Customer Behaviour in Beauty Industry

This research essay explores customer behaviour in the UK beauty industry, analyzing factors influencing purchase decisions, the impact on business growth, and strategies used to attract customers. It combines primary research through a questionnaire survey with secondary data from books, journals, and websites.

Research Essay

TABLE OF CONTENTS
RESEARCH PLAN.........................................................................................................................1
PRIMARY RESEARCH.................................................................................................................4
FURTHER CONSIDERATION....................................................................................................12
REFERENCES..............................................................................................................................14
APPENDIX 1.................................................................................................................................15

RESEARCH PLAN
Topic: Customer behaviour in beauty industry.
Introduction
In order to sustain in the competitive market economy, it becomes essential for
organisations to assess the behaviour of customers and devise strategies to enhance their
attraction and retention towards organisation. Now with increase in internet and digital
technologies, anyone can obtain any specific information such as about organisation, its reviews,
its product’s details, etc. which are enough to transform the perception of customers (Schütte and
Ciarlante, 2016). Customers purchase behaviour can be transformed from various elements such
as peer reviews, brand reputation, quality of products and services, etc. Beauty industry has been
greatly affected from the dynamic behaviour of customers (Azmi and et.al., 2016).
In this context, the following research study will focus on analysing the impact of
customer behaviour in beauty industry of United Kingdom. The researcher will describe precise
research methodology which he or she will be going to use to carry out research study.
Furthermore, researcher will conduct primary analysis by using questionnaire and it will be
provided to customers of beauty organisations in United Kingdom in order to enhance more
knowledge regarding customer behaviour and its impact on their organisation. In this context, the
aim and objectives of present research study are described as below:
Aim
The aim of present research study is “to assess the factors that influence customer
behaviour in beauty industry of United Kingdom.”
Objectives
Summarised objectives to attain the aim of research study are listed as below:
 To identify the factors that affect the behaviour of customers
 To analyse the impact of customer behaviour on growth and development of beauty
organisation To identify the ways or strategies used by beauty industry to enhance attraction of
customers towards organisation
Research Questions
1

Research questions are fundamental core of research study. It determines the direction of
research and helps researcher to accomplish the aim and objectives of research study. In this
context, researcher will answer the following questions which are mentioned as below:
1. What are the factors that affect the behaviour of customers?
2. What is the impact of customer behaviour on growth and development of beauty
organisation?
3. What are the ways or strategies used by beauty industry to enhance the attraction of
customers towards organisation?
Rationale for Research
Customers plays significant role in enhancing the profitability and productivity of the
organisation. Companies manufactured goods and provides services to customers in order to earn
profits and revenue. In order to stay in competitive environment it is essential for them to retain
their target customers. In this context, researcher has selected the topic on impact customer
behaviour on beauty industry of United Kingdom. Researcher will be able to know about the
factors that influences customer behaviour. Through this research, researcher will also be able to
familiar with beauty industry of United Kingdom.
Research Methodology
In order to accomplish aim and objectives of research study, it is essential and important
for researcher to elaborate research methodology which he or she will going to select in research
study. In this context, research methodology is described below:
Research Philosophy: Research philosophy deals with source, nature and development of
knowledge (Taylor, Bogdan and DeVault, 2015). In present research study, researcher will use
interpretivism research philosophy.
Research Approach: Research approach is the general plan which elaborates the steps for
constructing broad assumptions to analysing the collected data. In the present research study,
researcher will use inductive research approach.
Research Design: Research design refers to the plan which helps researcher in attaining research
questions. In the present research study, researcher will use descriptive research design.
Research Strategy: It is the plan which helps in attaining the aim and objectives of research
study (Mackey and Gass, 2015). The present research will be quantitative as data will be
collected by using questionnaire form.
2

Data Collection: Data collection is collection of relevant research data and information (Billig
and Waterman, 2014). In order to collect data, researcher will use questionnaire research
instrument. It will be provided to customer who visits different beauty organisations in order to
gain more knowledge about customer behaviour and its impact. To gather secondary data, books,
journals, articles and relevant websites will be used.
Sampling: Sampling is the statistical process of lowering the population of research study. In
present research study, researcher will take sample of 15 customers of beauty industry randomly
and provide them questionnaire by hand.
Data Analysis: Researcher will analyse data by formulating themes, tables and charts.
Ethical Consideration: Researcher will ensure that participants of research are fully informed
about the purpose of research. Researcher will also maintain confidentiality and anonymity of
participants of research.
Secondary analysis
According to Macdonald, Medina and Romo, (2016) customer behaviour greatly affects
the growth and development of organisations especially those which work under health and
beauty industry. For instance, if the service of beauty organisation is not optimum, customer
would not visit again those organisations. Thus, it is essential for the management to provide
quality services to the customers. Bafna and et.al., (2016) identify four key factors that affects
the customer behaviour which are price, quality, quantity and services. For example, if the
quality of service is good but quantity is not, than it affects behaviour of customer slightly. Thus,
in order to enhance customer satisfaction and motivation it is essential for the organisation to
balance all the factors effectively.
Song, Bae and Lee, (2017) said that E-commerce creates a race to the bottom where price
is the primary attribute and retailers devalue the role of brands. In beauty organisations resisted
that but it’s hampered so many categories. For instance, lots of organisations provides free online
services and care advises which helps saving time of both customers and organisation (Scott and
Vigar‐Ellis, 2014). Digital technologies greatly affects the behaviour of customers. Now
customer can access to knowledge and information very easily and efficiently. For example, if
customers desired to know about the beauty product, he or she just have to insert the name and
all the information can be displayed on his or her screen (Pudaruth, Juwaheer and Seewoo,
2015).
3

PRIMARY RESEARCH
The primary analysis has been done by using themes. Researcher has collected data by
using questionnaire research instrument which has been provided to the customers visiting
beauty organisations. The analysis is described below:
Theme 1: Consumer very frequently purchase cosmetic products.
Q1. How often do you purchase beauty products? Frequency
Very Frequently 7
Frequently 4
Rarely 2
Do not shop 2
Total 15
Interpretation: The customers has been inquired by researcher regarding how often they tend to
purchase beauty products. In this context, 7 very frequently purchase, 4 frequently purchase, 2
rarely purchase and 2 does not shop for any beauty product.
Theme 2: Advertisement influences customers more while selecting beauty brand.
4
Very Frequently Frequently Rarely Do not shop
0
1
2
3
4
5
6
7
8
Frequency

Q2. Which factor influences you more while selecting beauty brand? Frequency
Peer Group 2
Family 4
Work place 3
Advertisement 6
Total 15
Interpretation: Researcher asked customers the factors which influences them while selecting
beauty product. From the analysis of sample of 15 respondents it was identified that 2 agreed on
peer group, 4 agreed on family, 3 agreed on workplace and 6 agreed on advertisement.
Theme 3: Name of brands affects customers' purchase decision making
Q3. Do name of brands affects your purchase decision making? Frequency
Yes 9
No 4
Not Sure 2
Total 15
5
Peer Group Family Work place Advertisement
0
1
2
3
4
5
6
7
Frequency

Interpretation: Researcher inquired customers regarding name of brands on their purchase
behaviour. In this context, 9 agreed that brand affects purchase behaviour, 4 denied the statement
and 2 were not sure about this.
Theme 4: Customers tend to buy more when there are sales and special offers on.
Q4. Do you tend to buy more when there are sales and special offers on? Frequency
Yes 11
No 2
Not Sure 2
Total 15
6
Yes No Not Sure
0
1
2
3
4
5
6
7
8
9
10
Frequency

Interpretation: In the questionnaire survey, researcher asked the participants regarding they buy
more during offers. In this context, 11 participants agreed with this, 2 participants denied this and
2 were not sure about this.
Theme 5: Price and Quality factors affects your purchase decision making in.
Q5. Which factors affects your purchase decision making in? Frequency
Price 6
Quality 6
Quantity 1
Service 2
Total 15
7
Yes No Not Sure
0
2
4
6
8
10
12
Frequency

Interpretation: In the questionnaire survey, researcher asked the participants regarding factor that
affects purchase decision making. In this context, 6 agreed that price affects their purchase
behaviour, 6 agreed that quality factors affects more, 1 agreed on quantity and 2 agreed service
factors affects purchase decision making.
Theme 6: Advertisement transforms customers' perception about the beauty products.
Q6. Does advertisement transforms your perception about the beauty
products?
Frequency
Yes 7
No 5
Not Sure 3
Total 15
8
Price Quality Quantity Service
0
1
2
3
4
5
6
7
Frequency

Interpretation: The customers has been inquired by researcher regarding their perception which
influenced by advertisement of beauty organisation. In this context, 7 agreed with statement, 5
disagreed with statement and 3 were not sure about this.
Theme 7: Groomed Professionals images do beauty users project to customers'.
Q7. What images do beauty users project to you? Frequency
Stylish 4
Confident 1
Groomed Professionals 8
Trendy 2
Total 15
9
Yes No Not Sure
0
1
2
3
4
5
6
7
8
Frequency

Interpretation: In the questionnaire survey, researcher asked the participants regarding the
projection that affects their decision making. In this context, 4 agreed on stylish, 1 agreed on
confident, 8 agreed with groomed professionals and 2 agreed with being trendy.
Theme 8: Discount offers & the Latest trends motivates customers' purchasing products in
terms of beauty.
Q8. What motivates your purchasing products in terms of beauty? Frequency
Discount offers 4
Latest trends 5
Advertisements 3
Need for product 3
Total 15
Interpretation: Researcher asked the participants of research study regarding factors that
motivates them. In this context, 4 agreed on discount offers, 5 agreed on latest trends, 3 agreed
on advertisements and 3 agreed with need for product.
Theme 9: Customers' collect information before visiting beauty organisation or centre.
10
Stylish Confident Groomed Professionals Trendy
0
1
2
3
4
5
6
7
8
9
Frequency

Q9. Whether you collect information before visiting beauty organisation or
centre?
Frequency
Yes 9
No 4
Not Sure 2
Total 15
Interpretation: In the questionnaire survey, researcher asked the customers that whether they
collect information before visiting beauty centre or not. In this context, 9 agreed with this
statement, 4 disagreed with the statement and 2 were not sure about this.
Theme 10: Expensive beauty products are more efficient than cheap beauty products.
Q10. Is expensive beauty products are more efficient than cheap beauty
products?
Frequency
Yes 11
No 3
Not Sure 1
11
Discount offers Latest trends Advertisements Need for product
0
1
2
3
4
5
6
Frequency

Total 15
Interpretation: In the questionnaire survey, researcher asked the participants of research study
regarding expensive beauty products are efficient than cheap products. In this context, 11 agreed
with the statement, 3 disagreed with the statement and 1 was not sure about this.
FURTHER CONSIDERATION
After analysing and reviewing the collected data it can be clearly understood that there
are several factors that can affects the behaviour of customers in beauty industry. The motive of
research study was to assess the factors which impact on behaviour of consumers in beauty
industry. For further enhancement of research study, researcher can opt for different method of
data collection and can change the participants of the research study. Researcher can use
interview for collecting data as researcher will be able to obtain more precise and accurate data.
Researcher can shift to qualitative research methods instead of quantitative research as it helps in
analysing data and interpretation in most effective and efficient manner.
Researcher can ask questions to managers and employees working in different beauty
industries as they have adequate knowledge about the factors that affects consumer behaviour
and its impact on their organisation. This research study can be more enhanced if researcher can
12
Yes No Not Sure
0
2
4
6
8
10
12
Frequency

narrow down its aim and objective to one organisation operating under health and beauty
industry of United Kingdom. Furthermore, researcher can use different research methodology
such as different research philosophy, approach, design and strategy which helps in
accomplishing the aim and objectives of research study in more effective and efficient manner.
Thus, these are the further consideration which can enhance and expand the present research
study on consumer behaviour in beauty industry of United Kingdom.
13

REFERENCES
Books and Journals
Azmi, A. and et.al., 2016. Consumer Behaviour: Case Study on Avon Malaysia. International
Journal of Humanities and Social Science Invention, 5(12), pp.31-34.
Bafna, A. and et.al., 2016. Influence of celebrity endorsements on the consumer behavior for
facial care product. Imperial Journal of Interdisciplinary Research, 2(5).
Billig, S.H. and Waterman, A.S. eds., 2014. Studying service-learning: Innovations in education
research methodology. Routledge.
Macdonald, L.E., Medina, I.G. and Romo, Z.F.G., 2016. A study of the impact of social
networking communities on the consumption of beauty luxury products. In Global
marketing strategies for the promotion of luxury goods (pp. 193-218). IGI Global.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
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, 11(1), pp.179-
198.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Scott, L. and Vigar‐Ellis, D., 2014. Consumer understanding, perceptions and behaviours with
regard to environmentally friendly packaging in a developing nation. International
journal of consumer studies, 38(6), pp.642-649.
Song, H.J., Bae, S.Y. and Lee, C.K., 2017. Identifying antecedents and outcomes of festival
satisfaction: The case of a cosmetics & beauty expo. International Journal of
Contemporary Hospitality Management, 29(3), pp.947-965.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
14

APPENDIX 1
QUESTIONNAIRE
Q1. How often do you purchase beauty products?
 Very Frequently
 Frequently
 Rarely
 Do not shop
Q2. Which factor influences you more while selecting beauty brand?
 Peer Group
 Family
 Work place
 Advertisement
Q3. Do name of brands affects your purchase decision making?
 Yes
 No
 Not Sure
Q4. Do you tend to buy more when there are sales and special offers on?
 Yes
 No
 Not Sure
Q5. Which factors affect your purchase decision making?
 Price
 Quality
 Quantity
 Service
Q6. Does advertisement transform your perception about the beauty products?
 Yes
 No
 Not Sure
Q7. What images do beauty users project to you?
 Stylish
15

 Confident
 Groomed Professionals
 Trendy
Q8. What motivates your purchasing products in terms of beauty?
 Discount offers
 Latest trends
 Advertisements
 Need for product
Q9. Whether you collect information before visiting beauty organisation or centre?
 Yes
 No
 Not Sure
Q10. Are expensive beauty products more efficient than cheap beauty items?
 Yes
 No
 Not Sure
16