Factors influencing buyer behavior in purchasing and using beauty products


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).

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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:

  1. What is the concept of buying behaviour of consumers?
  2. What is the significance of the beauty industry in UK?  
  3. What are the factors influences consumers purchasing decision of cosmetic products in UK?
  4. What are the possible recommendations for understanding factors influencing buying behaviour?

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.

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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

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