Exploring Cosmetic Advertising's Impact on Women's Buying Behavior

This report delves into the realm of cosmetic advertising, scrutinizing how it currently depicts women and its subsequent effects on consumer buying behavior within the cosmetic industry. The research encompasses an introduction, a literature review, and a detailed methodology section. The ...Read More

Business Management 2.
(Exploring How Cosmetic
Advertising Portrays Women
Today And What Impact It Has On
Consumer Buyer Behaviour)

Table of Content
• Introduction
• Literature Review
• Methodology
• Data Analysis
• Conclusion, recommendation and self reflation
• References

Table of Content
• Methodology
• Data Analysis
• Gantt Chart and Project Plan
• References

Background of research
Cosmetic advertising introduces as a part of promotion used
by organisation to promote their cosmetics and beauty
products through different variety of media. In this,
advertising campaigns are mainly aimed at women wishing
to enhance their appearance, mainly to maximise physical
attractiveness and decrease the sign of ageing

Aim of the research
“To determine how Cosmetic Advertising Portrays
Women Today and its impact on Consumer Buying
Behaviour. A study on cosmetic industry.”

Research Objectives
 To analysis the concept of advertising in cosmetic
industry.
 To examine the need for advertising in cosmetic
industry.
 To identify how women are portrayed in cosmetic
advertising campaigns now-a-days.
 To analysis the impact of cosmetic advertising on
consumer buying behaviour.

Research objectives
Research objectives
• To explore the concept of diversity?
• To identify the impact of diversity on exiting corporate governance of
ASDA?
• To analyse the different strategies through which company can easily
reduce staff turnover issues?

Review of literature
Concept of advertising in cosmetic industry is based on
making a women unsatisfied with her appearance and looks
as after they watch advertisements. Due to which women
feels that if they will use these products, it will enhance their
beauty. This work in the favour of cosmetic industries as
their sales and revenues enhances in a considerable manner.

Methodology
Research methodology can be defined as an essential process
applied to gather information and relevant data for the purpose
making effective decisions. This chapter discusses the different
techniques and tools applied to conduct the research. The
approach, methodology, research framework, data sample, type
of data analysis, research limitation, ethical consideration data
collection and interpretation tools are some of the useful
elements discussed in this chapter.

Data Analysis
This is another important chapter that presents the
information collected, the outputs of the statistical
investigation completed and interpretation of findings.
Along with this, these are shown in tables using the
sequence of the particular research issue regarding “how
cosmetic advertising portrays women today and what impact
it has on consumer buyer behaviour”.

Theme 1: Knowledge about the concept of
advertising in cosmetic industry
a) Yes b) No
0
5
10
15
20
25
30
35
40
45
50
50
10
Frequency
Q1) Are you have knowledge about the
concept of advertising in cosmetic industry?
Frequency
a) Yes 50
b) No 10

Theme 2: Need for advertising in cosmetic
industry
Q2) What are the need for advertising in
cosmetic industry?
Frequency
a) Increasing sales 25
b) Attracting more customers 15
c) Improving brand awareness 20
a) Increasing sales
b) Attracting more customers
c) Improving brand awareness
0
5
10
15
20
25
25
15
20
Frequency

Conclusion, Recommendation and Self
Reflation
Conclusion: From the above mentioned information, it has
been concluded women of all age group prefer the natural
look, attained without the use of any cosmetic items when
given the choice.

Recommendation
After considering the key findings of this dissertation, there
are various and possible conclusive recommendation that
can be created for the future advertisement in cosmetic
industry. Primarily, it has been identified that applying
edited version and unnatural beauty products highly
effects on sales and profitability of cosmetic industry.

Self Reflation
There are different methods and approaches was used by me
which will help in collecting accurate and in-depth
information about how female are portrayed in cosmetic
advertising and how they effects on consumer buying
behaviour. In case of primary research, questionnaire
were applied because it highly assist me to accumulate
accurate and relevant data about the study.

References
Sandlin, J. A. and Maudlin, J. G., 2012. Consuming pedagogies:
Controlling images of women as consumers in popular culture.
Journal of Consumer Culture. 12(2). pp.175-194.
Chan, K., and Chrish, R. B., 2012. What do adolescent girls learn about
gender roles from advertising images?. Young Consumers. 13(4).
pp.357-366.
Pudaruth, S., and et. al., 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.
Kaur, K., and et. al., 2013. Beauty product advertisements: A critical
discourse analysis. Asian Social Science. 9(3). p.61.

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