Brief Proposal: MBA Thesis

Title:

Consumer purchase behavior of facial skin care products

Supervisor:Prof. Basharat Naeem

(Institute of Business Administration, University of Punjab)

Research Scholar:Zoune Arif

Abstract

Purpose: This study examines the buying behavior of Pakistani men and women related to facial skin care products. The primary purpose of the study is to discover the similarities and differences in the buying behavior of young and middle-aged men and women when purchasing facial skin care products. The objective is to study what kinds of factors affect the buying behavior of both young (19 to 40 years old) and middle-aged (40 to 60 years old) groups of the two genders and then compare the findings from both groups in terms of their age groups. Furthermore, the aim is to discover what kind of attitudes Pakistanis have towards facial skin care products containing natural ingredients. The objective is to also study the extent to which the using of natural ingredients in facial skin care products affects the buying behavior of Pakistanis.

Research Methods: A systematic and comparative analysis of scientific literature and empirical research employing quantitative survey method will be used. The data will be collected from consumers of different demographic backgrounds through a questionnaire. Results will analyze the impotent factors that affect the purchase behavior of the consumers.

Implications: Facial skin care products are highly demanded since people. The study will have implications for practitioners and academic scholars as a better knowledge of the attributes that influence consumers of different characteristics will come into view. This will be beneficial in fostering market share and reducing promotional costs.

Originality: Probably, this is a pioneering study providing initial insights regarding how different age groups of men and women buy the facial skin care products and what role natural ingredients play in the perception of those products for Pakistani consumers.

Key Words:Consumer buying behavior, facial skin care, natural ingredients, organic facial skin care, Pakistan

RESEARCH PROPOSAL:

Research Question:What are the similarities and differences between young and middle-aged men and women in buying behavior when purchasing facial skin care products?

Significance:

Facial skin care is especially important because your face the most viewed part of your body. It is definitely important for men and women. When you first meet a person, what is the first thing you notice about them? Facial skin care is more a matter of discipline than anything else. (James Moore, 2011)

Based on the theoretical exploration of facial skin care product attributes and their impact on consumer‘s purchase decision, the study takes into account the age and gender to reveal how it affects the purchase decisions.

It empirically reveals the attributes having the decisive effect on consumer choice in a case of facial skin care products.

It vital importance for manufacturers and marketers of the products to know which elements motivate the different segments of consumers to make a purchase.

The area of research is the purchase behavior of consumers and helps understand what promotion practices should be adopted with respect to the facial skin care products and if natural ingredients increase the quality of brand in consumers’ mind.

Specific Aims: 1. What factors affect the buying decisions of young Pakistani women

aged 19 to 40?2. What factors affect the buying decisions of young Pakistani men aged

19 to 40?3. What factors affect the buying decisions of middle-aged Pakistani

women aged 40 to 60?4. What factors affect the buying decisions of middle-aged Pakistani men

aged 40 to 60?5. What factors differ between men and women in the buying of facial

skin care products?6. What kind of attitudes do Pakistani men and women have towards

facial skin care products that are made of natural ingredients?7. How natural ingredients in facial skin care products affect buying

decisions of Pakistanis?

Methodology:

Research Design/General Methodological Approach

To gain a more reliable measure with regard to the preference for different attributes a quantitative approach is implied. A survey will be conducted among a representative sample (i.e. the number of people that answer the questionnaire can be considered to represent the whole market) of consumers to determine packaging attributes that affect purchase decisions of facial skin care products.The study will probe impressions of the products the consumer forms based on the different attributes, especially that of natural ingredients. These impressions will be captured by asking research participants to rate the attributes that affect their purchase decisions.Questionnaire is a preferable way for a quantitative research as it will determine the impact that the factors have as it will prompt respondents to think about logically about the choices they make.

Methods of Procedure

The specific methods, technique and measures are as follows.

Sample Size and Description

Simple random sampling will be used to select respondents so as to prevent bias in the results and generalize the findings.

The study aims to conduct a survey of about 500 respondents from different age and gender groups.

Data Collection Methods

A major part of the questionnaire being used will be from the following study:o Female Buying Behavior Related to Facial Skin Care Products

The addition to the questionnaire will include questions relating to the gender and income of the respondent as it is the major factor for the analysis of the study. Also some questions had to be rephrased to account for the variables under study and incorporate options better suited for the Pakistani context.

Bibliography:

Atta Junior, C. (2010), Role of Packaging on Consumer Buying Behavior

K. Rita (2009), Impact of package elements on consumer purchase decision, Kauno

technologijos universitetas, Lietuva, ekonomika ir vadyba

Louw, A. and Kimber, M. (2006), The power of packaging, The Customer Equity Company,

United States of America, pp 186-216

Rettie, R and Brewer, C. (2000), The Verbal and Visual Components of Package Design,

Journal of Product and Brand Management, Vol. 9 No 1 2000, pp. 56-70

Rundh, B. (2005), The Multi-Faceted Dimension of Packaging, British Food Journal, Vol.

107 No. 9, 2005, pp. 670-684.

Sehrawet, M and Kundu Subhash C. (2007), Buying behavior of rural and urban consumers

in India: the impact of packaging, International Journal of Consumer Studies, Vol. 31, Issue

6, pp 630–638

Sinclair, C. and Knowles, A. (2006), Packing a Punch: Using Packaging as Effective

Advertising and Communication to Build Your Bottom Line, Market Research Society,

Annual Conference, 2006.

APPENDIXThe following questionnaire will be used for the survey after certain changes.

Questionnaire Dear Participants, I will be very thankful to you for this cooperation. The topic of this questionnaire is Role of Packaging in Consumer Buying Behavior. This questionnaire is for the research purpose. Its results will be used for analysis in Master Thesis. Please provide information with confidence. Your information will not be disclosed.

Personal Information

Name

Gender

Age

Profession

Education

E-Mail

Contact No

Rating of Questions

1 Strongly Disagree 2 Disagree 3 Normal 4 Agree 5 Strongly Agree

Q Questions

1 Do you like the Packaging of any product/Brand? 1 2 3 4 5

2 Packaging is attractive? 1 2 3 4 5

3 Do you purchase goods as advised by your family or friends? 1 2 3 4 5

4 Do you think the products offered by leading brand are always better? 1 2 3 4 5

5 Do you select products according to your life style? 1 2 3 4 5

6 Do you like the Color of Packaging? 1 2 3 4 5

7 Color of Packaging matters you in purchasing a product? 1 2 3 4 5

8 Do you like beautiful backgrounds? 1 2 3 4 5

9 Do you Prefer the products package having attractive back ground? 1 2 3 4 5

10 The quality of packaging can save product better? 1 2 3 4 5

11 The product packed in high quality material is more preferable? 1 2 3 4 5

12 Font Styles are attractive? 1 2 3 4 5

13 Do you like creative Font Style in Package of any product? 1 2 3 4 5

14 Wrapper design is important in Packaging? 1 2 3 4 5

15 Did design of product wrapper inspire you in purchasing? 1 2 3 4 5

16 Do you read printed information on the package of product? 1 2 3 4 5

17 Do you evaluate product according to printed information while purchasing? 1 2 3 4 5

18 Do you prefer packaging with better handling and transportation? 1 2 3 4 5

19 Innovation is important in Packaging. 1 2 3 4 5

20 The innovative package can change your decision while purchasing? 1 2 3 4 5

I am very thankful to all the participants for this cooperation. I hope all the information that you put in

the questionnaire will be according to your best expertise.

Thank You