Cosmetics Purchase and Consumer Behavior Observation Report - Analysis

This report details a student's observation of their cosmetics purchasing experience, specifically focusing on the purchase of moisturizer. The student examines their decision-making process, highlighting factors such as fragrance, skin type, product quality, ingredients, price sensitivity, and the importance of customer reviews. The report contrasts the student's preferences with those of a friend, who prioritizes brand recognition. It applies marketing concepts like the marketing mix (product, price, place, promotion) and discusses the influence of salespeople. The student reflects on key insights, including the importance of personal skin type, the impact of pricing, and the significance of not being swayed by external influences. The analysis includes recommendations for future purchases, emphasizing the importance of quality over price and the need to make independent decisions. The report references relevant academic sources to support the observations and analysis.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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Product- Cosmetics (Moisturizer)
1. Description of your observation
While going for making different purchases related to cosmetics, the main thing
which comes in mind is related to the fragrance and my type of skin. Before choosing any
kind of cosmetics product, the main element which are essential are as follows:
Firstly, while I make the purchase of moisturizers or any other face cream, the main
element which is checked is the quality and the ingredients which it is created. I personally
prefer the products which are natural and without any chemicals.
Secondly, the other aspect which is highly required is the price as I am bit price
sensitive in nature, I am ready to pay a certain amount for a face cream or moisturizer,
however, I need to satisfied totally with the quality and ingredients of the product as it is the
primary concern.
Moreover, checking the review is the other element which is necessary for
understanding the feedbacks provided by the other customers. There can be more than 60%
reviews form customers which can be helpful for making my choice and it will be beneficial
for me in choosing the cosmetics wisely.
I feel that in case of the purchasing the various types of cosmetics, the most important
aspect that is needed to be incorporated is the quality and the ingredients as these are helpful
in making the purchase much easier in nature. I feel that labelling is the other key criteria
which is focused while making the purchase related to the face creams or moisturizers which
will be beneficial in making my purchase easier (Atwal and Williams, 2017). Whenever I
walk in the store, the immediate aspect which comes in my mind is related to the quality of
the product, and it can be both brand or non-branded in nature. In the store, when I visited,

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the salesperson tried to influence my thinking, however, my opinions were still the same and
I tried to make the purchase in that manner.
2 Explanation of key insights
While purchasing the different kinds of cosmetics, the different customers have
various opinions and it can be varying from one another. In my case, I faced different key
insights in my purchasing experience and the experience shared with one of my friends. I
tried to notice the fact when my friend goes to purchase any kind of cosmetics such as lip
colours or any face cream or wash, the main thing which she looks for is the Brand as she is
highly brand conscious in nature. My friend is highly particular in ensuring the brand is the
well-known aspect which is being noticed and she has been advising me that instead of going
for purchasing the discounted products, I should be focusing on the quality and the brand.
As commented by Atwal and Williams (2017), while purchasing any kind of products
and services in the market, the main approach or aspect which is required to be noticed is
related to the marketing mix. As opined by Hanssens (2018), the marketing mix (product,
price, place and promotion) are the crucial elements which will be providing the overview of
the pricing and the promotional events which are being organized by the company in order to
improve the growth prospects of the company as a whole. Pricing is the critical element that
is needed to be checked by the customers as there can be adoption or standardization of the
different products as per the demand among the customers. On the other hand, as commented
by McClure et al. (2016), the promotional events are the critical elements which will be
developing the appropriateness in the services and analysis of the products which will be sold
in the market.
On the other hand, as a consumer, I had the different perspective while purchasing the
different products related to the face or the other cosmetics. I try to check the quality of the

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product which is purchased by me as I am more concerned related to the reviews and the
quality of the product. I feel that I am not such a brand conscious person as for me, the price
is the other aspect which needs to be taken into consideration. I have often faced the situation
wherein I have seen that they claim that these are best available products in the market,
however, it may not be the case always.
Therefore, from the overall experience which have been faced by me, there are few
recommendations which can be incorporated for improving the points which needs to be
considered on my next visit. The most important aspect is related to the fact that I should not
be influenced by the decisions which are being forced by any individual. In the stores, the
salesperson tries to influence my purchasing prospects, in such scenario, I need to understand
that my type of skin will be understood by me in a better manner. I need to compromise a
little less on the price of the products as I feel that the quality products will be a bit costly,
however, it will be meeting my demands and my skin will be protected. Rather than
purchasing a cheap quality product, spending a little extra money can be helpful for making
myself look good and fresh.

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References and Bibliography
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.4
Hanssens, D.M., 2018. The value of empirical generalizations in marketing.
McClure, A.C., Tanski, S.E., Li, Z., Jackson, K., Morgenstern, M., Li, Z. and Sargent, J.D.,
2016. Internet alcohol marketing and underage alcohol use. Pediatrics, 137(2), p.e20152149.
Moorman, C., van Heerde, H.J., Moreau, C.P. and Palmatier, R.W., 2019. Challenging the
boundaries of marketing.
Palmatier, R.W., 2017. Marketing research centers: community, productivity, and
relevance. Journal of the Academy of Marketing Science, 45(4), pp.465-466.
Zhang, J.Z., Watson Iv, G.F., Palmatier, R.W. and Dant, R.P., 2016. Dynamic relationship
marketing. Journal of Marketing, 80(5), pp.53-75.