Dissertation: Marketing Asian Skincare in UK, Consumer Behaviour

This dissertation investigates the marketing of Asian, particularly Korean, skincare products in the UK, focusing on consumer behavior. It begins with an introduction to the skincare market, research gaps, aims, and objectives, followed by a literature review that explores marketing communication techniques, consumer behavior, and the current landscape of skincare products in the UK. The methodology chapter outlines the research design, approach, philosophy, data collection, sampling, and analysis methods. Data analysis interprets the collected data, and the final section provides recommendations and conclusions, including contributions to knowledge. The research examines the effectiveness of marketing strategies, cultural differences, and consumer perceptions to identify opportunities for Korean skincare brands to succeed in the UK market. The study also addresses communication gaps and the impact of promotional activities on consumer decisions.

Dissertation
(Marketing Asian Skincare in UK: Analysing consumer behaviour related to Korean skincare
in UK)

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
CHAPTER 1 : INTRODUCTION...................................................................................................3
1.1 Overview and background of the Research...........................................................................3
1.2 Research Gap.........................................................................................................................4
1.3 Research Aim.........................................................................................................................5
1.4 Research objectives and questions.........................................................................................5
1.5 Structure of the dissertation...................................................................................................6
1.6 Time Scale.............................................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
1. Marketing communication techniques used to promote skincare products in UK..................8
2. Research based on communication techniques........................................................................9
3. Promoting skincare products in UK.........................................................................................9
4. Impact of marketing communication on consumer behaviour..............................................10
5. Improvement in communication techniques..........................................................................11
6. Skincare products currently being promoted in UK..............................................................14
7. Availability of promoting Korean or Asian skincare products in UK...................................14
8. Research done in promoting Korean skincare products in UK..............................................15
9. Marketing communications techniques done to promote Korean skincare products in UK. 16
10. Difference between communication techniques used in UK and Asia................................17
11. Difference in consumer behaviour.......................................................................................18
12. Reason of lack of knowledge for Korean skincare products in UK....................................19
13. Awareness among UK consumers about Korean skincare products...................................20
14. Missed elements in marketing communication techniques.................................................20
15. Research has not been done yet...........................................................................................21
16. Objective of review/ outcome..............................................................................................22
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................23
3.1 Overview..............................................................................................................................23
3.2 Research design...................................................................................................................23
3.3 Research approach...............................................................................................................24

3.4 Research philosophy............................................................................................................25
3.5 Data collection technique.....................................................................................................25
3.6 Sampling technique..............................................................................................................26
3.7 Data analysis........................................................................................................................27
3.8 Validity and reliability.........................................................................................................27
3.9 Ethical consideration............................................................................................................28
3.10 Limitation of study.............................................................................................................29
3.11 Survey................................................................................................................................29
CHAPTER 4: DATA ANALYSIS................................................................................................33
CHAPTER 5: RECOMMENDATION AND REFLECTION.......................................................51
CONCLUSION..........................................................................................................................51
Recommendations......................................................................................................................52
Contribution to knowledge........................................................................................................53
REFERENCES..............................................................................................................................55

EXECUTIVE SUMMARY
Marketing communication is related to the mean which is adopted by the organisation for
convey message to the target customers about goods and services offering by them. This can be
directly or indirectly both with the intention to persuade people to purchase. In simple words it
can be said that, marketing communication is different medium which is utilised by companies
for exchanging or providing information about their goods and services in market area . It
includes advertising, sales promotion, direct marketing, public relation and publicity, interactive
marketing, personal selling and so on. Korean skincare company is using marketing
communication techniques for promoting their products and services in market area of United
Kingdom. Mainly they are using social media, personal selling and advertising for attracting
people as well as for providing information also.
In the first section of this research, investigator conduct Introduction in order to identify
background of the topic as well as organisation. Basic information is provided in this chapter
related to skin care products of Korean and how they are promoting their offerings through
several marketing communication techniques. Apart from this, it also highlight objectives of
overall research which is creation by the researcher as well as attainment by them. Objectives are
related to topic which should be achieve for success of the research. Second chapter include
literature review in which issues related to overall topic is find out. So that they can be answered
as well solved by considering critical reviews of different authors. This is important section
which must be conducted in proper manner through investigators. Thus, their will be no problem
raised in between of the entire work and it should be completed in proper manner.
Research methodology is also a most important part of this research that assist in the
adoption of most appropriate method for data analysis. Collection of the information may
classify in two different parts as qualitative and quantitative. Both approaches helps to analysing
data on the basis of their nature. Qualitative method assist in gathering theoretical information
while as quantitative approach provides numerical as well as statistical data. For this research,
qualitative method can be most appropriate because through this company can identify user's
view for the beauty product. In this, researcher requires to implement primary research method in
order to identify customer's own view and opinion.
Data analysis is a another section of the research which is based on research
methodologies. Main objective of this process is the interpretation of above information and
1

data. Through this, investigator can provide a detailed information in effective manner. In this
section, it is required that information should have to be clear and authentic in order to providing
clear direction to organisation. The facts and figures are also considered in this section that assist
to manage a clear and proper information. On the basis of this approach, data can be represented
for further identification and ideas.
In the section of Recommendation, researcher requires to provide appropriate advise for
the organisation that help them to make further changes and modifications. These
recommendations are based on overall research in which investigator identify issues that requires
to be resolve at the time. On the basis of this research, the beauty care organisation of Korea can
identify major areas on which they needs to work properly.
2

CHAPTER 1 : INTRODUCTION
1.1 Overview and background of the Research
Marketing can be refereed to the activities that are linked with buying/selling products
and services at marketplace. In modern business world, every single organisation have a
marketing department in order to promote there goods in front of consumers. It has been found
that there are many marketing tools like advertising, personal selling, sales promotions, social
media, public relations that are adopted by companies which has helped in promoting there
goods at targeted market. These are some of techniques of marketing that has changed the whole
buying behaviour of the customers (Blakeman, 2018). Because use of social media helped in
interacting directly with the customers without any mediators and it also helped out in promoting
goods and services with less cost. An effective advertisement should include content which
directly become an eye catching thing for an individual and make them to fulfil their need as
soon as possible. The concept of marketing particularly social media have changed whole buying
behaviour of consumer and affected their decisions related to purchasing of goods and services.
Social media is a path to communicate regarding particular goods or services of any brand on its
web page. On the other hand, there is a shift that can be seen in previous years in skin care
industry from old consumers to young ones. Here, younger people (teenagers) started using skin
care products more than the old ones(de Aguilera-Moyano,Baños-González and Ramírez-
Perdiguero, 2015). Korea which is coming under Asian continent is famous for its skincare
products. Nation is having a wide range of companies like COSRX, Skinfood, Missha, Banila
Co. and many more are dealing in skin care sector. As organisations' sales is not increasing while
doing business in the existing targeted market. Many firms have decided to expand there
business in United Kingdom as after Brexit, UK's parliament has given high number of
opportunities for foreign companies to invest in there open market where they can raise profit
and revenues (Choi, 2015). However, people's perception of United Kingdom can be different
from Asian countries' people over skin care products of Korean companies because there is a
high difference in between literacy rate among these nations. Therefore, this can be considered as
the major aim of conducting this investigation.
In previous business world, any company whether it is small or big in nature did not used
to promote there products and services in front of the customers. With the change in course and
3

technology which raised the competition and made companies to start promoting there products
so that to sustain at marketplace for a longer period of time (Fill and Turnbull, 2016).
Research Problem
Present investigation based on the issue which was found by the researcher i.e. rise in
communication gap because of differences among culture that has been followed by United
Kingdom and Korea. This may impact over profit margins of the skin care organisations that has
expanded its business in United Kingdom. On the other hand, Korean Cosmetic products have
implemented various innovative ideas in order to raise overall quality of skin care products but
changes which has been brought by the Korean skin care company may not liked by people of
United Kingdom (Finne and Grönroos,2017). This might take place because of the differences
among culture. Thus, in order to look into this aspect and to study further, investigator chose this
topic. On the other hand, another issue which was faced by the investigator i.e. Promotional
activities which was used by Korean companies were not effective in nature at the time of
promoting there products and services at United Kingdom. On the other hand, communicational
technique which was used by Korean skin care organizations was not effective in nature as well.
These can be considered as some of the reason which Korean companies needed to keep there
focus in order to raise there chances of improving brand image in front of United Kingdom's
customer. Korean business firms believes in working hard which made them keeping the Korean
workers at United Kingdom's stores because of this, consumers faced number of problems like
communication gap, behaviour of Koreans were different from UK's people and many more.
Thus, this are some of the reasons which influenced researcher to select this topic rather than
going for any other (Hänninen and Karjaluoto, 2017). Here, marketing may help Korean skin
care companies to promote their products and services in much effective and efficient manner.
1.2 Research Gap
This section of investigation plays a crucial role in setting up the frame of dissertation. It
is necessary for a researcher to choose an untouched topic and then research on it so that
favourable outcomes can be easily brought up in much effective and efficient manner. This part
is being considered as the knowledge gap which needs to be investigate further (Ibrahim, 2016).
In present research report, main purpose of choosing this topic is that previous investigator left
some of the parts untouched like customer's expectation and perception related to skin care
products of Korean companies. Therefore, investigator selected this topic in order to investigate
4

further. In order to remove all the communicational gaps, Korean business firms may use number
of tools of communication in order to remove all the obstacles and many more. Here, proper
monitoring will help investigator in conducting the investigation and reviewing perception of
customers against Korean company's Skin Care products while promoting them in United
Kingdom's marketplace (Järvinen, Töllmen and Karjaluoto, 2015). Apart from this, there are
many marketing communication tactics that can be minimized with the help of using effective
factors. It has been found that, it is needed for skin Care sector to look into all the requirements
of United Kingdom's customers. Providing satisfaction to consumers should be the main aim that
can strengthen sales of Korean company's cosmetics.
1.3 Research Aim
This is being considered as one the main section of the dissertation as without setting an
aim, research cannot get conducted and desired objective may not get attained. In present
research, investigator have formulated an aim i.e. Marketing Asian Skincare in UK: Analysing
Consumer Behaviour with regards to Korean Skincare in UK.
1.4 Research objectives and questions
 Marketing communication techniques used to promote skincare products in UK
 Research based on communication techniques
 Promoting skincare products in UK
 Impact of marketing communication on consumer behaviour
 Improvement in communication techniques
 Skincare products currently being promoted in UK
 Availability of promoting Korean or Asian skincare products in U
 Research done in promoting Korean skincare products in UK
 Marketing communications techniques done to promote Korean skincare products in UK
 Difference between communication techniques used in UK and Asia
 Difference in consumer behaviour
 Reason of lack of knowledge for Korean skincare products in UK
 Awareness among UK consumers about Korean skincare products
 Missed elements in marketing communication techniques
 Research has not been done yet
 Objective of review/ outcome
5

1.5 Structure of the dissertation
It is required that research work should be done in a systematic way. Selecting right
structure or design can be helpful in conducting investigation in a rightful manner. Using correct
approach may aid in drawing favourable outcomes in short time frame (Karjaluoto,Mustonen and
Ulkuniemi, 2015). The research work should be done in an appropriate format which makes easy
for the management of company to interpret and understand the outcomes. Under present
investigation, investigator will follow a systematic structure which is comprehended below:
Chapter 1: Introduction
It is essential to start the investigation with an introduction which may include issues that
has been found by the researcher or information of the set aim/objectives. It should include
proper data related to purpose of conduction of investigation. In other words, research work is
required to start with proper introduction which contains all details regarding content of research.
Further, it also includes the aims and objectives of research which are required to be achieved by
researcher through conducting research.
Chapter 2: Literature review
This is being considered as dissertation's second chapter that carries the information
which has already been carried out by authors (Luxton, Reid and Mavondo, 2015). In present
investigation, where investigator have gathered the data from books, journals and other published
articles related to influence of Korean skin care products on consumer's buying behaviour. This
can also be understood as the second section of dissertation which contains relevant information
regarding the impact of Brand on consumer behaviour. It includes the information collected from
different sources such as books, journals and other published articles. It facilitate researcher to
get relevant information which assist in achieving pre-determined aims and objectives. With the
help of this, knowledge can be improved of investigator and can focus over number of findings.
Chapter 3: Research Methodology
Under this chapter of dissertation, a method is being selected of research depending on
the researcher's set aim (Mihaela, 2015). In this section, methods used in gathering and analysing
of data are included. Such methods includes qualitative and quantitative. The researcher selects
the method on the basis of reliability and accuracy in order to achieve actual outcome. Here,
Qualitative and quantitative are two major methodologies which plays a crucial role and helps in
6

gathering right data so that further investigation can be done. In order to draw favourable
outcomes it is required for investigator to select the fitting method as per selected topic.
Chapter 4: Data Analysis
This is the chapter of dissertation where investigator interpret/analyse of information
which has been gathered from respondents (Olejniczak and Tomorad, 2015). With the help of
this, outcome can easily be drawn which may aid investigator to give information to company on
sections which they have to make alterations through which competitive advantages can be
gained. In other words, this section is enclosed with different factors like the researcher interpret
and analyse the collected data then draw an outcome on the basis of information collected during
research which assist firms to make changes in the existing plans and strategies in order to strong
their existence among their rivals.
Chapter 5: Conclusion and Recommendations
This chapter comprehends the whole research which has been conducted which includes
recommendations and can help in showing results that were carried out over number of findings.
This can also be understood that under this section of the research work where final decision has
been made by the firms in accordance with the research objective and aim. The conclusion
provides the sufficient result about the comparison between Apple and Samsung which makes
easy for management of both companies to make some modifications in their current brand
strategies in order to to compete with each other. In present investigation, outcome which has
been taken out was related to influence of Korean skin care products on consumer's buying
behaviour at United Kingdom.
1.6 Time Scale
Time scale is the allowed time as well as time taken by every sequence of events. This is
a very important part of dissertation along with this it is useful in examining project feasibility.
An researcher set time as per activities of research (Petersen, Kushwaha and Kumar, 2015).
Additionally, Gantt Chart tool is a graphical presentation which represent a plan of project over a
time period. This is helpful and famous approach of showing various functions against times.
Apart from this, into chart list there are many things related to investigation activities has been
mentioned with the use of time scale. It shows every single activity with the help of bar and it
displays different things like duration, date of activities which is being done in order to complete
the investigation lastly it shows the beginning day of research. In other words, time scale can
7

also be understood as the time allowed and taken in order to complete the activities performed
while conducting the investigation. It facilitate in understanding about the work in progress and
more helpful in examining feasibility of project. For this, researcher is required to set and allot
time on the basis of research activities (PorcuDel, Barrio-Garcia and Kitchen, 2017). Along with
this, Gantt chart is prepared which represents graphical representation of project activities done
over a period of time. It is more helpful to prepare showing the different activities performed
against the time. On such chart, list of activities are mentioned with the suitable and effective
time scale. Under such, each activity is represented through bar, lengths and position of bar
indicates the duration, date of activities and start date.
CHAPTER 2: LITERATURE REVIEW
1. Marketing communication techniques used to promote skincare products in UK
According to Holden, (2018) marketing communication techniques are very effective to
increase the sales of skincare products in UK. Advertising, personal selling, sales promotions,
social media, public relations are important methods of communication for increasing sales of
skincare products. Social media is also the best method for promoting skin care product as
people spent most of their time on social sites, it is very easy to provide information on skin care
products, making it a useful method. This method is important for future growth. As per Do,
(2018) Advertisement is the most common technique of marketing communication and it
includes ads on TV or newspapers thus making skincare products launched through effective
advertising is also a very useful method.
As per the viewer KAGENDO, (2015) personal selling is very effective to promote
skincare product in the UK market and this include phones calls, selling the skincare items
through face to face sales visits, which includes personnel sales calls that are delivered by
sending product details through emails, and messages such as brochures or media kits. This also
helps increase sales in UK, and more customers are attracted through effective communication is
the process exchange their information one place to another through effective communicates
with their consumers. Public relations (PR) is another method that is very useful in expanding
skincare business in the UK market. According to Blakeman, (2018) it plays an important role in
8

maintaining relationships with clients as well as other nations. PR helps to increase sales by
providing quality skincare products through better communication with consumers.
2. Research based on communication techniques
There are many researches that have conducted various communication techniques in the UK to
promote products and services in the country. Camilleri conducted research in the year 2017 on
integrated marketing communication techniques. Furthermore, Petrosyan and Dimitriadis also
prepared thesis on marketing communication. All these studies discuss the effectiveness of
marketing communication techniques in order to raise profit of business and influencing
consumer behaviour (Camilleri, 2017). Rabova’s research paper in 2015 on marketing
communication in cosmetic industry, described the various communication methods.
Furthermore, the research paper discussed the importance of social media communication in
helping to gain the attention of mass audience
Todorova’s study describes various marketing communication mix and the study of Sramova
also explains marketing and media communication methods. All these researches are effective in
order to develop an understanding about effectiveness of various communication techniques that
are used in UK by cosmetic industry (Mráček and Mucha, 2015). With the help of these
communication techniques, companies promote their skin care products and make consumers
aware with quality and benefits of their goods and services.
3. Promoting skincare products in UK
As per the view of Petrosyan and Dimitriadis, (2016) in few decades skincare products demand
has been increased to a greater extent. There are many companies which offer amazing face
creams, body oils to consumers. Demand of skin care products in UK is very high, L'Oreal, ELC
etc firms are performing well in market. These brands have unique brand image and people have
trust on them.
9