Effect of Advertisement on Consumer buying Behaviour in Cosmetic Industry: A Case Study of Sephora, Canada

Running head: Consumer Buying Behavior 1
Effect of Advertisement on Consumer buying Behaviour in Cosmetic Industry: A Case Study
of Sephora, Canada.
by
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Consumer Buying Behavior 2
ABSTRACT
The objective of the survey was to ascertain the effect of advertisement on consumer
purchase decision in cosmetic industry with Sephora Cosmetics, Canada, as the case study.
The study specifically aimed at determining the forms of advertisement used by the company
and their corresponding effect on consumer buying behaviour.
The survey was conducted at the Sephora store outlet and both primary and secondary data
were collected through structured questionnaires and literature review respectively. A total of
17 scholarly studies were reviewed and 50 employees and customers were involved in the
study. The collected data was descriptively analysed using SPSS and the outcomes presented
in the form of tables and figures.

Consumer Buying Behavior 3
Table of Contents
ABSTRACT...............................................................................................................................2
LIST OF TABLES.....................................................................................................................5
LIST OF FIGURES....................................................................................................................6
CHAPTER ONE: INTRODUCTION........................................................................................7
1.1 Background Information..................................................................................................7
1.2 Research Question............................................................................................................7
1.3 Research Hypothesis........................................................................................................7
1.4 Study variables.................................................................................................................8
CHAPTER TWO: LITERATURE REVIEW............................................................................9
2.1 Introduction......................................................................................................................9
2.2 Significance of advertisment in the Cosmetic Industry....................................................9
2.2.1 Alertness....................................................................................................................9
2.2.2 Advertising convinces................................................................................................9
2.3 Effects of Advertisements on Consumer Buying Behaviour...........................................9
2.3.1 Advertisements arrest the attention of consumers Cosmetic Products......................9
2.3.2 Advertisements impact the Consumer Buying Behavior by arousing interest..........9
2.3.3 Advertisements impact Consumer Buying Behavior by invoking Desire.................9
CHAPTER THREE: RESEARCH METHODOLOGY...........................................................10
3.1 Introduction....................................................................................................................10
3.2 Research Design.............................................................................................................10
3.3 Target Population...........................................................................................................10
3.3.1 Secondary Data collection.......................................................................................10
3.3.2 Primary data collection............................................................................................10
3.4 Sampling technique........................................................................................................11
3.5 Sample Size....................................................................................................................11
3.6 Sampling frame bias.......................................................................................................11
3.7 Ethical Considerations....................................................................................................11
3.8 Raw Data........................................................................................................................11
3.8.1 Sex of Participants...................................................................................................11
3.8.2 Age of Respondents.................................................................................................12

Consumer Buying Behavior 4
3.8.3 Education of the Respondents..................................................................................12
3.8.4 Awareness of Promotional strategies in Cosmetics.................................................12
3.8.5 Promotional Activities used by Sephora..................................................................13
3.9 Effect of Advertisements on consumer buying behaviour.............................................13
3.9.1 Advertisements arrest the attention of consumers Cosmetic of Products................13
3.9.2 Advertisements impact the Consumer Buying Behavior by arousing interest........13
3.9.3 Advertisements impact Consumer Buying Behavior by invoking Desire...............14
CHAPTER FOUR: DATA ANALYSIS..................................................................................15
4.1 Introduction....................................................................................................................15
4.2 Alertness on forms of Advertisements in Cosmetics.....................................................15
4.3 Effect of Advertisments on Consumer Buying Behaviour.............................................15
4.3.1 Advertisements arrest the attention of consumers Cosmetic of Products................15
4.3.2 Advertisements impact the Consumer Buying Behavior by arousing interest........16
4.3.3 Advertisements impact Consumer Buying Behavior by invoking Desire...............17
References................................................................................................................................18