer to purchase such type of products which have
minimal impact on the surroundings and due to this reason concept of CSR is gaining more
importance.
Large number of products such as face washes, shampoos etc., are considered to be organic
which represents that they are not harmful for the nature. Due to this reason adoption of such
type of products in the market is getting popular in the modern era. According to the conferred
views of Jennings (2015), sometime the consumers are not aware about the practices of firm and
they are unable to identify what companies are doing for satisfying their needs. Therefore, with
the help of CSR activities it is ensured by businesses that their practices are fair and are strongly
for the development of society (Jennings, 2015).
Generally consumers who are health conscious prefer to purchase cosmetic commodities
which are developed through organic materials. Further, effective CSR policies are being
introduced by the businesses through which expectations of the target market are met efficiently
and in proper manner as stated by He and Lai (2014). The main motive behind undertaking large
number of CSR activities is greener business operations and this influences consumer behaviour
in every possible manner. Further, it is well known fact that behaviour of target market is
affected due to various factors such as price, quality and other form of attributes which they

consider while purchasing any type of commodity (He and Lai, 2014). It is not at all easy for any
company to affect the purchase behaviour of any individual and due to this reason, CSR
activities are gaining high importance in the modern era.
2.5 Compendious of theoretical framework with certain impelling measures to improvise the
CSR activities of cosmetic industries for enhancing the purchasing behaviour of the
consumers
It is basically to state about the conceptual framework of CSR activities where Mutti and
et. al. (2012) have explicated two distinct forums of invention and sustainable development as
the pivotal means of CSR. According to which, innovation is simply referred to be a prominent
tool of succeeding towards the leading activities of CSR, whereas, a sustainable development is
hereby referred to be a challenging state for the organisations (Mutti and et. al., 2012). It is
specially with reference to state about the cosmetic industries where they in-spite of some major
innovated commodities, they fail to meet with a major requisition of sustainability. As per the
bestowed views of Barchiesi and La Bella (2014), an intact procedural towards maintaining a
sustainable outlook of work is a prime responsibility of the cosmetic industries in terms of using
some safe and secured methods of manufacturing goods. It is however an anticipatory goal of
cosmetic industries where it is their prime accountability to make considerable serving to their
clients and users (Barchiesi and La Bella, 2014).
This is for instance, they may hereby refer to use organic ingredients for manufacturing
the cosmetic range of products instead of using chemical contents in it. This will also represent
their ethical consideration of work with a synchronised responsibility towards performing the
CSR activities. It also reflects an amended version of CSR where this will in turn attract more
number of consumers to buy their organic form of products as mentioned by Cavender and H.
(2014). He has also stated it to be a prime cause behind shaping the buying behaviour of
consumers where the affiliated ventures can easily fetch a liable interest of their users by it.
Some other means of improving the CSR activities is to participate in charitable acts in order to
enhance the brand name of their respective cosmetic enterprises (Cavender and H, 2014). This
will also make a direct and affirmative impact upon the purchasing decisions of potent buyers
where they will highly appreciate such contributory negotiation of the ventures.

2.6 Summary
This is on summarizing the above concluded theme of this section where it was based
upon five major themes with a prior objective of demonstrating the role and purpose of CSR
activities. It has hereby defined some precise and impelling strategies of CSR activities as a
mean of befitting the organisation by together shaping the buying behaviour of their consumers.
The second theme have depicted varied theories and dimensions of CSR activities with reference
to ascertain its principle activities. It was subsequently followed by another major subject of
defining the CSR activities of cosmetic industries in UK where it makes a direct impact upon the
purchasing consideration of users. However, the later section have hereby represented a direct
relationship between both these terms of consumer buying behaviour with that of the CSR
activities of cosmetic industries in UK. The eventual subdivision of this part have suggested
some finer ways of amending the CSR activities of cosmetic industry in order to attract more
number of users towards them.

CHAPTER- 3 RESEARCH METHODOLOGY
3.1 Introduction
It is the third chapter of this dissertation that has been named as research methodology in
order to ascertain the requisite outcomes of the associated problems in the investigation. It is
basically done to answer the framed set of questions in the research. This is mainly with a
relative context of exploring certain relevant informations for responding the questions in a
systematic manner where their will be lesser probability of missing out any anticipated
consideration of the investigation (Petty, Thomson and Stew, 2012). It is therefore a handful
guidance for the researcher to optimistically carry put the investigation by discovering its
affiliated commands. This section have precisely defined the research attributes to carry out the
survey by the investigator in different parts. This has covered some leading arenas of research
approach with that of its philosophical designs, etc.
The research type has also been depicted in this peculiar section with a prior selection of
its type and other relative considerations. A pivotal mean of data collection is the next vital mean
that is needed to be considered by the researcher in order to collect needful data from the referred
individuals of respondents (Psacharopoulos, 2014). The present survey is however in relation to
define the function of CSR activities in constructing the buying behaviour of consumers where it
is a specialised investigation on the cosmetic industry of UK. With an analogous reference to it,
the researcher is hereby required to select a sample size of the total number of respondents to
obtain the answers of the framed set of queries. The aggregated information from the responders
will be further analysed by the investigator with an impeccable mode of selection.
3.2 Research approach
It is a substantial prospect of making investigation where the researcher is hereby
required to opt for a particular approach of scrutinizing the relative facts and figures of the
research. This is basically with reference to define the theoretical framework of the study by
developing a newer strategy or theory to comprehend the entire subject matter of the survey in a
reliable manner (Creswell, 2013). It exists with two significant alternatives for the investigator
where they need to choose from the conferred means of deductive an inductive approach of
research. The chosen method is however determined by configuring the subject matter of the
study. Both these methods has a district standpoint of their own where the deductive formulation

is mainly applied at the time of testing the valid assumptions that has been created by the
researchers. The inductive formulation with a distinguished prospect tends to build newer
concepts and theories in regard to dictate the subject matter of the survey.
Therefore, a hypothetical assumption of thoughts and ideas by the investigator that have a
dual chance of either getting selected or dejected showcases a deductive approach of conducting
the research. The inductive approach of study however exists with some prior identification of
aims and objectives that are necessarily required to be followed by the researcher in order to
carry out the study in a commendable manner (Katz, 2015). Thus, on ascertaining the assorted
view points of both the approaches, it has been observed that the present survey has followed an
inductive approach with a prior formation of aims and objectives to carry out the research work.
On relating to with the recent scenario where the researcher is required to observe different
features of CSR activities where they directly impacts upon the buying behaviour of the
consumers. This study is also based upon all cosmetic industries of UK and will thence initiate
with a general discussion upon their CSR activities with a subsequent application on all
correspondent enterprises. An inductive approach of this survey hence represents a justified
orientation for conducting the investigation.
3.3 Research philosophy
The research philosophy depicts the notion of the study that has been reflected by the
investigator. It is basically with reference to depict the nature and scope of knowledge
development that in turn indicates the carried belief of the researcher. It is mainly with reference
to define the proposed ways of carrying out the survey with a selected method of collecting and
analysing the data that has been applied by the investigator (Gravetter and Forzano, 2015). A
particular selection of philosophy from the given methods enormously impacts upon the terminal
outcomes of the investigation. Positivism and interpretivism are the two measurable options to be
opted by the researcher where the study of positivism hereby represents a faithful consideration
of the researcher where they believe in a stable state of reality. The credential set of beliefs can
be hereby defined from an objective point of view with a confined role of investigator into it.
This is mainly with reference to the collect the substantial form of information and accordingly
make some applicable interpretations for it.
This is to fundamentally observe the accumulated data in a quantifiable manner with no
prior intervention of any humanistic interest in it. In such type of research, the investigator is

hereby required to focus upon the considerable facts and figures for an eventual depiction of
anticipated outcomes of research via it. The another form of interpretivism hereby exists with a
distinguished nature of consent where it gives a preceding reference to the humanistic interests
(Crowther and Lancaster, 2012). This is basically done by relating the acquired facts and figures
with the factual life of the individuals where the investigator is also required to interpret all
relative elements of the survey. It is therefore considered to be a naturalistic procedural in which
the human interests will ultimately discover the anticipated goals and objectives of the survey.
The investigator for the present research work has opted for a positivism approach of conducting
the study where it will be based on some situational phases for determining the relative
perceptions of the consumers while purchasing cosmetic range of products. It is with a sidelong
formulation of identifying the existence level of CSR activities in influencing their buying
behaviour.
3.4 Research design
It is yet another leading concern of the researcher where they are hereby obliged to select
a dignified design of their investigation. It mainly depicts a set master plan that further aids in
selecting some better forms of research type, data collection, sampling and data analysis
methods. It is thus referred to be the blue print of the entire study in order to arrange the obtained
resultants in an organised manner (Gray and Malins, 2016). Their exists two dissimilar
alternatives of research design that are basically termed as descriptive and exploratory outlook of
conducting the study. The descriptive design comprises a mere description of the existent subject
mater and its relative contents. As a result to which, the investigator is hereby required to specify
the existent facts and findings of the selected content of investigation. An explanatory approach
with a distinct significance believes in depicting newer set of thoughts and ideas for reaching to
the anticipated set of outcomes.
This enables the investigator to discover new facts and illustration that can be associated
with the conferred subject matter. A selected design of the research later assists the investigator
to opt from considerable types of research along with selecting the data collection measures for
further sampling and analysing it in a substantial format (Lull, 2014). The present investigation
has been conducted to find out the role of CSR activities that in turn impacts on the decision
making procedural of the buyers at the time of purchasing any product. It will therefore apply a
descriptive format of study with some general description of existent facts and figures in the

selected subject matter. It will be thus an effortless task for the researcher to later apply the
discovered findings into the factual concept.
3.5 Research type
It is basically referred to the strategy of making investigation for acquiring certain logical
findings in it. There exists two distinct formats of research type that are profoundly named as
qualitative and quantitative type of investigation. The qualitative research is mainly used for a
thematic format of conducting the investigation with an in-depth analysis of the collected set of
data (Beins, 2012). Some leading techniques used in this peculiar type of research is making
observation of things, conducting interviews and group discussions, etc. Such type of research
however depicts a non structured or semi structured form of data collection with a small size of
sample data.
However, with a distinguished standpoint the quantitative research type is meant to
convert the theoretical information into numerical set of data. This includes a structured format
of assembling the data in a technical manner with some enforced measures of paper based
studies, face to face interview, raising the queries via internet polls and telecom interrogations,
etc., (Roth and Fonagy, 2013). The sample size of quantitative investigation type is
comparatively larger than the other type of research. With a similar reference to it, the present
survey have delineated a quantitative type of investigation where the surveyor will analyse the
amalgamated set of data in a quantifiable format.
3.6 Data collection
It is the most abstractive section of this chapter in which the research is hereby obliged
for an accurate collection of data. This includes two considerable measures of aggregating the
information by either using a primary method or another form of secondary data collection. The
primary data collection hereby represents a direct approach between the investigator and the
referred number of respondents. It thus includes a framed set of questionnaire for acquiring
anticipated answers of the framed queries (Wynn Jr and Williams, 2012). It is however the most
entrusted form of data collection where the researcher can make a close analysis of the acquired
responses with a truthful consent by the respondents. Another form of data aggregation known as
secondary data collection hereby refers to another concept of accumulating the information.
It is where the researcher is hereby required to investigate the existent content of the
subject matter as a mean of referring them via online sites, etc. This also involves some other

means of books and journals to find out the required set of information from the conducted
research (Bauer, 2014). It is mainly in order to address the defined goals and objectives of the
investigation with a precise attainment of responses to solve its relatively framed queries. The
present research have thus chosen both the formats of primary and secondary data collection with
some authentic means of secondary content. Likewise, the primary data collection have also
represented a framed set of questionnaires for the referred set of respondents that has regarded
some prominent questions for them.
3.7 Sampling
This is yet another eminent section of the survey in which the investigator is hereby
accountable to make a refined selection of sample size. It is therefore a key prospect of the study
where the researcher is hereby required to dispense the illustrative set of data which includes two
considerable alternatives of random distribution and purposive sampling of data. A random
sampling of data usually represents a non exclusive zone of data collection where the
respondents are outreached with a casual attempt by the investigator (Gast and Ledford, 2014). A
purposive collection of data with a distinguished concept tends to choose from a selective zone
of responders where the researcher hereby outlook a direct aim at a defined set of respondents.
The recent survey have opted for a random sampling method with a sample size of 100
customers from 5 cosmetic brands of UK. It is mainly with relation to carry out the investigation
in a systematic manner where 20 customers from each of the 5 selected brands of cosmetic
industries will be interrogated by the researcher. It is to fundamentally comply by the framed
objectives of the investigator where the approached respondents will be then answering to the
questionnaire which will in turn help the researcher to achieve the factual aim of the study.
3.8 Data analysis
This is basically to analyse the collected set of data with some precise means of
evaluating the collected and sampled set of information from the referred number of respondents.
This section tends to represent two respectable alternatives of evaluating the data either via
opting for a qualitative method of assessment or designating a quantitative measure for the same
(Neuman and Robson, 2012). A fine difference among both these formulations is their distinct
nature of scrutinizing the data where a qualitative data analysis is mainly used to assess the
theoretical findings of the investigation. However, a quantitative analysis of data is to investigate
the numerical context of research findings.

Both these methods represents a pivotal assistance to the investigator in terms of
measuring both forms of data with an eventual accomplishment of research aims and objectives.
The recent study have thence depicted a quantitative analysis of data in order to evaluate the
collected set of quantifiable information from the respondents (Taylor, Bogdan and DeVault,
2015). This is where a specific comparison of acquired results will be take place in this type of
analysis where the investigator will hereby compare the attained responses from 20 customers
from 5 elected brands of cosmetics. This will require the researcher to compare the data of total
100 users from each selected range of cosmetic brands with a quantitative method of reasoning
them in an organised manner.
3.9 Ethical consideration
This depicts a moralised arrangement of study with reference to the investigator where
they are hereby required to carry philosophical research of the subject matter. Such sort of
consideration is also related to some sophisticated formats of data collection which also includes
a refined sampling and reasoning of the amassed information from the respondents. This also
relates to some another conspicuous deliberation of using an ethical content for researching the
data. It is specially with relation to the secondary format of data collection where the investigator
is hereby liable to refer certain authentic means of online research (Mackey and Gass, 2015).
Along with it, the referred books and journals should also represent some genuine reflective
sources in it. However, the primary data collection should also represent some veritable clauses
in it where the researcher should hereby verify the acquired responses of the answerers. It is
where the investigator should hereby render a valuable sense to the respondents for answering
the framed set of queries with a sensible approach of providing factual information. These
considerations will automatically convert into an ethical formation of data that will in turn depict
the certification of the validated research.
3.10 Research limitations
Time and cost are the two most confined bodies of investigation where both of them
represents a limited stance of conducting the research in an impeccable manner. This is mainly
with reference to the associated time of the research where the investigator often deals with
shortage of time. This is to make a fundamental interaction with the respondents where they also
face a similar impediment of less amount of time. This ultimately results in barricading the
communication among the investigator and their referred set of respondents as a restraining

mean of acquiring the desired outcomes of the findings (Silverman, 2016). Cost is referred to be
yet another major drawback of composing the study into a reliable manner. This is where
conducting a cost effective study is the most difficult part of investigating the acquired set of
data. Therefore, with respect to both the ascertained clauses of drawbacks, the researcher is
hereby required to establish a prompt survey with a predefined referral of time and wealth. This
will simultaneously aid the investigator to duly complete the research on a conferred time period
with no such intervened issues of time and monetary funds. A pre planning is the most amenable
tool in such cases in order to obviate any such unpredictable means of interruption.
3.11 Reliability and validity
It is referred to yet another major concern of the investigator where they are together
required to in built another form of authentication. This is mainly with reference to the privacy
consent of the acquired data from the respondents that should not be accessed by any third party
who do not have a prior approval of accessing it. This often results in creating a reluctant
behaviour in the responders where they in turn deny conferring a proper answer to the framed set
of queries (Cammarota and Fine, 2010). Both these concepts are basically to define a reliable
content of data with a validated approach by the researcher. It is where both these measures
further helps in a sustainable context of data assumptions where they also assist in addressing
any biased or distorted formation of the carried research. The amassed set of information should
also represent a correspondent approach of the surveyor where it is specially with reference to
the secondary collection of data. It should thence showcase a valid postulation of informations
that are being collected from both the modes of data collection.
3.12 Summary
This is to summarise the above chapter of research methodology where it has mainly
represented 10 major parts in it. It has depicted some fine means of carrying out the investigation
in a systematic manner. The foremost section have defined about approach of conducting the
research with its relative design and its vital philosophical modes. The subsequent section has
demonstrated about the type of investigation with some useful measures of data collection and its
analysis, etc. However, the sampling methods for an accurate distribution of the congregated
information is also described into the next sections of this chapter. The eventual subdivisions
have articulated some other pivotal means of ethical consideration as a leading obligation of the
investigator while carrying out the survey. It is then followed by two other crucial parts to define

certain limitations of conducting research as a prior intimation to the researcher where it has also
delineated some precise measures to maintain the reliability and validity of the research.

CHAPTER- 4 DATA ANALYSIS
4.1 Introduction
Following the research methodology another part of dissertation relates with analysis of
data. The particular chapter makes evaluation of data gathered by the researcher. Along with this,
moreover it demonstrates the data in an effective manner. With this section the analyst is able yo
gain suitable resultants from the research. Such would later acts as an aid in drawing valid
outcomes from the dissertation. The aim of the present thesis is towards investigating the role of
CSR activities in shaping consumer's buying behaviour. For the purpose of gathering data both
primary as well as secondary sources of information has been used. Further the analysis of data
gathered is done through quantitative technique. The tool comprised of SPSS as well as excel has
been utilized for carrying out quantitative analysis. In this regard development of questionnaire
has been done so that responses of the customers belonging to five different cosmetic companies
can be attained with greater effectiveness. In addition to this it also acts as an aid in gaining
suitable data in order to draw valid conclusion through the research.
4.2 Quantitative analysis
Frequency table
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid
Male 7 7.0 7.0 7.0
Female 93 93.0 93.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the number of males
and females who took part in the research. The total number of respondents were 100. This
includes 20 customers of every cosmetic brand that includes The Body Shop, Boots UK,
Rimmel, Lipsy London, Lush. It has been gained that out of 100, 93 were female and 7 were
male.
By carrying out analysis of the survey it has been gained that majority of the respondents
are female. This implies that females are more inclined towards making purchase cosmetic
brands. However, males possess lesser tendency in purchasing cosmetic products.
Your Age

Frequency Percent Valid Percent Cumulative Percent
Valid
Under 18 10 10.0 10.0 10.0
18 to 25 years 36 36.0 36.0 46.0
26 to 35 years 29 29.0 29.0 75.0
36 to 45 years 8 8.0 8.0 83.0
46 to 55 years 7 7.0 7.0 90.0
Over 55 years 10 10.0 10.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the age group
respondents belongs to. The total number of respondents were 100. This includes 20 customers
of every cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush.
It has been gained that out of 100, 10 customers were below 18 years of age, 36 respondents
belongs to 18 to 25 years age group and under 26 to 35 years age group 29 customers were there.
Further 8 respondents were under age group of 36 to 45 years, 7 respondents belongs to age
group of 46 to 55 years. Lastly 10 customers belongs to age group of over 55 years.
Through evaluation of the responses gained through survey it has been gained that
majority of respondents belongs to age group of 18 to 25 years age group.
Your Ethnicity
Frequency Percent Valid Percent Cumulative Percent
Valid
UK 31 31.0 31.0 31.0
US 29 29.0 29.0 60.0
Asian 20 20.0 20.0 80.0
Other 20 20.0 20.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the ethnicity to
which respondents belongs. The total number of respondents were 100. This includes 20
customers of every cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy
London, Lush. It has been gained that out of 100, 31 respondents belongs to UK. Further 29
customers belongs to US. However Asian customers were 20. In contrast to this other
respondents were 20 that is composed of Black African, African British, Irish White, Caucasian
as well as Mixed race etc.
From the evaluation of the responses gained through survey it has been gained that
majority of the respondents belongs to UK.

Your Education
Frequency Percent Valid Percent Cumulative Percent
Valid
Elementary education 22 22.0 22.0 22.0
Vocational education 23 23.0 23.0 45.0
A level/ GCSC 21 21.0 21.0 66.0
Bachelor degree 15 15.0 15.0 81.0
Masters degree or higher 19 19.0 19.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the level of
education possessed by respondents who are part of investigation. The total number of
respondents were 100. This includes 20 customers of every cosmetic brand that includes The
Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of 100, 22
customers have elementary education. Moreover 23 customers possess vocational education.
However 21 have A level/ GCSC and 15 possess Bachelor degree. On the other hand Masters
degree or higher is possessed by 19 respondents.
By carrying out analysis of the survey it has been gained that majority of the respondents
have vocational education.
Your occupation
Frequency Percent Valid Percent Cumulative Percent
Valid
A scholar 18 18.0 18.0 18.0
An employed professional 48 48.0 48.0 66.0
Self employed 12 12.0 12.0 78.0
Unemployed 12 12.0 12.0 90.0
Other 10 10.0 10.0 100.0
Total 100 100.0 100.0
Finding and analysis: The above table reflects the frequencies against the occupation in which
the respondents are involved. The total number of respondents were 100. This includes 20
customers of every cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy
London, Lush. It has been attained that out of 100, 18 respondents were scholar, 48 were
employed professional. Further self employed customers were 12. On the other hand 12
respondents were unemployed and 10 belong to some other occupation.

From the evaluation of the responses gained through survey it has been gained that
majority of the respondents were employed professional. This can be reason of their greater
inclination in using cosmetics to a greater extent.
How do you often buy cosmetic range of product
Frequency Percent Valid Percent Cumulative Percent
Valid
Rarely 25 25.0 25.0 25.0
Frequently 52 52.0 52.0 77.0
Occasionally 22 22.0 22.0 99.0
I do not prefer to use cosmetic
products 1 1.0 1.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the questions that
represents how often they buy range of cosmetic products. The number of total respondents were
100. This includes 20 customers of every cosmetic brand that includes The Body Shop, Boots
UK, Rimmel, Lipsy London, Lush. It has been gained that out of 100, 25 respondents makes
purchase rarely. On the other hand 52 customers are involved in purchasing cosmetic products
frequently. Further 22 respondents buys occasionally and 1 respondents shows no interest in
using cosmetic products.
By carrying out analysis of the survey it has been gained that majority of the respondents
says that they frequently make purchase of the cosmetic products. This implies that there is
higher preference in using beauty products among the individuals.
From where do you mostly prefer to buy the cosmetic range of goods
Frequency Percent Valid Percent Cumulative Percent
Valid
The Body Shop 20 20.0 20.0 20.0
Boots UK 20 20.0 20.0 40.0
Rimmel 20 20.0 20.0 60.0
Lipsy London 20 20.0 20.0 80.0
Lush 20 20.0 20.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the companies the
respondents choose for purchasing the cosmetic products. The total number of respondents were
100. This includes 20 customers of every cosmetic brand that includes The Body Shop, Boots

UK, Rimmel, Lipsy London, Lush. It has been gained that out of 100, there were equal number
of customers who are involved in purchasing beauty products from each brand.
Are you aware about the activities of corporate social responsibilities (CSR) that are required to be
performed by the above referred organisations?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes, I am very much aware of it 25 25.0 25.0 25.0
No, not at all 36 36.0 36.0 61.0
I have an average information
about it 39 39.0 39.0 100.0
Total 100 100.0 100.0
Finding and analysis: The above table reflects the frequencies against whether customers of five
brands are aware about the activities of corporate social responsibilities that are needed to be
performed by the organization or not. The total number of respondents were 100. This includes
20 customers of every cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy
London, Lush. It has been gained that out of 100, 25 respondents replied yes that they are aware
of it. On the other hand 36 customers says that they are not at all aware. However, 39 customers
say that they have average information regarding this.
By carrying out analysis of the survey it has been gained that majority of the respondents
believes that they have an average information regarding the CSR activities that are needed to be
performed by the organizations. This can be due to lack of activities carried out by them or
absence of promotion made regarding such.
From where do you get information about various CSR activities of cosmetic organisation?
Frequency Percent Valid Percent Cumulative Percent
Valid
TV Channels 23 23.0 23.0 23.0
Magazines and Newspapers 40 40.0 40.0 63.0
Internet and social media 25 25.0 25.0 88.0
Promotional activities of the
enterprises 7 7.0 7.0 95.0
Other 5 5.0 5.0 100.0
Total 100 100.0 100.0
Finding and analysis: The above table demonstrates the frequencies related with the medium
from where the customers gain information regarding the CSR activities that are performed by
cosmetic organization. The total number of respondents were 100. This includes 20 customers of

every cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It
has been gained that out of 100, 23 respondents attain information from TV channels, 40
customers through Magazines as well as newspapers. On the other hand 25 customers gain
knowledge of CSR activities from internet and social media, 7 attains through promotional
activities of the enterprise. However apart from these 5 respondents gain information from other
mediums.
From the evaluation of the responses gained through survey it has been gained that
majority of the respondents believes that they gain information by the means of magazines as
well as newspaper. This is because these sources are effective in enhancing knowledge of the
customers through means of print advertisement.
You pay a close attention to the CSR activities that are being performed by the cosmetic establishments?
Frequency Percent Valid Percent Cumulative Percent
Valid
Agree 32 32.0 32.0 32.0
Strongly agree 10 10.0 10.0 42.0
Disagree 19 19.0 19.0 61.0
Strongly disagree 19 19.0 19.0 80.0
Neutral 20 20.0 20.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against whether customers
pay close attention towards CSR activities that are being performed by the cosmetic
establishments. The total number of respondents were 100. This includes 20 customers of every
cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has
been gained that out of 100, 32 customers agrees with the view. Further 10 respondents strongly
agrees with the statement. On the other hand 19 respondents disagrees and 19 strongly disagrees.
However, 20 customers are neutral to the view which presents that they neither agrees nor
disagrees with the statement.
By carrying out analysis of the survey it has been gained that majority of the respondents
believes that they closely pay attention towards the CSR activities that are being carried out by
the CSR establishments. This is because they are want information on what company is doing
towards the society.
Can you recall any CSR activity of the cosmetic brand which you are using presently?
Frequency Percent Valid Percent Cumulative Percent

Valid
Yes 44 44.0 44.0 44.0
No 56 56.0 56.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies for whether customers are
able to recall any CSR activities of the cosmetic brand that is being used at present. The total
number of respondents were 100. This includes 20 customers of every cosmetic brand that
includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of
100, 44 replied yes to the view. However, 56 customers said no to the statement.
By carrying out analysis of the survey it has been gained that majority of the respondents
says no that they are not able to recall any CSR activities of the cosmetic brand that is being used
at present. This is because of lack of promotion made while performing CSR activities.
Do you strongly support the CSR initiatives of the cosmetic industries and thereby refer to buy their
commodities?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes, it strongly matters for me 11 11.0 11.0 11.0
No, I do not consider any CSR
initiative of my cosmetic brand 40 40.0 40.0 51.0
I have a neutral perspective
about it where it sometimes
matters for me
49 49.0 49.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against whether customers
support CSR initiatives of the cosmetic industries and then refer to buy their commodities. The
total number of respondents were 100. This includes 20 customers of every cosmetic brand that
includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of
100, 11 respondents said yes and replied that it strongly matters to them. Further 40 customers
replied that they do not consider any CSR initiative of cosmetic brand. In contrast to this 49
respondents says that they have neutral perspective about it and it matters to them sometimes.
From the evaluation of the responses gained through survey it has been stated that
majority of the respondents believes that they possess neutral perspective and consider the CSR
initiatives of the brand sometimes. This can be because of increased awareness among them
regarding the society.
Quality of the cosmetic products

Frequency Percent Valid Percent Cumulative Percent
Valid
High 50 50.0 50.0 50.0
Moderate 42 42.0 42.0 92.0
Low 8 8.0 8.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the importance of
quality of the cosmetic products that is being used by the customers. The number of total
respondents were 100. This includes 20 customers of every cosmetic brand that includes The
Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been attained that out of 100, 50
respondents replied that the quality of cosmetic product is highly important. On the other hand
42 customers say that product quality is moderately important. However, 8 respondents say that
quality is less important.
By making evaluation of the responses gained through survey of customers it can be said
that majority of the respondents believes that the quality is highly important factor that is
considered will make purchase. This can be because of higher quality ingredients that are being
used by them.
Price of the commodities
Frequency Percent Valid Percent Cumulative Percent
Valid
High 18 18.0 18.0 18.0
Moderate 51 51.0 51.0 69.0
Low 31 31.0 31.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the question that
relates with the importance of prices of the commodity. The total number of respondents were
100. This includes 20 customers of every cosmetic brand that includes The Body Shop, Boots
UK, Rimmel, Lipsy London, Lush. It has been gained that out of 100, 18 respondents replied that
prices of products has higher importance, 51 says that it is moderately important. On the other
hand the 31 customers said that the price of commodity is less important.
By carrying out evaluation of the responses attained through survey it can be said that the
majority of respondents believes that prices of commodity is moderately important. This implies
that customers may or may not consider price as major factor while making purchase.
Brand name

Frequency Percent Valid Percent Cumulative Percent
Valid
High 39 39.0 39.0 39.0
Moderate 45 45.0 45.0 84.0
Low 16 16.0 16.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the question that
relates with importance of brand name. The total number of respondents were 100. This includes
20 customers of every cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy
London, Lush. It has been gained that out of 100, 39 respondents replied that brand name has
higher importance, 45 says that it is moderately important. In contrast to this 16 customers said
that brand name is less important.
From the evaluation of the responses gained through survey it can be interpreted that
majority of the respondents believes brand name is moderately important while making purchase
of the cosmetic product.
Ingredients
Frequency Percent Valid Percent Cumulative Percent
Valid
High 65 65.0 65.0 65.0
Moderate 27 27.0 27.0 92.0
Low 8 8.0 8.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the question which
is relating with importance of ingredients. The total number of respondents were 100. This
includes 20 customers of every cosmetic brand that includes The Body Shop, Boots UK,
Rimmel, Lipsy London, Lush. It has been gained that out of 100, 65 respondents replied that
ingredients has higher importance, 27 says that it is moderately important. In contrast to this 8
customers said that role of ingredient is less important.
By carrying out analysis of the responses gained through survey it can be said that the
role of ingredients used in manufacturing commodity is of higher importance while making
purchase of the cosmetic product.
CSR activities
Frequency Percent Valid Percent Cumulative Percent
Valid High 17 17.0 17.0 17.0

Moderate 57 57.0 57.0 74.0
Low 26 26.0 26.0 100.0
Total 100 100.0 100.0
Finding and analysis: The above table reflects the frequencies against the question which is
associated with importance of CSR activities. The total number of respondents were 100. This
includes 20 customers of every cosmetic brand that includes The Body Shop, Boots UK,
Rimmel, Lipsy London, Lush. It has been gained that out of 100, 17 respondents replied that
CSR activities has higher importance, 57 says that it is moderately important. On the other hand
26 customers said that role of CSR activities is less imperative.
From the analysis of the responses gained through survey of customers it can be said that
CSR activities are moderately important in making one's decision towards purchasing a product
of particular brand.
An ecological process of production
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly important 40 40.0 40.0 40.0
Moderately important 42 42.0 42.0 82.0
Less important 18 18.0 18.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the question that
relates with CSR importance in ecological process of production. The total number of
respondents were 100. This includes 20 customers of every cosmetic brand that includes The
Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of 100, 40
respondents replied it is highly important, 42 says that it is moderately important. On the other
hand 18 customers said that it is less imperative.
From the analysis of the responses gained through survey it can be interpreted that
majority of the respondents believes that CSR has moderate importance in assisting an ecological
production procedure.
No animal testing
Frequency Percent Valid Percent Cumulative Percent
Valid Highly important 46 46.0 46.0 46.0
Moderately important 37 37.0 37.0 83.0
Less important 17 17.0 17.0 100.0

Total 100 100.0 100.0
Finding and analysis: The table above reflects the frequencies against the question that relates
with CSR importance in terms that with these companies does not follow animal testing. The
total number of respondents were 100. This includes 20 customers of every cosmetic brand that
includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of
100, 46 respondents replied it is highly important, 37 says that it is moderately important. On the
other hand 17 customers said that it is less significant.
From the analysis of the responses gained through survey it can be interpreted that
majority of the respondents believes that CSR is highly important in terms that with these
companies does not follow animal testing. Thus, no harm is caused to the animals.
Promoting health awareness and campaigns
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly important 56 56.0 56.0 56.0
Moderately important 32 32.0 32.0 88.0
Less important 12 12.0 12.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the question that
relates with CSR importance in promotion of heath awareness as well as campaigns. The total
number of respondents were 100. This includes 20 customers of every cosmetic brand that
includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of
100, 56 respondents replied it is highly important, 32 says that it is moderately important. On the
other hand 12 customers said that it is less imperative.
By analysing the responses gained through survey it can be interpreted that majority of
the respondents believes that CSR has higher importance in promoting heath awareness as well
as campaigns.
Manufacturing safe products with less use of chemicals
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly important 58 58.0 58.0 58.0
Moderately important 37 37.0 37.0 95.0
Less important 5 5.0 5.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the question that
relates with CSR importance in production of safe products with less usage of chemicals. The

total number of respondents were 100. This includes 20 customers of every cosmetic brand that
includes The Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of
100, 58 respondents replied it is highly important, 37 says that it is moderately important. On the
other hand 5 customers said that it is less imperative.
From the analysis of the responses gained through survey it can be interpreted that
majority of the respondents believes that CSR has higher importance in manufacturing safe
products with use of less chemical. This is because CSR has major aim towards providing
satisfaction to people of society and doing for their betterment.
Contribution to local communities
Frequency Percent Valid Percent Cumulative Percent
Valid
Highly important 56 56.0 56.0 56.0
Moderately important 38 38.0 38.0 94.0
Less important 6 6.0 6.0 100.0
Total 100 100.0 100.0
Finding and analysis: The table above demonstrates the frequencies against the question that
relates with CSR importance in contribution to the local communities. The total number of
respondents were 100. This includes 20 customers of every cosmetic brand that includes The
Body Shop, Boots UK, Rimmel, Lipsy London, Lush. It has been gained that out of 100, 56
respondents replied it is highly important, 38 says that it is moderately important. On the other
hand 6 customers said that it is less imperative.
From the analysis of the responses gained through survey it can be interpreted that
majority of the respondents feels that CSR has high significance in contribution towards local
communities. This is in terms of their upliftment and carrying out activities that can offer them
greater benefit.
Cross tabulation
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Gender * How do you often buy
cosmetic range of product 100 100.0% 0 0.0% 100 100.0%

Gender * How do you often buy cosmetic range of product Cross tabulation
Count
How do you often buy cosmetic range of product Total
Rarely Frequently Occasionally I do not prefer to
use cosmetic
products
Gender Male 3 2 2 0 7
Female 22 50 20 1 93
Total 25 52 22 1 100
Finding and analysis: The above table demonstrates cross tabulation between gender and their
habits of buying cosmetic products. The total number of respondents were 100. This includes 20
customers of every cosmetic brand that includes The Body Shop, Boots UK, Rimmel, Lipsy
London, Lush. It has been gained that total males that often buy cosmetic range of products is 7.
Under thus 3 buys rarely, 2 occasionally and 2 frequently. On the other hand total females that
often buy cosmetic range of products is 93. Under thus 22 buys rarely, 20 occasionally and 50
frequently.
From the analysis of the cross tabulation it can be interpreted that number of males
buying cosmetic is less than females. Thus, it can be said that they are more inclined towards
purchasing cosmetic products. Further the number of frequently buying females is highest.

CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1 Introduction
It is the final section of dissertation that has outlined the overall findings of this
research. The conclusion has further assisted in remarking effectual recommendations
for the designated enterprises of cosmetic industry to attract large number of users
towards their products and services by inculcating some efficient practices of CSR. This
investigation have deliberated the concept of CSR activities with its controlling
measures in the cosmetic industries of UK. With reference to it, genuine data was
collected from a referred set of 100 respondents in which total 20 customers were taken
from 5 cosmetic companies of UK. This research is carried using a quantitative analysis
of the gathered set of information with bot set of primary and secondary data formats.
The primary data hereby considered a framed set of questionnaire for assembling
the answers of the responders, whereas, the secondary data was amassed by referring to
the CSR reports of the cosmetic establishments chosen by the investigator. The research
formulations are always tended to be useful for achieving the defined objectives in a
standardised manner. An astute approach also aids in lessening any sort of uncertainty
for conducting the investigation with a simultaneous augmentation in its cogency. Thus,
on referring to all applied approaches of the present investigation, it has been
determined that the current research has accomplished its defined goals and objectives.
5.2 Management report
Date- 8th October 2016
Subject- Management report
The key findings of study carried out on the role of CSR activities in shaping consumer's
buying behaviour are mentioned below as:
 It has been found that CSR activities depicts an efficacious representation in all
achievable mode where it together inspires the users to buy the cosmetic range
of products from an active firm who continually participates in CSR activities.
Furthermore, it has also substantiated to build the brand image of cosmetic
organizations in the market which in turn has acted as a developmental tool. In

addition to this, varied objectives have been primed to attain the refined goals
of the investigation in an effectual manner.
 A primary objective of this investigation was “To understand the concept of
CSR activities with relation to its principle theories and dimensions”, that has
been achieved by the researcher. It has been found by the researcher It is
basically due to their assistive nature that provides a systematic way of
conducting the study. The dimensions of CSR are hereby with reference to
three discovered attributes of CSR activities that gives a superior image of
being a good corporate citizen to the cosmetic ventures of UK. These
dimensions have mainly defined three strategically variants that can be opted
by the organizations in terms of featuring the CSR activities in an economical,
environmental or social reference.
 The economic dimension is hereby with reference to gain fiscal earnings with
increased number of profitable performances. This tactic in turn helps the
companies to mitigate their intrinsic stakeholders like shareholders and
investors, etc., by together enhancing their popularity among the extrinsic
public. The environmental dimension with a distinct formulation tends to make
a focused approach on the ongoing environmental concerns. It is basically in
relation to the manufacturing activities that are being conducted by the
cosmetic establishments. After carrying out the present study, the researcher
that social concern of public in today's active trend of globalization where they
are mainly solicitous about protecting the natural resources. It however
necessitates them to orient some ecological innovation that diminishes the
pessimistic impact of business activities that are fundamentally operating in
manufacturing functions. The final dimension of social magnitude is in relation
to the social concerns in environmental features of CSR. It is however with a
typical consideration of taking part in ethical practices to run the business
operations. This is basically in order to meet the expectation level of the
consumers where the cosmetic industries can efficaciously fulfill the
discovered needs and demands of the users. It is the most demanding feature in
order to sequentially comply by the CSR activities.

 In terms of key findings it can be asserted that the CSR theories have also
depicted an extended approach of its principles of sustainability, accountability
and transparency. A foremost principle of sustainability has basically referred
the cosmetic organizations to use faithful materials for manufacturing their
products with a clear referral of accountability in it. With reference to which,
they should outlook a responsible attitude towards their manufactured goods
and services. It is further collaborated by a subsequent measure of transparency
where the organizations should hereby operate with a transparent approach
towards their clients and users. These concepts of principles and dimensions
have consequently raised a theoretical concept of CSR with respect to which,
the investigator have hereby defined two leading theories of Carol's pyramid
and Stakeholders approach. Hence, all three of these conceptions of CSR is
evident to give a well configured and sensible outlook to the entities for
performing their CSR activities.
 The next objective of this research was “To ascertain the CSR activities of
cosmetic industries in UK” that was apparently achieved by the researcher. The
probed queries have further rendered a seeming context in which, it has been
identified by the scholar that numerous users have a progressive acknowledged
of CSR activities that are usually being performed by the cosmetic industries of
UK. The investigator hereby approached five renowned firms of cosmetic in
UK and referred total 20 customers from each of those organisations. Through
which, it has been determined that some leafing CSR activities that are usually
being performed by the cosmetic industries remarkably includes no testing of
chemical products on animals. In addition to which, the responders have hereby
showcased another favorable CSR activity in which they persuasively want the
cosmetic industries to come up with more biological products with less
chemical content in it.
 The final objective of this dissertation was “To depict the relationship between
the buying behavior of consumers with that of CSR activities of cosmetics
industries in UK” that has also been achieved by the researcher. It has been
identified by the researcher that a large number of respondents out of total 100

referred responders have enormously supported the overall concept of CSR. It
is where they have given a foremost preference to the quality of cosmetic
products rather than adjudging their price structuring. It has clearly showcased
a profound relationship of CSR activities with that of the buying behaviour of
customers that directly impact upon their purchase decisions as well.
 The entire study being carried out has direct impact on the managers present in
the enterprise. Further, the range of CSR activities being designed can support
them in every possible manner as through effective strategies they can easily
influence the purchase behaviour of target market. Apart from this, with the
motive to deal with the situation of rise in competition level management can
indulge into better CSR activities. Initiatives taken with regard to protecting
external environment can support business brand in every possible manner.
Moreover, the entire study has highlighted the significance of CSR activities in
the modern era which has influenced managerial decisions regarding
development of such strategies. In short, it allows business in gaining
competitive advantage where all the major challenges can be tackled easily.
Through this management of business such as those operating in cosmetic
industry can easily manage stakeholders associated with the organization and
this in turn can bring favourable results. Various theories of CSR are being
present which can provide base in enhancing knowledge level of management.
All the research findings clearly indicate that CSR activities directly influences
purchase behaviour of target market and it has become reason behind success
of companies in the market. So, overall findings are useful for management in
every possible manner.
Furthermore, a precise outlook towards CSR activities will also provide a
competitive benefit to the firms where they can easily defeat any challenging
situation. It is thence with reference to the above outlined objectives of the
investigation that has revealed many beneficial outcomes for the cosmetic industries
with a prior accomplishment of the specified goals.

5.3 Recommendations
This section have depicted some worthy recommendations for the cosmetic
industries of UK in relation to the above concluded statements. It has basically
ascertained certain distinct ways to improvize the CSR activities of cosmetic industries
in UK that will together tend to enhance the buying behaviour of their consumers.
Below defined are some respectable recommendations for the cosmetic industries of
UK-
 New regimental legislative act can be proven to be an effective promotion of
CSR activities where the governmental bodies of UK can advertise the CSR
enactments of their cosmetic industries through television. This will not only
create a conspicuous standpoint in people but will together affect the
organisations where they will be more attentive about accomplishing their CSR
goals and objectives.
 A fine usage of today's advanced set of technology is yet another leading
recommendation to the cosmetic industries of UK where they can effectively
make use of bio degradable contents in producing their commodities. A prime
utilisation of renewable energy resources is the most appreciable method of
manufacturing cosmetic products with some concise means of exploiting the
means of heating and illuminating.
 The above referred measures hereby depict the companies to use natural
resources and ingredients to fabricate their cosmetic range of products. It is
mainly with reference to a foremost consideration of today's new age clients,
where they have placed the quality of products at a top most position as
compared to their pricing structure.
 The cosmetic industries of UK with an analogous reference of it can hereby make
use of the ancient scientific approaches for fabricating their products. Which in
turn should depict certain medicinal properties in it rather than showcasing a
composed format of chemical ingredients in it. It is mainly with reference to
attract more number of consumers towards such natural composition of cosmetic
range of commodities. It is where they will have some healing properties in it

with an actual delineation of resulting into some affirmative change in its users
rather than rendering them a mere artificial appearance.

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APPENDIX
QUESTIONNAIRE
Demographic Information
 Name:____________
 Gender:
◦ Male [ ]
◦ Female [ ]
 Your Age:
◦ Under 18
◦ 18 to 25 years
◦ 26 to 35 years
◦ 36 to 45 years
◦ 46 to 55 years
◦ Over 55 years
 Your Ethnicity:
◦ UK
◦ US
◦ Asian
◦ If any other, then please specify_____
 Your Education:
◦ Elementary Education
◦ Vocational Education
◦ A Level / GCSC
◦ Bachelor Degree
◦ Masters Degree or Higher
 Your occupation:
◦ A Scholar
◦ An Employed professional
◦ Self- employed
◦ Unemployed
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◦ Other
Information & Awareness
 How do you often buy cosmetic range of products?
◦ Rarely
◦ Frequently
◦ Occasionally
◦ I do not prefer to use cosmetic products.
 From where do you mostly prefer to buy the cosmetic range of goods?
◦ The Body Shop
◦ Boots UK
◦ Rimmel
◦ Lipsy London
◦ Lush
 Are you aware about the activities of corporate social responsibilities (CSR) that are
required to be performed by the above referred organisations?
◦ Yes, I am very much aware of it.
◦ No, not at all.
◦ I have an average information about it.
 From where do you get information about various CSR activities of cosmetic
organisation?
◦ TV channels
◦ Magazines and Newspapers
◦ Internet and social media
◦ Promotional activities of the enterprises
◦ If any other, then please specify_____
 You pay a close attention to the CSR activities that are being performed by the cosmetic
establishments?
◦ Agree
◦ Strongly agree
◦ Disagree
◦ Strongly disagree
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◦ Neutral
 Can you recall any CSR activity of the cosmetic brand which you are using presently?
◦ Yes
◦ No
 Do you strongly support the CSR initiatives of the cosmetic industries and thereby refer
to buy their commodities?
◦ Yes, it strongly matters for me.
◦ No, I do not consider any CSR initiative of my cosmetic brand.
◦ I have a neutral perspective about it where it sometimes matters for me.
 What is the relative importance of the below mentioned components for you?
◦ Quality of the cosmetic products
▪ High
▪ Moderate
▪ Low
◦ Price of the commodities
▪ High
▪ Moderate
▪ Low
◦ Brand name
▪ High
▪ Moderate
▪ Low
◦ Ingredients
▪ High
▪ Moderate
▪ Low
◦ CSR activities
▪ High
▪ Moderate
▪ Low
 Which CSR activity is more important in your opinion?
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◦ An ecological process of production
▪ Highly important
▪ Moderately important
▪ Less important
◦ No animal testing
▪ Highly important
▪ Moderately important
▪ Less important
◦ Promoting health awareness and campaigns
▪ Highly important
▪ Moderately important
▪ Less important
◦ Manufacturing safe products with less use of chemicals
▪ Highly important
▪ Moderately important
▪ Less important
◦ Contribution to local communities
▪ Highly important
▪ Moderately important
▪ Less important
 Any additive information you would like to share with respect to the CSR activities of
cosmetic industries of UK, then you can specify it here.
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
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