the detailed impact of advertisements on buying behavior of youth with respect to cosmetics based on a research conducted

1. Contents
1. Problem definition
 Introduction
 Literature review
2. Development of an approach
 Research question
 Factors affecting the problem
3. Research design formulation
 Procedure for obtaining information
 Sampling process and sampling size
 Questionnaire
4. Data collection
 Tabulation of data (tables)
5. Data preparation and analysis
 Analysis of data discussion of results
6. Conclusion

2. 1. PROBLEM DEFINITION
a. INTRODUCTION
Advertisements are an important component of any business plan because of its
pervasiveness, impact and targeting abilities. Advertisements have become an
integral part of modern society .It is the most convenient route to reach to youth
consumers.
Consumer behavior in buying pattern is differences when comes to the product,
price, features, quality, packaging, lifestyle, status. However, youth is the most
complicated group to correspond with. The youth changing preference affect the
buying pattern because they mostly follow the rhythm of fashion and taste
according to the shifting time. Therefore, Marketers spend millions on market
research every year to identify and predict the changing youth behaviour. With the
continually flourish of varieties in cosmetics the youth encourage with the flavour
of attractiveness through affordable price and changing trend in the market. All this
makes it extremely difficult to understand and target their behaviours.
The research is focused on the behavior and attitudes on the perception of the
youth buying behavior pattern towards cosmetics products, Consumers move
through a series of steps when buying a product but mainly the consumer emphasis
the product in a way that, it should deliver to them on low or more affordable price
with good quality and value added features to satisfy their needs. However, to
investigate the aspect of buying behavior of youth, what factors influence them
while purchasing the cosmetics and how the consumer addresses their buying
decision when purchasing a specific product of cosmetics. The study will explore
the buying behavior of youth. The research is based on the questionnaires and
finally the conclusion is drawn on the bases of findings
b. LITERATURE REVIEW
Consumer often judges the quality of a product or service on the basis of a variety
of information cues that they associate with the product. Some of these clues are
intrinsic to the product and service other is extrinsic. Either single or together such

3. are provide the basis for perception of product and service quality. ( Schiffman,
Kanuk, 2009)
Lifestyle is a way of living that is identified by how people spend their time and
resources, what they consider important in their environment and what they think
of themselves and the world around them.(Kerin et al, 2003). The life styles
concept provides description of behaviour and purchase pattern, especially the
ways in which people spends their time and money. Personality, motives and
attitudes also influences lifestyle. (Cant et al,2009). Lifestyle defines a pattern of
consumption that reflects a person's choices hoe spend money and time.( Solomon,
2009)
The consumer may expect price to reflect the quality level of the product. Quality
perception may be to do with the materials or components used in the product.
Price, quality can be compared objectively, the image of the product and the
contribution of the chosen item towards needs satisfaction and lifestyle. (Cant et al,
2009). Consumers were more likely to switch brands after the price increased than
if they were simple exposed to the higher price to begin with. As pricing can
influence the decision of consumer to take or drop the purchasing idea by which
they are go for substantial product with low price and perceived quality. (Mullen,
Johnson, 1990)
Advertising informs consumers about the existence and benefits of products and
services, and tries to persuade consumers to buy them (MacKenzie, 2004).The goal
of advertising is to persuade the consumer to do something, usually to purchase a
product. If advertising is to attract and communicate to audiences in a way that
produces this desire result, advertisers must first understand the consumers.(Lee,
Johnson,2005) Advertiser's primary mission is to reach prospective customers and
influence their awareness, attitudes and buying behaviour. They spend a lot of
money to keep individuals (markets) interested in their products. To succeed, they
need to understand what makes potential customers behave the way they do. The
advertisers goals is to get enough relevant market data to develop accurate profiles
of buyers-to-find the common group (and symbols) for communications this
involves the study of consumers behaviour: the mental and emotional processes
and the physical activities of people who purchase and use goods and services to
satisfy particular needs and wants (Arens, 1996).
When consumers have had no experiences with a product, they tend to trust a
favored as well known brand name. Consumers often think well known brands are
better and are worth buying for the implied assurance of quality dependability,
performance and services. .( Schiffman, Kanuk, 2009)

4. 2. DEVELOPMENT OF APPROACH
a. RESEARCH QUESTION
Do Advertisements have an impact on the buying behavior of youth on
cosmetics?
In the new modern fashionable trend as cosmetic is one of the important needs
mainly for the women. How does the attitude influence by advertisement to buy
cosmetics? How does the subjective norm influence the attitude to purchase
cosmetics? What kind of cosmetics they often use? What are the factors that
influence female teenagers to use cosmetics?
b. FACTORS AFFECTING THE PROBLEM
Identifying the factors influencing the behaviour of buyers of youth.
1. Advertising
Advertising is an element that is used to convince message to in a very
informal way to buy the product as it is most satisfy them when uses.
Advertising can be an excellent tool to catch the youth attention; this may lead
to switch the brand and try the other brand of product and look them more
attractive then before.
2. Brand
Brand can be one of the factors that why young people buy product, they
believe on brand because their parents or friends use it. Or they build an image
that this brand provides them the most satisfaction level to look them attractive.
3. Price
As the dissertation focus of attention is youth particularly with the
working class, still some are conscious about the affordable price with good
quality of product.

5. 4. Product quality
The young generation is concern about the quality of the product. They
want to use the product without any side effect or harm on their skin.
5. Status
The art of handling self-image can take on a great deal of importance in
cosmetics specially developed and allow them to remain attractive in the eyes
of other. Most youth of both genders use cosmetics. How much do
advertisements have an impact on the brands they prefer? Which age group
mostly uses the cosmetics?
6. Lifestyle
The time youth dedicate to the lifestyle not only plays a part in building
harmony between the body and the mind. It also takes part in building self-respect.
The way we see ourselves affects the way others see us. This is why quality of life
starts here, since essentially, men and women exist in the eyes of others. Youth
wear cosmetic makeup because that would make them feel different about their
looks.
3. RESEARCH DESIGN FORMULATION
a. PROCEDURE FOR OBTAINING INFORMATION
The research is based on:
Primary Data: questionnaire, where the respondents were asked to give on
different aspects of their opinion on their buying behavior of cosmetics and their
behavior towards impact of advertising.
Secondary Data: internet articles and various research papers thet are stated in
the literature review
b. SAMPLING PROCESS AND SAMPLING SIZE
The sample is selected as collage students. The sample size is 75 students who
are either in their graduation or in post graduation.
c. QUESTIONNAIRE

6. The following are the questios posed in the questionnaire
1. Name
________
2. Age
 15-20
 20-25
 25-30
3. Do you buy cosmetics?
 Yes
 No
 Sometimes
4. What are the products you usually buy?
 Eye makeup- eyeliner, kaajal
 Hair products- shampoo, conditions
 Fragrance- scents, deodorants
 Lip makeup- lipsticks, lip balms
 Face-moisturizer, suntan lotions, etc
 Others
5. Do you buy these products after watching advertisements?
 Yes
 No
 Sometimes
6. Do you like to try new products after watching a new advertisement?
 Yes
 No
 Sometimes
7. Do you like to buy new products after watching a new advertisement?
 Yes
 No
 May be
8. Do advertisements impact your choice to buy a particular product?
 Yes
 No

7.  May be
9. Do you like any particular brand of cosmetics?
 Yes
 No
10.Where do you buy cosmetics from?
 Sopping malls
 Store nearby
 online
11.Do you like to watch cosmetic advertisements?
 Yes
 No
 Sometimes
12.I generally purchase cosmetics brands that I think others are buying and using
cosmetics?
 Agree
 Disagree
13.I often observe what others are buying and using cosmetics
 Agree
 Disagree
 Sometimes
14.I often gather information from advertisements and others about cosmetics
before purchasing
 Agree
 Disagree
 Sometimes
15.Do you stick to a brand if you watch a new advertisement and try it?
 Yes
 No
 Sometimes
16.Do you shift brands if you watch a new advertisement and try it?
 Yes
 No
 Sometimes

8. 17.Which brand cosmetics do you prefer mostly?
 Loreal
 El18
 Lakmie
 Revlon
 Mac
 ADS
 Himalaya
 Other
18.Do you try new products shown in advertisements in the price range?
 100-200
 200-400
 400-600
 600-800
 800-1000
4. DATA COLLECTION
a. TABULATION OF DATA (TABLES)
The following is the data collected:
Name 75 respondents
answered the
questionnaire
Age 20-25-78.1% 25-30-17.8% 15-25-4.1%
Do you buy
cosmetics?
Yes-47.9% No-15.1% Sometimes-37%
Do you buy these
products after
watching
advertisements?
Yes-23.3% No-38.4% May be-38.4%
Do you like to try
new products
after watching a
new
Yes-31.5% No-21.9% Sometimes-46.6%

9. advertisement?
Do you like to
buy new products
after watching a
new
advertisement?
Yes-35.6% No-21.9% Maybe-42.5%
Do
advertisements
impact your
choice to buy a
particular
product?
Yes-38.4% No-28.8% Maybe-32.9%
Do you like any
particular brand
of cosmetics?
Yes-74% No-26%
Where do you
buy cosmetics
from?
Shoppingmall-
42.5%
Store neary-52.1% Onlne-0.4%
Do you like to
watch cosmetic
advertisements
Yes-37% No-19.2% Sometimes-43.8%
I generally
purchase
cosmetics brands
that I think
others are buying
and using
cosmetics?
Agree-59.2% Disagree-40.8
I often observe
what others are
buying and using
cosmetics
Agree-28.8% Disagree-27.4% Sometimes-43.8%
I often gather
information from
advertisements
and others about
cosmetics before
purchasing
Yes-45.2% No-16.4% Sometimes-38.4%
Do you stick to a Yes-66.7% No-15.3% Sometimes-18.1%

10. brand if you like
it?
Do you shift
brands if you
watch a new
advertisement
and like to try it?
Yes-21.9% No-38.4% Sometimes-
39.7%%
Which brand
cosmetics do you
prefer mostly?
33%lakmie
7.2%- Revlon
21.7%- Himalaya
Rest-Other brands
Do you try new
products shown
in advertisements
in the price
range?
25.7%-
Rs100-Rs200
35.7%-Rs200-
Rs400
27.1%-Rs400-
Rs600
5.7%-600-800
5.7%-800-1000
5. DATA PREPARATION AND ANALYSIS
a. ANALYSIS OF DATA DISCUSSION OF RESULTS
1. The data shows us that out of the sample size of 75 students 78.1 percent belong
to the age group 20-25 who are most interested in buying the cosmetics.
2. Out of the sample size 47.9% buy cosmetics very much and 37% buy them
sometimes the remaining never buy them.
3. The most purchased cosmetic products are hair products like shampoos and
conditioners which as per our observation are the most highly advertised
products with a wide variety and choice in products.
4. Only 38.4% definitely buy the products after watching advertisements and
23.3% sometimes buy the products advertised and the remaining never buy
them.
5. 46.6% people sometimes like to try the new products after watching a new
products and 31.5% people try new product after watching new products where
as 21.9% people never try new products after watching the new products. It
shows that advertisements have a significant impact on the buying pattern of
youth.

11. 6. According to the survey 38.4% people said that advertisements have an impact
on their choice to buy and 32.9% supported the stand by saying that sometimes
their choice is affected because of advertisements.
7. 74% of the sample opted that they have a particular brand of cosmetics they like
mostly because of the kind of advertisements made.
8. The survey showed that 52% buy the products form the stores nearby and
42.5% from shopping malls and only 5.5% buy online
9. 37% people like to watch the cosmetic advertisements and 43.8% people watch
them sometimes.
10.39.7% people shift brands after they watch a new advertisements sometimes
and 21.9% people watch advertisements and strongly shift brands.
11.The most preferred brand of cosmetics in lakmie being 33.3% which is very
widely advertised and also it advertises huge range of its products so that the
customers are aware. The next preferred one is Himalayas being 21.7% which
is also very largely advertised for its natural products. Next being Revlon
known mostly for its brand value more than its advertisements holds 7.2%
preference of the sample selected.
12.In spite of the advertisements the price sensitivity is quiet of importance to the
youth. 35.7% of the sample want to buy in the range of Rs200-Rs400 , 25.7%
buy in the range of 100-200and 27.1% in the range of 400-600. The ranges of
Rs600-RS800 and Rs800-Rs1000
6. CONCLUSION
The study concludes that advertisements are vital factors that influence the youth
to buy the cosmetics behavior regarding the use of cosmetics. The youth are price
sensitive and yet at the same time ar brand conscious. The most popular brand in
the sample is lakmie which is both available economically as well as has a great
brand image. Most of the youth are willing to buy new products after new
advertisements and have agreed that advertisements play a role in deciding what
products to purchase.