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

MKT4066 Dissertation Proposal Form
MKT4066
Proposal Form
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Only complete the following section if you are undertaking an in-company project
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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.