Impact of Culture on Purchase Decision of Cosmetic Consumers - Research Proposal Example

Impact of Culture on Purchase Decision of Cosmetic Consumers Table of Contents 1.Introduction 2 2.Research question 2 2.1.Sub question 2 3.Literature Review 2 3.1.Effect of culture on consumer purchasing behaviour 3 3.2.Effect of culture on consumer purchasing behaviour: emotional attachment 4 4.Methodology 4 4.1.Research philosophy 4 4.2.Research approach 5 4.3.Data collection 5 4.4.Sampling 5 4.5.Ethical consideration 5 5.Timeline 6 References 7 1. Introduction Empirical literatures have found conclusive evidences regarding the fact that the buying behaviour of a consumer is stimulated by multiple factors, regardless of the kind of service or product that is being availed (Armstrong, Kotler & Cunningham, 2005). Therefore, assessment of these factors allows organizational managers to determine the actual needs and requirements of the target customers (Pookulangara & Koesler, 2011). Such form of analysis has become a fundamental determinant of sustainable competitive advantage in the contemporary business environment (Godey et al. 2012). That is why, product managers and marketers have increasingly engaged in conducting market research in order to determine the demand that prevails in the market regarding a particular product and service and the factors that stimulate this demand (Bian & Forsythe, 2012). Academic scholars have suggested that a person’s culture is one such factor that has a statistically significant impact on the purchase decision of the individual (De Mooij, 2010). This is precisely because of the fact that a person’s culture serves as a standard that needs to be maintained when it comes to buying and availing any product and service. However, the extent to which culture influences the purchase behaviour of cosmetic consumers is still relatively unexplored (Lim & O'Cass, 2009). This forms the basic premise for this research as the researcher will be endeavouring to analyze the extent to which culture and cross culture is responsible for influencing the purchasing decisions of cosmetic consumers. The following sections will involve a brief review of researches conducted in this field and a description of the research methods that will be adopted. The researcher has prepared a time plan of seven months which will also be provided at the end of the proposal. 2. Research question What impact do culture reasons have on consumers’ decisions in the cosmetics industry? 2.1. Sub question To what extent do cultural reasons affect a customer purchase decision in the cosmetics industry? To what extent do cultural reasons affect a customer purchase decision in the cosmetics industry? 3. Literature Review According to Aaker, Kumar & Day (2004), the choice process of cosmetic customers is constructed in such a way that they are able to adapt to the immediate purchase surroundings. This conclusion was provided on the basis of a study the scholars conducted on the dimensions of choice process of cosmetic consumers by tracking down their eye fixations on supermarket shelves. Blackwell, Miniard & Engel (2001) gave a detailed explanation of shopping orientation. The author reported that Indian shoppers are more inclined towards seeking emotional value rather than functional value of buying products. It was observed that the orientation of shoppers was based more on entertainment quotient rather than the functional quotient (Boyd & Shank, 2004). The culture of cosmetic consumers is the factor that has a significant impact on the orientation of the shoppers. This is precisely the reason why product managers of various companies keep on emphasizing on the cultural factors that affect the orientation of shoppers (Bagozzi et al. 2014). This allows them to create their services and products accordingly. According to Bush, Martin & Bush (2004), people’s requirements materialism and appearances have augmented considerably over the last decade or so. The public in general have the urge to satisfy their need of looking and feeling good. The definition of looking good varies according to people largely due to the difference in perspectives. Regardless of this difference, the sales in cosmetic market has boosted up hugely because of human being’s need to look and feel good (Buhr, Terry & Burt, 1987). Cosmetic product manufacturers have been engaged in the production of different variants of cosmetics only to satisfy the requirement of people to look good. The augmentation in product ranges in this particular industry can be attributed to various demographic variables such as age, gender and geography (Bettman, Luce & Payne, 1998). 3.1. Effect of culture on consumer purchasing behaviour In order to explain the effect of culture on cosmetic consumers one needs to consider the example of two countries with absolutely different cultures. Let us consider the example of India and the US (Alvin & Bush, 2005). Although India has emulated the western culture since decades however there is major proportion of the population whose upbringing has been in a rather conservative culture. On the other hand people belonging to the US have a much liberal culture (Andreoli, 1996). As far as the former is concerned, people belonging to this culture would be inclined to buy cosmetics which are locally manufactured and offer the best price. This is precisely because their culture restricts them from buying products which are highly priced (Belk, 1988). On the other hand, people belonging to a rather liberal culture are more inclined towards using international brand. They do not pay much attention to the cost, as using expensive cosmetics is a part of status quotient for people belonging to these cultures (Armstrong, Kotler & Cunningham Peggy, 2005). Culture in India is also defined by the social status of people. This has a significant effect on the choice of colours of particular cosmetic products. For example, married females are more inclined towards using red coloured cosmetics such as nail polish, lipsticks (sheds of red) and bindi (a dark red dot on the forehead of married females) (Asseal, 2004). This culture driven buying pattern in the cosmetic industry is strikingly different from the consumer decision that is observed in the western countries. Their choice of cosmetics is driven by their complexion, dresses and occasions (Bashford, 2001). Their culture permits them to use lighter cosmetics which neither makes them underdressed nor overdressed. Nonetheless, India too has integrated well with the western culture and has adorned various traits of cosmetics purchases made by western customers (Atkin & Martin, 1993). 3.2. Effect of culture on consumer purchasing behaviour: emotional attachment The effect of culture on the cosmetic consumer purchasing decision can also be explained on the basis of the extent to which people follow their idol. This impact of culture is evident in the way people emulate the lifestyle of a famous personality. Their purchasing behaviour is often inclined in favour of buying those cosmetic brands that are endorsed are used by personalities that they follow. For example, Penelope Cruz is the current brand ambassador of L’Oreal and this endorsement often encourages her followers to use the same brand as she does (Arnould, Price & Zinkhan, 2004). This is another aspect of the cultural impact on the consumer buying decision in the cosmetic industry. This theory can also be described on the basis of emotional attachment between people and their favourite personalities. This instigates them to follow an identical lifestyle (in terms of cosmetics usage) as maintained by their favourite personalities (Assael, 1994). Emotional attachment is a very important aspect of a person’s cultural background. A person’s purchasing decision is often driven by his/her emotions. This is precisely the reason companies emphasize more on engaging strongly with their customer base by promoting their products in such a way that affects a person’s emotion in a positive manner (G.E. Belch & M.A. Belch, 1998). A person is more likely to stay loyal to a particular cosmetic product if they are emotionally attached to it (Beach, 1997). This emotional attachment is created in multiple levels which are beyond the control of human beings. For example a person who has been using a particular cosmetic product for quite some time is more likely to use the product for an elongated time even if certain aspects of the products are changed. The aspects include, price, colour and composition. Emotional attachment is also driven by word of mouth promotion. A person is more inclined towards buying those cosmetics that are referred to them by their close acquaintances (Bachman, John & Rao, 1993; Bergadaa, 2007). This is another dimension where a culture of word of mouth reference influences the purchase decision of consumers. All these cultural impacts on cosmetic consumer purchase decision is the basic premise of this study and the researcher will endeavour to analyze the extent to which these factors affect consumer purchasing decision in the cosmetic industry. 4. Methodology 4.1. Research philosophy To ensure the validity and appropriateness of this research, the researcher has considered the adoption of interpretive research philosophy. This is precisely because of the fact that this philosophy establishes a strong basis over which a detailed qualitative analysis can be carried out (Mukherji & Albon, 2009). Given the fact that the researcher will be dealing with issues related to human perspectives, practices, emotions and several other traits related to their cosmetic purchase decision making process, application of an interpretive research philosophy is the best strategy (Rothwell, 2005). 4.2. Research approach Inductive approach will be adopted for this study. The underlying reason behind the choice of this approach is the fact that it allows a researcher to study generalized issues related to the research subject and paves way for a more detailed research on specific aspects (Somekh & Lewin, 2004). Moreover, given the fact that the subject is micro-sociological in nature that involves studying human perceptions and practices, implementation of inductive approach is of utmost importance. 4.3. Data collection Data collection is arguably the most important activity in a research process. This is because accurate data collection is the fundamental determinant of the authenticity and validity of a research. Failing to do so would worsen the overall quality of this study. In order to ensure the reliability and validity of this research, the researcher will be resorting to the review and analysis of secondary and primary data respectively (Saunders, Lewis & Thornhil, 2009). As far as secondary data collection is concerned, it has to be gathered from reliable sources such as peer reviewed scholarly journals, books, online databases and articles, newspapers, magazines (Mukherji & Albon, 2009). On the contrary, primary data will be collected on the basis of a questionnaire survey that will be conducted with students from the university where the researcher is pursuing his/her education. The theories obtained from secondary data sources and primary data sources will pave way for an extensive comparative research. 4.4. Sampling The researcher will be adopting a simple random sampling strategy in order to select the sample population for this research. This strategy will offer each individual with an equivalent probability of getting selected within the research process (Saunders, Lewis & Thornhil, 2009). Adopting of this sampling strategy will allow the researcher to ensure that a wider representation of the overall population is obtained for the purpose of this research. The questionnaire will be distributed on the basis of this simple random sampling strategy to 200 research participants and thereafter a certain specific number of questionnaire feedbacks will be chosen on the basis of completion of the questionnaire. 4.5. Ethical consideration The anonymity of the research participants will be strictly maintained and will not be revealed to any third party. The questionnaire will be drafted in such a manner that the questions do not pose any mental or physical harm to the participants. The research participants can choose to not participate in the survey as and when they deem appropriate. The research participants will be informed the nature and purpose of this research prior to the commencement of the survey process. The research participants will not have to bear any cost for participating in this research. The survey will be done under strict protocol in order to make sure that outcomes are not biased. 5. Timeline Month Work to be completed Resources required September Research area identification Empirical literatures October Research proposal Journals, books, online articles, databases November Commencement of research Journals, books, online articles, databases, supervisor feedback December literature review Journals, books, online articles, databases, supervisor feedback January Primary research collection Respondents, assistants, Journals, books, online articles, databases, supervisor feedback February Data analysis and conclusion & draft report preparation and submission. Survey feedback, Journals, books, online articles, databases, supervisor feedback March Final report preparation and feedback Survey feedback, Journals, books, online articles, databases. References Aaker, D., Kumar, V. & Day, G. (2004). Marketing Research. 8th ed. New York: Wiley. Alvin, B. & Bush, R. (2005). Basic Marketing Research: Using Microsoft Excel Data Analysis. 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Somekh, B. & Lewin, C. (2004). Research Methods in the Social Sciences. California: Sage. Read More