Factors Influencing Buyer Behavior in Beauty Products (UK)

This report presents a research project investigating the factors that influence buyer behavior in the purchase and use of beauty products, specifically within the UK market. The study explores the concept of buying behavior, the significance of the UK beauty industry, and the key factors influencing consumer purchasing decisions. The research methodology includes a positivism philosophy, a descriptive research design, and a deductive research approach. Data collection involves both primary data through questionnaires and secondary data from books, journals, and online articles. Qualitative data analysis, using thematic analysis, is employed to evaluate the factors influencing consumer behavior, such as brand, health considerations, and price. The report also addresses ethical considerations, research limitations, and recommendations for understanding buyer behavior, concluding with a discussion of the findings and their implications for the beauty industry.

Research Project
“Factors influencing buyer behavior
in purchasing and using beauty
products”

Table of Contents
BACKGROUND/RATIONALE.....................................................................................................4
RESEARCH QUESTION................................................................................................................5
AIM..................................................................................................................................................5
OBJECTIVES..................................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................5
Research philosophy....................................................................................................................6
Research Design...........................................................................................................................6
Research approach.......................................................................................................................6
Data collection methods...............................................................................................................7
Data analysis................................................................................................................................7
Ethical considerations..................................................................................................................8
Limitations of research................................................................................................................8
TIME SCALE (GANTT CHART)..................................................................................................8
LITERATURE REVIEW................................................................................................................9
DATA ANALYSIS........................................................................................................................12
Findings and Discussions...........................................................................................................12
RECOMMENDATIONS AND JUSTIFICATIONS OF AREAS FOR FURTHER
CONSIDERATION.......................................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................22
APPENDIX....................................................................................................................................24
1.2 Factors contributing to research project selection...............................................................24
NOTE 2: IMPLEMENTING THE RESEARCH PROJECT.........................................................24

2.1: Match resources to research question.................................................................................24
2.2 Undertake the proposed research investigation in accordance with the agreed specification
and procedures...........................................................................................................................25
2.3 Record and collate relevant data by adopting systematic recording approaches................25
BACKGROUND/RATIONALE
Grooming is one of the most important parts of human life. There has been a tremendous
growth as beauty industry is employing more than one million workers worldwide. It has become
one of the most lucrative industries in the UK. The beauty market in nation started to grow since
2014. In this way, it has become successful in contributing effectively in the world's economy by
increasing participation of ample of business organizations who are playing role of providing
best of beauty products to satisfy the customers. Appearance has always been a vital part on the
basis of which consumer chooses the type of products (Laurujisawat, 2007). Make up and use of
cosmetics has become a platform which helps in raising social standing, increases likelihood for
success and suitable partner, helps to earn money and sustain to appear more competent. There
are various factors which affects the buying behavior of the customers in purchasing and using
beauty products. An individual is influenced factors such as cultural, social, psychological and
personal while buying these products.
The present report has been made with an objective to find out the factors in detail
influencing the buyer behavior in buying the beauty products. The study has been made in
context of UK beauty industry. The beauty industry in UK accounts for about £17 billion which
provides jobs to about one million employees worldwide. In respect to the cosmetic products,
80% by value covers the British market as finished beauty products. It has become one of the top
five largest markets in the EU (Cai, Yang and Hu, 2010). With the growth in market and ample
of cosmetics products, youth has been identified with the exclusive taste and choice for branded
beauty products for enriching their self esteem in the society and to gain change in lifestyle. It is
also very difficult to predict their choice with the changing time and thus evaluating their buying
behavior has become challenging and essential to determine. With the tremendous growth in
beauty industry of UK, the job role of business organizations becomes more challenging to find
innovative and new methods of producing beauty goods that are admired by consumers and may
satisfy them as per their demand and lifestyle (Meehan and Wright, 2011).

In this present study, the efforts will be made to explore the key factors by focusing on
purchasing behavior of consumers. Therefore, the study will help to analyze and evaluate those
constituents which play role in influencing the consumer behavior. The evaluation of both
external and internal factors will be evaluated so that a successful consumer oriented market
services can be provided. The research study will act as a gateway to success in the UK market
and worldwide.
RESEARCH QUESTION
The present study will be performed with the help of research questions stated as follows:
 What is the concept of buying behaviour of consumers?
 What is the significance of the beauty industry in UK?
 What are the factors influences consumers purchasing decision of cosmetic products in
UK?
 What are the possible recommendations for understanding factors influencing buying
behaviour?
AIM
“To investigate the internal and external factors influencing the buying behavior in
purchasing beauty products”.
OBJECTIVES
 To investigate the concept of buying behavior of consumers.
 To analyze the significance of beauty industry in UK.
 To determine factors influencing consumers purchasing decision of cosmetic products in
UK. To provide recommendations for understanding factors influencing buying behavior.

RESEARCH METHODOLOGY
The most significant element of whole research is the research methodology. The is
inclusive of selection of correct methods and tools for data collection, analysis and execution of
the information is provided by methodology. The selection of correct method is the resultant
outcome of successful research being carried out in right direction. It helps to gives us an
information about the various techniques which are selected by researcher according to their
investigation. The selection of apt tool is provided with the its justification as well. This is a wide
arena which covers the elements of data collection, information analysis, approach, research
design, reliability and validity of selection, ethical consideration and research limitations.
Research philosophy
Research methodology comprises of a philosophy which refers to knowledge required to
carry out the study. Research study is inclusive of various types of philosophies which are used
to make the investigation successful. The types of research philosophies are inclusive of namely
interpretivism and positivism. In the current research study, positivism philosophy will be used.
The significance of this philosophy selection is to facilitate the present study to study the
perspective of current social research. It is based on valid source of knowledge and is descriptive
in nature.
Research Design
The term research design implies to define the type of study which helps to facilitate the
investigation. It is a framework which is designed in an order to attempt the research questions,
analysing them and to meet the purpose of data collected. There are various types of research
design namely, descriptive, exploratory, experimental, correlational etc. In the present study, the
descriptive research design will be used. This is a research design which refers to study designed
to find out the participants in proper way. This is all about number of people who will take part
in facilitating the present research study.
descriptive research design has been chosen for the study so as to get useful information on the
Factors that influence the behavior of buyer with respect to purchase and use of beauty products.
The given design is likely to assist in providing valuable insights about the buyer behavior with
respect to purchase of beauty products (Penwarden, 2015).

Research approach
The approach for facilitating the plans and procedure is called as a research approach.
There are two types of research approaches namely, inductive and deductive (Daniel and Sam,
2011). In the present study, the deductive research approach has been utilized. The central idea
behind using this approach is to make the study general in an order to look at the observations for
carrying out the present investigation.
Data collection methods
Data Collection is a method which is used for collecting the information. In a present
research, the central idea behind carrying out the overall research is to generate effective
conclusion for the data. There are two methods of data collection namely, primary and
secondary. In the present study, both primary and secondary data will be collected. The
questionnaire method will be used to collect the primary data. There are used books, journals,
articles, various websites and online articles for collecting subject matter.
Primary data has been selected from the youth of UK in the age group. It was done by means of
questionnaire where questions were asked with respect to the factors that have influenced their
purchase and use if beauty products. probabilistic sampling technique was used in the given
study. Simple random sampling method was used in more specific terms. The chosen method is
important so as to get rid of the impacts of nuisance factors that are not being measured by the
researcher thereby making the study more reliable (Random sampling (Real data) is so
important, why? 2015). The sample size selected for the study was 30 youth being both of male
and female gender. They were college going as well as in the working class that made use of
beauty products.
Secondary data collection was ensured by collecting information from books, journals and online
articles.
Data analysis
Data analysis serve as a vital tool in evaluating the effective resultant outcome. There are
two methods which are used for analyzing the data namely, qualitative and quantitative
(Goddardand Melville, 2004). In this present study, qualitative data analysis will be used to carry
out the present study. This will be made to enrich the information in more effective and proper
way. Thus will be carried out with the help of thematic analysis.

In order to assess the data in a proper manner, there was a use of thematic analysis technique
where themes were prepared so as get knowledge about the factors that influenced the buying
behavior of youth with respect to beauty products.
Ethical considerations
The ethics and code of conducts which provide the norms of behavior which are required
to work properly (Gregory, 2003). Ethical issues are significantly taken into consideration in an
order to gain the proper course of getting work done. In this present research study, there will be
required to take permission from the respondents for collecting information (Daniel and Sam,
2011). In an order to collect primary information, the need for seeking permission to access
website will be required.
Limitations of research
The research is a continuous process where researchers face certain complications in an
order to give it a successful end. There are various limitations that may act as a barrier in
collection of data. Firstly, there will be possibility that researchers may find time hindrance in
carrying out the complete investigation (Kumar, 2014). Secondly, there are possibility that while
collecting secondary data, lack of information may affect the investigation.
The research was limited on account of less time as well as money constraint. Furthermore there
was also a presence of insufficient secondary information thereby making the study a less
effective one. However, these limitations have been avoided by collecting only those studies that
were apt and were not from paid website. Time management techniques were lasso adopted so as
to minimize the impact of time as the research based limitation for the given study.
TIME SCALE (GANTT CHART)
ACTIVITIES/WEEK 1 2 3 4 5 6 7 8 9 10 11
Selection of suitable topic for
the research study

Formulating goals and
objectives to facilitate the
study
Analysing the intention and
principle behind the study
Reviewing the literature for the
study
Determining the Research
methodology
Studying appropriate methods
for evaluation
Data interpretation and
discussion
Providing recommendation and
proposition
Preparation of report in a
presentable mode
Submission of research report
LITERATURE REVIEW
Understanding the behaviour of consumers is a biggest challenge to every organization.
There are constant efforts being employed by the marketers to analyse and evaluate the patterns
of making purchasing decisions to predict the ongoing and future trend in market. In the words
of Aminoff and Tanskanen (2013), preference of purchasing is determined by the quality of the
product and had no issue of pre or post buying perception (Aminoff and Tanskanen, 2013). In the
contrary, Calabrese (2000) believed that there are consumers who are very peculiar about the
products and they consider the need and demand as per the latest lifestyle and current market

trend into account (Calabrese, 2000). The marketer need to produce as per the recent trend that
affect the shopping decision of the consumers.
The significance of buying behaviour of UK residents are based on latest style and
current market need. Buvik and Halskau (2001) define consumer behaviour as an act of making
decision in respect of obtaining, using and disposing goods and services as per the choice that
goes according to their perception, demand and buying attitude (Buvik and Halskau, 2001).
Calabrese (2000) believed that price and promotion plays chief role in determining the major
tools for informing consumer about the current market information on the basis of which
decisions are taken (Calabrese, 2000). Saini (2010) stated after analysing the trends from UK
beauty industry that despite the aspect of recession in the nation, retail sales in the beauty market
of UK had shown a tremendous growth of 15.5% from £6.1 billion in 2008 to an estimated £7.1
billion in 2013 (Saini, 2010).
There are various factors which are required to be understand in an order to assess the
buying behaviour in purchasing and using beauty products. Although, the market trends do not
remain static always and this is the reason consumers buying behaviour are measured on the
basis of some factors that influences their purchasing pattern. In the words of Laurujisawat
(2007), Cultural factors have been the most crucial aspect. The marketers need to evaluate the
culture of different nations, groups or even countries (Laurujisawat, 2007). In support of same,
Buvik and Halskau (2001) believed that along with cultural, social factors influences the buying
behaviour to the great extent. There exist social standards, class, reference group, family and
social roles that which influences them to buy the beauty products Buvik and Halskau, 2001).
Generally youth has been a major group who have been targeted by marketers. Lamb, Hair and
Daniel, 2007 shares very significant factor called personal factors such as lifestyle inclusive of
activities, interest, demographic and opinion, self concept and personality as a chief factor
influencing the taste of consumer in purchasing beauty products. In support of same, has stated
that fact that psychological factors are very significant for marketers to consider as they have
long term effects (Lamb, Hair and Daniel, 2007). Moreover, these factors are inclusive of
motivation, perception and motivation, selective attention, beliefs, attitudes and retention in
determining the purchasing behaviour.

There are some influencers who feel that consumer behaviour not only depend on stated
factors. Nguyen, 2014 had an opinion that it is also affected by some patterns of consumer
buying behaviour. As a strong stated view, the suggestion was inclusive of kind of activities such
as routine or programmed, limited decision making, extensive etc are also equally vital (Nguyen,
2014).
In consideration to the buying behaviour of beauty products, it has been identified that
marketers need to analyse the buying behaviour of the youth who carry strong perception
regarding selection of beauty products. Gregory (2003) believed that they are not static in terms
of choice and therefore the factors need to be evaluated regularly (Gregory, 2003). In contrary to
this, Saini, (2010) analysed that young also comprises of two groups where one give importance
to quality and other to price. There are groups who takes both attributes into account while
making selection (Saini, 2010). These are the factors which they have strong influence on the
purchasing of beauty products.
Consumer buying behaviour is the most important element of marketing. The marketers consider
customers as a king of market and therefore it becomes very imperative to consider their need,
demand and perception in selection of correct product for them. In the words of Faes, Knight and
Matthyssens (2001), consumers has been identified as a most choosy in respect of particular
brand. There are some who are brand conscious, some consider quality and others are price
sensitive Faes, Knight and Matthyssens, 2001).
According to Chon, Inagaki. and Ō hashi (2000), there is a need to understand the factors
that influences the consumers buying behaviour. They serve as a useful tool in developing the
various measures that act as a very significant (Chon, Inagaki. and Ō hashi, 2000).
Taking in account the beauty industry where it has been provided an analysis that this
sector has a major contribution in the economy of the UK. In similar fashion, the constant efforts
are infused in bringing innovation and creativity in providing variety of beauty products to the
consumers. In a crux, they are significant in an order to serve the customer with the range of
options with respect to brand, price options, quality etc so that they analyses them all on the basis
of social, cultural, psychological and personal factors as a whole.

DATA ANALYSIS
Findings and Discussions
In order to assess the given data has been collected form respondents as well as s through
secondary research; there will be a use of thematic analysis. The emphasis will be given on
formulating themes so as to assess the factors that influence the buyer behavior in long run.The
data has been analysed with the help of the following themes:
Theme 1: Customers consider brand as the most important factor.
Responses Number of customers
Quality 7
Price 5
Brand 12
All of above 6
Analysis and findings

With the help of analysis and evaluation made, it has been estimated that brand is primarily the
most crucial factor which is essentially considered by the customers. The beauty industry has
been evaluated and measured with tremendous growth rate. This is a reason which has inclined
the large number of customers to consider brand as most important consideration while selecting
beauty products. Moreover, it has been analysed from the secondary data done through literature
review that the customers takes in to account price and quality as well in buying. It had been
analysed that these two factors are considered equally while reflecting behaviour while
purchasing them (Saini, 2010).
Theme 2: Customers prefer to buy products that are healthy for their body.
Responses Number of customers
Health 15
Mild 7
Attractiveness 8