There has been a rise in the cosmetic industry in the recent times, as most of the local products have seen a fall in the demand due to the international brands that are available in the market (Solomon et al., 2014). The rise in the sale of the cosmetic products is due to the fact that the consumers have been bombarded with the level of advertisements that are related directly with the fashion industry. The link with the fashion and the cosmetic industry has resulted in influencing the society to a high level so that they can buy the cosmetic products that are available in the market (Malik et al., 2013).
This particular study will be dealing with the impact that is created by advertisement on influencing the various factors affecting the buying behaviour of the consumers. The buying behaviour of the consumers are mostly affected by the factors such as image of the brand, culture and family (Schudson, 2013). Apart from this, the awareness regarding the brand also help the customers in gaining a better level of knowledge regarding the products that they want to avail in the market. This has resulted in focussing mainly on advertising the products by the cosmetic companies as well. Most of the companies maintain a separate fund for advertising so that it can result in influencing the consumers to purchase their products from the market (Raheem, Vishnu & Ahmed, 2014).
Most of the cosmetic companies are spending a huge amount by advertising their products so that it can influence the minds of the customers towards the particular brands that are provided by the company. The use of advertisement has been a tool for success so that it can communicate in a proper manner with the consumers. However, the companies are confused with the ingredients that should be used by them so that the advertisements can appeal to the consumers and change their buying behaviour as well (Bakshi & Gupta, 2013).
The objectives of this study will be as follows:
- To examine the impact that is created by advertisements on the level of awareness of the consumers
- To study the role that advertisements play in building the perception of the consumers towards the products
- To understand the impact on the awareness level of consumers and their perceptions on the buying behaviour
- To recommend strategies in improving the advertisement so that it can influence the consumer buying behaviour
Advertising and its influencing factors
Advertising is the method that helps in increasing the level of creativity by affecting the motive of the consumers so that they can purchase a particular product by taking an attempt in changing the perception of the product within the mind so the consumers. It also appeals to increasing the psychological motive of the customers so that they can buy the products that are provided by the company (Aaker & Biel, 2013). It also appeals to the emotional and rational levels of the consumers. The rational appeals of the products is based mainly on the benefits and the different problems that can be solved by using the products whereas the emotional appeal deals with meeting the expectation of the psychological and social requirements of the consumers (Kumar & Raju, 2013).
Advertising also helps in communicating with the audience in a proper manner so that they have a better level of knowledge regarding the products that are being provided by the company. It can be stated that the culture among the consumers also affects the purchasing pattern of the customers due to the various trends and wants affecting their life styles as well (Malik & Guptha, 2014). Most of the customers are affected with the level of advertisements that are being used by the company so that it can target the majority section of the people in the society. Most of the organizations are using the techniques that are above the line so that it can help in drawing up the best advertisement that will be beneficial for the company (Jin & Phua, 2014).
H0- The advertisements influence the consumers in purchasing the products
H1- The advertisements do not influence the consumers in purchasing the products
Attitude and behaviour of consumers
The buying pattern of the consumers is directly proportional to the behaviour and attitude of the consumers as well. The major thing that helps in influencing the behaviour of the consumer is the culture in which they are living. Culture helps in building perceptions regarding the products that are available in the market in the minds of the consumers. Most of the international cosmetic brands that are available in the market are recognized by the consumers and have a better perception in their minds regarding the brands that are available (Ioanas & Stoica, 2014). These perceptions allow the customers in choosing the products according to their life styles and culture within which they are residing. Advertising also forms the basic foundation of motivation that allows the customers in purchasing the particular product from the market (Malik & Guptha, 2014). It allows in building trust between the customers and the brands that are available in the market. Moreover the role of advertising is very important is increasing the buying behaviour of the consumers as well. This is due to the fact that the advertisements help the consumers in gaining a better knowledge regarding the ingredients that are present in the product so that it can increase the level of attraction among the customers towards the product (Bakshi & Gupta, 2013).
Most of the consumers in the recent world are attracted towards the products through their emotions, as it influences them in increasing their level of purchases. It also helps the customers in associating themselves with the brand that is being advertised by the company (Kumar & Raju, 2013).
H0- The attitude and behaviour of consumers is affected through advertisements
H1- The attitude and behaviour of consumers is not affected through advertisements
Impact of advertisement
According to Wei and Lu (2013), the major role of advertisement is that it helps in distributing the messages to different and wider places as well. This helps the company in increasing their target audience as well so that the product can be sold to a wide geographical area. The volume of sales for the product in the company is related with that of advertisement, as it is a tool that results in enhancing the level of sales of the brand. The use of advertisements also help in motivating the behaviour of the customers so that they can be able to purchase the products that are available in the market.
According to Chan, Leung Ng and Luk (2013), advertisement also helps in increasing the image of the brand in the market, as the consumers will have a better knowledge regarding the product that will influence them in purchasing the product as well. The use of advertisement also helps in increasing the continuous process of purchasing among the customers, as the product will be remembered by the customers due to the repetitive process of advertising.
H0- The use of advertisement helps in increasing the sale of the products
H1- The use of advertisement does not help in increasing the sale of the products
Consumer attitude towards cosmetic products
The attitudes of the consumers are developed mostly through the process of learning and experience that creates an impact on their buying behaviour. The brand is positioned in such a manner that it is dependent mostly on the success of the company by increasing the level of sales. Most of the people who belong to the middle aged group have a positive attitude towards the cosmetic products, as it helps them in sporting a younger look. They spend on these luxury items so that it can allow them in maintaining a positive attitude within the society (Pappas, 2016)
There are various factors that influence the buying pattern of the customers towards the cosmetic products. It is inclusive of the economic, environmental and socio-demographic factors as well (Rani, 2014). The environmental factors deal with the culture within which the consumers have been brought up, as it helps them in understanding the products that will help them in leading a comfortable life. The social class is also important, as the consumers need to maintain the status in which they have been living. The socio-demographic factors are the ones that deal with the location of the customers, which influences their buying behaviour to a great extent (Delafrooz, Taleghani & Nouri, 2014).
H0- The economic, environmental and socio-demographic factors have a positive influence on the buying behaviour of the consumers
H1- The economic, environmental and socio-demographic factors does not have a positive influence on the buying behaviour of the consumers
The different methods of research will provide the tools that the researcher can take up so that it can help the study to be conducted in a proper manner. This particular research will be based on the positivism philosophy, as the researcher will be able to collect the information that are relevant to the topic. This will help the research to be of a better quality on an overall manner. The research will be conducted in a deductive approach, as the information that is available can be deduced according to the topic that has been taken up and completed within the time period as well (Mackey & Gass, 2015). It will be done through mixed method, as the secondary sources of data will be used for conducting the review of literature and the primary data will be collected through the survey process relevant to the topic, which will be analysed. This will help the study to reach a proper conclusion as well. The research will be conducted using the explanatory type so that the variables that has been taken up in the study can be analysed and proper insights can be provided with respect to the questions and objectives that has been taken up in the study (Taylor, Bogdan & DeVault, 2015).
The sample of the research will be 100 customers who regularly visits the cosmetic stores and buys products and have a basic knowledge regarding the cosmetic market will be provided with the survey questionnaires so that the responses can be collected by the researcher. After gathering the responses, the researcher will be using the random sampling process so that the respondents have an equal opportunity in being selected within the survey process (Glesne, 2015). This will help the researcher in recording all the responses from the customers so that the research can be authentic in nature. The data will be collected through two ways where the primary data will allow the researcher in conducting the research in a quantitative manner and the use of the secondary sources such as journal articles, newspapers and magazines will help in conducting the literature review in a qualitative manner (Brinkmann, 2014).
The data that will be collected by the researcher will be analysed with the help of MS-Excel where the responses will be plotted on a graph and proper justification will be provided by the researcher based on the outcomes that has come from the survey. This is known as basic quantitative analysis. This will allow the study to be authentic in nature so that the conclusion can be reached in a proper manner by the researcher (Flick, 2015). According to Mackey and Gass (2015), the researcher will abide by the Data Protection Act so that no data is leaked for which he/she may get penalized. The responses that will be collected in a free manner, as the respondents will not be forced or influenced in giving a particular answer that may affect the overall quality of the research.
The analysis that will be conducted will help in finding the impact of advertising on the buying behaviour of the consumers. There are different factors that affect the buying behaviour of the consumers and the study will mainly focus on finding the relationship of advertisement with that of the purchasing pattern. The various attitudes of the consumers will also be analysed so that it can be linked directly with the buying attitude of the consumers. The different factors such as the use of the technology will also be studied so that it can help in finding out the relationship between the consumers and its buying attitudes as well.
The analysis will also help in establishing the link between the attitudes and behaviours of the consumers with that of the advertisement that are being taken up in the cosmetic companies so that it can enable the researcher in understanding it a proper manner. The findings will also help in getting a better result regarding the impact that advertisement creates on the buying behaviour of the consumers. This will help the researcher in understanding the negative or the positive relationship between the buying behaviour of the consumers with that of the advertisements that are being used by the cosmetic companies.
Therefore it can be concluded that the introductory part of the research study has provided various insights regarding the role that advertisement plays in influencing the buying behaviour of the consumers. The first part also consists of the objectives based on which the research will be conducted and the questions that the research will try to answer. This will help the research to be authentic in nature so that it can be used as a future reference by other researchers as well. The literature review has been conducted so that it can help the researcher in gaining better level of knowledge regarding the different variables that are taken up to explain the impact of advertisement and consumer buying behaviour. The variables has been explained in an in-depth manner so that the researcher can provide the authentic information regarding the study that is being conducted. The use of the different variables will also help the researcher in conducting the study in an extensive manner so that proper knowledge can be provided regarding the variables taken up.
Moreover, the research will be conducted using the different methodological tools so that it can help the process to be smooth in nature. The researcher has been able to identify the different methodological tools so that it can allow the research process to be done in a proper manner. The data will be collected through the primary method by conducting surveys of the customers so that it can help in analysing the responses. This will allow the researcher in getting the authentic results so that it can be analysed using the analytical tools. The proper analysis of the responses will result in providing the concluding statement of the study as well as the recommendations regarding the use of proper advertisement by the cosmetic companies to influence the buying behaviour of the consumers.
Aaker, D. A., & Biel, A. L. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press.
Bakshi, G., & Gupta, S. K. (2013). Online advertising and its impact on consumer buying behavior. International Journal of Research in Finance and Marketing, 3(1), 21-30.
Brinkmann, S. (2014). Interview. In Encyclopedia of Critical Psychology (pp. 1008-1010). Springer New York.
Chan, K., Leung Ng, Y., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167-179.
Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 5.
Flick, U. (2015). Introducing research methodology: A beginner's guide to doing a research project. Sage.
Glesne, C. (2015). Becoming qualitative researchers: An introduction. Pearson.
Ioan?s, E., & Stoica, I. (2014). Social media and its impact on consumers behavior. International Journal of Economic Practices and Theories, 4(2), 295-303.
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of Advertising, 43(2), 181-195.
Kumar, D. P., & Raju, K. V. (2013). The role of advertising in consumer decision making. IOSR Journal of Business and Management, 14(4), 37-45.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design. Routledge.
Malik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27(2), 128-143.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. World Applied Sciences Journal, 23(1), 117-122.
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, 92-103.
Raheem, A. R., Vishnu, P., & Ahmed, A. M. (2014). Impact of product packaging on consumer’s buying behavior. European journal of scientific research, 122(2), 125-134.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current research and academic review, 2(9), 52-61.
Schudson, M. (2013). Advertising, the uneasy persuasion (RLE Advertising): Its dubious impact on American society. Routledge.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Taylor, S. J., Bogdan, R., & DeVault, M. (2015). Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201.