Influence of Advertising Appeal on Consumer Buying Behavior in Beauty and Hair Care Sector

This research proposal aims to investigate the influence of advertising appeal on consumer buying behavior in the beauty and hair care sector. It explores the significance of advertising appeal in creating awareness and attracting customers. The study will include a literature review, research objectives, research methods, and ethical considerations.

MKT4066 Dissertation Proposal Form
MKT4066
Proposal Form
This Form will be submitted electronically via.
Only complete the following section if you are undertaking an in-company project
Company Name
Company Contact Name
Company Contact Job Title
Company Contact e-mail
Company Telephone
Company Address
Please complete this form using the spaces provided, which indicate the required length of
each section. This is your research proposal, and as such is an indication of what you intend
to do for your dissertation, rather than a rigid plan. It is very likely that your final
dissertation will vary from your initial proposal in some respects. However, the proposal is
the first stage of your project, and an important starting point for your research and for your
discussions with your supervisor. It will help you to plan your work and to focus on the
purpose and structure of your final dissertation.
Please refer to the Module Handbook for detailed guidelines on how it will be assessed.
Word limit: Max. 1,500 words
Please fill out the following sections: Working title, Information Gathered, Literature
Review, Research Objective, Research Methods, Practical & Ethical Issues, Plan or Time
Table & References.

1) Working title of your dissertation (subject to change)
Advertising appeal influence on consumer buying behavior in the beauty and hair care
sector
2) Introduction to topic: including an identification of the research problem and context
(company, market, sector, or location, etc), and the justification/rationale for the study.
The present proposal is implemented to comprehension about the influence of advertising
appeal on consumer buying behaviour in the beauty and hair care sector. Therefore, it is a
wide area of investigation which is imperative in enhancing individual knowledge and
skills in relation to the chosen study area (Malik and Guptha, 2014). The primary
recognition behind execution of this analysis is that it is a most considered area of study
and needs detailed comprehension to enhancing understanding and knowledge in relation
to the area of advertising appeals within beauty industry. Advertising is effective in
establishing direct communication with customers at market place. Thus, in the context of
business, advertising is an essential tool which helps the business in creating awareness
about the business and its offerings. Thus, beauty and hair care is the sixth largest and
leading industry of UK market, which is worth around 10.2 billion in the year of 2017 and
has significantly concern over implementing advertising appeal for the purpose of
enhancing the attraction of customers and influencing their intention to buy products and
services (What is the current state of UK beauty market? Key Findings, 2018). The present
study is based on beauty and hair care sector in which beauty cream is the specific project
thus, this sector has familiar presence in the United Kingdom’s shops on its high street and
throughout the different media which carry its adverts. Therefore, after the fact analyzing
the diverse range of everyday fundamentals, luxury goods and individual care services,
consumers are mainly rely over the beauty industry for a multitude fulfilling the needs
every day. However, such demand and innovation has put the beauty sector at the heart of
the UK economy, while also implementing an essential cultural footprint (UK boasts 28.4
billion beauty product and service industry, report reveals, 2019). The UK is recognized as
the most leading three cosmetic buyers in the Western Europe, thus the beauty and hair
care has developed in the year of 2017, when the market value of entire sector has reached
to a staggering 9.8 billion. In addition to this, the overall revenue of beauty and hair care
industry is around 15,178m in the year of 2020 and it is expected to enhance by 4.1 percent
in a year, which shows a higher growth rate of the industry within UK market

(Grigaliunaite and Pileliene, 2016). Thus, the advertising appeal for beauty cream is
significantly effective in creating value for the businesses in creating awareness among the
customers and keeps them up to dated with the new launch and the effective features of the
product (A Study On The Influences of Advertisement On Consumer Buying Behavior,
2017).
3) Literature Review: Identify what research has been done and your choice of topic.uote
the references, the work done, the gaps not researched and how you will develop the
research question from these gaps.
Literature review is effective is providing in-depth theoretical framework which helps in
providing detailed understanding in relation to the present study area. This section is
mainly encompasses over secondary sources like books, journals, articles and so on.
According to the views expressed by Hitesh Bhasin, 2020, Advertising appeal is defined as
a communication strategy which marketing and advertising professionals applies to grab
attention and persuade individual to buy or act (Connelly, 2013). In another words,
advertising appeal is also refers as a strategy for grabbing the attention of the individual to
persuade them to buying their products and services. besides, advertising appeals renders
suitable evidence or provoke an emotional state which aid to influence the target audience
to purchase a certain product or service. Therefore, Marketing experts are divided them
separately but the most common appeals are emotions, logic, and popularity (Pudaruth,
Juwaheer and Seewoo, 2015). In the context of beauty and hair care sector, advertising
appeal plays significant role in making people aware about the products and services
offered by the business or industry, thus, advertising appeal is also imperative in featuring
the description of the products and represents its merits and demerits which can be
effective in terms of attracting customers towards the products and services.
The opinion of Tricia Folliero, 2018, has stated that, advertising is defined to be the most
imperative aspect of marketing and its significant for a business to improvise their
operations and customers reach, thus, for advertising appeal it is vital to understand the
market, target audience and the aspects that motivates them to buy the products (Krishna,
2013). thus, Here are assorted appeals like emotional appeals, fear appeals, rationale
appeals, humor appeals, scarcity and sexual appeal are the most common psychological
tools which are effective implemented by the beauty and hair care industry advertisers to
reach their target audience and persuade them to buy the products and services.

As per the views expressed by Sachin Jain, 2020, in the oday’s modern business era,
advertising is defined to be the most effective aspect which is widely implemented by the
businesses to grow and attain higher customers access. Therefore, businesses are concern
over spending a wide amount in advertising campaigning to attract customers towards the
products and services of the business (Getachew, 2018). Therefore, the advertising appeal
has significant value in influencing the buying intention of the customers rationally and
emotionally. In addition to this, it also create value in increasing customers base, creating
awareness about the products, enhancing profitability, sustain competitive position and so
on.
4) Research question/objective/hypotheses: Specify the problem/gap you have identified.
What is it precisely that you are attempting to find out? A clear statement of the purpose of
your research is necessary, in the form of a research question. Your research findings will be
measured against your statement of research objectives, so they should be clear and
achievable. Possible hypotheses can also be included here.

Research Aim
This refers as the imperative aspect of investigation which provides comprehension in
relation to the study in the form of a predetermined statement (Sokolova and Kefi, 2020).
Therefore, the key aim of this investigation is “An investigation over determining the
influence of advertising appeal over consumer buying behaviour in the beauty and hair care
sector”. A study on Beauty Cream for face.
Research Objectives
Research Objectives of this present investigation which incorporates over aim of the
research are defined as below:
 To develop understanding in relation to the conceptual framework of advertising
appeal in the context of beauty and hair care sector.
 To conduct study over the history on advertising appeal and its approaches that are
effective in regards to the growth of beauty and hair care sector.
 To study the significance of advertising appeal for the success of beauty cream
within UK.
 To critically access the relation between advertising appeal and consumer buying
behavior.
 To recommend the measures that can be opted by beauty and hair care sector for
effective promotion of beauty cream.
Research Questions
The key questions of this present analysis that are based on aim and objectives of the
research are defined as under:
 What is the conceptual framework of advertising appeal in the context of beauty
and hair care sector?
 What is the history on advertising appeal and its approaches that are effective in
regards to the growth of beauty and hair care sector?
 What is the significance of advertising appeal for the success of beauty cream
within UK?
 What is the relation between advertising appeal and consumer buying behavior?
 What are the measures that can be opted by beauty and hair care sector for effective
promotion of beauty cream?
5) Research method/s and proposed rationale for testing and analysis: Outline the
research methods you propose to use to undertake your study and to gather data: Describe
the research design, research philosophy, sampling techniques and the strategies you plan
to use to collect the data as well as how you will analyse the data. Provide a rationale on
how you will be able to test your hypotheses and evaluate your research question.

Research methodology is an imperative area of study which helps in rending suitable
guidance to the investigator to implement investigation activities in right direction (Wang,
Minor and Wei, 2011). The suitable approaches of this existing analysis are associated as
below:
Type of Methodology: This is the fundamental choice to aid the investigation in right
manner, therefore, the methodology is mainly relay over qualitative and quantitative
investigation, therefore, the selection is based on the data accumulated for the study (Jamil
and Rameez ul Hassan, 2014). Thus, in the context of this present analysis based on
determining the influence of advertising appeal over consumer buying behaviour in the
beauty and hair care sector, quantitative methodology will be the most suitable aspect as it is
effective in providing descriptive analysis within actual facts and figures.
Data Collection: This area of based on primary and secondary source of data collection,
thus, for undertaking present project, both primary and secondary tools are applied to gather
information that are suitable to drawn valid and reliable outcome (Xiang, Zheng, Lee and
Zhao, 2016). Primary research will be developed through conducting survey in which
questionnaire will be created to gather information from the large population. On the other
hand, secondary tools like books, journals, articles and so on are effective in developing
theoretical framework in the form of literature review.
Data Sampling: This is the another important recognition of the investigator at the beginning
of the project, as it is imperative for the investigator to select the participants for the
intention of accumulation of reliable information. In this sampling will be select at random
basis via the probabilistic tool that in this individual are randomly picked customers from
UK who are regular in the purchase of beauty and hair care products and services (Solomon,
Russell-Bennett and Previte, 2012). Therefore, sample size for this analysis of around 300 as
this is enough to measure the information and generate accurate outcome.

6) Practical and ethical issues: Identify any practical difficulties you may have to overcome
in working on your project and gathering information, and discuss any ethical issues
involved in undertaking your research.
In the implementation of an investigation ethical consideration is the key aspect which is
needs to be followed by the researcher for the effective completion of the project. The
research needs to submit ethical form online at the starting of the project as it is effective in
clearly defining the aspects that are needs to be considered while execution of the project. In
this present analysis the information will be gather through participants so it is essential to
provide consent in relation to receiving the approval for taking effective participation in the
research. In this information accumulation is based on primary investigation so it is strictly
essential for the researcher to maintain confidentiality about the discussion help among the
participant and the researcher. As an investigator role, the centre of the investigation would
not result in a risk to people with the potential to cause embarrassment or even harm. The
research also requires to execute all activities in ethical manner as it is required to maintain
honesty and absolute clarity in data.
7) Plan or timetable: Show when you plan to complete each of the major elements of your
project. A Gantt chart would be useful (see Saunders, Lewis and Thornhill ‘Research
Methods for Business Students’ for guidance).

Task April May June July August September October
Background
reading
Meeting with
supervisor
Literature
Review
Methodology
Data
Collection
Research
Finding
/analysis
Discussion
and
conclusion
Final draft
review
Final
Submission

8) References: Please provide a complete list of all the references you have used in writing
your research proposal. It is vital that you list your references correctly. You will fail the
proposal stage if you do not follow the proper conventions. Refer to the English Language
and Learning Support website (http://www.lr.mdx.ac.uk/document.htm) for guidance on
how to reference your work
Books and Journals
Malik, G. and Guptha, A., 2014. Impact of celebrity endorsements and brand mascots on
consumer buying behavior. Journal of Global Marketing, 27(2), pp.128-143.
Grigaliunaite, V. and Pileliene, L., 2016. Emotional or rational? The determination of the
influence of advertising appeal on advertising effectiveness. Scientific Annals of
Economics and Business, 63(3), pp.391-414.
Pudaruth, S., Juwaheer, T.D. and Seewoo, Y.D., 2015. Gender-based differences in
understanding the purchasing patterns of eco-friendly cosmetics and beauty care
products in Mauritius: a study of female customers. Social Responsibility Journal.
Krishna, A., 2013. Customer sense: How the 5 senses influence buying behavior. Springer.
Jamil, R.A. and Rameez ul Hassan, S., 2014. Influence of celebrity endorsement on consumer
purchase intention for existing products: a comparative study. Syed Rameez ul
Hassan, RAJ (2014). Influence of celebrity endorsement on consumer purchase
intention for existing products: a comparative study. Journal of Management
Info, 4(1), pp.1-23.
Xiang, L., Zheng, X., Lee, M.K. and Zhao, D., 2016. Exploring consumers’ impulse buying
behavior on social commerce platform: The role of parasocial
interaction. International journal of information management, 36(3), pp.333-347.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.
Wang, Y.J., Minor, M.S. and Wei, J., 2011. Aesthetics and the online shopping environment:
Understanding consumer responses. Journal of Retailing, 87(1), pp.46-58.
Sokolova, K. and Kefi, H., 2020. Instagram and YouTube bloggers promote it, why should I
buy? How credibility and parasocial interaction influence purchase
intentions. Journal of Retailing and Consumer Services, 53.
Getachew, E., 2018. Effect of Media Advertising on Consumer Buying Behavior: A case of
Heineken Breweries, specifically Waliya Beer (Doctoral dissertation, St. Mary's
University).
Connelly, B.D., 2013. The organic beauty industry: A gendered economic review
Online
Spencer-Jolliffe. N., 2019. UK boasts £28.4 bn beauty product and services industry, report
reveal.? [Online] Available Through:<
https://www.cosmeticsdesign-europe.com/Article/2019/07/18/UK-boasts-28.4-bn-

beauty-product-and-services-industry-report-reveals#>.
Whitehouse. L., 2018. What is the current state of the UK beauty market? Key findings.
[Online] Available Through:<
https://www.cosmeticsdesign-europe.com/Article/2018/10/26/What-is-the-current-
state-of-the-UK-beauty-market-Key-findings>.
Haider. T. and Shakib. S., 2017. A Study On The Influences of Advertisement On Consumer
Buying Behavior. [Online] Available Through:
<https://www.abacademies.org/articles/a-study-on-the-influences-of-advertisement-
on-consumer-buying-behavior-7177.html>.