Consumption Behaviour Analysis: A Marketing Report on Korean Skincare

This report provides a comprehensive analysis of the marketing and consumption behavior related to Korean skincare products, focusing on the Asian market. It begins with an overview of the research topic, highlighting the importance of understanding consumer needs and competitive advantages in the cosmetics industry. The literature review explores various studies on consumer expectations, purchase decision-making processes, and the impact of marketing strategies. The research objectives aim to analyze consumer considerations, purchase decision processes, marketing strategies, and influencing factors. The report details the research methods, including the use of primary and secondary data collection techniques, along with ethical considerations and a proposed timetable. Key areas of focus include the role of social media, the impact of pricing, quality, and the importance of effective marketing techniques in building a strong customer base. The analysis also covers the different stages of purchase decision making, from need recognition to post-purchase evaluation, and emphasizes the significance of understanding cultural nuances and consumer preferences in the Asian market.

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Contents
1. TITLE..........................................................................................................................................1
2. Information gathered to research topic........................................................................................1
3. Literature Review........................................................................................................................1
4. Research question/objective/hypothesis......................................................................................3
Research Objectives:...................................................................................................................3
Research Question.......................................................................................................................3
5. Research method/s and proposed rationale for testing and analysis............................................4
6. Practical and ethical issues..........................................................................................................4
7. Plan or timetable..........................................................................................................................4
REFERENCES................................................................................................................................7

1. TITLE
Marketing Korean Skincare: analysing and explaining consumption behaviour related to
Asia cosmetics
2. Information gathered to research topic
Companies around the world focus on deliver their customers with high quality services.
In order to attain their goals, they focus on understanding the requirement of customers and to
take up steps that will help to attain their goals and objectives (Kim, Han and Paramita, 2013).
There are companies that deliver their customers with similar type of products and services. Thus
the rate of competition is high and so these companies focus on attaining competitive
advantages. Main focus of this research will be to analysing and examination for consumption
behaviour towards Korean Skincare. There is different type of marketing techniques or
strategies’ applied so that strong customer’s base can be developed.
3. Literature Review
There are different researches that are conducted by researchers and these are helpful
enough to provide in depth understanding. Below given are details provided by various
investigators:
According to Kim, Timothy and Hwang, (2011) there are certain set of expectations that
individuals have before making any purchases. Some of the individuals will prefer to focus on
getting high quality services even if price of the product is high. On the other hand, there will be
people who expect to get high quality services at low price. With this respect, the preferences
made by them differs person to person. Further, there are activities which are implement by
companies and for each of them it is required to have support from the side of workers. They are
the one who have direct interaction with customers. When the type of services delivered by them
is not effective, then it affects the growth of business. As per Yu, Kim and Kim, (2012) time
changes the preferences for need of products that are required by them. Changes in technology is
also considered to be an important change that is required to be made. When these are done, it
support the firm to deliver customers with high quality services. Apart from this, people in this
modern world are focused in making sure that their health conditions and appearance is able to
attract others. There are many cosmetic products that are in the market and these provided
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various type of services. There are vast divisions that made for skin care. In this context, one of
the division made is in relation with delivering skin care products as per skin type. For each of
the skin type there are products available.
Lee, Wu and Lee, (2014) stated that for purchase decision making, there are different
type of steps involved. In this context, it is important for the customers to realize the need of
taking purchases decision. As per the first stage of decision making process, it includes
identification recognition for the products that will help to satisfy their need. According to Kim
and Lee, (2016) it requires the business to consider the area of development in which the person
will aim at gathering all relevant information so that his/her requirements can be satisfied.
Information is gathered as per considering the factors like price, quantity, quality, etc. then it
includes focus main on determining the alternative ways that can be followed to meet the
expectation level. Further, the next stage is to take purchase decision. As per this stage all the
elements that can make the person satisfied are considered and then decision of purchasing the
product is taken. The purchase decision does not gets finished with this stage but it also includes
post purchase. In accordance with this stage, the purchaser will make analysis of the products
purchased (Roll, 2015). This stage makes the individuals to decide on whether to take the
decision of purchases again or not. If the experience of using the product is not effective, then
they will focus on using alternative product to meet their requirements.
It is important for the firm to reach out customers so that all the information regarding the
products and services can be delivered. In Asia, there are many local products that are also
consumed by people and so the support that firm from other countries get from customers is low.
However, when use of marketing is done, then it enables to provide service users to know more
about the products. As per Kim and Ko, (2012) with advancement in technology, there are many
benefits that organizations have received. In this context, with the help of social media,
companies are able to have direct interaction with customers and so that their perception are
identified towards the products and services. However, then the firm do not taken up steps to
overcome the problems faced by service users, then affects the growth of the business. In
addition to this, when people do not have proper knowledge about the products, then rate of
purchase is negative as in cosmetic products when people sure for the benefits that they will get
after use, only then then prefer to take up decision for purchases. There are strategies like
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discount offers, free gifts, etc. that are also provided so that they are able to develop strong
customer base.
Kim, Han and Paramita, (2013) stated that in marketing of Korean Skincare, there are
different type of factors that affects. With this respect, one of the consideration is in relation with
the price of the products. When the rate of price is high when compared with its competitors,
then customers will prefer to make purchases of other products that are sold at low price. Further,
it also includes focus made on quantity and quality. The price is taken by companies depending
upon the quantity and type of raw materials that are used in it. It is important for the business to
taken up appropriate steps so that they are able to deliver their products and services at
affordable priced. Apart from this workers need to have proper understanding of the type of roles
and responsibilities that has to be played by them. When they do not have appropriate
understanding for the same, then they fail to meet up the requirement of service users. In such
type of condition, it is important that proper training and development should be provided so that
they are able to put on their full efforts to support in attaining the goals and objectives (Kim,
Timothy and Hwang, 2011). In addition to this, there are focus that is required to be made for the
support from the side of finance. In marketing there are different activities that are included and
for each of them there are cost involved and so planning so the same should be done effectively.
4. Research question/objective/hypothesis
Research Objectives:
 To analyse the consideration made before making purchases of cosmetic products.
 To determine the process involved in purchase decision making towards Asian cosmetics.
 To analyse the marketing strategies applied for Korean Skincare.
 To identify the factors that has impact on Marketing Korean Skincare.
 To recommend way to increase preferences of Korean Skincare at Asia.
Research Question
 What are the considerations made before making purchases of cosmetic products?
 What are the processes involved in purchase decision making towards Asian cosmetics?
 What are the marketing strategies applied for Korean Skincare.
 What are the factors that have impact on Marketing Korean Skincare?
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5. Research method/s and proposed rationale for testing and analysis
There are different type of methods that are included in gathering information. In this
context, it includes primary and secondary methods. Both these methods have their set of
benefits and disadvantages. In order to conduct the research in effective manner, the researcher
will make use of both secondary and primary methods (Mackey and Gass, 2013). More
specifically, primary methods are those which are gathered for the first time. On the other hand,
secondary are sources of data that are already collected by some other researcher. Primary will
be gathered by making use of questionnaire and secondary by using tools like books, journals,
online sources, etc. further, the main rational that are faced because of which the research is
carried out is that the type of marketing and strategies applied by the Korean cosmetics are so
effective that they are able to develop strong market with the help of which they developed
positive perception within the mind of customers.
6. Practical and ethical issues
As per ethical consideration faced was related with the secondary data used. It is
important to make sure that proper efforts are made in which the use of secondary information
are not done as it is because it includes the risk of plagiarism. Apart from this proper citation
should be done so that authentication of data can be presented. Accounts were needed to be make
so that researcher was able to access the journals.
7. Plan or timetable
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REFERENCES
Kim, A. J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-
1486.
Kim, J., Han, W. and Paramita, W., 2013. Is beauty in the eye of the beholder? Gender and
beauty in the cosmetics sector: A comparative study of Indonesia and Korea. Marketing
Intelligence & Planning, 31(2), pp.127-140.
Kim, P. J. and Lee, J. Y., 2016. A study on the Effects of Perceived Quality on whitening
cosmetics’ Satisfaction and Repurchase: Focused on University students. The East Asian
Journal of Business Management, 6(2), pp.15-22.
Kim, S. S., Timothy, D. J. and Hwang, J., 2011. Understanding Japanese tourists’ shopping
preferences using the Decision Tree Analysis method. Tourism Management, 32(3),
pp.544-554.
Lee, Y. C., Wu, W. L. and Lee, C. K., 2014. The effect of word-of-mouth, knowledge, and
promotions on purchase intention of medical cosmetics. International Journal of
Organizational Innovation (Online), 6(3), p.96.
Mackey, A. and Gass, S. M., 2013. Second language research: Methodology and design.
Routledge.
Roll, M., 2015. Asian Brand Strategy. In Asian Brand Strategy (Revised and Updated) (pp. 107-
140). Palgrave Macmillan, London.
Yu, H., Kim, C. and Kim, H., 2012. Investigating cosmetics purchase of international tourists in
South Korea. International Journal of Management Cases, 14(1), pp.398-410.
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