Marketing Asian Skincare in UK
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Thesis and Dissertation
AI Summary
This dissertation examines the marketing of Asian skincare products, particularly Korean skincare, in the UK. It analyzes consumer behavior, identifies gaps in marketing communication strategies, and provides recommendations for Korean skincare companies to improve their brand awareness and sales in the UK.
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Dissertation
(Marketing Asian Skincare in UK: Analysing consumer behaviour related to Korean skincare
in UK)
(Marketing Asian Skincare in UK: Analysing consumer behaviour related to Korean skincare
in UK)
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Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
CHAPTER 1 : INTRODUCTION...................................................................................................3
1.1 Overview and background of the Research...........................................................................3
1.2 Research Gap.........................................................................................................................4
1.3 Research Aim.........................................................................................................................5
1.4 Research objectives and questions.........................................................................................5
1.5 Structure of the dissertation...................................................................................................6
1.6 Time Scale.............................................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
1. Marketing communication techniques used to promote skincare products in UK..................8
2. Research based on communication techniques........................................................................9
3. Promoting skincare products in UK.........................................................................................9
4. Impact of marketing communication on consumer behaviour..............................................10
5. Improvement in communication techniques..........................................................................11
6. Skincare products currently being promoted in UK..............................................................14
7. Availability of promoting Korean or Asian skincare products in UK...................................14
8. Research done in promoting Korean skincare products in UK..............................................15
9. Marketing communications techniques done to promote Korean skincare products in UK. 16
10. Difference between communication techniques used in UK and Asia................................17
11. Difference in consumer behaviour.......................................................................................18
12. Reason of lack of knowledge for Korean skincare products in UK....................................19
13. Awareness among UK consumers about Korean skincare products...................................20
14. Missed elements in marketing communication techniques.................................................20
15. Research has not been done yet...........................................................................................21
16. Objective of review/ outcome..............................................................................................22
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................23
3.1 Overview..............................................................................................................................23
3.2 Research design...................................................................................................................23
3.3 Research approach...............................................................................................................24
EXECUTIVE SUMMARY.............................................................................................................1
CHAPTER 1 : INTRODUCTION...................................................................................................3
1.1 Overview and background of the Research...........................................................................3
1.2 Research Gap.........................................................................................................................4
1.3 Research Aim.........................................................................................................................5
1.4 Research objectives and questions.........................................................................................5
1.5 Structure of the dissertation...................................................................................................6
1.6 Time Scale.............................................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
1. Marketing communication techniques used to promote skincare products in UK..................8
2. Research based on communication techniques........................................................................9
3. Promoting skincare products in UK.........................................................................................9
4. Impact of marketing communication on consumer behaviour..............................................10
5. Improvement in communication techniques..........................................................................11
6. Skincare products currently being promoted in UK..............................................................14
7. Availability of promoting Korean or Asian skincare products in UK...................................14
8. Research done in promoting Korean skincare products in UK..............................................15
9. Marketing communications techniques done to promote Korean skincare products in UK. 16
10. Difference between communication techniques used in UK and Asia................................17
11. Difference in consumer behaviour.......................................................................................18
12. Reason of lack of knowledge for Korean skincare products in UK....................................19
13. Awareness among UK consumers about Korean skincare products...................................20
14. Missed elements in marketing communication techniques.................................................20
15. Research has not been done yet...........................................................................................21
16. Objective of review/ outcome..............................................................................................22
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................23
3.1 Overview..............................................................................................................................23
3.2 Research design...................................................................................................................23
3.3 Research approach...............................................................................................................24
3.4 Research philosophy............................................................................................................25
3.5 Data collection technique.....................................................................................................25
3.6 Sampling technique..............................................................................................................26
3.7 Data analysis........................................................................................................................27
3.8 Validity and reliability.........................................................................................................27
3.9 Ethical consideration............................................................................................................28
3.10 Limitation of study.............................................................................................................29
3.11 Survey................................................................................................................................29
CHAPTER 4: DATA ANALYSIS................................................................................................33
CHAPTER 5: RECOMMENDATION AND REFLECTION.......................................................51
CONCLUSION..........................................................................................................................51
Recommendations......................................................................................................................52
Contribution to knowledge........................................................................................................53
REFERENCES..............................................................................................................................55
3.5 Data collection technique.....................................................................................................25
3.6 Sampling technique..............................................................................................................26
3.7 Data analysis........................................................................................................................27
3.8 Validity and reliability.........................................................................................................27
3.9 Ethical consideration............................................................................................................28
3.10 Limitation of study.............................................................................................................29
3.11 Survey................................................................................................................................29
CHAPTER 4: DATA ANALYSIS................................................................................................33
CHAPTER 5: RECOMMENDATION AND REFLECTION.......................................................51
CONCLUSION..........................................................................................................................51
Recommendations......................................................................................................................52
Contribution to knowledge........................................................................................................53
REFERENCES..............................................................................................................................55
EXECUTIVE SUMMARY
Marketing communication is related to the mean which is adopted by the organisation for
convey message to the target customers about goods and services offering by them. This can be
directly or indirectly both with the intention to persuade people to purchase. In simple words it
can be said that, marketing communication is different medium which is utilised by companies
for exchanging or providing information about their goods and services in market area . It
includes advertising, sales promotion, direct marketing, public relation and publicity, interactive
marketing, personal selling and so on. Korean skincare company is using marketing
communication techniques for promoting their products and services in market area of United
Kingdom. Mainly they are using social media, personal selling and advertising for attracting
people as well as for providing information also.
In the first section of this research, investigator conduct Introduction in order to identify
background of the topic as well as organisation. Basic information is provided in this chapter
related to skin care products of Korean and how they are promoting their offerings through
several marketing communication techniques. Apart from this, it also highlight objectives of
overall research which is creation by the researcher as well as attainment by them. Objectives are
related to topic which should be achieve for success of the research. Second chapter include
literature review in which issues related to overall topic is find out. So that they can be answered
as well solved by considering critical reviews of different authors. This is important section
which must be conducted in proper manner through investigators. Thus, their will be no problem
raised in between of the entire work and it should be completed in proper manner.
Research methodology is also a most important part of this research that assist in the
adoption of most appropriate method for data analysis. Collection of the information may
classify in two different parts as qualitative and quantitative. Both approaches helps to analysing
data on the basis of their nature. Qualitative method assist in gathering theoretical information
while as quantitative approach provides numerical as well as statistical data. For this research,
qualitative method can be most appropriate because through this company can identify user's
view for the beauty product. In this, researcher requires to implement primary research method in
order to identify customer's own view and opinion.
Data analysis is a another section of the research which is based on research
methodologies. Main objective of this process is the interpretation of above information and
1
Marketing communication is related to the mean which is adopted by the organisation for
convey message to the target customers about goods and services offering by them. This can be
directly or indirectly both with the intention to persuade people to purchase. In simple words it
can be said that, marketing communication is different medium which is utilised by companies
for exchanging or providing information about their goods and services in market area . It
includes advertising, sales promotion, direct marketing, public relation and publicity, interactive
marketing, personal selling and so on. Korean skincare company is using marketing
communication techniques for promoting their products and services in market area of United
Kingdom. Mainly they are using social media, personal selling and advertising for attracting
people as well as for providing information also.
In the first section of this research, investigator conduct Introduction in order to identify
background of the topic as well as organisation. Basic information is provided in this chapter
related to skin care products of Korean and how they are promoting their offerings through
several marketing communication techniques. Apart from this, it also highlight objectives of
overall research which is creation by the researcher as well as attainment by them. Objectives are
related to topic which should be achieve for success of the research. Second chapter include
literature review in which issues related to overall topic is find out. So that they can be answered
as well solved by considering critical reviews of different authors. This is important section
which must be conducted in proper manner through investigators. Thus, their will be no problem
raised in between of the entire work and it should be completed in proper manner.
Research methodology is also a most important part of this research that assist in the
adoption of most appropriate method for data analysis. Collection of the information may
classify in two different parts as qualitative and quantitative. Both approaches helps to analysing
data on the basis of their nature. Qualitative method assist in gathering theoretical information
while as quantitative approach provides numerical as well as statistical data. For this research,
qualitative method can be most appropriate because through this company can identify user's
view for the beauty product. In this, researcher requires to implement primary research method in
order to identify customer's own view and opinion.
Data analysis is a another section of the research which is based on research
methodologies. Main objective of this process is the interpretation of above information and
1
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data. Through this, investigator can provide a detailed information in effective manner. In this
section, it is required that information should have to be clear and authentic in order to providing
clear direction to organisation. The facts and figures are also considered in this section that assist
to manage a clear and proper information. On the basis of this approach, data can be represented
for further identification and ideas.
In the section of Recommendation, researcher requires to provide appropriate advise for
the organisation that help them to make further changes and modifications. These
recommendations are based on overall research in which investigator identify issues that requires
to be resolve at the time. On the basis of this research, the beauty care organisation of Korea can
identify major areas on which they needs to work properly.
2
section, it is required that information should have to be clear and authentic in order to providing
clear direction to organisation. The facts and figures are also considered in this section that assist
to manage a clear and proper information. On the basis of this approach, data can be represented
for further identification and ideas.
In the section of Recommendation, researcher requires to provide appropriate advise for
the organisation that help them to make further changes and modifications. These
recommendations are based on overall research in which investigator identify issues that requires
to be resolve at the time. On the basis of this research, the beauty care organisation of Korea can
identify major areas on which they needs to work properly.
2
CHAPTER 1 : INTRODUCTION
1.1 Overview and background of the Research
Marketing can be refereed to the activities that are linked with buying/selling products
and services at marketplace. In modern business world, every single organisation have a
marketing department in order to promote there goods in front of consumers. It has been found
that there are many marketing tools like advertising, personal selling, sales promotions, social
media, public relations that are adopted by companies which has helped in promoting there
goods at targeted market. These are some of techniques of marketing that has changed the whole
buying behaviour of the customers (Blakeman, 2018). Because use of social media helped in
interacting directly with the customers without any mediators and it also helped out in promoting
goods and services with less cost. An effective advertisement should include content which
directly become an eye catching thing for an individual and make them to fulfil their need as
soon as possible. The concept of marketing particularly social media have changed whole buying
behaviour of consumer and affected their decisions related to purchasing of goods and services.
Social media is a path to communicate regarding particular goods or services of any brand on its
web page. On the other hand, there is a shift that can be seen in previous years in skin care
industry from old consumers to young ones. Here, younger people (teenagers) started using skin
care products more than the old ones(de Aguilera-Moyano,Baños-González and Ramírez-
Perdiguero, 2015). Korea which is coming under Asian continent is famous for its skincare
products. Nation is having a wide range of companies like COSRX, Skinfood, Missha, Banila
Co. and many more are dealing in skin care sector. As organisations' sales is not increasing while
doing business in the existing targeted market. Many firms have decided to expand there
business in United Kingdom as after Brexit, UK's parliament has given high number of
opportunities for foreign companies to invest in there open market where they can raise profit
and revenues (Choi, 2015). However, people's perception of United Kingdom can be different
from Asian countries' people over skin care products of Korean companies because there is a
high difference in between literacy rate among these nations. Therefore, this can be considered as
the major aim of conducting this investigation.
In previous business world, any company whether it is small or big in nature did not used
to promote there products and services in front of the customers. With the change in course and
3
1.1 Overview and background of the Research
Marketing can be refereed to the activities that are linked with buying/selling products
and services at marketplace. In modern business world, every single organisation have a
marketing department in order to promote there goods in front of consumers. It has been found
that there are many marketing tools like advertising, personal selling, sales promotions, social
media, public relations that are adopted by companies which has helped in promoting there
goods at targeted market. These are some of techniques of marketing that has changed the whole
buying behaviour of the customers (Blakeman, 2018). Because use of social media helped in
interacting directly with the customers without any mediators and it also helped out in promoting
goods and services with less cost. An effective advertisement should include content which
directly become an eye catching thing for an individual and make them to fulfil their need as
soon as possible. The concept of marketing particularly social media have changed whole buying
behaviour of consumer and affected their decisions related to purchasing of goods and services.
Social media is a path to communicate regarding particular goods or services of any brand on its
web page. On the other hand, there is a shift that can be seen in previous years in skin care
industry from old consumers to young ones. Here, younger people (teenagers) started using skin
care products more than the old ones(de Aguilera-Moyano,Baños-González and Ramírez-
Perdiguero, 2015). Korea which is coming under Asian continent is famous for its skincare
products. Nation is having a wide range of companies like COSRX, Skinfood, Missha, Banila
Co. and many more are dealing in skin care sector. As organisations' sales is not increasing while
doing business in the existing targeted market. Many firms have decided to expand there
business in United Kingdom as after Brexit, UK's parliament has given high number of
opportunities for foreign companies to invest in there open market where they can raise profit
and revenues (Choi, 2015). However, people's perception of United Kingdom can be different
from Asian countries' people over skin care products of Korean companies because there is a
high difference in between literacy rate among these nations. Therefore, this can be considered as
the major aim of conducting this investigation.
In previous business world, any company whether it is small or big in nature did not used
to promote there products and services in front of the customers. With the change in course and
3
technology which raised the competition and made companies to start promoting there products
so that to sustain at marketplace for a longer period of time (Fill and Turnbull, 2016).
Research Problem
Present investigation based on the issue which was found by the researcher i.e. rise in
communication gap because of differences among culture that has been followed by United
Kingdom and Korea. This may impact over profit margins of the skin care organisations that has
expanded its business in United Kingdom. On the other hand, Korean Cosmetic products have
implemented various innovative ideas in order to raise overall quality of skin care products but
changes which has been brought by the Korean skin care company may not liked by people of
United Kingdom (Finne and Grönroos,2017). This might take place because of the differences
among culture. Thus, in order to look into this aspect and to study further, investigator chose this
topic. On the other hand, another issue which was faced by the investigator i.e. Promotional
activities which was used by Korean companies were not effective in nature at the time of
promoting there products and services at United Kingdom. On the other hand, communicational
technique which was used by Korean skin care organizations was not effective in nature as well.
These can be considered as some of the reason which Korean companies needed to keep there
focus in order to raise there chances of improving brand image in front of United Kingdom's
customer. Korean business firms believes in working hard which made them keeping the Korean
workers at United Kingdom's stores because of this, consumers faced number of problems like
communication gap, behaviour of Koreans were different from UK's people and many more.
Thus, this are some of the reasons which influenced researcher to select this topic rather than
going for any other (Hänninen and Karjaluoto, 2017). Here, marketing may help Korean skin
care companies to promote their products and services in much effective and efficient manner.
1.2 Research Gap
This section of investigation plays a crucial role in setting up the frame of dissertation. It
is necessary for a researcher to choose an untouched topic and then research on it so that
favourable outcomes can be easily brought up in much effective and efficient manner. This part
is being considered as the knowledge gap which needs to be investigate further (Ibrahim, 2016).
In present research report, main purpose of choosing this topic is that previous investigator left
some of the parts untouched like customer's expectation and perception related to skin care
products of Korean companies. Therefore, investigator selected this topic in order to investigate
4
so that to sustain at marketplace for a longer period of time (Fill and Turnbull, 2016).
Research Problem
Present investigation based on the issue which was found by the researcher i.e. rise in
communication gap because of differences among culture that has been followed by United
Kingdom and Korea. This may impact over profit margins of the skin care organisations that has
expanded its business in United Kingdom. On the other hand, Korean Cosmetic products have
implemented various innovative ideas in order to raise overall quality of skin care products but
changes which has been brought by the Korean skin care company may not liked by people of
United Kingdom (Finne and Grönroos,2017). This might take place because of the differences
among culture. Thus, in order to look into this aspect and to study further, investigator chose this
topic. On the other hand, another issue which was faced by the investigator i.e. Promotional
activities which was used by Korean companies were not effective in nature at the time of
promoting there products and services at United Kingdom. On the other hand, communicational
technique which was used by Korean skin care organizations was not effective in nature as well.
These can be considered as some of the reason which Korean companies needed to keep there
focus in order to raise there chances of improving brand image in front of United Kingdom's
customer. Korean business firms believes in working hard which made them keeping the Korean
workers at United Kingdom's stores because of this, consumers faced number of problems like
communication gap, behaviour of Koreans were different from UK's people and many more.
Thus, this are some of the reasons which influenced researcher to select this topic rather than
going for any other (Hänninen and Karjaluoto, 2017). Here, marketing may help Korean skin
care companies to promote their products and services in much effective and efficient manner.
1.2 Research Gap
This section of investigation plays a crucial role in setting up the frame of dissertation. It
is necessary for a researcher to choose an untouched topic and then research on it so that
favourable outcomes can be easily brought up in much effective and efficient manner. This part
is being considered as the knowledge gap which needs to be investigate further (Ibrahim, 2016).
In present research report, main purpose of choosing this topic is that previous investigator left
some of the parts untouched like customer's expectation and perception related to skin care
products of Korean companies. Therefore, investigator selected this topic in order to investigate
4
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further. In order to remove all the communicational gaps, Korean business firms may use number
of tools of communication in order to remove all the obstacles and many more. Here, proper
monitoring will help investigator in conducting the investigation and reviewing perception of
customers against Korean company's Skin Care products while promoting them in United
Kingdom's marketplace (Järvinen, Töllmen and Karjaluoto, 2015). Apart from this, there are
many marketing communication tactics that can be minimized with the help of using effective
factors. It has been found that, it is needed for skin Care sector to look into all the requirements
of United Kingdom's customers. Providing satisfaction to consumers should be the main aim that
can strengthen sales of Korean company's cosmetics.
1.3 Research Aim
This is being considered as one the main section of the dissertation as without setting an
aim, research cannot get conducted and desired objective may not get attained. In present
research, investigator have formulated an aim i.e. Marketing Asian Skincare in UK: Analysing
Consumer Behaviour with regards to Korean Skincare in UK.
1.4 Research objectives and questions
Marketing communication techniques used to promote skincare products in UK
Research based on communication techniques
Promoting skincare products in UK
Impact of marketing communication on consumer behaviour
Improvement in communication techniques
Skincare products currently being promoted in UK
Availability of promoting Korean or Asian skincare products in U
Research done in promoting Korean skincare products in UK
Marketing communications techniques done to promote Korean skincare products in UK
Difference between communication techniques used in UK and Asia
Difference in consumer behaviour
Reason of lack of knowledge for Korean skincare products in UK
Awareness among UK consumers about Korean skincare products
Missed elements in marketing communication techniques
Research has not been done yet
Objective of review/ outcome
5
of tools of communication in order to remove all the obstacles and many more. Here, proper
monitoring will help investigator in conducting the investigation and reviewing perception of
customers against Korean company's Skin Care products while promoting them in United
Kingdom's marketplace (Järvinen, Töllmen and Karjaluoto, 2015). Apart from this, there are
many marketing communication tactics that can be minimized with the help of using effective
factors. It has been found that, it is needed for skin Care sector to look into all the requirements
of United Kingdom's customers. Providing satisfaction to consumers should be the main aim that
can strengthen sales of Korean company's cosmetics.
1.3 Research Aim
This is being considered as one the main section of the dissertation as without setting an
aim, research cannot get conducted and desired objective may not get attained. In present
research, investigator have formulated an aim i.e. Marketing Asian Skincare in UK: Analysing
Consumer Behaviour with regards to Korean Skincare in UK.
1.4 Research objectives and questions
Marketing communication techniques used to promote skincare products in UK
Research based on communication techniques
Promoting skincare products in UK
Impact of marketing communication on consumer behaviour
Improvement in communication techniques
Skincare products currently being promoted in UK
Availability of promoting Korean or Asian skincare products in U
Research done in promoting Korean skincare products in UK
Marketing communications techniques done to promote Korean skincare products in UK
Difference between communication techniques used in UK and Asia
Difference in consumer behaviour
Reason of lack of knowledge for Korean skincare products in UK
Awareness among UK consumers about Korean skincare products
Missed elements in marketing communication techniques
Research has not been done yet
Objective of review/ outcome
5
1.5 Structure of the dissertation
It is required that research work should be done in a systematic way. Selecting right
structure or design can be helpful in conducting investigation in a rightful manner. Using correct
approach may aid in drawing favourable outcomes in short time frame (Karjaluoto,Mustonen and
Ulkuniemi, 2015). The research work should be done in an appropriate format which makes easy
for the management of company to interpret and understand the outcomes. Under present
investigation, investigator will follow a systematic structure which is comprehended below:
Chapter 1: Introduction
It is essential to start the investigation with an introduction which may include issues that
has been found by the researcher or information of the set aim/objectives. It should include
proper data related to purpose of conduction of investigation. In other words, research work is
required to start with proper introduction which contains all details regarding content of research.
Further, it also includes the aims and objectives of research which are required to be achieved by
researcher through conducting research.
Chapter 2: Literature review
This is being considered as dissertation's second chapter that carries the information
which has already been carried out by authors (Luxton, Reid and Mavondo, 2015). In present
investigation, where investigator have gathered the data from books, journals and other published
articles related to influence of Korean skin care products on consumer's buying behaviour. This
can also be understood as the second section of dissertation which contains relevant information
regarding the impact of Brand on consumer behaviour. It includes the information collected from
different sources such as books, journals and other published articles. It facilitate researcher to
get relevant information which assist in achieving pre-determined aims and objectives. With the
help of this, knowledge can be improved of investigator and can focus over number of findings.
Chapter 3: Research Methodology
Under this chapter of dissertation, a method is being selected of research depending on
the researcher's set aim (Mihaela, 2015). In this section, methods used in gathering and analysing
of data are included. Such methods includes qualitative and quantitative. The researcher selects
the method on the basis of reliability and accuracy in order to achieve actual outcome. Here,
Qualitative and quantitative are two major methodologies which plays a crucial role and helps in
6
It is required that research work should be done in a systematic way. Selecting right
structure or design can be helpful in conducting investigation in a rightful manner. Using correct
approach may aid in drawing favourable outcomes in short time frame (Karjaluoto,Mustonen and
Ulkuniemi, 2015). The research work should be done in an appropriate format which makes easy
for the management of company to interpret and understand the outcomes. Under present
investigation, investigator will follow a systematic structure which is comprehended below:
Chapter 1: Introduction
It is essential to start the investigation with an introduction which may include issues that
has been found by the researcher or information of the set aim/objectives. It should include
proper data related to purpose of conduction of investigation. In other words, research work is
required to start with proper introduction which contains all details regarding content of research.
Further, it also includes the aims and objectives of research which are required to be achieved by
researcher through conducting research.
Chapter 2: Literature review
This is being considered as dissertation's second chapter that carries the information
which has already been carried out by authors (Luxton, Reid and Mavondo, 2015). In present
investigation, where investigator have gathered the data from books, journals and other published
articles related to influence of Korean skin care products on consumer's buying behaviour. This
can also be understood as the second section of dissertation which contains relevant information
regarding the impact of Brand on consumer behaviour. It includes the information collected from
different sources such as books, journals and other published articles. It facilitate researcher to
get relevant information which assist in achieving pre-determined aims and objectives. With the
help of this, knowledge can be improved of investigator and can focus over number of findings.
Chapter 3: Research Methodology
Under this chapter of dissertation, a method is being selected of research depending on
the researcher's set aim (Mihaela, 2015). In this section, methods used in gathering and analysing
of data are included. Such methods includes qualitative and quantitative. The researcher selects
the method on the basis of reliability and accuracy in order to achieve actual outcome. Here,
Qualitative and quantitative are two major methodologies which plays a crucial role and helps in
6
gathering right data so that further investigation can be done. In order to draw favourable
outcomes it is required for investigator to select the fitting method as per selected topic.
Chapter 4: Data Analysis
This is the chapter of dissertation where investigator interpret/analyse of information
which has been gathered from respondents (Olejniczak and Tomorad, 2015). With the help of
this, outcome can easily be drawn which may aid investigator to give information to company on
sections which they have to make alterations through which competitive advantages can be
gained. In other words, this section is enclosed with different factors like the researcher interpret
and analyse the collected data then draw an outcome on the basis of information collected during
research which assist firms to make changes in the existing plans and strategies in order to strong
their existence among their rivals.
Chapter 5: Conclusion and Recommendations
This chapter comprehends the whole research which has been conducted which includes
recommendations and can help in showing results that were carried out over number of findings.
This can also be understood that under this section of the research work where final decision has
been made by the firms in accordance with the research objective and aim. The conclusion
provides the sufficient result about the comparison between Apple and Samsung which makes
easy for management of both companies to make some modifications in their current brand
strategies in order to to compete with each other. In present investigation, outcome which has
been taken out was related to influence of Korean skin care products on consumer's buying
behaviour at United Kingdom.
1.6 Time Scale
Time scale is the allowed time as well as time taken by every sequence of events. This is
a very important part of dissertation along with this it is useful in examining project feasibility.
An researcher set time as per activities of research (Petersen, Kushwaha and Kumar, 2015).
Additionally, Gantt Chart tool is a graphical presentation which represent a plan of project over a
time period. This is helpful and famous approach of showing various functions against times.
Apart from this, into chart list there are many things related to investigation activities has been
mentioned with the use of time scale. It shows every single activity with the help of bar and it
displays different things like duration, date of activities which is being done in order to complete
the investigation lastly it shows the beginning day of research. In other words, time scale can
7
outcomes it is required for investigator to select the fitting method as per selected topic.
Chapter 4: Data Analysis
This is the chapter of dissertation where investigator interpret/analyse of information
which has been gathered from respondents (Olejniczak and Tomorad, 2015). With the help of
this, outcome can easily be drawn which may aid investigator to give information to company on
sections which they have to make alterations through which competitive advantages can be
gained. In other words, this section is enclosed with different factors like the researcher interpret
and analyse the collected data then draw an outcome on the basis of information collected during
research which assist firms to make changes in the existing plans and strategies in order to strong
their existence among their rivals.
Chapter 5: Conclusion and Recommendations
This chapter comprehends the whole research which has been conducted which includes
recommendations and can help in showing results that were carried out over number of findings.
This can also be understood that under this section of the research work where final decision has
been made by the firms in accordance with the research objective and aim. The conclusion
provides the sufficient result about the comparison between Apple and Samsung which makes
easy for management of both companies to make some modifications in their current brand
strategies in order to to compete with each other. In present investigation, outcome which has
been taken out was related to influence of Korean skin care products on consumer's buying
behaviour at United Kingdom.
1.6 Time Scale
Time scale is the allowed time as well as time taken by every sequence of events. This is
a very important part of dissertation along with this it is useful in examining project feasibility.
An researcher set time as per activities of research (Petersen, Kushwaha and Kumar, 2015).
Additionally, Gantt Chart tool is a graphical presentation which represent a plan of project over a
time period. This is helpful and famous approach of showing various functions against times.
Apart from this, into chart list there are many things related to investigation activities has been
mentioned with the use of time scale. It shows every single activity with the help of bar and it
displays different things like duration, date of activities which is being done in order to complete
the investigation lastly it shows the beginning day of research. In other words, time scale can
7
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also be understood as the time allowed and taken in order to complete the activities performed
while conducting the investigation. It facilitate in understanding about the work in progress and
more helpful in examining feasibility of project. For this, researcher is required to set and allot
time on the basis of research activities (PorcuDel, Barrio-Garcia and Kitchen, 2017). Along with
this, Gantt chart is prepared which represents graphical representation of project activities done
over a period of time. It is more helpful to prepare showing the different activities performed
against the time. On such chart, list of activities are mentioned with the suitable and effective
time scale. Under such, each activity is represented through bar, lengths and position of bar
indicates the duration, date of activities and start date.
CHAPTER 2: LITERATURE REVIEW
1. Marketing communication techniques used to promote skincare products in UK
According to Holden, (2018) marketing communication techniques are very effective to
increase the sales of skincare products in UK. Advertising, personal selling, sales promotions,
social media, public relations are important methods of communication for increasing sales of
skincare products. Social media is also the best method for promoting skin care product as
people spent most of their time on social sites, it is very easy to provide information on skin care
products, making it a useful method. This method is important for future growth. As per Do,
(2018) Advertisement is the most common technique of marketing communication and it
includes ads on TV or newspapers thus making skincare products launched through effective
advertising is also a very useful method.
As per the viewer KAGENDO, (2015) personal selling is very effective to promote
skincare product in the UK market and this include phones calls, selling the skincare items
through face to face sales visits, which includes personnel sales calls that are delivered by
sending product details through emails, and messages such as brochures or media kits. This also
helps increase sales in UK, and more customers are attracted through effective communication is
the process exchange their information one place to another through effective communicates
with their consumers. Public relations (PR) is another method that is very useful in expanding
skincare business in the UK market. According to Blakeman, (2018) it plays an important role in
8
while conducting the investigation. It facilitate in understanding about the work in progress and
more helpful in examining feasibility of project. For this, researcher is required to set and allot
time on the basis of research activities (PorcuDel, Barrio-Garcia and Kitchen, 2017). Along with
this, Gantt chart is prepared which represents graphical representation of project activities done
over a period of time. It is more helpful to prepare showing the different activities performed
against the time. On such chart, list of activities are mentioned with the suitable and effective
time scale. Under such, each activity is represented through bar, lengths and position of bar
indicates the duration, date of activities and start date.
CHAPTER 2: LITERATURE REVIEW
1. Marketing communication techniques used to promote skincare products in UK
According to Holden, (2018) marketing communication techniques are very effective to
increase the sales of skincare products in UK. Advertising, personal selling, sales promotions,
social media, public relations are important methods of communication for increasing sales of
skincare products. Social media is also the best method for promoting skin care product as
people spent most of their time on social sites, it is very easy to provide information on skin care
products, making it a useful method. This method is important for future growth. As per Do,
(2018) Advertisement is the most common technique of marketing communication and it
includes ads on TV or newspapers thus making skincare products launched through effective
advertising is also a very useful method.
As per the viewer KAGENDO, (2015) personal selling is very effective to promote
skincare product in the UK market and this include phones calls, selling the skincare items
through face to face sales visits, which includes personnel sales calls that are delivered by
sending product details through emails, and messages such as brochures or media kits. This also
helps increase sales in UK, and more customers are attracted through effective communication is
the process exchange their information one place to another through effective communicates
with their consumers. Public relations (PR) is another method that is very useful in expanding
skincare business in the UK market. According to Blakeman, (2018) it plays an important role in
8
maintaining relationships with clients as well as other nations. PR helps to increase sales by
providing quality skincare products through better communication with consumers.
2. Research based on communication techniques
There are many researches that have conducted various communication techniques in the UK to
promote products and services in the country. Camilleri conducted research in the year 2017 on
integrated marketing communication techniques. Furthermore, Petrosyan and Dimitriadis also
prepared thesis on marketing communication. All these studies discuss the effectiveness of
marketing communication techniques in order to raise profit of business and influencing
consumer behaviour (Camilleri, 2017). Rabova’s research paper in 2015 on marketing
communication in cosmetic industry, described the various communication methods.
Furthermore, the research paper discussed the importance of social media communication in
helping to gain the attention of mass audience
Todorova’s study describes various marketing communication mix and the study of Sramova
also explains marketing and media communication methods. All these researches are effective in
order to develop an understanding about effectiveness of various communication techniques that
are used in UK by cosmetic industry (Mráček and Mucha, 2015). With the help of these
communication techniques, companies promote their skin care products and make consumers
aware with quality and benefits of their goods and services.
3. Promoting skincare products in UK
As per the view of Petrosyan and Dimitriadis, (2016) in few decades skincare products demand
has been increased to a greater extent. There are many companies which offer amazing face
creams, body oils to consumers. Demand of skin care products in UK is very high, L'Oreal, ELC
etc firms are performing well in market. These brands have unique brand image and people have
trust on them.
9
providing quality skincare products through better communication with consumers.
2. Research based on communication techniques
There are many researches that have conducted various communication techniques in the UK to
promote products and services in the country. Camilleri conducted research in the year 2017 on
integrated marketing communication techniques. Furthermore, Petrosyan and Dimitriadis also
prepared thesis on marketing communication. All these studies discuss the effectiveness of
marketing communication techniques in order to raise profit of business and influencing
consumer behaviour (Camilleri, 2017). Rabova’s research paper in 2015 on marketing
communication in cosmetic industry, described the various communication methods.
Furthermore, the research paper discussed the importance of social media communication in
helping to gain the attention of mass audience
Todorova’s study describes various marketing communication mix and the study of Sramova
also explains marketing and media communication methods. All these researches are effective in
order to develop an understanding about effectiveness of various communication techniques that
are used in UK by cosmetic industry (Mráček and Mucha, 2015). With the help of these
communication techniques, companies promote their skin care products and make consumers
aware with quality and benefits of their goods and services.
3. Promoting skincare products in UK
As per the view of Petrosyan and Dimitriadis, (2016) in few decades skincare products demand
has been increased to a greater extent. There are many companies which offer amazing face
creams, body oils to consumers. Demand of skin care products in UK is very high, L'Oreal, ELC
etc firms are performing well in market. These brands have unique brand image and people have
trust on them.
9
Promotion plays a significant role in expansion of business. By implementing effective
promotional techniques, a new firm can enter into UK skincare market and can attract mass
people towards brand.
Miremadi, Samsami and Qamsari, (2017) argued that Statistical records of 2016 show that
beauty and cosmetic market of United Kingdom has generated revenue of $60 Billion. UK
people use social networking sites; they get to know about various offers and new brand through
these sites. Promoting skincare products in UK is quite challenging because of high competition
but there are opportunities for new brand. Contacting with distributors can support is effective
promotional strategy for promoting skincare products in UK. Local distributors have good
knowledge about needs of consumers and their preferences.
According to Todorova, (2015) People of UK buy most items online because they found it cheap
and it saves their time. Skin care products can be promoted by taking support of e-commerce
website. Most of the companies give information about their products and services on its
websites and upload quality images. This helps in promoting skincare products in UK
effectively. Existing cosmetic companies are concentrating on needs of buyers thus they provide
different products as per skin tone of a person. Creating memorable business logo is worthwhile
because it helps in creating image in the mind of consumers. Participating in trade shows is
another promotional idea that is used by many skincare products providers. This enhances
interests of people and they buy products of company.
4. Impact of marketing communication on consumer behaviour
According to Šramová, (2015) every successful business depends on consumer behaviour so skin
care product sales is also depended on customer perceptions like if change customer taste,
preferences so consumer behaviours is automatically change. Credibility is one of the
maintaining their public relations its effect if effective communication with their customer, so
clients is ready to buy their skin care product in effective manner. As per Holden, (2018) if
skincare goods are sells in according to customer demand and company providing quality of
products so user also attracted and purchased their skin products.
10
promotional techniques, a new firm can enter into UK skincare market and can attract mass
people towards brand.
Miremadi, Samsami and Qamsari, (2017) argued that Statistical records of 2016 show that
beauty and cosmetic market of United Kingdom has generated revenue of $60 Billion. UK
people use social networking sites; they get to know about various offers and new brand through
these sites. Promoting skincare products in UK is quite challenging because of high competition
but there are opportunities for new brand. Contacting with distributors can support is effective
promotional strategy for promoting skincare products in UK. Local distributors have good
knowledge about needs of consumers and their preferences.
According to Todorova, (2015) People of UK buy most items online because they found it cheap
and it saves their time. Skin care products can be promoted by taking support of e-commerce
website. Most of the companies give information about their products and services on its
websites and upload quality images. This helps in promoting skincare products in UK
effectively. Existing cosmetic companies are concentrating on needs of buyers thus they provide
different products as per skin tone of a person. Creating memorable business logo is worthwhile
because it helps in creating image in the mind of consumers. Participating in trade shows is
another promotional idea that is used by many skincare products providers. This enhances
interests of people and they buy products of company.
4. Impact of marketing communication on consumer behaviour
According to Šramová, (2015) every successful business depends on consumer behaviour so skin
care product sales is also depended on customer perceptions like if change customer taste,
preferences so consumer behaviours is automatically change. Credibility is one of the
maintaining their public relations its effect if effective communication with their customer, so
clients is ready to buy their skin care product in effective manner. As per Holden, (2018) if
skincare goods are sells in according to customer demand and company providing quality of
products so user also attracted and purchased their skin products.
10
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According to Rábová, (2015) digital communications is also affected the people behaviours
means through digital services consumer full fill their needs, they easily communicate with
skincare organisation. Developing new websites and using online techniques it also effected the
consumer behaviours. Nowadays consumer is the king of the market so many business owner
they change their marketing trending, they using new ideas to sell their products and they try to
sell their products as per the clients demand.
According to Mráček and Mucha, (2015) The effect of consumer behaviours if product quality is
better so people are more attracted and they easily buy their skincare goods. Skin care product
department is also responsible to provide quality of services in UK market and they people use
new techniques for increasing their sales of the product. As per the view Petrosyan and
Dimitriadis, (2016) Communication is very important for selling skin care items, it is also
essential for using new method for promoting the business of skincare.
5. Improvement in communication techniques
As per the view of Šramová, (2015) the main objective of applying marketing techniques is to
create value for consumers and enhance profits for a business unit. Most of the companies are
communicating message to buyers in order to make them positive sand aware towards brand.
GAP model is considered as essential model that helps in finding out gap between consumer-
company relationships. This describes that there is knowledge gap between management
perception and expectation of clients. Sometimes management assume needs and wants of target
audience. Though, they conduct market research but fail to gather in-depth detail about their
expectation which arise gap.
11
means through digital services consumer full fill their needs, they easily communicate with
skincare organisation. Developing new websites and using online techniques it also effected the
consumer behaviours. Nowadays consumer is the king of the market so many business owner
they change their marketing trending, they using new ideas to sell their products and they try to
sell their products as per the clients demand.
According to Mráček and Mucha, (2015) The effect of consumer behaviours if product quality is
better so people are more attracted and they easily buy their skincare goods. Skin care product
department is also responsible to provide quality of services in UK market and they people use
new techniques for increasing their sales of the product. As per the view Petrosyan and
Dimitriadis, (2016) Communication is very important for selling skin care items, it is also
essential for using new method for promoting the business of skincare.
5. Improvement in communication techniques
As per the view of Šramová, (2015) the main objective of applying marketing techniques is to
create value for consumers and enhance profits for a business unit. Most of the companies are
communicating message to buyers in order to make them positive sand aware towards brand.
GAP model is considered as essential model that helps in finding out gap between consumer-
company relationships. This describes that there is knowledge gap between management
perception and expectation of clients. Sometimes management assume needs and wants of target
audience. Though, they conduct market research but fail to gather in-depth detail about their
expectation which arise gap.
11
Illustration 1: Knowledge Gap
(Source: Mind the Gap: Understanding the Gap
Between Customer Expectation and Customer
Perception, 2017)
Policy gap is another gap that is identified in interaction between consumer and company. Due to
lack of clarity about service standards, consumers do not take much interest in buying skin care
products of other brands (Todorova, 2015). This gap is between perception of managers and
service quality specification.
Gap between service delivery and external communication can also create issue. It is essential
for entity to understand basic requirement of consumers and accordingly offer them products and
services. Some time lack of knowledge of employees creates confusion because sales persons fail
to communicate right information to buyers. In such condition, consumers do not feel satisfied
and move towards other brands. This communication gap decreases sales volume of entity to a
great extent and make the person negative towards the brand. If a company can overcome this
issue then it would be beneficial to improve performance of business and sustenance in market
for longer duration.
12
(Source: Mind the Gap: Understanding the Gap
Between Customer Expectation and Customer
Perception, 2017)
Policy gap is another gap that is identified in interaction between consumer and company. Due to
lack of clarity about service standards, consumers do not take much interest in buying skin care
products of other brands (Todorova, 2015). This gap is between perception of managers and
service quality specification.
Gap between service delivery and external communication can also create issue. It is essential
for entity to understand basic requirement of consumers and accordingly offer them products and
services. Some time lack of knowledge of employees creates confusion because sales persons fail
to communicate right information to buyers. In such condition, consumers do not feel satisfied
and move towards other brands. This communication gap decreases sales volume of entity to a
great extent and make the person negative towards the brand. If a company can overcome this
issue then it would be beneficial to improve performance of business and sustenance in market
for longer duration.
12
Illustration 2: Five GAP model
(Source: Mind the Gap: Understanding the Gap Between Customer Expectation
and Customer Perception, 2017)
KAGENDO, (2015) argued that there are various methods through which communication
techniques can be improved further. These tools will be beneficial in minimizing gap and
improving communication between customer and company. This can support in promoting
skincare products in UK effectively. Multiple customer touch points are significant technique to
minimize communication gap. Entities have to prepare online testimonial, live chatting system
with buyers, consumer service support system etc. These touch points can help in identifying
needs of consumers and make them understand with actual service standards of company.
Holden, (2018) stated that social media monitoring is a great method to improve communication
techniques. Proper monitoring aids in findings review of people and making necessary changes
in marketing communication tactics so that gap can be minimized. If people are satisfied with
products and they are giving positive reviews, then entity is required to strengthen their strategy
but if it is in opposite direction then they make changes in their strategies. If company gives
quick response to their issues, then it would be beneficial in improving communication between
customers and organization.
13
(Source: Mind the Gap: Understanding the Gap Between Customer Expectation
and Customer Perception, 2017)
KAGENDO, (2015) argued that there are various methods through which communication
techniques can be improved further. These tools will be beneficial in minimizing gap and
improving communication between customer and company. This can support in promoting
skincare products in UK effectively. Multiple customer touch points are significant technique to
minimize communication gap. Entities have to prepare online testimonial, live chatting system
with buyers, consumer service support system etc. These touch points can help in identifying
needs of consumers and make them understand with actual service standards of company.
Holden, (2018) stated that social media monitoring is a great method to improve communication
techniques. Proper monitoring aids in findings review of people and making necessary changes
in marketing communication tactics so that gap can be minimized. If people are satisfied with
products and they are giving positive reviews, then entity is required to strengthen their strategy
but if it is in opposite direction then they make changes in their strategies. If company gives
quick response to their issues, then it would be beneficial in improving communication between
customers and organization.
13
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6. Skincare products currently being promoted in UK
There are many countries which promote skin care products in UK. France is a country which
imports 41 billion Euros in UK. Beauty cosmetic industry is performing well in market.
Statistical record of 2017 shows that US have exported many skincare products in this year that
has worth of US $48.6 billion in UK. From 2016 to 2017 export of US of skin care products have
been increased by 14.9%. Asian countries are in second position after US. They have exported
33% skin care products in UK. France exports 17.7% skincare products which have worth of
$8.6 Billion in UK (Beauty Cosmetics and Skincare Exports by Country, 2018).
L'Oreal is a French firm that promotes its brand in UK by implementing effective marketing
communication strategies. Estee Lauder is also an American company that promotes skincare
products in United Kingdom. L'Oreal and Estee Lauder products are high in demand in UK and
that is why both these firms are able to generate high revenues (Mind the Gap: Understanding
the Gap Between Customer Expectation and Customer Perception, 2017).
Coty, Inc. is another beauty products promoter from US. It promotes its brand in UK in an
effective manner and gives tough competition to other cosmetic companies. Thus, France, US
and Asia are major countries from where skincare products get promoted in United Kingdom.
7. Availability of promoting Korean or Asian skincare products in UK
There is availability of promoting Korean skincare products in United Kingdom. Skincare
products of South Korea are very popular across the world. These Korean products are able to
satisfy needs of consumers that is why demand of these products is increasing in UK. Mintel
research explains that South Korea is in top 10 positions in global beauty market industry.
In the year 2017 it had generated US$13billion revenues in country (7 Places To Buy Korean
Beauty In The UK, 2016). Facial skincare products generate high profit that is 51% of entire
sales. Mintel global new product database (GNPD) shows that South Korea makes innovation in
14
There are many countries which promote skin care products in UK. France is a country which
imports 41 billion Euros in UK. Beauty cosmetic industry is performing well in market.
Statistical record of 2017 shows that US have exported many skincare products in this year that
has worth of US $48.6 billion in UK. From 2016 to 2017 export of US of skin care products have
been increased by 14.9%. Asian countries are in second position after US. They have exported
33% skin care products in UK. France exports 17.7% skincare products which have worth of
$8.6 Billion in UK (Beauty Cosmetics and Skincare Exports by Country, 2018).
L'Oreal is a French firm that promotes its brand in UK by implementing effective marketing
communication strategies. Estee Lauder is also an American company that promotes skincare
products in United Kingdom. L'Oreal and Estee Lauder products are high in demand in UK and
that is why both these firms are able to generate high revenues (Mind the Gap: Understanding
the Gap Between Customer Expectation and Customer Perception, 2017).
Coty, Inc. is another beauty products promoter from US. It promotes its brand in UK in an
effective manner and gives tough competition to other cosmetic companies. Thus, France, US
and Asia are major countries from where skincare products get promoted in United Kingdom.
7. Availability of promoting Korean or Asian skincare products in UK
There is availability of promoting Korean skincare products in United Kingdom. Skincare
products of South Korea are very popular across the world. These Korean products are able to
satisfy needs of consumers that is why demand of these products is increasing in UK. Mintel
research explains that South Korea is in top 10 positions in global beauty market industry.
In the year 2017 it had generated US$13billion revenues in country (7 Places To Buy Korean
Beauty In The UK, 2016). Facial skincare products generate high profit that is 51% of entire
sales. Mintel global new product database (GNPD) shows that South Korea makes innovation in
14
its skincare products and promotes such innovative products in many countries in effective
manner.
Facial skincare products of Korea have been designed as per needs of consumers. In the year
2016, Korean beauty brands became more abundant in UK market. There are many people those
who like to buy Korean skincare products (Šramová, 2015). These firms promote their products
and services in United Kingdom effectively. There promotional strategies have gathered
attention of mass audience and has supported in improving revenues of these companies. Asian
skin care brands have less availability of promoting products. There are limited numbers of
skincare products that are being promoted in UK recently (10 best Korean beauty products,
2017).
8. Research done in promoting Korean skincare products in UK
Cosmetic industry of Korea is performing well. Over a period of time Korea has become the
global player in order to provide skin care products. Korean cosmetic industry exports skin care
products in more than 129 countries. There are many researches done on promotional activities
of Korean skin care products in UK (Camilleri, 2018). This sector always makes effective
strategies through which it can promote its products across the world. It takes support of
demographic segmentation and targets consumers on the bases of their age and income. It offers
wide range of products and services. Cosmetic industry of Korea offers wide range of products
and services to consumers that can fulfil requirement of clients.
Some previous studies have shown that branding, direct marketing, public relationship; sales
promotions are various promotional techniques that are used by entity in order to enhance sales
volume of business unit (Camilleri, 2017). There are many Korean companies which are
performing well and are able to satisfy needs of consumers. Korean skin care products are being
promoted in UK market by implementing public relationship promotional strategies. With the
assistance of this strategy companies become able to develop healthy relationship with
consumers and it has helped in identifying their needs. By this way industry has started providing
15
manner.
Facial skincare products of Korea have been designed as per needs of consumers. In the year
2016, Korean beauty brands became more abundant in UK market. There are many people those
who like to buy Korean skincare products (Šramová, 2015). These firms promote their products
and services in United Kingdom effectively. There promotional strategies have gathered
attention of mass audience and has supported in improving revenues of these companies. Asian
skin care brands have less availability of promoting products. There are limited numbers of
skincare products that are being promoted in UK recently (10 best Korean beauty products,
2017).
8. Research done in promoting Korean skincare products in UK
Cosmetic industry of Korea is performing well. Over a period of time Korea has become the
global player in order to provide skin care products. Korean cosmetic industry exports skin care
products in more than 129 countries. There are many researches done on promotional activities
of Korean skin care products in UK (Camilleri, 2018). This sector always makes effective
strategies through which it can promote its products across the world. It takes support of
demographic segmentation and targets consumers on the bases of their age and income. It offers
wide range of products and services. Cosmetic industry of Korea offers wide range of products
and services to consumers that can fulfil requirement of clients.
Some previous studies have shown that branding, direct marketing, public relationship; sales
promotions are various promotional techniques that are used by entity in order to enhance sales
volume of business unit (Camilleri, 2017). There are many Korean companies which are
performing well and are able to satisfy needs of consumers. Korean skin care products are being
promoted in UK market by implementing public relationship promotional strategies. With the
assistance of this strategy companies become able to develop healthy relationship with
consumers and it has helped in identifying their needs. By this way industry has started providing
15
them goods and services as per their requirements. This has developed confidence of people
towards Korean skin care products (Marketing korean cosmetics in italy: a feasibility
study of market entry, 2015).
There are many researches have been conducted on promotional strategies implemented by
Korean cosmetic industry. Companies are taking support of advertisement method, they promote
brand through TV or print medium. This has supported in increasing sales of this sector and
making it successful in cosmetic industry of UK. Over a period of time popularity of Korean skin
care products has been enhanced in UK. It is because companies are making communication
with consumers through social networking sites. This is another promotional strategy that is used
by Korean skin care products (Miremadi, Samsami and Qamsari, 2017). This can support in
making healthy relationship with UK population and making them aware with benefits of
products and services of Korean skin care products.
9. Marketing communications techniques done to promote Korean skincare products in UK
Marketing communication plays significant role in business unit. This helps in making people
aware and enhancing brand image of the firm. Korean cosmetic companies are taking support of
various communication techniques such as advertisement, public relation in order to attract
people towards the brand. Advertisement is most common communication strategy. This is used
to convey message of the firm to mass audience (Royo-Vela and Hünermund, 2016). Korean
cosmetic companies are taking support of TV, newspaper media platform for promoting their
skin care products in UK. These companies are using effective and attractive images so that it
can impact in the mind of consumers.
Personal selling is another marketing communication method that is used by Korean cosmetic
industry in order to promote their skin care products in UK market. Companies have hired many
sales persons those who provide door to door services to consumers. Entities send emails, sales
letters to consumers (Hausmann and Weuster, 2018). This supports in making them aware with
new products and services of the company. Public relationship is another effective marketing
communication technique in which enterprises try to communicate message to consumers. This
16
towards Korean skin care products (Marketing korean cosmetics in italy: a feasibility
study of market entry, 2015).
There are many researches have been conducted on promotional strategies implemented by
Korean cosmetic industry. Companies are taking support of advertisement method, they promote
brand through TV or print medium. This has supported in increasing sales of this sector and
making it successful in cosmetic industry of UK. Over a period of time popularity of Korean skin
care products has been enhanced in UK. It is because companies are making communication
with consumers through social networking sites. This is another promotional strategy that is used
by Korean skin care products (Miremadi, Samsami and Qamsari, 2017). This can support in
making healthy relationship with UK population and making them aware with benefits of
products and services of Korean skin care products.
9. Marketing communications techniques done to promote Korean skincare products in UK
Marketing communication plays significant role in business unit. This helps in making people
aware and enhancing brand image of the firm. Korean cosmetic companies are taking support of
various communication techniques such as advertisement, public relation in order to attract
people towards the brand. Advertisement is most common communication strategy. This is used
to convey message of the firm to mass audience (Royo-Vela and Hünermund, 2016). Korean
cosmetic companies are taking support of TV, newspaper media platform for promoting their
skin care products in UK. These companies are using effective and attractive images so that it
can impact in the mind of consumers.
Personal selling is another marketing communication method that is used by Korean cosmetic
industry in order to promote their skin care products in UK market. Companies have hired many
sales persons those who provide door to door services to consumers. Entities send emails, sales
letters to consumers (Hausmann and Weuster, 2018). This supports in making them aware with
new products and services of the company. Public relationship is another effective marketing
communication technique in which enterprises try to communicate message to consumers. This
16
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worthy information gain attention of people. Korean skin care companies consider social media
campaigns in order to develop relationship with UK population. They coordinate with them
through social networking sites (Marketing korean cosmetics in italy: a feasibility study of
market entry, 2015).
Sales promotion is one of the effective marketing communication techniques that is used by
Korean cosmetic companies in order to promote their products and services. Promotion is
considered as temporary activity that is implemented by business units in order to enhance their
sales revenues. Korean companies offer attracting discounts, buy-one-get one free coupons to
consumers. This helps in gaining attention of mass public and they take interest in buying
products of the entities (Camilleri, 2018). All these marketing communication techniques are
helpful in enhancing sales of entity and promoting it in UK market in effective manner.
10. Difference between communication techniques used in UK and Asia
Communication can be defined as process of exchanging information to others. UK is the
country where companies take support of internet communication methods. They coordinate with
consumers through social networking sites and other websites. Population of UK give immediate
response on these social sites. This helps in attracting people towards the brand and convey
message of the firm to mass audience in UK (Camilleri, 2017). People of United Kingdom like to
buy skin care products. For identifying needs of client entities take support of feedback system.
This is most effective communication method. In this people give their valuable comments about
their needs and how effective are products and services of companies. This develops two way
communications between consumers and entities. By this way enterprise become able to provide
consumers goods and services as per their requirement. This enhances trust of them and they
become loyal customers of the entities (Miremadi, Samsami and Qamsari, 2017).
Employers of United Kingdom always try to retain its skilled employees in the business for
longer duration. For those companies takes support of two way communication methods. They
apply email system to coordinate with staff members. By this way if person has any issue then
they can raise their problems and Asia is another country where cosmetic companies are
17
campaigns in order to develop relationship with UK population. They coordinate with them
through social networking sites (Marketing korean cosmetics in italy: a feasibility study of
market entry, 2015).
Sales promotion is one of the effective marketing communication techniques that is used by
Korean cosmetic companies in order to promote their products and services. Promotion is
considered as temporary activity that is implemented by business units in order to enhance their
sales revenues. Korean companies offer attracting discounts, buy-one-get one free coupons to
consumers. This helps in gaining attention of mass public and they take interest in buying
products of the entities (Camilleri, 2018). All these marketing communication techniques are
helpful in enhancing sales of entity and promoting it in UK market in effective manner.
10. Difference between communication techniques used in UK and Asia
Communication can be defined as process of exchanging information to others. UK is the
country where companies take support of internet communication methods. They coordinate with
consumers through social networking sites and other websites. Population of UK give immediate
response on these social sites. This helps in attracting people towards the brand and convey
message of the firm to mass audience in UK (Camilleri, 2017). People of United Kingdom like to
buy skin care products. For identifying needs of client entities take support of feedback system.
This is most effective communication method. In this people give their valuable comments about
their needs and how effective are products and services of companies. This develops two way
communications between consumers and entities. By this way enterprise become able to provide
consumers goods and services as per their requirement. This enhances trust of them and they
become loyal customers of the entities (Miremadi, Samsami and Qamsari, 2017).
Employers of United Kingdom always try to retain its skilled employees in the business for
longer duration. For those companies takes support of two way communication methods. They
apply email system to coordinate with staff members. By this way if person has any issue then
they can raise their problems and Asia is another country where cosmetic companies are
17
communicating with their consumers through observations. Cosmetic companies are observing
market conditions and accordingly they coordinate with their consumers (Royo-Vela and
Hünermund, 2016). This helps in coordinating well with consumers. Companies take support of
direct communication methods. They interact with clients directly. Employers conduct open
meeting with their staff members. This supports in identifying their needs and communicating
the vision of the entity effectively. This type of face to face communication is helpful in
managing people well. By this way employees perform well and they interact with the
consumers in efficient manner (Hausmann and Weuster, 2018 ).
11. Difference in consumer behaviour
Behaviour of consumer plays significant role in business unit. It helps in understanding their
needs and providing them goods and services as per their requirements. If people are positive
towards the brand then they will buy products and services to great extent. On other hand if
behaviour of customer is not positive then they will not prefer to purchase goods of the entity. In
such condition people will move towards other brand. This can impact negative on overall profit
of business unit to great extent (Marketing korean cosmetics in Italy: a feasibility study of market
entry, 2015).
There are various factors that impact on overall behaviour of customers such as age, income,
education, life style etc. People of UK like to spend money in high quality products and services.
If cosmetic companies are offering them amazing quality goods, then they will take interest in
buying products. Otherwise they can move towards another brand. Population of UK has
adequate income sources (Marketing communications techniques – an overview, 2018). They can
spend high amount for getting satisfactory items. Thus, they are very possessive towards brand
and quality of goods and services. On other hand Asian population concentrate more on price.
They look at the rates of particular products and accordingly they make their purchase decision.
If company offers them good products at affordable rate, then they will prefer to buy such items.
In such manner behaviour of customers of UK and Asia are far differed from each other. There
are more than 11 million consumers those who live in UK like to shop from online platform.
They found it easy well of buying items because they get attractive discounts in online shopping.
18
market conditions and accordingly they coordinate with their consumers (Royo-Vela and
Hünermund, 2016). This helps in coordinating well with consumers. Companies take support of
direct communication methods. They interact with clients directly. Employers conduct open
meeting with their staff members. This supports in identifying their needs and communicating
the vision of the entity effectively. This type of face to face communication is helpful in
managing people well. By this way employees perform well and they interact with the
consumers in efficient manner (Hausmann and Weuster, 2018 ).
11. Difference in consumer behaviour
Behaviour of consumer plays significant role in business unit. It helps in understanding their
needs and providing them goods and services as per their requirements. If people are positive
towards the brand then they will buy products and services to great extent. On other hand if
behaviour of customer is not positive then they will not prefer to purchase goods of the entity. In
such condition people will move towards other brand. This can impact negative on overall profit
of business unit to great extent (Marketing korean cosmetics in Italy: a feasibility study of market
entry, 2015).
There are various factors that impact on overall behaviour of customers such as age, income,
education, life style etc. People of UK like to spend money in high quality products and services.
If cosmetic companies are offering them amazing quality goods, then they will take interest in
buying products. Otherwise they can move towards another brand. Population of UK has
adequate income sources (Marketing communications techniques – an overview, 2018). They can
spend high amount for getting satisfactory items. Thus, they are very possessive towards brand
and quality of goods and services. On other hand Asian population concentrate more on price.
They look at the rates of particular products and accordingly they make their purchase decision.
If company offers them good products at affordable rate, then they will prefer to buy such items.
In such manner behaviour of customers of UK and Asia are far differed from each other. There
are more than 11 million consumers those who live in UK like to shop from online platform.
They found it easy well of buying items because they get attractive discounts in online shopping.
18
On other hand people of Asia do not believe much on online shopping because they think that
there are high chances of occurring fraud (Camilleri, 2018). They prefer buying goods from retail
stores because they can do bargaining from retailers. But still there are many people in Asia
those who are educated and have good knowledge about online shopping. They purchase goods
from online platform. Thus, there is huge difference between behaviour of consumers of Asia
and UK both.
12. Reason of lack of knowledge for Korean skincare products in UK
Korean cosmetic products have implemented various innovative ideas in order to raise overall
quality of skin care products. Though, it takes support of various communication techniques in
order to coordinate well with consumers of UK but still people of United Kingdom have poor
knowledge about skin care products of Korea. The main reason of it that communication
message of Korean companies is not effectively. These firms do not look upon cultural aspect on
UK people (Miremadi, Samsami and Qamsari, 2017). In such condition they get failed to make
them positive towards the brand. Korean cosmetic companies have hired employees from Korea
that is why they are unable to interact with UK population well. In such condition they fail to
coordinate about benefits of skin care products of Korean cosmetic companies to them in
efficient manner. Due to cultural different this communication gap arises which create problem
for entities to run their business in UK in effective manner (Hamelin, Gbadamosi and Peters,
2017).
Furthermore, there are many established cosmetic companies those which are performing well in
the market. People of UK are loyal towards these firms and these firms offer them goods and
services as per their requirement. L’Oreal is most popular firm that has gained trust of mass
audience in UK. People are very loyal towards this brand thus, they do not prefer to buy any
other new products which whom they are unaware. That is why they have poor knowledge about
Korean skin care products and services (Royo-Vela and Hünermund, 2016). Apart from this
some of the Korean products recently been banned to protest against THAAD missile system.
This has created some negative image in the mind of UK people thus; they do not take much
19
there are high chances of occurring fraud (Camilleri, 2018). They prefer buying goods from retail
stores because they can do bargaining from retailers. But still there are many people in Asia
those who are educated and have good knowledge about online shopping. They purchase goods
from online platform. Thus, there is huge difference between behaviour of consumers of Asia
and UK both.
12. Reason of lack of knowledge for Korean skincare products in UK
Korean cosmetic products have implemented various innovative ideas in order to raise overall
quality of skin care products. Though, it takes support of various communication techniques in
order to coordinate well with consumers of UK but still people of United Kingdom have poor
knowledge about skin care products of Korea. The main reason of it that communication
message of Korean companies is not effectively. These firms do not look upon cultural aspect on
UK people (Miremadi, Samsami and Qamsari, 2017). In such condition they get failed to make
them positive towards the brand. Korean cosmetic companies have hired employees from Korea
that is why they are unable to interact with UK population well. In such condition they fail to
coordinate about benefits of skin care products of Korean cosmetic companies to them in
efficient manner. Due to cultural different this communication gap arises which create problem
for entities to run their business in UK in effective manner (Hamelin, Gbadamosi and Peters,
2017).
Furthermore, there are many established cosmetic companies those which are performing well in
the market. People of UK are loyal towards these firms and these firms offer them goods and
services as per their requirement. L’Oreal is most popular firm that has gained trust of mass
audience in UK. People are very loyal towards this brand thus, they do not prefer to buy any
other new products which whom they are unaware. That is why they have poor knowledge about
Korean skin care products and services (Royo-Vela and Hünermund, 2016). Apart from this
some of the Korean products recently been banned to protest against THAAD missile system.
This has created some negative image in the mind of UK people thus; they do not take much
19
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interest in such skin care products. That is the reason that population have not much knowledge
about its products and services.
13. Awareness among UK consumers about Korean skincare products
UK people have little knowledge about Korean skin care products. Though Korean cosmetic
companies are exporting skin care products to UK but due to high competition people are not
really aware with its products and services. Population of UK have adequate income sources and
they like to spend more in high quality products (Hausmann and Weuster, 2018). They prefer to
purchase such products with whom they are satisfied. There are many firms those which are
offering amazing skin care products to the consumers. That is why UK people are not much
aware with Korean beauty products.
Korean cosmetic companies are taking support of social media marketing, advertisement, public
relationship methods. All these techniques are effective in order to make people aware with
Korean products and services. Some people of UK are well aware with Korean skin care
products. They have good knowledge about quality of these skin care products. Thus, they buy
such items from cosmetic companies (Marketing korean cosmetics in Italy: a feasibility study of
market entry, 2015). People of UK not easily trust on new brand, they always prefer to purchase
products from which they are known. Sales revenues of Korean skin care products in United
Kingdom are low. That reflects that consumers have not much knowledge about these cosmetic
products.
14. Missed elements in marketing communication techniques
As per the view of Camilleri, (2018) there are some aspects that are missed in marketing
communication techniques of Korean skin care products providers. Korean cosmetic companies
do not pay much attention on understanding cultural aspect of UK population. These firms takes
support of direct marketing techniques in which it gives opportunities to the consumers to
respond on adds of company. But as entities have not concentrated on cultural aspect thus, these
20
about its products and services.
13. Awareness among UK consumers about Korean skincare products
UK people have little knowledge about Korean skin care products. Though Korean cosmetic
companies are exporting skin care products to UK but due to high competition people are not
really aware with its products and services. Population of UK have adequate income sources and
they like to spend more in high quality products (Hausmann and Weuster, 2018). They prefer to
purchase such products with whom they are satisfied. There are many firms those which are
offering amazing skin care products to the consumers. That is why UK people are not much
aware with Korean beauty products.
Korean cosmetic companies are taking support of social media marketing, advertisement, public
relationship methods. All these techniques are effective in order to make people aware with
Korean products and services. Some people of UK are well aware with Korean skin care
products. They have good knowledge about quality of these skin care products. Thus, they buy
such items from cosmetic companies (Marketing korean cosmetics in Italy: a feasibility study of
market entry, 2015). People of UK not easily trust on new brand, they always prefer to purchase
products from which they are known. Sales revenues of Korean skin care products in United
Kingdom are low. That reflects that consumers have not much knowledge about these cosmetic
products.
14. Missed elements in marketing communication techniques
As per the view of Camilleri, (2018) there are some aspects that are missed in marketing
communication techniques of Korean skin care products providers. Korean cosmetic companies
do not pay much attention on understanding cultural aspect of UK population. These firms takes
support of direct marketing techniques in which it gives opportunities to the consumers to
respond on adds of company. But as entities have not concentrated on cultural aspect thus, these
20
advertisements have failed to gain attention of mass people. This is considered as one of major
missed element that impacts on overall success of Korean cosmetic companies in UK market.
Though these entities are offering attractive discounts to consumers but until they understand
benefits of these products they cannot make their mind to buy such items.
Miremadi, Samsami and Qamsari, (2017) argued that most of UK people prefer to check about
company before they make purchase. Consumers buy products through online platform but if
they do not get sufficient information on its website then it might create negative impression in
the mind of clients. This is the missing element in marketing communication technique of
Korean cosmetic firms. These enterprises are promoting their brand effectively but still they have
not developed their sites properly. That is why population of United Kingdom is unable to gain
detail regarding ingredients of skin care products; they cannot compare existing products with its
products. That is the missing element that has affected performance of Korean cosmetic
companies in UK market. According to Hausmann and Weuster, (2018) lack of clear
communication in integrated marketing communication is another missing elements. It is
potential barrier in communication technique of Korean cosmetic industry. Companies are
unable to convey their message properly with target audience. In such condition people do not
take much interest in its product and services.
15. Research has not been done yet
Previous studies have been conducted on marketing communicating techniques of Korean
cosmetic companies. But still no researches have been done on social and ethical issues related to
marketing of Korean companies. These firms are promoting their skin care products in UK. They
are facing many ethical and social barriers. There is poor investigation conducted on these
aspects. Furthermore, some researches have been done on importance of marketing
communication but there are lack of evidence is present in difference between consumer
behaviour of UK and Korean countries (Royo-Vela and Hünermund, 2016). Behaviour of
customer plays significant role in business unit, before entering into new location it is essential
for companies that to gather information about cultural aspect and other elements. This can
support in understanding difference in consumer behaviour of two regions.
21
missed element that impacts on overall success of Korean cosmetic companies in UK market.
Though these entities are offering attractive discounts to consumers but until they understand
benefits of these products they cannot make their mind to buy such items.
Miremadi, Samsami and Qamsari, (2017) argued that most of UK people prefer to check about
company before they make purchase. Consumers buy products through online platform but if
they do not get sufficient information on its website then it might create negative impression in
the mind of clients. This is the missing element in marketing communication technique of
Korean cosmetic firms. These enterprises are promoting their brand effectively but still they have
not developed their sites properly. That is why population of United Kingdom is unable to gain
detail regarding ingredients of skin care products; they cannot compare existing products with its
products. That is the missing element that has affected performance of Korean cosmetic
companies in UK market. According to Hausmann and Weuster, (2018) lack of clear
communication in integrated marketing communication is another missing elements. It is
potential barrier in communication technique of Korean cosmetic industry. Companies are
unable to convey their message properly with target audience. In such condition people do not
take much interest in its product and services.
15. Research has not been done yet
Previous studies have been conducted on marketing communicating techniques of Korean
cosmetic companies. But still no researches have been done on social and ethical issues related to
marketing of Korean companies. These firms are promoting their skin care products in UK. They
are facing many ethical and social barriers. There is poor investigation conducted on these
aspects. Furthermore, some researches have been done on importance of marketing
communication but there are lack of evidence is present in difference between consumer
behaviour of UK and Korean countries (Royo-Vela and Hünermund, 2016). Behaviour of
customer plays significant role in business unit, before entering into new location it is essential
for companies that to gather information about cultural aspect and other elements. This can
support in understanding difference in consumer behaviour of two regions.
21
Apart from this, no scholar has carried out research on potential opportunities for Korean skin
care providers to be developed in UK market. There are many studies have been conducted on
how Korean cosmetic companies are entering into other nations. But potential opportunities for
these enterprises in United Kingdom have not been revealed in these papers (Miremadi, Samsami
and Qamsari, 2017). If researchers identify cultural aspects of population, preference and test of
people, then it would be beneficial in establishing their brand in UK significantly and generating
more sales.
16. Objective of review/ outcome
The objective of conducting entire research is to analysis marketing communication techniques
that are being used in order to promote skin care products in UK. Aim of the research is to find
out various marketing communication techniques that can be suitable for promoting Korean
products in the UK market. It is found that Korean cosmetic industry is performing well. It is
continuously making innovation in order to develop its product and services. This helps entities
in providing satisfactory goods and services (Marketing Korean cosmetics in italy: a feasibility
study of market entry, 2015). Marketing communication techniques that are being used by these
entities are having some loop falls. These Korean companies are unable to pay attention on social
and ethical aspects. That is the main reason due to which sales of Korean skin care products are
very low in United Kingdom.
From the literature review it is found that many researchers have carried out their investigation
on effectiveness of various marketing communication techniques. Korean skin care providers
have to conduct market research and have to gather in-depth information about needs of UK
people (Marketing communications techniques – an overview, 2018). It is found that people of
UK use social networking sites and they like to shop through online platform. If these Korean
cosmetic companies develop their websites and provide necessary information online, then it
might be better for them in gaining attention of UK population. By this way they will be able to
promote their product and services to consumers in effective manner.
22
care providers to be developed in UK market. There are many studies have been conducted on
how Korean cosmetic companies are entering into other nations. But potential opportunities for
these enterprises in United Kingdom have not been revealed in these papers (Miremadi, Samsami
and Qamsari, 2017). If researchers identify cultural aspects of population, preference and test of
people, then it would be beneficial in establishing their brand in UK significantly and generating
more sales.
16. Objective of review/ outcome
The objective of conducting entire research is to analysis marketing communication techniques
that are being used in order to promote skin care products in UK. Aim of the research is to find
out various marketing communication techniques that can be suitable for promoting Korean
products in the UK market. It is found that Korean cosmetic industry is performing well. It is
continuously making innovation in order to develop its product and services. This helps entities
in providing satisfactory goods and services (Marketing Korean cosmetics in italy: a feasibility
study of market entry, 2015). Marketing communication techniques that are being used by these
entities are having some loop falls. These Korean companies are unable to pay attention on social
and ethical aspects. That is the main reason due to which sales of Korean skin care products are
very low in United Kingdom.
From the literature review it is found that many researchers have carried out their investigation
on effectiveness of various marketing communication techniques. Korean skin care providers
have to conduct market research and have to gather in-depth information about needs of UK
people (Marketing communications techniques – an overview, 2018). It is found that people of
UK use social networking sites and they like to shop through online platform. If these Korean
cosmetic companies develop their websites and provide necessary information online, then it
might be better for them in gaining attention of UK population. By this way they will be able to
promote their product and services to consumers in effective manner.
22
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Overview
In every single dissertation, research methodology plays a crucial role as it consists with a
plan along with procedure that can be followed by investigator while conducting the
investigation. With the help of this section of whole research, researcher can collect right
information according to the set objectives in much effective and efficient manner. Here, it has
been found that, it is required for investigator to collect data, analyse it which might aid in
drawing favourable outcomes (Roushan, Mehta and Chandani, 2015). Considering this chapter
can be helpful for researcher to reach to desired goals in specific time frame. This section also
aid investigator to set all the activities so that set aim can get hit. On the other hand, if
investigator do not adopts right research method that it may lead whole research to a wrong
direction which a researcher cannot afford because of limited time frame. Thus, there are two
aspects like suitability and applicability that may aid in conducting proper investigation with
high quality data. It is much required for the investigator to develop a proper systematic
methodological stages through which all the research problem can get easily addressed in much
efficient manner. On the other hand, there are two major methods that can be used by
investigator and these are : Qualitative and Quantitative research methodologies. Here,
investigator have used quantitative method in order to conduct the investigation (chielke, 2015).
This chapter consists with number of elements like research design, approach, philosophy, data
collection, analysis, sampling, ethical considerations, limitation of study, validity and reliability
of outcome and many more. It is necessary for the investigator to select the best research frame
in order to draw favourable outcome. Main reason behind adopting quantitative approach rather
than qualitative is that quantitative research assist in determining authentic facts and figure that
helps in future modification practices easily. Qualitative research determine theoretical facts that
can be hard to analysis more specifically as quantitative can be done. Present research is based
on Marketing Asian Skincare in United Kingdom. Here, researcher have chosen a proper
systematic framework which is designed in an appropriate way.
3.2 Research design
It is needed for investigator to select the right design before conducting the investigation
because choosing this will help researcher in pulling out favourable outcomes on set objective. In
23
3.1 Overview
In every single dissertation, research methodology plays a crucial role as it consists with a
plan along with procedure that can be followed by investigator while conducting the
investigation. With the help of this section of whole research, researcher can collect right
information according to the set objectives in much effective and efficient manner. Here, it has
been found that, it is required for investigator to collect data, analyse it which might aid in
drawing favourable outcomes (Roushan, Mehta and Chandani, 2015). Considering this chapter
can be helpful for researcher to reach to desired goals in specific time frame. This section also
aid investigator to set all the activities so that set aim can get hit. On the other hand, if
investigator do not adopts right research method that it may lead whole research to a wrong
direction which a researcher cannot afford because of limited time frame. Thus, there are two
aspects like suitability and applicability that may aid in conducting proper investigation with
high quality data. It is much required for the investigator to develop a proper systematic
methodological stages through which all the research problem can get easily addressed in much
efficient manner. On the other hand, there are two major methods that can be used by
investigator and these are : Qualitative and Quantitative research methodologies. Here,
investigator have used quantitative method in order to conduct the investigation (chielke, 2015).
This chapter consists with number of elements like research design, approach, philosophy, data
collection, analysis, sampling, ethical considerations, limitation of study, validity and reliability
of outcome and many more. It is necessary for the investigator to select the best research frame
in order to draw favourable outcome. Main reason behind adopting quantitative approach rather
than qualitative is that quantitative research assist in determining authentic facts and figure that
helps in future modification practices easily. Qualitative research determine theoretical facts that
can be hard to analysis more specifically as quantitative can be done. Present research is based
on Marketing Asian Skincare in United Kingdom. Here, researcher have chosen a proper
systematic framework which is designed in an appropriate way.
3.2 Research design
It is needed for investigator to select the right design before conducting the investigation
because choosing this will help researcher in pulling out favourable outcomes on set objective. In
23
order to do so, a plan needs to be developed by the researcher so that research can be done in
right way (chivinski and Dabrowski, 2015). Basic significance of this section of research
methodology is that it helps the investigator in conducting the investigation in set time frame. It
has been analysed that, there are some of investigation designs like exploratory, experimental,
descriptive, case study, many more that can be adopted by the researcher in order to run the
research in much effective way. Here, Descriptive design has been used by the researcher so that
all the problems, issues and other complexities can be brought up by investigator. On the other
hand, exploratory design is majorly used where researcher is doing investigation over a topic
which has never been done before. Apart from this, case study also can be considered as another
type of research design that may aid investigator in conducting research. Reason behind choosing
this topic in order to do investigation is that to analyse the buying behaviour of consumers while
purchasing Korean skin care products, thus, it is necessary for investigator to choose the right
design in order to investigate further over the chosen issue/topic.
In present research, descriptive research design is selected by the research in order to
make the dissertation much more authentic and results can be brought up right. With the help of
this, researcher can easily develop conclude and pull up right data as per set time frame and
objective. Apart from this, this type of design can be used by researcher in order to identify the
views and opinions of people (consumers) over Korean skincare products and services.
3.3 Research approach
Research approach is also an important section of investigating methodology which helps
in creating a specific path that will aid in conducting the research in rightful manner (Sever,
Sever and Kuhzady, 2015). With the help of selecting the right approach, investigator might
create a favourable path which will stop them in reducing number of chances of concluding
wrong outcome. Here, it has been found that there are two approaches which focused on some
hypothesis or research questions and these can be created by adopting a particular method.
Inductive and deductive research approaches. It is required for researcher to understand both of
the approaches because selecting the wrong approach might take whole research to draw an
unfavourable outcome. Here, inductive approach can be considered as an effective approach
which helps in observing right responses that are derived with the help of primary survey. After
applying this approach new patterns/theories can be formulated by investigator that will directly
aid in conducting the investigation in an appropriate manner.
24
right way (chivinski and Dabrowski, 2015). Basic significance of this section of research
methodology is that it helps the investigator in conducting the investigation in set time frame. It
has been analysed that, there are some of investigation designs like exploratory, experimental,
descriptive, case study, many more that can be adopted by the researcher in order to run the
research in much effective way. Here, Descriptive design has been used by the researcher so that
all the problems, issues and other complexities can be brought up by investigator. On the other
hand, exploratory design is majorly used where researcher is doing investigation over a topic
which has never been done before. Apart from this, case study also can be considered as another
type of research design that may aid investigator in conducting research. Reason behind choosing
this topic in order to do investigation is that to analyse the buying behaviour of consumers while
purchasing Korean skin care products, thus, it is necessary for investigator to choose the right
design in order to investigate further over the chosen issue/topic.
In present research, descriptive research design is selected by the research in order to
make the dissertation much more authentic and results can be brought up right. With the help of
this, researcher can easily develop conclude and pull up right data as per set time frame and
objective. Apart from this, this type of design can be used by researcher in order to identify the
views and opinions of people (consumers) over Korean skincare products and services.
3.3 Research approach
Research approach is also an important section of investigating methodology which helps
in creating a specific path that will aid in conducting the research in rightful manner (Sever,
Sever and Kuhzady, 2015). With the help of selecting the right approach, investigator might
create a favourable path which will stop them in reducing number of chances of concluding
wrong outcome. Here, it has been found that there are two approaches which focused on some
hypothesis or research questions and these can be created by adopting a particular method.
Inductive and deductive research approaches. It is required for researcher to understand both of
the approaches because selecting the wrong approach might take whole research to draw an
unfavourable outcome. Here, inductive approach can be considered as an effective approach
which helps in observing right responses that are derived with the help of primary survey. After
applying this approach new patterns/theories can be formulated by investigator that will directly
aid in conducting the investigation in an appropriate manner.
24
On the other hand, deductive approach aid researcher in observing all the behaviour
related to respondents while using theories that already made there existence. Deductive concept
majorly gets from general to specific theories (Shaw, 2016). Therefore, researcher is going to
adopt deductive research approach as it will directly aid in conducting the investigation in much
effective and efficient manner. Here, it has also been found that researcher may directly use
existing hypothesis it will not consume much time and research is going to get conducted right
on time.
3.4 Research philosophy
Under this section of research methodology, researcher majorly make some assumption
while conducting the research. Thus, it is required for investigator to use the adopted perception
through which many benefits can be easily gained right on time. On the other hand, gathering
right information and making the assumption might help investigator in reaching to a position
where favourable outcomes can be easily brought up. In present investigation, two philosophical
techniques that can be used by researcher and these are : Interpretivism and Positivism. Both of
the philosophies differ from each other and it is required for investigator to select one of them
according to the set goal and i.e. analysing consumer behaviour with regards to Korean Skincare
in United Kingdom.
On the other hand, positivism is a philosophy which is based on the quantitative research
method. Here, some mathematical tools and statistical tools has been used by investigator so that
they will be able to test their hypothesis. So, this is more suitable in the project where scientific
research has been conducted and which require some techniques. Therefore, positivism can be
considered as data that helps in analysing through taking in use of quantitative approach where
desired outcomes specifically stays on scientific evidence, such as experiments and statistics, this
might aid in researcher in operating the investigation in much effective manner where the topic is
analysing consumer behaviour with regards to Korean Skincare in United Kingdom.
3.5 Data collection technique
Collecting right data for analysing or interpreting so that favourable outcomes can be
brought up might aid in hitting set target which has been made by researcher. It is an important
section of dissertation in which researcher is more focused on the quality data which will help in
conducting the research in an effective manner. The investigator has uses both sources like
primary and secondary so that overall aim and objectives can be accomplished in successful way.
25
related to respondents while using theories that already made there existence. Deductive concept
majorly gets from general to specific theories (Shaw, 2016). Therefore, researcher is going to
adopt deductive research approach as it will directly aid in conducting the investigation in much
effective and efficient manner. Here, it has also been found that researcher may directly use
existing hypothesis it will not consume much time and research is going to get conducted right
on time.
3.4 Research philosophy
Under this section of research methodology, researcher majorly make some assumption
while conducting the research. Thus, it is required for investigator to use the adopted perception
through which many benefits can be easily gained right on time. On the other hand, gathering
right information and making the assumption might help investigator in reaching to a position
where favourable outcomes can be easily brought up. In present investigation, two philosophical
techniques that can be used by researcher and these are : Interpretivism and Positivism. Both of
the philosophies differ from each other and it is required for investigator to select one of them
according to the set goal and i.e. analysing consumer behaviour with regards to Korean Skincare
in United Kingdom.
On the other hand, positivism is a philosophy which is based on the quantitative research
method. Here, some mathematical tools and statistical tools has been used by investigator so that
they will be able to test their hypothesis. So, this is more suitable in the project where scientific
research has been conducted and which require some techniques. Therefore, positivism can be
considered as data that helps in analysing through taking in use of quantitative approach where
desired outcomes specifically stays on scientific evidence, such as experiments and statistics, this
might aid in researcher in operating the investigation in much effective manner where the topic is
analysing consumer behaviour with regards to Korean Skincare in United Kingdom.
3.5 Data collection technique
Collecting right data for analysing or interpreting so that favourable outcomes can be
brought up might aid in hitting set target which has been made by researcher. It is an important
section of dissertation in which researcher is more focused on the quality data which will help in
conducting the research in an effective manner. The investigator has uses both sources like
primary and secondary so that overall aim and objectives can be accomplished in successful way.
25
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The scholar needs to gather relevant data for the current field of study. Primary research is based
on first hand data which is not published and for this some surveys are conducted like survey
questionnaire, interview, observation and focus group. Through this, researcher can get fresh
information which can help in conducting the evaluation of Korean Skin Care companies
expansion at United Kingdom. On the other hand, secondary is the published data which is
collected from some different sources like books, research papers, journals, newspaper,
magazines, internet, government policies and so on.
Here, in the present dissertation investigator have used survey method which is going to be
enclosed with many questions. Researcher will follow this approach because it will aid in
conducting the investigation and drawing exact outcomes as per the requirements. But, this
might take time because conduction of a survey where questions are asked from selected
respondents with an aim of drawing favourable outcomes.
3.6 Sampling technique
Sampling is being considered as a process which can be utilised by investigator where a
small sample size is being selected from world population. Apart from this, it has also been
analysed that doing research with a larger number of respondents might create issues because the
respondents that are going to be selected in high numbers may carry sample number of
perceptions. Here, probabilistic and non-probabilistic are two type of sampling techniques that
can be used by investigator.
It is much important for researcher to understand both of the sampling techniques because
if wrong sampling technique gets adopted by investigator than it might create problems while
conducting the investigation. Here, probabilistic sampling technique may give high and equal
opportunities to respondents that are selected in order to conduct the investigation. Here, many
approaches that are coming under this sampling technique and these are : random, systematic,
stratified and cluster. On the other hand, into another technique no equal opportunities are
assigned to respondents. Some non-probabilistic strategies are like convenient, purposive,
snowball and quota.
In present investigation, the main purpose of researcher is that to analysing Consumer
Behaviour with regards to Korean Skincare in United Kingdom. In order to do so, purposive
random sampling which is being utilised by investigator and it has few other names as well like
judgemental / selective. Here, researcher have used random sampling method in order to select
26
on first hand data which is not published and for this some surveys are conducted like survey
questionnaire, interview, observation and focus group. Through this, researcher can get fresh
information which can help in conducting the evaluation of Korean Skin Care companies
expansion at United Kingdom. On the other hand, secondary is the published data which is
collected from some different sources like books, research papers, journals, newspaper,
magazines, internet, government policies and so on.
Here, in the present dissertation investigator have used survey method which is going to be
enclosed with many questions. Researcher will follow this approach because it will aid in
conducting the investigation and drawing exact outcomes as per the requirements. But, this
might take time because conduction of a survey where questions are asked from selected
respondents with an aim of drawing favourable outcomes.
3.6 Sampling technique
Sampling is being considered as a process which can be utilised by investigator where a
small sample size is being selected from world population. Apart from this, it has also been
analysed that doing research with a larger number of respondents might create issues because the
respondents that are going to be selected in high numbers may carry sample number of
perceptions. Here, probabilistic and non-probabilistic are two type of sampling techniques that
can be used by investigator.
It is much important for researcher to understand both of the sampling techniques because
if wrong sampling technique gets adopted by investigator than it might create problems while
conducting the investigation. Here, probabilistic sampling technique may give high and equal
opportunities to respondents that are selected in order to conduct the investigation. Here, many
approaches that are coming under this sampling technique and these are : random, systematic,
stratified and cluster. On the other hand, into another technique no equal opportunities are
assigned to respondents. Some non-probabilistic strategies are like convenient, purposive,
snowball and quota.
In present investigation, the main purpose of researcher is that to analysing Consumer
Behaviour with regards to Korean Skincare in United Kingdom. In order to do so, purposive
random sampling which is being utilised by investigator and it has few other names as well like
judgemental / selective. Here, researcher have used random sampling method in order to select
26
the respondents. This was done because investigator did not had much time to investigate further
because of specific time frame. With the help of this sampling method, investigator did the
selection part and selected 21 respondents in much effective time frame. Sampling is determined
in two different terms as -
Probabilistic – This is a frequent sampling technique in which each individual of
population get an equal opportunity to be selected as a representative of sample. The inferences
of this research is determined in statistical form.
Non-probabilistic sampling – In this technique, samples are selected randomly which
means it is not known that which individual from population will be selected for sample. The
results of this research has been determined in analytical form.
For this research, non-probabilistic sampling can be most appropriate because through this
researcher can identify view point and feedbacks of different services users. These respondents
can familiar with other skin care product or with same organisation. Therefore, it is required to
identify the common opinion of customers toward the organisational services. In this research,
we are going to choose 21respondents of different age groups who are more like;y toward our
products and its services. Through this, investigator can identify random feedback of individuals.
3.7 Data analysis
Another significant part of dissertation as through this it can be identified that how
employee engagement level can be enhanced. It is a systematic approach through which
researcher will be able to identify the responses of people on the basis of primary research. On
the basis of this, an effective outcome can be drawn so that in much effective and efficient
manner. There are two types of techniques through which data can be analysed and these are
qualitative and quantitative. In quantitative, overall information is presented in the form of
numerical data. Along with this, investigator uses some mathematical as well as statistical tools
so that they can get an effective outcome.
On the other hand, in qualitative method current information which is drawn through
survey is presented in the form of numerical data.
3.8 Validity and reliability
While doing a research it is crucial that researcher develops a valid and reliable outcome
based on which effective conclusion can be made. Therefore, for doing this investigator can use
different kind of approaches. As a result it assist researcher in completing the entire research in
27
because of specific time frame. With the help of this sampling method, investigator did the
selection part and selected 21 respondents in much effective time frame. Sampling is determined
in two different terms as -
Probabilistic – This is a frequent sampling technique in which each individual of
population get an equal opportunity to be selected as a representative of sample. The inferences
of this research is determined in statistical form.
Non-probabilistic sampling – In this technique, samples are selected randomly which
means it is not known that which individual from population will be selected for sample. The
results of this research has been determined in analytical form.
For this research, non-probabilistic sampling can be most appropriate because through this
researcher can identify view point and feedbacks of different services users. These respondents
can familiar with other skin care product or with same organisation. Therefore, it is required to
identify the common opinion of customers toward the organisational services. In this research,
we are going to choose 21respondents of different age groups who are more like;y toward our
products and its services. Through this, investigator can identify random feedback of individuals.
3.7 Data analysis
Another significant part of dissertation as through this it can be identified that how
employee engagement level can be enhanced. It is a systematic approach through which
researcher will be able to identify the responses of people on the basis of primary research. On
the basis of this, an effective outcome can be drawn so that in much effective and efficient
manner. There are two types of techniques through which data can be analysed and these are
qualitative and quantitative. In quantitative, overall information is presented in the form of
numerical data. Along with this, investigator uses some mathematical as well as statistical tools
so that they can get an effective outcome.
On the other hand, in qualitative method current information which is drawn through
survey is presented in the form of numerical data.
3.8 Validity and reliability
While doing a research it is crucial that researcher develops a valid and reliable outcome
based on which effective conclusion can be made. Therefore, for doing this investigator can use
different kind of approaches. As a result it assist researcher in completing the entire research in
27
an efficient manner. In addition to this, it is prime responsibility of investigator to collects
information that are high in quality as it will assist them in analysing and evaluating a better
conclusion.
Validity is mostly related to authenticity and this can be done by gathering information
through different sources like books, journals, magazines etc. With the help of this, latest data
can easily be collected through using journals and other secondary tools. Through this, validity
and reliability can be achieved at the time of conducting the analysis. Some relevant methods and
approaches are adopted by researcher so that a suitable outcome can be derived and overall
research can be conducted in an effective way.
3.9 Ethical consideration
Every single investigation is filled with number of issues which is needed to be resolved
right on time. On the other hand, ethical issues are considered as an important part of the
dissertation as through this overall research can be conducted in an effective way. It is required
for investigator to keep its focus over all the legal codes of conduct at the time of doing
investigation. In present investigation, the data which has been collected is authentic in nature
and from the areas it is collected were legal in nature. So, by following different ethical
considerations scholar can perform all activities efficiently. Through this, questions can also be
resolved in an appropriate way. In the current field of study there are some practices which are
followed by scholar so that outcomes can be achieved in an appropriate way. Some of these are
like:
• Privacy: The gathered information from respondents needed to be used for research
purpose only. Along with this, if information is shared with any authorised party then
prior concern is taken from the respective people.
• Given an access: Present investigation, data which is being collected with the help of
different media with considering all the ethical issues that can be faced by investigator. In
this way, their ethical practices can be ensured and goals can easily get attained right on
time.
• Approval: In order to collect the data, every single law and legal norms has been
followed by the researcher in order to develop or collect relevant data. With the help of
this, all the values and beliefs of different people can be ensured and relevant outcome
can be brought in much effective and efficient manner.
28
information that are high in quality as it will assist them in analysing and evaluating a better
conclusion.
Validity is mostly related to authenticity and this can be done by gathering information
through different sources like books, journals, magazines etc. With the help of this, latest data
can easily be collected through using journals and other secondary tools. Through this, validity
and reliability can be achieved at the time of conducting the analysis. Some relevant methods and
approaches are adopted by researcher so that a suitable outcome can be derived and overall
research can be conducted in an effective way.
3.9 Ethical consideration
Every single investigation is filled with number of issues which is needed to be resolved
right on time. On the other hand, ethical issues are considered as an important part of the
dissertation as through this overall research can be conducted in an effective way. It is required
for investigator to keep its focus over all the legal codes of conduct at the time of doing
investigation. In present investigation, the data which has been collected is authentic in nature
and from the areas it is collected were legal in nature. So, by following different ethical
considerations scholar can perform all activities efficiently. Through this, questions can also be
resolved in an appropriate way. In the current field of study there are some practices which are
followed by scholar so that outcomes can be achieved in an appropriate way. Some of these are
like:
• Privacy: The gathered information from respondents needed to be used for research
purpose only. Along with this, if information is shared with any authorised party then
prior concern is taken from the respective people.
• Given an access: Present investigation, data which is being collected with the help of
different media with considering all the ethical issues that can be faced by investigator. In
this way, their ethical practices can be ensured and goals can easily get attained right on
time.
• Approval: In order to collect the data, every single law and legal norms has been
followed by the researcher in order to develop or collect relevant data. With the help of
this, all the values and beliefs of different people can be ensured and relevant outcome
can be brought in much effective and efficient manner.
28
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3.10 Limitation of study
Some limitations are there which are faced by researcher at the time of conducting the
research. It is the responsibility of scholar to take some actions against these so that goals can be
achieved effectively. If these will not get implemented, then it can affect the dissertation in
negative manner. There are some drawbacks which are stated below:
• Sample size: In present investigation, sample size that has been selected will help in
evaluating right answers over set objective. But, the selected respondents were not
enough in nature. Here, in order to draw much more effective outcomes, it was required
to select more respondents but due to less time frame survey was not conducted in much
effective and efficient manner.
• Lack of information: In present investigation, set aim was Marketing Asian Skincare in
UK: Analysing Consumer Behaviour with regards to Korean Skincare in United
Kingdom, but while collecting the data, it has been analysed that researcher faced number
of issues because he was not been able to collect right data.
• Cost: Researcher has to conduct the primary survey on some respondents so this incur
some cost and due to which spending level can be increased to some extent. So, the
survey which is conducted on number of people is costly for an investigator.
3.11 Survey
It is the method used for gathering data from pre-determined groups of people to
collecting information and insights which can be on several topic of interest. Moreover, survey is
conducted with variety of purposes and it carried out in several ways depending on the
methodology chosen and the objectives to be accomplished. In this data gathered through mail,
printed questionnaire, over the telephone, by diskette or on the web also. Apart from this, survey
is conducted in some format which is decided or designed by researcher. In this research project,
for conducting survey or gathering information questionnaire is using. For this research, survey
method is identifying as a most appropriate technique of quantitative analysis because through
this, investigator can determine information based on real facts and figure that has ground on
customer's view point and opinion. There are some advantages and disadvantages of survey
method is determine that aid to providing better knowledge about its importance as -
Advantages of survey -
29
Some limitations are there which are faced by researcher at the time of conducting the
research. It is the responsibility of scholar to take some actions against these so that goals can be
achieved effectively. If these will not get implemented, then it can affect the dissertation in
negative manner. There are some drawbacks which are stated below:
• Sample size: In present investigation, sample size that has been selected will help in
evaluating right answers over set objective. But, the selected respondents were not
enough in nature. Here, in order to draw much more effective outcomes, it was required
to select more respondents but due to less time frame survey was not conducted in much
effective and efficient manner.
• Lack of information: In present investigation, set aim was Marketing Asian Skincare in
UK: Analysing Consumer Behaviour with regards to Korean Skincare in United
Kingdom, but while collecting the data, it has been analysed that researcher faced number
of issues because he was not been able to collect right data.
• Cost: Researcher has to conduct the primary survey on some respondents so this incur
some cost and due to which spending level can be increased to some extent. So, the
survey which is conducted on number of people is costly for an investigator.
3.11 Survey
It is the method used for gathering data from pre-determined groups of people to
collecting information and insights which can be on several topic of interest. Moreover, survey is
conducted with variety of purposes and it carried out in several ways depending on the
methodology chosen and the objectives to be accomplished. In this data gathered through mail,
printed questionnaire, over the telephone, by diskette or on the web also. Apart from this, survey
is conducted in some format which is decided or designed by researcher. In this research project,
for conducting survey or gathering information questionnaire is using. For this research, survey
method is identifying as a most appropriate technique of quantitative analysis because through
this, investigator can determine information based on real facts and figure that has ground on
customer's view point and opinion. There are some advantages and disadvantages of survey
method is determine that aid to providing better knowledge about its importance as -
Advantages of survey -
29
This approach administrated to the participants in different ways that helps in gathering
information on the basis of individuals view points.
In this procedure, analyst can choose individuals by their own choice. These respondents
can be those who are familiar with the services of these products (Fetters, Curry and
Creswell, 2013).
Disadvantages of survey -
Survey is a inflexible methods because it contains less changes.
There can be maximum possibilities of inappropriateness of questions because they
always standardized before administration procedure (Hunter, 2012).
Furthermore, this approach can be more beneficial for firm because it determining view
points of product users that assist in making possible changes for future growth.
Questionnaire
Name:
Age:
Gender:
Q1. How old are you?
18 - 25 years
26 - 35 years
36 - 45 years
Above 46 years
Q2. What is your ethnicity?
White
Black
Asian
Arab
Others
30
information on the basis of individuals view points.
In this procedure, analyst can choose individuals by their own choice. These respondents
can be those who are familiar with the services of these products (Fetters, Curry and
Creswell, 2013).
Disadvantages of survey -
Survey is a inflexible methods because it contains less changes.
There can be maximum possibilities of inappropriateness of questions because they
always standardized before administration procedure (Hunter, 2012).
Furthermore, this approach can be more beneficial for firm because it determining view
points of product users that assist in making possible changes for future growth.
Questionnaire
Name:
Age:
Gender:
Q1. How old are you?
18 - 25 years
26 - 35 years
36 - 45 years
Above 46 years
Q2. What is your ethnicity?
White
Black
Asian
Arab
Others
30
Q3. Do you use cosmetics and skincare products?
Yes
No
Q4. Are you familiar with any Asian skincare products in particular Korean products (K-
beauty) ?
Yes
No
Maybe
Q5. Can you name one Asian skincare brand?
Yes
No
Q6. Can you name one Korean skincare brand?
Yes
No
Q7. Do you use any Asian or Korean skincare products?
Yes
No
Q8. How did you hear of K-beauty products?
Open-Ended Question
Q9. Have you bought and tried K-beauty products?
Yes
No
Q10. Do you have a preference between Asian beauty products and Western beauty products?
31
Yes
No
Q4. Are you familiar with any Asian skincare products in particular Korean products (K-
beauty) ?
Yes
No
Maybe
Q5. Can you name one Asian skincare brand?
Yes
No
Q6. Can you name one Korean skincare brand?
Yes
No
Q7. Do you use any Asian or Korean skincare products?
Yes
No
Q8. How did you hear of K-beauty products?
Open-Ended Question
Q9. Have you bought and tried K-beauty products?
Yes
No
Q10. Do you have a preference between Asian beauty products and Western beauty products?
31
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Yes
No
Q11. Which do you prefer Asian or Western beauty products?
Asian beauty products
Western beauty products
No preference or both
Q12. Do you know where you can get Asian skincare in the UK?
Yes
No
Maybe
Q13. Do you prefer purchasing your products online or offline?
Online
Offline (Physical store)
Both
Q14. What is your skin type?
Dry
Oily
Blemish-prone
Combination
Q15. What is your skincare concern?
Anti-aging
Hyper-pigmentation and whitening
Acne and blemish-prone
All of the above
Q16. At what age did you start using skincare products?
32
No
Q11. Which do you prefer Asian or Western beauty products?
Asian beauty products
Western beauty products
No preference or both
Q12. Do you know where you can get Asian skincare in the UK?
Yes
No
Maybe
Q13. Do you prefer purchasing your products online or offline?
Online
Offline (Physical store)
Both
Q14. What is your skin type?
Dry
Oily
Blemish-prone
Combination
Q15. What is your skincare concern?
Anti-aging
Hyper-pigmentation and whitening
Acne and blemish-prone
All of the above
Q16. At what age did you start using skincare products?
32
Below 15 years
Above 15 years
Never bothered about using skincare
Q17. What is your thought process when buying skincare?
Open-Ended Question
Q18. Do you think there is a lack of awareness on K-beauty or Asian skincare in UK?
Yes
No
Maybe
Q19. What is the most common beauty marketing strategy have you seen?
Social Media (Facebook, Instagram, Youtube, and Blogs)
Advertising (Print and TVC etc)
Endorsement (Blogger, Celebrity etc)
Newsletter
Q20. From a consumer's perspective, what is the most effective beauty marketing strategy?
Social Media (Facebook, Instagram, Youtube, and Blogs)
Advertising and PR (Print and TVC etc)
Endorsement (Blogger, Celebrity etc)
Newsletter, discount codes, and coupons
CHAPTER 4: DATA ANALYSIS
This is a most specific part of a research in which researcher gather view point and
opinion of customers. Data analysis procedure assist to provide appropriate details of a specific
data collection approach. Main objectives of this analysis is to identify individual's opinion and
view point who are acquiring through random sampling. By conducting data analysis approach,
33
Above 15 years
Never bothered about using skincare
Q17. What is your thought process when buying skincare?
Open-Ended Question
Q18. Do you think there is a lack of awareness on K-beauty or Asian skincare in UK?
Yes
No
Maybe
Q19. What is the most common beauty marketing strategy have you seen?
Social Media (Facebook, Instagram, Youtube, and Blogs)
Advertising (Print and TVC etc)
Endorsement (Blogger, Celebrity etc)
Newsletter
Q20. From a consumer's perspective, what is the most effective beauty marketing strategy?
Social Media (Facebook, Instagram, Youtube, and Blogs)
Advertising and PR (Print and TVC etc)
Endorsement (Blogger, Celebrity etc)
Newsletter, discount codes, and coupons
CHAPTER 4: DATA ANALYSIS
This is a most specific part of a research in which researcher gather view point and
opinion of customers. Data analysis procedure assist to provide appropriate details of a specific
data collection approach. Main objectives of this analysis is to identify individual's opinion and
view point who are acquiring through random sampling. By conducting data analysis approach,
33
organisation can implement new changes in their products and services which are based on
customer's requirement and need. In this research, data sampling has been done on 21
respondents who belongs to different areas. Major requirement of this process is to identify
knowledge of customers for existing and new skin care products. There are some questions are
determine below that aid to analyse view points of service users.
Theme 1: Age of respondents
Q1. How old are you? Frequency
18 - 25 years 5
26 - 35 years 5
36 - 45 years 3
Above 46 years 8
Interpretation – As per the above graphical representation it has been summarised that
above the age of 46, customer's are more interested to getting maximum information skin care
products. As in this process, out of 21 respondents 8 candidates are in the favour of this process
while as further ratio determined as 5 for the age group of 18-25 and 26-35. All these activities
determined that customer' are can show their interest toward such beauty products of they got
specific informations regarding this. Therefore, Korean skincare organisation needs to pay their
maximum attention toward such age group of people to address their need and requirement
34
18 - 25 years 26 - 35 years 36 - 45 years Above 46 years
0
1
2
3
4
5
6
7
8
5 5
3
8
Column C
customer's requirement and need. In this research, data sampling has been done on 21
respondents who belongs to different areas. Major requirement of this process is to identify
knowledge of customers for existing and new skin care products. There are some questions are
determine below that aid to analyse view points of service users.
Theme 1: Age of respondents
Q1. How old are you? Frequency
18 - 25 years 5
26 - 35 years 5
36 - 45 years 3
Above 46 years 8
Interpretation – As per the above graphical representation it has been summarised that
above the age of 46, customer's are more interested to getting maximum information skin care
products. As in this process, out of 21 respondents 8 candidates are in the favour of this process
while as further ratio determined as 5 for the age group of 18-25 and 26-35. All these activities
determined that customer' are can show their interest toward such beauty products of they got
specific informations regarding this. Therefore, Korean skincare organisation needs to pay their
maximum attention toward such age group of people to address their need and requirement
34
18 - 25 years 26 - 35 years 36 - 45 years Above 46 years
0
1
2
3
4
5
6
7
8
5 5
3
8
Column C
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easily. All these activities assist to providing higher benefits to customer or at the same time
business organisation.
Theme 2: Ethnicity
Q2. What is your ethnicity? Frequency
White 15
Black 1
Asian 4
Arab 0
Others 1
Interpretation – On the basis of above graphs, it has been identified out of 21
respondents, 15 are in the favour of white as they belongs to the culture of UK. On the other
hands, 4 candidates belongs to Asian ethnicity, 1 is black and rest from others. All these
categories assist to classify them on the basis of their culture whose they belongs to because it
has major influence in the living style of individual. On the basis of organisation's requires to
serve their products and services in different countries. Through this, Korean company can get
maximum benefits and advantages as well.
Theme 3: Uses of cosmetics and skincare products
35
White Black Asian Arab Others
0
2
4
6
8
10
12
14
16 15
1
4
0 1
Column C
business organisation.
Theme 2: Ethnicity
Q2. What is your ethnicity? Frequency
White 15
Black 1
Asian 4
Arab 0
Others 1
Interpretation – On the basis of above graphs, it has been identified out of 21
respondents, 15 are in the favour of white as they belongs to the culture of UK. On the other
hands, 4 candidates belongs to Asian ethnicity, 1 is black and rest from others. All these
categories assist to classify them on the basis of their culture whose they belongs to because it
has major influence in the living style of individual. On the basis of organisation's requires to
serve their products and services in different countries. Through this, Korean company can get
maximum benefits and advantages as well.
Theme 3: Uses of cosmetics and skincare products
35
White Black Asian Arab Others
0
2
4
6
8
10
12
14
16 15
1
4
0 1
Column C
Q3. Do you use cosmetics and skincare
products?
Frequency
Yes 20
No 1
Interpretation – From the above graphs, it has been analysed that out of 21 respondents
20 are in the favour that that are using cosmetics as well as skincare products while as rest of the
candidates are not. Through this Korean organisation can identify customer's requirement and
need that assist to make them effective changes to provide them higher satisfaction easily.
Customers of a specific age group are more likely to purchase skin care products but it is require
that they have properly aware about it. For this, it is required that organisation uses most
appropriate communication tool so that they can spread information about uniqueness of thir
products and services.
Theme 4: Familiar with any Asian skincare products in particular Korean products
Q4. Are you familiar with any Asian skincare
products in particular Korean products (K-
beauty) ?
Frequency
Yes 4
No 16
Maybe 1
36
Yes No
0
5
10
15
20
20
1
Column C
products?
Frequency
Yes 20
No 1
Interpretation – From the above graphs, it has been analysed that out of 21 respondents
20 are in the favour that that are using cosmetics as well as skincare products while as rest of the
candidates are not. Through this Korean organisation can identify customer's requirement and
need that assist to make them effective changes to provide them higher satisfaction easily.
Customers of a specific age group are more likely to purchase skin care products but it is require
that they have properly aware about it. For this, it is required that organisation uses most
appropriate communication tool so that they can spread information about uniqueness of thir
products and services.
Theme 4: Familiar with any Asian skincare products in particular Korean products
Q4. Are you familiar with any Asian skincare
products in particular Korean products (K-
beauty) ?
Frequency
Yes 4
No 16
Maybe 1
36
Yes No
0
5
10
15
20
20
1
Column C
Interpretation – As per the above presentation it has been analysed that out of 21
respondents, 16 individuals are not familiar with the Korean products. Main reason behind this is
that lack of awareness and information to customers regarding such products and services. These
approaches assist to spread awareness regarding specific product and service that organisation
want to offer to their customers. After the analysis of this awareness, firm needs to use best
possible promotional tools so that they can provide maximum information to users and
customers. Most effective tools of these procedures can be door to door services, products sales
through local distributors and so on.
Theme 5: Attention toward Asian skincare brand
Q5. Can you name one Asian skincare
brand?
Frequency
Yes 4
No 17
37
4
16
1
Yes
No
Maybe
Yes No
0
5
10
15
20
4
17
Column C
respondents, 16 individuals are not familiar with the Korean products. Main reason behind this is
that lack of awareness and information to customers regarding such products and services. These
approaches assist to spread awareness regarding specific product and service that organisation
want to offer to their customers. After the analysis of this awareness, firm needs to use best
possible promotional tools so that they can provide maximum information to users and
customers. Most effective tools of these procedures can be door to door services, products sales
through local distributors and so on.
Theme 5: Attention toward Asian skincare brand
Q5. Can you name one Asian skincare
brand?
Frequency
Yes 4
No 17
37
4
16
1
Yes
No
Maybe
Yes No
0
5
10
15
20
4
17
Column C
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Interpretation – From the above graphs, it has been identified that users of UK doesn't
have any information regarding Asian skincare products as out of 21 respondents, 17 are not
aware about such products. Main reason of this unawareness is lack of advertisement and
marketing communication. Through this, firm needs to identified the major areas and age group
who are required such products and services. These activities provide a detailed information that
requires major changes to satisfied customer's need and requirement as well. 4 respondents has a
specific knowledge regarding such products who are aware on internet services. So for this, it is
necessary to considering such tools in business activities.
Theme 6: Attention toward Korean skincare brand
Q6. Can you name one Korean skincare
brand?
Frequency
Yes 4
No 17
Interpretation - From the Above given graph it has been identified that people are not
aware about Korean skin care brand. Because while asking any product name of the respective
brand out of 21 respondent 17 persons don't know about it. On the other hand, remaining 4 are
aware about it and give some named to the same brand product. Thus, Korean skin care have to
use different marketing communication tool and techniques so that they can aware customers
about their offerings as well increase sales.
Theme 7: Uses of any Asian or Korean skincare products
38
Yes No
0
5
10
15
20
4
17
Column C
have any information regarding Asian skincare products as out of 21 respondents, 17 are not
aware about such products. Main reason of this unawareness is lack of advertisement and
marketing communication. Through this, firm needs to identified the major areas and age group
who are required such products and services. These activities provide a detailed information that
requires major changes to satisfied customer's need and requirement as well. 4 respondents has a
specific knowledge regarding such products who are aware on internet services. So for this, it is
necessary to considering such tools in business activities.
Theme 6: Attention toward Korean skincare brand
Q6. Can you name one Korean skincare
brand?
Frequency
Yes 4
No 17
Interpretation - From the Above given graph it has been identified that people are not
aware about Korean skin care brand. Because while asking any product name of the respective
brand out of 21 respondent 17 persons don't know about it. On the other hand, remaining 4 are
aware about it and give some named to the same brand product. Thus, Korean skin care have to
use different marketing communication tool and techniques so that they can aware customers
about their offerings as well increase sales.
Theme 7: Uses of any Asian or Korean skincare products
38
Yes No
0
5
10
15
20
4
17
Column C
Q7. Do you use any Asian or Korean skincare
products?
Frequency
Yes 3
No 18
Interpretation – On the basis of above representation it has been identified that
customers are not familiar with Asian and Korean products due to lack of awareness and
knowledge. As out of 21 respondents, 18 are in adverse form while as only 3 candidates are in its
favour. The major reason behind this process are lack of marketing communication and
customer's interaction. So for this, it is required that these organisation sale their products and
services on lower cost so that they can build customer's loyalty easily. These are activities that
assist to provide long term benefits to a business organisation. After getting a large customers
growth with firm, firm can fluctuate their prices on the basis of their profit margin. All these
activities assist to build positive connection in target market on the basis of products royalty and
customers satisfaction.
Theme 8: Knowledge of K-beauty products
Q8. How did you hear of K-beauty products? Frequency
Open-Ended Question 21
39
Yes No
0
5
10
15
20
3
18
Column C
products?
Frequency
Yes 3
No 18
Interpretation – On the basis of above representation it has been identified that
customers are not familiar with Asian and Korean products due to lack of awareness and
knowledge. As out of 21 respondents, 18 are in adverse form while as only 3 candidates are in its
favour. The major reason behind this process are lack of marketing communication and
customer's interaction. So for this, it is required that these organisation sale their products and
services on lower cost so that they can build customer's loyalty easily. These are activities that
assist to provide long term benefits to a business organisation. After getting a large customers
growth with firm, firm can fluctuate their prices on the basis of their profit margin. All these
activities assist to build positive connection in target market on the basis of products royalty and
customers satisfaction.
Theme 8: Knowledge of K-beauty products
Q8. How did you hear of K-beauty products? Frequency
Open-Ended Question 21
39
Yes No
0
5
10
15
20
3
18
Column C
Interpretation – As per the above graphs, it has been identified that organisation get
mixed answer for the question of K-beauty products. Some of the respondents has not been
aware about different services of Korean products while as some of users got information on the
basis of internet as well as social media. So for this, it is required that, firm spread overall
information to each and every one so that they can maximise growth of firm and sale of products.
All these activities and procedure helps in build direct and positive connection with target
customers so that firm can earn long term benefits and growth as well.
Theme 9: Purchasing power towards K-beauty products
Q9. Have you bought and tried K-beauty
products?
Frequency
Yes 4
No 17
40
0
5
10
15
20
25 21
Open-Ended
Question
mixed answer for the question of K-beauty products. Some of the respondents has not been
aware about different services of Korean products while as some of users got information on the
basis of internet as well as social media. So for this, it is required that, firm spread overall
information to each and every one so that they can maximise growth of firm and sale of products.
All these activities and procedure helps in build direct and positive connection with target
customers so that firm can earn long term benefits and growth as well.
Theme 9: Purchasing power towards K-beauty products
Q9. Have you bought and tried K-beauty
products?
Frequency
Yes 4
No 17
40
0
5
10
15
20
25 21
Open-Ended
Question
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Interpretation - Beauty products are really indispensable for every individual for looking more
beautiful as well as to impress others with their outstanding personality. However, demand of
these goods are maximizing in coming time frame because it helps an individual in various
manner such as; attract customers, establish their positive image at marketplace and so on. Thus,
various companies are coming with numerous of products which are helping customers to make
their face more attractive. Hence, above graphical representation is showing that products of K-
Beauty is not that much popularity as compared with other competitors. As, from 21 respondents
around 4 members are saying that they are trying the K-Beauty products and preferring for their
body or face enhancement. On the other hand, around 17 members are raising their voice against
this statement as they haven't preferred K-beauty products neither used it for once also. It means,
demand of this brand is really minimizing which creating problem for them as company is
getting failed in maintaining their positive image at marketplace.
Theme 10: Choice between Asian beauty products and Western beauty products
Q10. Do you have a preference between Asian
beauty products and Western beauty
products?
Frequency
Yes 8
No 13
41
Yes No
0
5
10
15
20
4
17
Column C
beautiful as well as to impress others with their outstanding personality. However, demand of
these goods are maximizing in coming time frame because it helps an individual in various
manner such as; attract customers, establish their positive image at marketplace and so on. Thus,
various companies are coming with numerous of products which are helping customers to make
their face more attractive. Hence, above graphical representation is showing that products of K-
Beauty is not that much popularity as compared with other competitors. As, from 21 respondents
around 4 members are saying that they are trying the K-Beauty products and preferring for their
body or face enhancement. On the other hand, around 17 members are raising their voice against
this statement as they haven't preferred K-beauty products neither used it for once also. It means,
demand of this brand is really minimizing which creating problem for them as company is
getting failed in maintaining their positive image at marketplace.
Theme 10: Choice between Asian beauty products and Western beauty products
Q10. Do you have a preference between Asian
beauty products and Western beauty
products?
Frequency
Yes 8
No 13
41
Yes No
0
5
10
15
20
4
17
Column C
Interpretation - From the above diagrammatic representation, it has been analysed that
company is really legging behind as compared with other competitors. Out of 21 respondents,
around 13 members are not agree with this statement which shows the positive sign towards
organization success. Basically, if employees not hesitate while selecting beauty products
between Asian and Western beauty products then it shows that company is having a really
positive image. On the other hand, 8 members are agree with this statement and saying that they
have numerous of choices. It shows that, selected firm needs to work on their strategies and
company policies for grabbing the business opportunities which is identified at marketplace.
Basically, acquiring of consumer trust is really necessary specially of females because products
are finally consumed by them only as well as beauty items are much demanded by women's as
compared with men's. Hence, an organization needs to make some changes at workplace such as;
management of resources like labour, time, plant or machinery henceforth.
Theme 11: Preference between Asian or Western beauty products
Q11. Which do you prefer Asian or Western
beauty products?
Frequency
Asian beauty products 4
Western beauty products 6
No preference or both 11
42
Yes No
0
5
10
15
20
3
18
Column C
company is really legging behind as compared with other competitors. Out of 21 respondents,
around 13 members are not agree with this statement which shows the positive sign towards
organization success. Basically, if employees not hesitate while selecting beauty products
between Asian and Western beauty products then it shows that company is having a really
positive image. On the other hand, 8 members are agree with this statement and saying that they
have numerous of choices. It shows that, selected firm needs to work on their strategies and
company policies for grabbing the business opportunities which is identified at marketplace.
Basically, acquiring of consumer trust is really necessary specially of females because products
are finally consumed by them only as well as beauty items are much demanded by women's as
compared with men's. Hence, an organization needs to make some changes at workplace such as;
management of resources like labour, time, plant or machinery henceforth.
Theme 11: Preference between Asian or Western beauty products
Q11. Which do you prefer Asian or Western
beauty products?
Frequency
Asian beauty products 4
Western beauty products 6
No preference or both 11
42
Yes No
0
5
10
15
20
3
18
Column C
Interpretation - Everyone have different taste and preferences in simple term it can be
said that it vary from person to person. From the above given graph it has been analysed that out
of 21 respondent 6 are saying that their preference is to Western beauty products. Whereas, 4
people are in the favour of Asian beauty products as well remaining 11 respondent are saying
that their can be no preference or sometimes it can be given to both. Hence, major priority is
given to Western beauty products and their services.
Theme 12: Where you can get Asian skincare in the UK
Q12. Do you know where you can get Asian
skincare in the UK?
Frequency
Yes 2
No 16
Maybe 3
43
Asian beauty products
Western beauty products
No preference or both
0 2 4 6 8 10 12
4
6
11
Column C
said that it vary from person to person. From the above given graph it has been analysed that out
of 21 respondent 6 are saying that their preference is to Western beauty products. Whereas, 4
people are in the favour of Asian beauty products as well remaining 11 respondent are saying
that their can be no preference or sometimes it can be given to both. Hence, major priority is
given to Western beauty products and their services.
Theme 12: Where you can get Asian skincare in the UK
Q12. Do you know where you can get Asian
skincare in the UK?
Frequency
Yes 2
No 16
Maybe 3
43
Asian beauty products
Western beauty products
No preference or both
0 2 4 6 8 10 12
4
6
11
Column C
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Interpretation - In United Kingdom people are not aware about Asian skincare it has
been identified from the above given graphical presentation. Because out of 21 respondent 16 are
saying no that they don't know where they will get respective skincare services in UK. Whereas,
two persons are well known about this that from where they can skin care services and product
related to Asian. Apart from this, 3 people are saying that maybe they are ware but it or not there
is no surety. Thus, for providing knowledge about their goods and services to people there is
requirement of several marketing communication tools and techniques.
Theme 13: Preference to purchasing products online or offline
Q13. Do you prefer purchasing your products
online or offline?
Frequency
Online 4
Offline (Physical store) 8
Both 9
44
Yes
No
Maybe
0 2 4 6 8 10 12 14 16
2
16
3
Column C
been identified from the above given graphical presentation. Because out of 21 respondent 16 are
saying no that they don't know where they will get respective skincare services in UK. Whereas,
two persons are well known about this that from where they can skin care services and product
related to Asian. Apart from this, 3 people are saying that maybe they are ware but it or not there
is no surety. Thus, for providing knowledge about their goods and services to people there is
requirement of several marketing communication tools and techniques.
Theme 13: Preference to purchasing products online or offline
Q13. Do you prefer purchasing your products
online or offline?
Frequency
Online 4
Offline (Physical store) 8
Both 9
44
Yes
No
Maybe
0 2 4 6 8 10 12 14 16
2
16
3
Column C
Interpretation - From the above graphical presentation it has been identified that there is
two way of purchasing products offline and online. Thus, out of 21 respondent there are 8
persons who are in the favour of offline purchasing because they believe in physical touch and
purchasing. Whereas, 4 people are saying that they prefer online shopping compare to visiting on
physical stores. Apart from this, remaining nine people are in favour of both offline and online
because some time few products are not available on store in that case purchasing products from
shopping app take place.
Theme 14: Type of skin
Q14. What is your skin type? Frequency
Dry 5
Oily 3
Blemish-prone 1
Combination 12
45
4
8
9
Online
Offline (Physical store)
Both
two way of purchasing products offline and online. Thus, out of 21 respondent there are 8
persons who are in the favour of offline purchasing because they believe in physical touch and
purchasing. Whereas, 4 people are saying that they prefer online shopping compare to visiting on
physical stores. Apart from this, remaining nine people are in favour of both offline and online
because some time few products are not available on store in that case purchasing products from
shopping app take place.
Theme 14: Type of skin
Q14. What is your skin type? Frequency
Dry 5
Oily 3
Blemish-prone 1
Combination 12
45
4
8
9
Online
Offline (Physical store)
Both
Interpretation - There are several type of skins such as dry, oily, blemish-prone and
combination of all. From the upper mention graphical presentation it has been identified that out
of 12 person it has been identified that all the people are saying that combination of all skin type
people is more and they need skin care products for protecting. Five persons have dry skin so for
them there is requirement of moisturiser and three have oily which need non sticky products.
Apart from this, remaining 1 says that there is blemish-prone skin also which need skin care
products for protection.
Theme 15: Skincare concern
Q15. What is your skincare concern? Frequency
Anti-aging 14
Hyper-pigmentation and whitening 0
Acne and blemish-prone 5
All of the above 2
46
5
3
1
12
Dry
Oily
Blemish-prone
Combination
combination of all. From the upper mention graphical presentation it has been identified that out
of 12 person it has been identified that all the people are saying that combination of all skin type
people is more and they need skin care products for protecting. Five persons have dry skin so for
them there is requirement of moisturiser and three have oily which need non sticky products.
Apart from this, remaining 1 says that there is blemish-prone skin also which need skin care
products for protection.
Theme 15: Skincare concern
Q15. What is your skincare concern? Frequency
Anti-aging 14
Hyper-pigmentation and whitening 0
Acne and blemish-prone 5
All of the above 2
46
5
3
1
12
Dry
Oily
Blemish-prone
Combination
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Interpretation - As per the upper mention graph is has been analysed that, people have
different type of skin and according to which their concern is also several such as Anti-aging,
Hyper-pigmentation and whitening, Acne and blemish-prone as well all these. Mainly people use
skin care products for main purpose of Anti-aging and this is identified from above graph
because it is showing that out of 21 respondents 14 are in the favour of this. Whereas, 5 people
are Acne and Blemish-prone is also an reason of using these products. Remaining two are in the
favour of all the issues.
Theme 16: Age for using skincare products
Q16. At what age did you start using skincare
products?
Frequency
Below 15 years 5
Above 15 years 15
Never bothered about using skincare 1
47
14
5
2
Anti-aging
Hyper-pigmentation and
whitening
Acne and blemish-prone
All of the above
different type of skin and according to which their concern is also several such as Anti-aging,
Hyper-pigmentation and whitening, Acne and blemish-prone as well all these. Mainly people use
skin care products for main purpose of Anti-aging and this is identified from above graph
because it is showing that out of 21 respondents 14 are in the favour of this. Whereas, 5 people
are Acne and Blemish-prone is also an reason of using these products. Remaining two are in the
favour of all the issues.
Theme 16: Age for using skincare products
Q16. At what age did you start using skincare
products?
Frequency
Below 15 years 5
Above 15 years 15
Never bothered about using skincare 1
47
14
5
2
Anti-aging
Hyper-pigmentation and
whitening
Acne and blemish-prone
All of the above
Interpretation - Above mention graph is showing that at different age group people start
using skin care products. After collecting data from 21 respondent it has been identified that
above the age of 15 years people use goods related to skin care because 15 peoples are in the
favour of this. On the other hand, there are some people who are 5 in number are saying that
persons below the age of 15 start using the same kind of goods. Whereas, remaining 1
respondent is saying that, some people don't care for their skin and not even utilised such type of
products.
Theme 17: Thought process when buying skincare
Q17. What is your thought process when
buying skincare?
Frequency
Open-Ended Question 21
48
5
15
1
Below 15 years
Above 15 years
Never bothered about
using skincare
using skin care products. After collecting data from 21 respondent it has been identified that
above the age of 15 years people use goods related to skin care because 15 peoples are in the
favour of this. On the other hand, there are some people who are 5 in number are saying that
persons below the age of 15 start using the same kind of goods. Whereas, remaining 1
respondent is saying that, some people don't care for their skin and not even utilised such type of
products.
Theme 17: Thought process when buying skincare
Q17. What is your thought process when
buying skincare?
Frequency
Open-Ended Question 21
48
5
15
1
Below 15 years
Above 15 years
Never bothered about
using skincare
Interpretation – On the basis of above graphs it has been identified that Customer's are
more interested to buy products and services on the basis of their requirement and need. For this,
they concern about price, product quality, their requirement, product's texture, naturalist and less
uses of chemical products. The external part of product attracts a lot to customers so for this it is
required to make the packaging attractive, smell of product have to good, affordability and so on.
Whereas, some of the customers are concern about the effects of specific product that should be
natural and less uses of chemical, effective as well as less negative reaction on any skin type.
Theme 18: Lack of awareness on K-beauty or Asian skincare in UK
Q18. Do you think there is a lack of
awareness on K-beauty or Asian skincare in
UK?
Frequency
Yes 13
No 1
Maybe 7
49
0
5
10
15
20
25 21
Open-Ended
Question
more interested to buy products and services on the basis of their requirement and need. For this,
they concern about price, product quality, their requirement, product's texture, naturalist and less
uses of chemical products. The external part of product attracts a lot to customers so for this it is
required to make the packaging attractive, smell of product have to good, affordability and so on.
Whereas, some of the customers are concern about the effects of specific product that should be
natural and less uses of chemical, effective as well as less negative reaction on any skin type.
Theme 18: Lack of awareness on K-beauty or Asian skincare in UK
Q18. Do you think there is a lack of
awareness on K-beauty or Asian skincare in
UK?
Frequency
Yes 13
No 1
Maybe 7
49
0
5
10
15
20
25 21
Open-Ended
Question
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Interpretation - After going through the upper graphical presentations it has been
determined that population of United Kingdom is not aware about skin care products of K-beauty
and Asian. Because they are not using marketing communication tool and techniques thus, for
them it is important to utilise such things. Moreover, out of 21 respondents 13 peoples are saying
that yes in UK peoples don't have knowledge of goods and services offering by Korean and
Asian skincare. Whereas, seven are in the favour of maybe which mean that they are not sure
people can have or not knowledge about products offering by the respective countries company.
Apart from this, remaining 1 are in the favour that people are aware or have knowledge about
offerings of K-beauty or Asian skincare in UK.
Theme 19: The most common beauty marketing strategy
Q19. What is the most common beauty
marketing strategy have you seen?
Frequency
Social Media (Facebook, Instagram, Youtube,
and Blogs)
7
Advertising (Print and TVC etc) 8
Endorsement (Blogger, Celebrity etc) 6
Newsletter 0
50
13
1
7
Yes
No
Maybe
determined that population of United Kingdom is not aware about skin care products of K-beauty
and Asian. Because they are not using marketing communication tool and techniques thus, for
them it is important to utilise such things. Moreover, out of 21 respondents 13 peoples are saying
that yes in UK peoples don't have knowledge of goods and services offering by Korean and
Asian skincare. Whereas, seven are in the favour of maybe which mean that they are not sure
people can have or not knowledge about products offering by the respective countries company.
Apart from this, remaining 1 are in the favour that people are aware or have knowledge about
offerings of K-beauty or Asian skincare in UK.
Theme 19: The most common beauty marketing strategy
Q19. What is the most common beauty
marketing strategy have you seen?
Frequency
Social Media (Facebook, Instagram, Youtube,
and Blogs)
7
Advertising (Print and TVC etc) 8
Endorsement (Blogger, Celebrity etc) 6
Newsletter 0
50
13
1
7
Yes
No
Maybe
Interpretation - As per the above given given graph it has been identified that, their are
several marketing strategies which is using by skin care companies but come of them are most
common. That is utilising by everyone mostly as well in this out of 21 respondents 7 peoples are
saying that social media is that tool and eights are saying advertising. Apart from this, remaining
6 are in the favour of endorsement. Majority is for advertising which include printing and TVC
this is utilising by Korean skin care companies for promoting as well selling their products in
United Kingdom. Moreover, after advertising second number is of social media because this is
also an biggest tool of marketing and most famous also. Now a days people are using this tool
very much in their daily life. Thus, it can also be good marketing strategy tool for promoting skin
care products in Untied Kingdom.
Theme 20: The most effective beauty marketing strategy
Q20. From a consumer's perspective, what is
the most effective beauty marketing strategy?
Frequency
Social Media (Facebook, Instagram, Youtube,
and Blogs)
9
Advertising and PR (Print and TVC etc) 4
Endorsement (Blogger, Celebrity etc) 7
Newsletter, discount codes, and coupons 1
51
7
8
6
Social Media (Facebook,
Instagram, Youtube, and
Blogs)
Advertising (Print and TVC etc)
Endorsement (Blogger,
Celebrity etc)
Newsletter
several marketing strategies which is using by skin care companies but come of them are most
common. That is utilising by everyone mostly as well in this out of 21 respondents 7 peoples are
saying that social media is that tool and eights are saying advertising. Apart from this, remaining
6 are in the favour of endorsement. Majority is for advertising which include printing and TVC
this is utilising by Korean skin care companies for promoting as well selling their products in
United Kingdom. Moreover, after advertising second number is of social media because this is
also an biggest tool of marketing and most famous also. Now a days people are using this tool
very much in their daily life. Thus, it can also be good marketing strategy tool for promoting skin
care products in Untied Kingdom.
Theme 20: The most effective beauty marketing strategy
Q20. From a consumer's perspective, what is
the most effective beauty marketing strategy?
Frequency
Social Media (Facebook, Instagram, Youtube,
and Blogs)
9
Advertising and PR (Print and TVC etc) 4
Endorsement (Blogger, Celebrity etc) 7
Newsletter, discount codes, and coupons 1
51
7
8
6
Social Media (Facebook,
Instagram, Youtube, and
Blogs)
Advertising (Print and TVC etc)
Endorsement (Blogger,
Celebrity etc)
Newsletter
Interpretation - From the above given graphical presentation it has been analysed that,
there are several effective marketing strategies which can be used by Korean skin care
companies for promoting or selling their products in market area of United Kingdom. In this
there are 21 respondents out of which nine peoples are in favour of social media which includes
Facebook, Instagram, YouTube and blogs. 4 are saying that advertising and printing press is the
best whereas, there is two another option one is endorsement (Blogger and Celebrity) in this 7
peoples are in favour of it and another is newsletters, discount codes and coupons in which
remaining 1 person are in favour. Hence, it shows that for skincare companies of Korean social
media will be more effective marketing strategy which assist in providing information as well
data related to products and services to different customers. Because out of 21 majority of
peoples are in the favour of this advertising tool and technique.
CHAPTER 5: RECOMMENDATION AND REFLECTION
CONCLUSION
As per the above research it has been analysed that business communication play a most
important role in a business organisation. Through this, organisation can communicate easily
with their customer's in order to spread awareness regarding specific product and services. The
area of communication has very broad so for this, a business firm needs to identify a beneficial
approach on the basis of their organisation's requirement and need. As per this report, Korean
skincare organisation requires to spread awareness of their products in UK market on the basis of
52
Social Media
(Facebook, Instagram,
Youtube, and Blogs)
Advertising and PR
(Print and TVC etc)
Endorsement (Blogger,
Celebrity etc)
Newsletter, discount
codes, and coupons
there are several effective marketing strategies which can be used by Korean skin care
companies for promoting or selling their products in market area of United Kingdom. In this
there are 21 respondents out of which nine peoples are in favour of social media which includes
Facebook, Instagram, YouTube and blogs. 4 are saying that advertising and printing press is the
best whereas, there is two another option one is endorsement (Blogger and Celebrity) in this 7
peoples are in favour of it and another is newsletters, discount codes and coupons in which
remaining 1 person are in favour. Hence, it shows that for skincare companies of Korean social
media will be more effective marketing strategy which assist in providing information as well
data related to products and services to different customers. Because out of 21 majority of
peoples are in the favour of this advertising tool and technique.
CHAPTER 5: RECOMMENDATION AND REFLECTION
CONCLUSION
As per the above research it has been analysed that business communication play a most
important role in a business organisation. Through this, organisation can communicate easily
with their customer's in order to spread awareness regarding specific product and services. The
area of communication has very broad so for this, a business firm needs to identify a beneficial
approach on the basis of their organisation's requirement and need. As per this report, Korean
skincare organisation requires to spread awareness of their products in UK market on the basis of
52
Social Media
(Facebook, Instagram,
Youtube, and Blogs)
Advertising and PR
(Print and TVC etc)
Endorsement (Blogger,
Celebrity etc)
Newsletter, discount
codes, and coupons
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different media channels because this is cost effective method and provide quick and impressive
result easily. This is a method of communication through which an organisation can spread
awareness to customer's in a direct manner. Now a days, each and every individual access
internet in order to grab maximum and detailed information on the basis of their choice.
Therefore, it can be a effective approach to get connected with target users of the products and
services. As per the literature review analysis, organisation implemented marketing
communication techniques in order to promote skincare products in UK. These kind of activities
assist to building positive relationship with target customers in order to maximize sales and
profitability. In this procedure it is required to conduct a Research based on communication
techniques that aid to identifying most impact full techniques for business promotional
approaches. Major requirement of all these practices are for Promoting skincare products in UK
in order to creating a effective sales chain in new market. The literature review section assist to
providing proper detail in regards Impact of marketing communication on consumer behavior.
The major objectives of this research is to identify how Skincare products are currently being
promoted in UK. Through these practices, researcher can identify Difference communication
techniques used in UK and Asia in order to promote Korean beauty products effectively. The
customers of each country having difference behavior so for this, it is required to identifying
most beneficial techniques and approach of promotion to spread awareness among UK
consumers about Korean skincare products. Internet and media are the most popular platform of
advertising and promotion. Through this firm can build direct connection with their customer's to
identify their requirement for specific products and services. All these activities assist to
providing desirable growth and profitability to a business firm.
Recommendations
As per the above research, it is recommended that given company is required to recruit
few local people of UK because they know native language and taste of citizens. Moreover, these
individuals are capable to make people understand about brand and convince them to purchase
skin care product of Korean firm. It is observed and analyzed that Korea is very famous for its
skin care good so that they can utilize this factor to be included in promotional activities which
influence people of UK to purchase products of specific brand of selected enterprise. Apart from
this, the given company is required to carrying out promotional activities in mother tongue of
UK so that they can convey an appropriate knowledge about products and its features to more
53
result easily. This is a method of communication through which an organisation can spread
awareness to customer's in a direct manner. Now a days, each and every individual access
internet in order to grab maximum and detailed information on the basis of their choice.
Therefore, it can be a effective approach to get connected with target users of the products and
services. As per the literature review analysis, organisation implemented marketing
communication techniques in order to promote skincare products in UK. These kind of activities
assist to building positive relationship with target customers in order to maximize sales and
profitability. In this procedure it is required to conduct a Research based on communication
techniques that aid to identifying most impact full techniques for business promotional
approaches. Major requirement of all these practices are for Promoting skincare products in UK
in order to creating a effective sales chain in new market. The literature review section assist to
providing proper detail in regards Impact of marketing communication on consumer behavior.
The major objectives of this research is to identify how Skincare products are currently being
promoted in UK. Through these practices, researcher can identify Difference communication
techniques used in UK and Asia in order to promote Korean beauty products effectively. The
customers of each country having difference behavior so for this, it is required to identifying
most beneficial techniques and approach of promotion to spread awareness among UK
consumers about Korean skincare products. Internet and media are the most popular platform of
advertising and promotion. Through this firm can build direct connection with their customer's to
identify their requirement for specific products and services. All these activities assist to
providing desirable growth and profitability to a business firm.
Recommendations
As per the above research, it is recommended that given company is required to recruit
few local people of UK because they know native language and taste of citizens. Moreover, these
individuals are capable to make people understand about brand and convince them to purchase
skin care product of Korean firm. It is observed and analyzed that Korea is very famous for its
skin care good so that they can utilize this factor to be included in promotional activities which
influence people of UK to purchase products of specific brand of selected enterprise. Apart from
this, the given company is required to carrying out promotional activities in mother tongue of
UK so that they can convey an appropriate knowledge about products and its features to more
53
number of citizens. It is an effective as well as efficient tool for grabbing more people at
different geographical regions of the country to spread products successfully.
According to the research, it is suggested that skin products are mostly preferred by
young people then they can first target them only to grab more market share. Additionally, after
earning better growth in the nation they can expand business by providing skin care items for
other age group of citizens. Moreover, it is an necessary to focus on target group of people and
put appropriate efforts to archive success in this objective. After attaining primary goal, they can
make an effective strategy to grab more customers along with gaining better profits on regular
basis. Apart from this, they are required to hire team for marketing from UK itself so that they
can convince citizens in easy manner which facilitates to boost number of customers as well as
profits for a company. It is also recommended that they can utilize door- to- door selling to aware
people for products and make garb more distributors to sell goods in large scale in country.
The company is actually required to conduct marketing activities in an appropriate
manner for attaining more number of people. It is suggested that, it is essential for them to
observe, analyze and evaluate about preferences of citizens to understand more applicable
method of promotion to implement several changes into current techniques of the same.
Moreover, they should apply better methods of marketing to promote product which are
favorable to people sue top which they will get motivated to prefer Korean skin care products to
fulfill their expectations in proper way. Thus, it is also beneficial to modify packaging
accordingly to attract citizens of UK towards particular company for attaining better outcomes
on regular basis. It is necessary for them to analyze thoroughly about actual needs, wants and
demands of people and then apply several modifications to product or packaging criteria as per
preferences of people. Thus, it will facilitates to increase goodwill of organization along with
boosting up productivity as well as profitability in market area. At last but not the least, the given
company should evaluate real taste of customers in UK then put appropriate efforts to conduct
promotional activities properly to gain desired benefits.
Contribution to knowledge
In this research, I have learned about Korean skin product company which does not have
efficient communication skills and want to promote goods into market of United Kingdom. It is
necessary to carrying out more effective promotional activities to make people aware about the
brand so that they will purchase the same. Moreover, this firm utilized several marketing
54
different geographical regions of the country to spread products successfully.
According to the research, it is suggested that skin products are mostly preferred by
young people then they can first target them only to grab more market share. Additionally, after
earning better growth in the nation they can expand business by providing skin care items for
other age group of citizens. Moreover, it is an necessary to focus on target group of people and
put appropriate efforts to archive success in this objective. After attaining primary goal, they can
make an effective strategy to grab more customers along with gaining better profits on regular
basis. Apart from this, they are required to hire team for marketing from UK itself so that they
can convince citizens in easy manner which facilitates to boost number of customers as well as
profits for a company. It is also recommended that they can utilize door- to- door selling to aware
people for products and make garb more distributors to sell goods in large scale in country.
The company is actually required to conduct marketing activities in an appropriate
manner for attaining more number of people. It is suggested that, it is essential for them to
observe, analyze and evaluate about preferences of citizens to understand more applicable
method of promotion to implement several changes into current techniques of the same.
Moreover, they should apply better methods of marketing to promote product which are
favorable to people sue top which they will get motivated to prefer Korean skin care products to
fulfill their expectations in proper way. Thus, it is also beneficial to modify packaging
accordingly to attract citizens of UK towards particular company for attaining better outcomes
on regular basis. It is necessary for them to analyze thoroughly about actual needs, wants and
demands of people and then apply several modifications to product or packaging criteria as per
preferences of people. Thus, it will facilitates to increase goodwill of organization along with
boosting up productivity as well as profitability in market area. At last but not the least, the given
company should evaluate real taste of customers in UK then put appropriate efforts to conduct
promotional activities properly to gain desired benefits.
Contribution to knowledge
In this research, I have learned about Korean skin product company which does not have
efficient communication skills and want to promote goods into market of United Kingdom. It is
necessary to carrying out more effective promotional activities to make people aware about the
brand so that they will purchase the same. Moreover, this firm utilized several marketing
54
methods such as social media, personal selling and advertising which provide support to render
information about product or brand in front of people in UK. It will facilitates to attract new
clients along with retaining the current ones which results into increase in number of customers
for an company. Additionally, they conduct several marketing activities to attract them towards
brand which provide help to make an appropriate profit for business. It is an important aspect for
given firm to render proper information about their beauty products so that people make decision
to buy goods of specific brand repeatedly. It is also analyzed that they utilized several marketing
tools such as personal selling, advertising, sales promotions, public relationships, social media
and so on. Thus, overall these techniques are helpful to convey an appropriate message about
product and its benefits to people so that they will get convinced to purchase the same.
This research involves a fact that products are for overall age groups like from old
consumers to youngsters but it is young people mostly prefer goods of the selected company in
United Kingdom. Apart from this, Korea is very famous for its skin care sector due to
effectiveness of products so that they have an opportunity to expand their business in UK and
capable to grab better profit share. I have analyse that, with a good quality of skin products they
can attract more customers in UK market and achieve growth to become an efficient brand of
skin care at same place. A major issue raised in terms of communication problem due to
difference in cultures which is kind of barrier due to which efforts of marketing are not capable
to provide appropriate results. Thus, It is necessary to for them to apply more effective
techniques which is helpful to reduce this ineffectiveness of conversation between firm
executives and people of UK so that they can gain desired outcomes of promotional activities.
I have analysed that it is necessary to make promotions attractive but simple so that
customers can easily understand message of the same. Throughout this study I have learn about
the importance of promotional approaches for a business organisation in order to maximise sales
of new products easily. These are the worth full practices that assist in customers relationship
practices. Moreover, if I can learn actual information then only get convinced to buy goods of
particular brand and then quality of product decides their repeated purchasing in future. I have
learn that the communication techniques are not much effective which are used by Korean skin
care firm is in UK so that they should modify them accordingly. They can utilise an appropriate
methods as per taste or preferences of people of UK so that more customers can be attracted
towards skin care brand. Hence. It will facilitates to increase brand along with boosting up
55
information about product or brand in front of people in UK. It will facilitates to attract new
clients along with retaining the current ones which results into increase in number of customers
for an company. Additionally, they conduct several marketing activities to attract them towards
brand which provide help to make an appropriate profit for business. It is an important aspect for
given firm to render proper information about their beauty products so that people make decision
to buy goods of specific brand repeatedly. It is also analyzed that they utilized several marketing
tools such as personal selling, advertising, sales promotions, public relationships, social media
and so on. Thus, overall these techniques are helpful to convey an appropriate message about
product and its benefits to people so that they will get convinced to purchase the same.
This research involves a fact that products are for overall age groups like from old
consumers to youngsters but it is young people mostly prefer goods of the selected company in
United Kingdom. Apart from this, Korea is very famous for its skin care sector due to
effectiveness of products so that they have an opportunity to expand their business in UK and
capable to grab better profit share. I have analyse that, with a good quality of skin products they
can attract more customers in UK market and achieve growth to become an efficient brand of
skin care at same place. A major issue raised in terms of communication problem due to
difference in cultures which is kind of barrier due to which efforts of marketing are not capable
to provide appropriate results. Thus, It is necessary to for them to apply more effective
techniques which is helpful to reduce this ineffectiveness of conversation between firm
executives and people of UK so that they can gain desired outcomes of promotional activities.
I have analysed that it is necessary to make promotions attractive but simple so that
customers can easily understand message of the same. Throughout this study I have learn about
the importance of promotional approaches for a business organisation in order to maximise sales
of new products easily. These are the worth full practices that assist in customers relationship
practices. Moreover, if I can learn actual information then only get convinced to buy goods of
particular brand and then quality of product decides their repeated purchasing in future. I have
learn that the communication techniques are not much effective which are used by Korean skin
care firm is in UK so that they should modify them accordingly. They can utilise an appropriate
methods as per taste or preferences of people of UK so that more customers can be attracted
towards skin care brand. Hence. It will facilitates to increase brand along with boosting up
55
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productivity as well as profitability of selected company. The results of this research has
contribute positive and new results because through this organisation can introduce their services
in front of new customers easily. I found this research worth-full because through this I can
address future requirement of my business effectively.
56
contribute positive and new results because through this organisation can introduce their services
in front of new customers easily. I found this research worth-full because through this I can
address future requirement of my business effectively.
56
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