Female Buying Behavior Towards Facial Skin Care Products

Published Date: 02 Nov 2017

This study examined the buying behavior of different age groups of students (female) of Punjab University, related to facial skin care products. The primary purpose of the study was to discover the similarities and differences in the buying behavior of different age groups of students while purchasing facial skin care products.

The objective was to study the kinds of factors that affect the buying behavior of different age groups of students and then compare the findings. Also, the objective was to study the extent to which the using of natural ingredients in facial skin care products affects the buying behavior of different age groups.

The theoretical framework of this study was based on consumer behavior theories from various authors. For example, according to Kotler and Keller (2009), cultural, social and personal factors affect consumer behavior and these issues were discussed in the literature review.

The study was conducted by using quantitative research method. Data was collected through conducting direct survey of questionnaire. The questionnaire was sent to 500 students. In sum, the objectives of this thesis was to show an impact on the purchasing behavior of different age groups of students (female) related to facial skin care products. However, the research findings of this study definitely benefited the companies of brands of facial products in their business actions.

Skin care has its roots in the 4th millennium BC in Egypt .

Buying behavior is the study of the behavior of consumer.Buyers are those who purchase products for their personal need.facial skin products are things that we do to improve the condition of face

skin is the one of the most visible feature.good caring of skin throughout life is very important for mental and physical well- being good.womens as well as men also very conscious about their facial beauty. (htt7)But the number of women is more .Women buying behavior towards facial skin care product is increasing . (htt8)

Mostly women are beauty conscious.Fashion industry also playing very important role towards the buying behavior of women.In our country PAKISTAN mostly women are spending much part of money on buying facial skin care products for better groming.

PURPOSE STATEMENT:

The purpose of this study to examine the buying behavior of different age group of students (female) of PUNJAB UNIVERSITY towards facial skin care products .We are studying this to build similarities and differences in the buying behavior of different age group women .The purpose is also to develop the link between age , natural ingredients , attitude and consumer buying behavior through a rigorous survey of 300 students (female) of different age groups (aged 18 to 20), (aged 21 to 22), (aged 23 to 24 ), (aged 25 to 26) and (aged 26 to 30) studying in PUNJAB UNIVERSITY.

SIGNIFICANCE OF STUDY :

This research is significant with respect to its focus on women buying behavior with dependent variables of age, natural ingredients and attitude. We are studying this research with four variables. Age differentiation affects the purchasing behavior of facial skin care product.Study extends then towards of natural ingredients of the product and then discussion further proceed related to attitude of different age group of women towards buying behavior.Our sample size is small to get better results which can be generalized.We collect data from students who are studying in different departments of PUNJAB UNIVERSITY .Various quantitative data analysis techniques like one sample T-Test, reliability, regression, frequency are used.

THEORATICAL FRAMEWORK :

EXTERNAL INFLUENCE

The consumer’s external factor

Cultural factors

Subculture

Rituals (grooming rituals)

Social factors

Reference group

Membership group(primary and secondary)

Aspiration group

Family

Social rules and statuses

Firm’s marketing effort

Price effects

Price quality relationship

Marketing communications

Advertising

Sales promotion

Word-of mouth

Direct marketing

Personal selling

INTERNAL PROCESS

Habitual buying behavior

Limited problem-solving

Extended problem-solving

Personal factors

Age

Family lifecycle

Status

Social class

Occupation and income

Personality and life cycle

Perception

Selective attention, selective distortion, selective retention

Sense

Vision

Smell

Touch

Values and goals

Core values

Instrumental and terminal values

Functional, social, epistemic,

And conditional values

Attitudes

Cognitive, affective and conative component

Attitude of oters and un-anticipated factors of others

Decision making

Problem recognition

Need and opportunity recognition

Psychogenic needs

Triggered by internal or external stimuli

Secondary demand

Information search

Heightened attention and active information search

Internal (experiential) and external (personal, commercial and public) information sources

pre-purchase and ongoing search

Evaluation of alternatives

Evoked set, inept set, inert set

Evaluative criteria

Determinant attributes

Purchase decision

Decision rules

Impulse buying

RESEARCH OBJECTIVES AND (MAIN AND SUB OBJECTIVE) :

The pupose of this study is to conduct cross sectional analysis of various variables which have tendency to influence the buying behavior of different age group students (female )studying in PUNJAB UNIVERSITY.The result generated from this dissertation can be helpful in distinguishing different age group students of PUNJAB UNIVERSITY buying behavior towards reliable and specific brand products.In addition helps to find out how consumers react and what kind of attitudes they have towards organic facial skin care products or products consist of natural ingredients.By studying this it is very important because consumers are becoming more and more interested in what the skin care products they use are made of ? . With the help of this study , most companies can get important information on what kind of factors and variables affect consumer ‘s buying decision towards facial skin care products and adjust their business and marketing activities accordingly.

RESEARCH QUESTIONS AND HYPOTHESIS :

The following research question and sub-questions are formulated based on the research aim.

Research question:

MAIN QUESTION :

What are the differences and similarities between different age groups of students (female) in buying behavior when purchasing facial skin care products?

From the main research question, three sub-questions are derived to conduct a more accurate study of the research topic.

These sub-questions are:

What are the factors that affect buying decision of different aged group of students (18-20), (21-22), (23-24), (25-26) and (26-30)?

What kind of attitudes do different age groups of students have towards facial skin care products that are made of natural ingredients?

How natural ingredients in facial skin care products affect different age group of students female buying decision ?

HYPOTHESIS :

H1 : AGE has significant positive effects on female buying behavior

H2 : NATURAL INGREDIENTS capacity has positive effects on buying behavior of women.

H3 : ATTITUDE has also significant effects on buying behavior of different age groups of women .

Structure of the Thesis

In the first chapter we study what are is our topic? What is the buying behavior of women (PUNJAB UNIVERSITY) of different age groups towards facial skin care products? What is the purpose of all this research?? Actually we want to examine what are the similarities and differences among different age groups relating buying behavior. The purpose of this study is what the females want to select for their skin that would be according to their skin tone and match their complexion.

In the second chapter we discuss the literature review, in which we study different types of variables like natural ingredients, age and the relation between attitude with the behavior, , linkage of dependent variables with independent variables with the help of varied theories and discussing relationship benefits gained from learning through knowledge sharing.

In the third chapter of methodology, we discussed the planning and implementing the research method. Various activities like developing hypothesis, making assumptions, choosing appropriate model, data gathering technique, data analysis, and selection of research methodology, research design and methods adapted to enclose problems and errors. The traditional quantitative approach was used as a survey research method. The quantitative approach is implemented as the research philosophical assumption. Our research shows a casual relation between dependent and independent variables. Our research design includes the following steps: the sample planning, the procedure adopted to find the reliability of population. Then, inputs were acquired through survey by measuring identified variables. Acquired estimates were analyzed in order to check reliability and validity. The stratified random sample technique was used as per selecting sample of research. For examination of data collected, SPSS 16 software was selected by running questionnaire to find regression, correlation, histogram, one sample test and descriptive statistics.

In chapter four, the analysis of data acquired was presented in the form of tables and diagrams. Descriptive statistics, histogram, frequency polygons, scatter plots, Pearson Correlation and Regression analysis Quadratic regression were performed to determine the relationship of dependent variables with identified independent variables. One Sample Test was also applied to witness as to what degree the target population has responded to our questions.

In chapter five we have discussed the conclusion. Suggestions and recommendations about the females buying behavior. What would be the limitations and directions for future research ever. We only point out female students of PUNJAB UNIVERSITY neglecting all other women. We feel the future researcher must take into consideration the entire role of the society as well.

CHAPTER 2. LITERATURE REVIEW

2.1 BUYING BEHAVIOR

Buying behavior as the name says shows a tendency to act for achieving certain things which may be desirable or a need. It shows repetitive decisions of a person towards gaining something. Buying behavior is formed by our interactions with other people and those of environment in which we live. According to Kotler, consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. Consumer behavior covers all the aspects like the creation of utility till the satisfaction received by that utility. Buying behavior, infact is a kind of amalgam of personal characteristics, role of our environment, personal psychology as well as a five stages model for reaching to a decision. Consumer buying behavior was started studying more considerably when the concept of marketing segmentation was started practically. At that time, it was considered more appropriate to study individuals market and, hence, the consumers behaviors. Consumer behavior began to borrow both concepts and methods from clinical, social and organizational psychology resulting in numerous theories of buying behavior, attitude research, family and organizational buying behavior as well as psychographics and life style research. (htt1)

Consumer buys products as a result of past behaviors or in a viewpoint of different factors. Buying behavior is basically a complete study covering all the aspects that how consumer purchases different products and services, what are their needs, and how these factors change with that of environment. That is the reason of developing marketing mix to satisfy ultimate consumers wants.

2.1.1 Types of consumers behavior

A study has showed that consumers buying behaviors are of the four types: Routine Response/Programmed Behavior, limited decision making, extensive decision making and impulse buying. (www)

In the programmed behavior we purchase those things which are included in routine pattern.

In limited decision making we purchase those products which are known to us but we need information about the specific brands.

The products purchased under extensive decision making are infrequently purchased and there is a huge in it.

Whereas impulse buying requires no long familiarity with the products and we buy them by quick decision making.

2.1.2 Consumer buying decision process

When consumer is in need of a specific product, before purchasing a product, he undergoes through a series of stages to choose some product. This series starts with the identification of some problem, then consumer searches for the product, and as consumer moves to the market he gets information about certain alternatives available for solving that problem. And at the end the best decision is choose to satisfy that need. As the desires or wants do not bind to a specific time period, so an evaluation process is done to make further future decisions.

Decision making process

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Now coming to the explanation of consumer buying behavior, a detailed procedure.

2.1.1.1 PROBLEM RECOGNITION

When a consumer feels that there is a difference between His desired levels of standard

And his actual state, then he perceives that there is an occurrence of some problem i.e. some kind of need. And, infact, a purchase decision is a response towards a person’s need. Each and every person is in the need of some kind. As Maslow’s hierarchy of needs theory states the fact.

Some needs are internal such a huge, shelter, clothing, security etc. while others are those which are raised from external sources such as recognition, some kind of specific position etc.

Another side or viewpoint of need which we can see is that in this contemporary business environment, advertisers or companies through their promotional programmes arise different kinds of needs in people. From all above it can be seen that problem or the awareness of a need is basically the dissatisfaction.

2.1.1.2 INFORMATION SEARCH

Once a problem is recognized there is a need of identifying the information necessary to carry out the further procedure. This is explained by having two different views.

No.1. for searching the relevant information to solve the problem, first we see our past experiences or the information we are already having in our mind that how that problem has been solved in the past. In other words we do an internal search. And if we are not provided with the appropriate and complete information then we do an external search from outside sources. In most of the times external sources are sought when internal memory has become demolished over time.

No.2. there are two approaches which we use of information search. In HIGHTENED APPROACH consumer becomes a keen observer. He sees advertisements, market trends, purchases made by people that are closed to him like friends. In ATIVE APPROCH consumer intentionally gathers the information by reading things of his interests, talking deliberately to people for getting the information and keeping himself busy in all those activities which provide him data. (Asc)(Asch & Wolfe 2001, 36.)

2.1.1.3 EVALUATION OF ALTERNATIVES

The most effort taking step in buying behavior is to analyze all the possible alternatives that have been gathered in the information search. There are two methods that consumers use when evaluating alternatives, which are attribute-based choice, this choice requires the knowledge of the consumers to compare the attribute of each available alternative and tends to exploit more effort and time, thus to be rational in the evaluation. And the other method applied is attitude-based choice, this method occur when consumers use their emotion, such as attitude and impression, in their evaluation (Hawkins et al., 2001, pp.560-562). Hawkins, D. I., Best, R.J. and Coney, K.A. (2004) Consumer Behavior: Building Marketing Strategy, 9th Ed. New York, McGraw Hill/Irwin

2.1.1.4 PURCHASE DECISION

We mostly use some rules of thumb (heuristics), weighs options to certain alternatives to reach to a decision. Once the decision is made its execution is also important. Execution occurs when we made decision can actually apply to real life. Sometimes decision is affected by the arrival of different sorts of information in the line of decision which affects our power to implement the decision.

2.1.1.5 POST PURCHASE BEHAVIOR

When the need is fulfilled, the problem has been solved then consumer makes some evaluations depending on the level of satisfaction, he has received from that product. This step helps the buying behavior in future.

All the consumers do not go through all the stages of buying behavior and may specifically exclude from the desired level of satisfaction that can be achieved.

2.1.2 Factors affecting consumer buying behavior

As it is already discussed that a consumer buying behavior is affected by both of its person interactions well as a result of its environment. So there are a number of factors which affect consumer buying behaviors. According to Kotler and Keller, a consumer’s behavior is affected by three different factors: cultural, social and personal factors.

2.1.2.1 CULTURAL FACTORS

Cultural factors influence greatly a consumer buying habits because we like to adopt that kind of lifestyle which prevails around us. Culture is what the society is; it’s all factors, a complete set of characteristics of customs, traditions that is continued from a long time. Culture includes fashion that is adopted in a society through a long run rather than a style which is only for time being. Culture finalizes the consumer decision making about a particular choice. Culture is like a kind of the shared memory of a society. It is a mixture of meanings, rituals, norms and traditions shared by a society.

Culture also includes sub culture in which the division occurs, which separate cultural group from sub-cultural groups. These groups can be formed on the basis of religion, ethnicity, traditions, geographical distribution etc. Rituals affecting buying behavior represents that are ceremonial and are for symbolic use. And the effect of culture on consumer decision making is at a large i.e. females buy facial skin care products according to their culture.

2.1.2.2 SOCIAL FACTORS

Worth of decision by culture is high but this factor along does not provide the complete information to consumer. So social factors come into practical existence, which are defined as hierarchical division in societal members sharing common values, behaviors and interests. (htt2)(slideshare.net) Social group helps a person in decision making as different people from the surroundings of a person comes to affect buying behavior. The people include from family, subordinates, peers, reference groups etc.

REFERENCE GROUPS: It is "a group of people that significantly influences an individual's behavior" (Bearden and Tezel 1981 cited in Solo this influence depends on three factors. Reference groups have ability that they can shape a person’s tendency towards buying something. They influence the choice of a brand as well as specified product. They are: the individual's attitude towards the group, the nature of the group, and the nature of the product (Hawkins D. I., Best R. J, and Coney K. A. (1998), Consumer Behavior: Building Marketing Strategy, 7th ed., McGraw Hill: Boston)

The members of a family also makes an impact and this group which is known as a primary group, also contains friends. There are secondary groups also which consists of people from professional and religious groups. As well as a person’s designation and satus also reflects buying behavior.

2.1.2.3 PERSONAL FACTORS

Age, life cycle, values, personality etc, are enduring personal characteristics of an individual that has a strong impact on consumer buying behavior. For example, values has such a powerful impact that consumer does not make any kind of decision that is out from its ethical values.

Consumer’s occupation, in which stage of family life cycle he is in, determines the buying behavior. As the person’s income level fluctuates, whether he enters into a new family life cycle, personal traits change as a result of these dispersions. (htt3)

Other factors include psychological factors which are adopted to satisfy a specific need.

There is a complete process of making a buying decision through our senses. For which a complete model has been displayed in Research proposal.

The purpose of completely defining the buying behavior is to demonstrate its significance in the marketing as well as the correct analysis of a study.

2.2 NATURAL INGREDIENTS

United States Department of Agriculture has defind Natural things as one that has been extracted from animals, plants and minerals and no kind of artificial process has gone through them. Natural things are the category which has been produced by nature, minimum physical handling is done towards them, no artificial things have been inserted nor are any kind of preservative in them, and their extractions purely through the biological processes not by the modern techniques.

United States Department of Agriculture has defind synthetic ingredients that have been completely or partially processed with artificial things, despite its extraction from natural sources. Having chemical preservatives and has been extracted through science methods for example genetic engineering. (htt4)

Facial skin care is the prevention not the ailment. Skin Care Functions Include:

• Protecting the body against injury, heat, and light radiation

• Protecting us from the invasion of microbes and microorganisms

• Acting as a temperature regulator, the skin enables the body to adapt to temperature by regulating moisture loss

Natural ingredients have much part in facial skin care due to the following reasons:

A the females grow they are in a need of using more skin care products because they have to hide the growing age signs as well as for the sake of more beauty. The reaction of using skin care products should not mix up with their skin pigments so they pay more attention to using that products which are natural and that will not only give them beauty but also protects the skin.

Second reason states that with the rising trends of fashion industry in Pakistan and the practical implementation in the students has led to the need of presence of natural ingredients in facial skin care products because in this age the hormones changes in body move towards some serious problems of the skin.

Another reason, which is not specifically in university girls, but all over the world, is the increasing pollutants, affecting badly. So there is a great focus on the natural ingredients for protection.

After that, now females are more cautious about their skin as they are now more educated.

So this part of our study is really very important because there is a great link of natural ingredients towards buying behavior.

AGING AND LIFE CYCLE OF A CONSUMER

Like the social class the human age and lifecycle can have a significant impact on consumer behavior. The life cycle is an orderly series of stages in which consumer attitude and behavioral tendencies evolve and occur because of developing maturity, experience, income, and status. Marketers often define their target market in terms of the consumers present lifecycle stage.

AGE DEFINITION:

‘’The length of time that one has existed; duration of life: 23 years of age’’.

In marketing AGE is known as aspirational age as:

Aspirational age is a concept from advertising and marketing, and refers to an ideal age whose characteristics consumers aspire to embody. Thus, marketing messages aimed at that target age will resonate with consumers of other ages.

IMPACT OF AGING ON CONSUMER BEHAVIOR

Here we discuss about the influence of age on consumer responses, and to point out the major contributions and gaps.

Basically, there are two major empirical streams of research that have looked at aging and consumer behavior. The first stream is concerned with the identification of differences between the elderly and younger people in marketing information processing.

In the second and more researched stream, researchers compare the responses of different groups for specific aspects of consumer behavior, such as the sources of information used by different groups ,attitudes towards advertising ,attitudes towards new technologies, products and services purchase , and customer dissatisfaction.

CONCEPTUAL FRAMEWORK

The conceptual framework presented here possesses two principal components:

1: Age-related changes

2: Consumer responses

CONSUMER RESPONSE:

The concept of consumer responses can be examined by focusing on three components: cognition, affect and behavior

Cognitive Responses

Cognitive component includes all the stages whereby an individual become conscious of a problem, collects information to resolve, and analyzes the information before buying or consuming a service or a product.

The cognitive dimension is probably the most studied aspect on the second dimension of the framework. Here we discuss the sources of information and stores selection.

Sources of Information:

In this section on sources of information, we look at four issues: the debate "formal sources of information" versus "informal ones," the debate "television" versus "print media," the motives underlining the use of mass media, and the use of in-store information. Some researchers suggest that older people, because of their reliance on mass media, may be particularly receptive to mass media . On the other hand, others mention that informal sources of information, especially family members and friends, are those which are the most important for the elderly

The effectiveness of television versus print as an information source has also been a topic of debate. Some researchers suggest that print media is more effective for older people since they can self-pace the information presented within this media . Other researchers propose that television is more effective, given its great capability to attract attention and to entertain .

Opposing the research that suggests that older people use mass media primarily to get information, recent empirical evidence shows that older customers refer to media for both entertainment and information motives.

The level of familiarity, the perceived usefulness and the rate of usage with in-store information (nutritional labeling, open-code dating, and unit pricing) are significantly lower among the elderly than the population in general. This low propensity to use point-of-purchase information might be explained by the information-processing problems experienced by the elderly.

2.Affective component

Affective component encompasses all the range of emotions (liking, disliking, love, hate, fear, anger, joy, sadness, and so on) that a consumer could experience in a decision process related to consuming.

In this sub-section, we focus on the two points related to the affect component which have received the most attention from academics: attitudes toward new technologies, and attitudes toward advertising.

Attitudes Toward New Technologies:

The common belief that the elderly population is averse to technological change has been challenged by many researchers . Although adoption of new technologies is usually lower among the elderly , some researchers believe that older customers do not necessarily have a negative attitude towards these types of products, and that most of them believe that some new technologies could have a positive impact upon their lives .

Attitudes Toward Advertising:

Davis and French (1989) are among the rare researchers who studied the attitude toward advertising of the elderly. They offer a typology of older female consumers (the "engaged," the "autonomous," and the "receptive") based on a segmentation basis that they call "advertising usage patterns and advertising attitudes and beliefs." "Engaged" customers do not believe in all claims made in advertisement. "Autonomous" customers seem especially critical towards the raison-d’Otre of advertising, and are suspicious of the claims made in commercials. "Receptive" customers, as the designation indicates, are the more favorable toward advertisements.

3.Behavioral component

Behavioral component contains the physical actions of buying and consuming a product or a service.

Specifically, we focus on two cognitive responses (sources of information and store selection), two affective responses (attitude towards advertising and attitude towards new technologies), and three behavioral responses (purchase of products, purchase of brands and complaining). These specific responses are those that have received most attention from researchers interested by aging and consumer behavior.

Purchase of Products:

Older people spend more money (per capita) on products and services related to medical care, and they invest less intensively (per capita) in products and services related to professional life (transport and clothing), housing (morgage and house furnishing), and children (education). However, their consuming patterns (per capita) for current consumption of goods and services (food, utilities and household operations) do not appear to be very different from those of younger people.

Purchase of Brands:

Purchase of brand preconception that older consumers, given their reluctance to change and/or their limited spending power, only buy a limited number of brands. When the number of purchases per year is held constant, the number of brands purchased by the elderly is found to be similar to that of younger people

Level of Satisfaction:

Some researchers concluded that the level of dissatisfaction (after purchase) among the elderly is probably less than that of the population at large .On the other hand, some find no difference between the level of satisfaction among the elderly and younger people for three new technologies (on four tested).

Propensity to Complain:

Complaining behavior by the elderly and the population is similar for food products. Both groups are reluctant to complain to management. older people are less likely to complain about physical products.

AGE RELATED CHANGES:

The framework suggests that several age-related changes of any type can influence a given consumer response.

Age-related changes are usually grouped into three broad categories: biological (or physiological), psychological and sociological changes.

1.Biological Changes

Biological changes means ‘’the changes in human functional capacity resulting from changes in cells and tissues that in turn cause deterioration of the biological system and its subsystems." Impact of biological changes in marketing and consumer behavior is as follow.In this sub-section, we first examine the impact of overall physiological aging on consumer behavior, and second, the consequences of sensory aging on the capability to perceive communication.

Overall Physiological Changes:

Biological changes are likely to alter almost all aspects of consumer responses. The following represent four examples of the way biological changes might influence consumer behavior. First,in terms of consumed products and services .Second, in influencing the sensory and information processing abilities of older people, these changes influence their capacity to perceive, understand and process communication . Third, biological changes, associated with a loss of functionality or serious pain, influence negatively the emotional state of older people which in turn determines how they feel towards life in general, and marketing stimuli and offers in particular. Fourth, the shopping patterns of older people could be influenced by a possible loss of mobility .

Sensoring Changes:

Given that communication is usually presented visually, orally or by both means, researchers have been especially concerned with age-related declines in vision and audition. The elderly perform less well than younger people in regards to the following visual abilities: color vision, contrast sensitivity, glare sensitivity, temporal resolution, visual acuity and visual search

2.Psychological Changes

Psychological changes which appear to have a significant impact on consumer responses: information processing, emotions, and personality.

Information-processing Changes:

Information-processing changes are important in the category of "age-related changes" in marketing and consumer behavior .

The limitations in learning and problem-solving of older people have several consequences on consumer behavior, especially when older consumers search for information (cognitive component).Older people perform less well in recalling and recognizing television and print advertisement are more susceptible to misleading statements in advertisements have more difficulty findings relevant information when reading an informational label use fewer information aids such as unit pricing and open-dating and search less information than other clusters of consumers. In addition, decline in cognitive abilities can play an important role in other age-related declines, especially emotional and social ones.

Emotional Changes:

The influence of emotions on aging is a relatively new field of research. Emotional changes experienced by the elderly do not just affect their morale, and consequently their affective answers to marketing stimuli, but also other components of the aging process. Similarly, the emotional states of older people probably impact all the aspect of the decision process related to consuming

Changes in Personality:

Personality changes with age has been studied intensely in psychology and gerontology.According to the cognitive personality model , personality is based on the interaction of environment, self-concept and social constraints . In later life, older people have difficulty adapting their perceptions of themselves (the self) to the new social environment characterized by the loss of some traditional roles (active parents, workers, etc.). In some cases, older people continue to act in line with a younger "self-view". This attitude of "thinking and acting young" can have consequences on the products and services demanded by many older people and on the shopping atmosphere they look for

3.Social Changes

Age related social changes refers to changes of roles experienced by people while aging. As people age, they reduce the number of their roles, and perform with less intensity the remaining roles. Social changes have a direct impact on different determinants which influence consumer behavior. In this sub-section, we focus on relationships and time availability.

Relational Changes:

When an individual retires, the number and the variety of his or her interpersonal relationships decrease significantly. The reduction of the variety and the number of interpersonal contacts does not mean that the elderly do not rely on other people as sources of information . Given that they interact with a decreasing number of people, the ones regularly seen and consulted become more important, especially family members and friends.

Changes in Time Availability:

In comparison with other segments of population, healthy older people might spend a considerable amount of time in social activities. This availability of time affects the way they collect information and shop.

THE CONCEPTUAL MODEL

Age related changes

Psychological

Processing

Emotions

Personality

Social

availability

Relations

Biological

General

System

senses

Cognition

Sources of information

Store selection

Affect

Attitude-achievement

Attitude-technologies

Behavior

Purchase of products

Purchase of brands

Complaining

Consumer responses

ATTITUDE

Clinicians outline attitude as a learned tendency to assess things in a certain manner. This can incorporate assessments of individuals, issues, objects or occasions. Such assessments are frequently positive or negative, yet they can moreover be imprecise at times. Case in point, you may have mixed perceptions of a specific individual or for an issue.Researchers likewise propose that there are numerous distinctive components that make an attitude.

An Emotional Component: How the item, individual, issue or occasion makes you feel.

A Cognitive Component: Your considerations and ideas concerning about a subject.

A Behavioral Component: How the state of mind impacts your behavior.

Attitude can likewise be express and certain. Explicit attitude are those that we are intentionally mindful and have great impact on our behavior and thinking. Implicit attitude is unconscious, however still have an impact on our acceptances and conducts.

How Does Attitude shape?

Attitudes are shaped from the result of different experiences. They might develop because of some personal experience, or they might come about because of perception. Social roles and social standards can have a solid impact on attitude. Social roles identify with how individuals are wanted to act in a specific part. Social standards include public order's leads for what conducts are considered proper.

The attitude might be studied in an assortment of ways. Recognize how promoters use classical conditioning to impact your attitude to a specific item. In a TV advertisements, you see adolescent, wonderful individuals having fun on a tropical sunny shore while getting a glass of a drink. This eye catching and engaging symbolism creates you a positive assessment with this specific refreshment.

Operant conditioning can moreover be utilized to impact how mentality improves. Picture a youthful man who has just begun smoking. Whenever he uses a cigarette, individuals moan, upbraid him and request that he should leave his vicinity. This negative opinion from the aforementioned around him in the long run creates him to develop an unfavorable presumption of smoking and he chooses to surrender that bad habit.

So individuals moreover get about attitude by watching the individuals around them. Any time somebody you admire really upholds a specific attitude, you are almost developing the same beliefs. For instance, children take much time to observe the attitudes of their parents and they generally start to demonstrate comparative viewpoints.

Attitude Change

While attitude can have a great impact on behavior, they are not set in stone. The same impacts that directly to attitude formation can additionally make attitude change.

• Learning Theory of Attitude Change: Classical conditioning, operant conditioning and observational learning might be accustomed to realize about the attitude change. Classical conditioning could be utilized to make positive emotional responses to an item, individual or occasion by relating positive feelings with the target item. Operant conditioning might be utilized to fortify desirable attitude and debilitate undesirable ones. Individuals can likewise change their attitude by observing others behavior and conduct.

• Elaboration Likelihood Theory of Attitude Change: This theory proposes that individuals can adjust their attitude in two ways. To start with, they might be inspired to listen and consider the message, so it leads to attitude shift. Additionally, they may be affected by attributes of the speaker, that leads to a temporary or a permanent shift in attitude. Messages that are inspiring and that engage legitimacy are less averse to prompt perpetual or permanent change in attitude.

• Dissonance Theory of Attitude Change: As said prior, individuals can additionally change their attitude when they have clashed beliefs about a certain subject. So as to decrease the tension made by these contradictory beliefs, individuals often change their attitude.

How Does Attitude Influence your Behavior?

We sometimes think that individuals act according to their attitude. Though social psychologists have recognized that attitude and genuine conduct are not usually . Nonetheless, many individuals support a specific person or political party yet cannot go out and vote.Researchers have found that individuals are less averse to behave consistent with their attitude under certain circumstances:

When your attitudes are the consequence of personal experience.

• When you are a master in the subject.

• When you want a great result.

• When the attitudes are frequently communicated.

When you stand to score or lose something because of the issue

In certain cases, individuals might truly adjust their attitude to better adjust them with their behavior. Cognitive discord is a phenomenon in which an individual encounters mental distress because of clashing thoughts or convictions. If you want to decrease this tension, individuals might change their attitude to reflect their different understandings or true conducts.Imagine the following scenario: You've usually set a heightened quality of fiscal security, however you begin dating somebody who is exceptionally monetarily not good. To lessen the tension brought about by the clashing convictions and conduct, you have two choices. You can close the connection and search out a confederate who is all the more fiscally secure, or you can underscore the imperatives of financial security. Keeping in mind the end goal to minimize the discord between your convicting attitude and conduct, you either need to change the attitude or change your activities.

Attitude-behavior relationship

The impacts of attitude on behavior shows a noteworthy research undertaking by psychologists. Two speculative methodologies have ruled this exploration: the theory of reasoned action and, its theoretical descendant, the theory of planned behavior, both of them are linked with Icek Ajzen. Both theories portray the connection behavior and attitude as a deliberative process, with a person keenly deciding on to engage in an attitude related behavior. Another model, called MODE for "Motivation and Opportunity as Determinants" was recommended by Russell H. Fazio, which centers on the inspirations and chances for deliberative attitude related behavior to occur. MODE is a Dual process hypothesis which anticipate deliberative attitude-behavior linkages - similar to those demonstrated by the theory of planned behavior, just happen when people have cause to reflect upon their particular attitudes. (htt9)

FACIAL BRANDS IN PAKISTAN

BIO-LINE

Bio-line products utilize extremely pure active ingredients from the environment.

BLESSO

Blesso skin care provides a sensible, safe approach for enhancing natural beauty, developing high tech cosmecuticals, utilizing the best research.

CLINIQUE

They have always launched their products for every season and customized to all skin type with high quality.

DIOR

Faithful to the focus of excellence, creates formulas elevated to the rank of art,in terms of pleasure and effectiveness.

DIVINE

Divine cosmetics are specializing in development and manufacture of heavenly skin care products.

EVELINE

Eveline is dealing in exceptional texture and sensual fragrance of products.

GARNIER

Garnier gives preferences to active natural ingredients with proven effects.

GOLDEN GIRL

It is providing complete range of products having all kinds of natural and healthy ingredients.

LIZA

Liza is having all kinds of skin and beauty products.

LOREAL

Loreal is offering the best of cosmetics innovation in terms of quality, efficacy and safety.

NIVEA

One of the world’s largest companies, offering consumers compelling and innovative products.

OLIVIA

Qualified chemists at Olivia exhaust all means to ensure that every single batch is made of satisfactory quality and all ingredients are blended with extra care.

ORIFLAME

It is providing natural innovative beauty products. its skin care brands are targeting consumers of various age groups and price expectations.

SOFT TOUCH

Soft touch is offering comprehensive services, combining the best of clinical and spa worlds to create level of treatment.

THE BODY SHOP

It is using powerful ingredients, good textures and effective formulas.

Chapter Three: METHODOLOGY:

3.1. Introduction:

In a view to find out certain phenomenon’s principles, research is needed. Methodology means selecting the correct model to find out the results of our researches. During the course of our research, data was gathered, recorded and analyzed in systematic order to find out the buying behavior of customers towards products. The selection of correct methodology is the most essential step (Silverman, 2006). This topic explains which type of research methodology has been adopted, the type of survey questionnaire, and the research design used.

The analytical approach used was deductive, because a strong theoretical background of consumer behavior already exists, on which the research is based on.

The research is of two types in general, namely the Qualitative and the Quantitative research. The research strategy used in our research is quantitative. The quantitative research is based on large scale data of numbers and figures that are analyzed by statistics and diagrams.

A mono research method was used, in which a simple quantitative analysis was based on a simple questionnaire through which data was collected.

Review of Research traditions:

Survey research is used: "to answer questions that have been raised, to solve problems that have been posed or observed, to assess needs and set goals, to determine whether or not specific objectives have been met, to establish baselines against which future comparisons can be made, to analyze trends across time, and generally, to describe what exists, in what amount, and in what context." (Isaac & Michael, 1997, p.136).

We can describe knowledge philosophically into following; in ontology knowledge is what people say about knowledge; in epistemology how people know about knowledge; axiology is what values go into knowledge; rhetoric is how people write about knowledge; and methodology is the procedure to study knowledge. (J.W.Creswell, 2003)

In literature different terms are used such as, approach, strategy, mode of enquiry, method, technique, and paradigm. In order to establish relationship between these terms philosophers have incorporated research methodologies (qualitative, quantitative), paradigms (positivist, interpretivist,) research methods (survey, case study, experimental research, ethnography, action research, historical research) research techniques (interview, questionnaire, experiment,) with the help of using research instrument (human, pencil and paper etc). (Pickard, 2007)

Qualitative verses Quantitative analysis:

Qualitative research describes the events, persons and so forth scientifically without the use of numerical data. It is harder than quantitative, more stressful and more time-consuming approach of analysis. It’s about focusing on exploring in, as much as details as possible and is to achieve ‘depth’ rather than ‘breadth’. (blaxter, L, Hugues, C and Tight, M, 1996)

Quantitative approach includes deduction, i.e. formulation of hypotheses and independent and dependent variable identification. The data was collected and used for testing the validity of hypothesis. The manipulation of independent variable and the effect of dependent variables were studied by using the cross-sectional and the longitudinal studies, strategies associated with quantitative approach. The survey questionnaire was used to collect data from a sample of population. The selected sample of population was from 19 departments of Punjab University, Lahore, Pakistan.

3.2. Paradigm:

The research philosophical assumption was quantitative and for research paradigm positivism is adopted. In accordance to (Fisher, 2004), the majority of positivist research incorporates the comparison of qualitative case studies to analyze if there are any connections between variables. The research hypothesis was "what is the female buying behavior towards facial skin care products in Pakistan?"

Ontology includes the questions that what is the nature of reality and what knowledge is related to positivism. It also includes rational behavior of human beings, effected by external factors e.g. motivation and perception. It is also called as mechanistic or behaviorist approach.

Epistemology includes the positivism of the researcher’s relationship defined. The relationship involved between the dependent and the independent variables of the hypothesis is discussed. A deductive thought includes creation of hypothesis, determining assumptions, and analyzing those assumptions in face of reality. Deductive approach is the basis of positivism and quantitative research. The inferred assumption is examined by experiments to prove or disapprove it.

The philosophical assumption of axiology includes focus on removing errors and possibility of bias.

The rhetoric philosophical assumption includes the use of language of research. The data collected through research questionnaire and transformed into data analysis through SPSS16. The type of study adopted was survey based on closed ended questions to test the assumption. Data was then passed through statistical analysis to know the findings of our research.

3.3. Research Design:

A research design is a framework of collection and analysis of data. The research design could be casual showing the type of relation between independent and dependent variables. A large number of participants must be selected to check the reliability of data. Therefore, our research includes students of more than 20 departments of Punjab University, Lahore to generalize our research. Different variables should be selected to understand the buying behavior of students (females) towards facial skin care products and their consciousness towards their beauty.

Cross-sectional or social survey design was selected for our study.

Following steps were taken for our study. First, developing a sampling plan, procedure of sampling, fixing the size of sample and the media used for survey was selected. The research was conducted by distributing survey questionnaire to respondents.

Secondly, the reliability procedure was selected to check the accuracy and validity of our research as the reliability was very important for the whole research work. The response rate and preferred level of accuracy was identified up to the desired level to check whether the measures were stable or not.

Thirdly, the inputs were acquired and analyzed by measuring variables. The validity of input was verified from the veracity of conclusions produced from research. Measurement, internal, external and ecological validity was ensured in our research.

To ensure the reliability of our research, three key elements were kept in focus, the sample selection, sample size and survey media. Sample selection was based on sample population size and its characteristics. The participants selected were at random.

Sample size was carefully selected to acquire the degree of precision up to the required level. The survey media was a written questionnaire as it requires minimum cost, time and manpower resources.

The current study was made in the education sector of Pakistan. The highest ranked university of Pakistan was selected. The target was Punjab University, Lahore. Almost twenty departments of Punjab University were selected.

The analysis was made on the students of higher level of education of Punjab University. The overall increasing number of students of higher education of urban area of Pakistan was given by Pakistan statistical yearbook 2011-12 is given below:

Graduates in 2011-12

(in numbers)

Bachelors

Masters

PhD/diploma

Total

3.4. Population/sample:

Stratified Random sampling technique was used in our research. Homogenous subsets were involved in this technique, in which participants were classified on natural basis of age, and education etc. For the purpose of analysis, participants were selected on age basis relevant to their study levels. Only female students were selected for our study as the research was related to beauty and care. Different age factor would have different buying behaviors. The study was based on age factor, so the following age groups were selected.

(18-20)

(21-22)

(23-23)

(25-26)

(27-30)

The following guidelines were used in selecting the respondents of PU.

Female students from different departments of PU.

Level of education.

Females concerned about their beauty.

Keeping in view the above criteria, following departments of Punjab University were selected:

HCC

IER

IBIT

ICS

IAGS

IAS

Applied psychology

Chemistry

Bio-chemistry

Botany

Islamic center

Philosophy

Statistics

History

English

Economics

MMG

CHEP

Mathematics.

3.5. Strategy of inquiry:

To translate the variables into measurable factors, clear objectives were focused while selecting the instruments of survey. Our main instrument was a survey questionnaire. We ensured the following points while selecting the instrument of survey: the main topic was not neglected in anyway, consistency and quality was maintained. Questions that produced reliable and valid data were formed. The wording used was easily understood by participants. Clear and ethical statements were included so that the participants were not hesitated to answer. No personal, objectionable and difficult analogies were included in instruments. Closed ended questions were used in our questionnaire. The respondents had to select any of the reasonable option from the available choices.

3.6. Measurement of questions:

Evaluative continua and Agreement continua were suggested to be used in closed ended questions. Evaluative continua were used in ideal situations where multiple choice questions are given with five to seven options. Both, Evaluative continua and Agreement continua were used in our research. The respondent were simply required to select any of the responses with agree or disagree to statements. In this research five points of Likert scale was used. Respondents had to select from any of these five options, "Strongly Agree", "Agree", "Neutral", "Disagree", and "Strongly Disagree".

3.7. Important tasks by respondents:

The respondents were required to follow these important tasks while answering the questionnaire: the respondent must understand what the researcher’s inquiry; the respondent must have response formulation that the respondents have propensity to make new verdict and lastly, the respondent must focus the corresponding ability related to researcher.

3.8. Problems and Errors in Survey:

Our research identified some problems of biases related with respondents. Firstly, the respondents, simply being aware of importance of our study, answer in an indifferent manner as per normal routine. Secondly, sometimes, respondents eagerly approved and go with positively worded statements. Further, it was observed that respondents’ answer high or low rating that disturbs the validity of the results.

The concept was researched with the title of "Female buying behavior related to facial skin care products". The results were analyzed by SPSS 16 to make sure the respondents reliability of characteristics across questions.

3.9. Method:

After lots of efforts and hard work, the data was collected. Our visits were to above twenty (20) different departments of Punjab University further approaching to students of different educational levels. 500 questionnaires were distributed among 500 female students. Many problems were faced, including double visits to the same departments to collect the questionnaires, no interest of respondents while answering, waiting for too long for the questionnaires to be filled and sometimes incomplete questionnaires.

On contrary, many showed keen interest and asked for details of our study. Learning through knowledge sharing was a good experience for many. The research was completed by using both primary and secondary data to conduct research. Primary data was collected directly from students by visiting the departments of PU.

For examination of the data collected SPSS 16 software was selected by running the findings of questionnaire through Descriptive, histogram, Pearson correlation and regression with regression equation and one sample test. Pearson Correlation is used on the research data to see that variables are related in a linear straight line, to find out and indicate the associations among all the pairs of three or more variables. Pearson Correlation and Spearman rho were two options. We selected Pearson Correlation as our variables are scale, where as Spearman is used when variables are ordinal Further Bivariate regression is used to predict scores on dependent variable from other independent/predictor variables. To measure complex associational statistic, multiple regression is run to predict a scale/dependent variable from two or more independent variables.

3.10. Validity and Reliability:

For the rationale of data collection, a questionnaire in which closed ended questions were prepared. The questionnaire consisted of 22 questions representing the following details.

Age: (1&2)

Age group

I buy skin care products suitable to my age.

Natural ingredients: (3, 4, 5 &6)

I buy product consists of just natural ingredients.

I buy product consists of just organic ingredients (organic=no harmful fertilizer/pesticides have used).

I believe facial skin cares products consist of natural ingredients are better.

I am willing to pay more for a facial skin care product if it completely consists of natural ingredients.

Attitude: (7, 8 &9)

I use both day and night creams.

I use on average 5-10 min daily on my skin care.

I use some special facial skin care treatment in about 15 days.

Buying behavior: (10-21)

It is important to try what the product feels like (e.g. testers) before I buy it.

I think expensive facial skin care products are better than cheaper products.

I often buy facial skin care products that are in sale or when another product is for free.

Opinions and recommendations of my friends affect when I buy facial skin care products.

I purchase facial skin care products based on recommendations of a sales person or beautician.

I read reviews of facial skin care products before purchasing them.

I make the decision about facial skin care product to purchase before I go to a store.

I believe in the promised effects of facial skin care product.

I use what kind of facial cream?

I use what type of special facial treatments?

Where do I purchase facial skin care products from?

Which of the following factors are important when I choose facial skin care products?

Brands: (22)

Which of the following facial skin care product brand have I used?

Reliability Statistics

Cronbach's Alpha

.515

Reliability Statistics provides the Cronbach’s Alpha (0.515) which is positive and alpha based on standardizing the items (.70). Therefore, we can say that internal consistency reliability of the items provides good support for research literature.

3.11. Analysis Procedure:

500 questionnaires were targeted to female students of 20 departments of Punjab University. Mixed responses were observed from the students. Many answered with keen interest and some with little interest. Out of 500 questionnaires 350 were received complete in all respects and were used for research purpose. It was observed that females are concerned about their beauty to the extent depending on age as well as educational level.

3.12. Measurement:

The gender selected for our study was of female. Male were excluded in our research.

GEN

Frequency

Percent

Valid Percent

Valid

Female

326

100.0

100.0

The qualification of the respondents was focused while studying buying behavior of females towards facial skin care products. The results included major portion of students at the bachelors’ level i.e. of 66.3%, and a portion of Masters’ level i.e. of 31.9%. Other portion includes the students from M.Phill and PhD.

QUAL

Frequency

Percent

Valid Percent

Valid

Graduation

216

66.3

66.3

Masters

104

31.9

31.9

M.Phill

3

.9

.9

Phd

3

.9

.9

Total

326

100.0

100.0

It was interesting to know that more than 216 students belonged to the bachelors, falling in age group 1, 2 and 3.

3.13. Summary:

In the chapter of methodology, we discussed the planning and implementing the research method. Various activities like developing hypothesis, making assumptions, choosing appropriate model, data gathering technique, data analysis, and selection of research methodology, research design and methods adapted to enclose problems and errors. Traditional quantitative approach was used as survey research method. The quantitative approach is implemented as the research philosophical assumption with respect to ontology, epistemology, axiology, rhetoric, methodological philosophical assumption as values in positivism paradigm. Our research shows a casual relation between dependent and independent variables. Our research has covered twenty departments of Punjab University and investigating 500 participants, so that the research could be generalized. Our research design includes the following steps: the sample planning, the procedure adopted to find reliability of population. Then, inputs were acquired through survey by measuring identified variables. Acquired estimates were analyzed in order to check reliability and validity. Stratified random sample technique was used as per selecting sample of research. The students were selected on age group basis and on educational levels. Five points Lickert’s scale questionnaire with both Evaluative continua and Agreement continua was used. In this, participants were at ease to understand and answer with desired reasonable options and with agree or disagree to statements. For examination of data collected, SPSS 16 software was selected by running questionnaire to find regression, correlation, histogram, one sample test and descriptive statistics.

CHAPTER NO 4 ANALYSIS AND RESULTS

We introduced in the previous chapter the research methodology , all methods used for our qua