Banking Academy of Vietnam

International School of Business

Research Proposal

on

THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

Teacher: Nguyen Thi Ngoc Bich

Student: Bui Thi Le

Class: CityU9F

Course: Project 2

Hanoi, 13/06/2021
THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

Research Proposal
on
The habit of using cosmetic products among ISBA freshmen

by

Bui Thi Le _ CA9-127

Class: CityU9F

Lecturer: Nguyen Thi Ngoc Bich

Course: Project 2

Hanoi, 13/06/2021
STATEMENT OF AUTHORSHIP

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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

Students’ name: Bui Thi Le

Class: CityU9F
Student Number: CA9-127
Subject: Project 2
Lecturer: Nguyen Thi Ngoc Bich
Name of research paper:
THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

Declaration
I declare that the work attached is entirely my own, and that I have given due acknowledge
as required by International School of Business (ISBA).
I understand that the work submitted may be reproduced and/ or communicated for the
purpose of detecting plagiarism.
Signed _________________ Date: 13/ 06, 2021

Plagiarism
By signing the declaration, you are stating that you have not plagiarized.
Use the following as a checklist.
 This work is entirely my own.
 I have not copied another student’s work.
 I have not copied or used in any way material from a text, journal, website or
other published source without acknowledgement (including non – English
sources).
 I have cited and referenced fully and correctly as required by the ISB where
applicable.
 I have not reworded material from another source and presented it as my own.
 I have not used this work in a previous class (self - plagiarism).

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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

Research Proposal
The habit of using cosmetic products among ISBA freshmen
1. Introduction:

Cosmetic product, also known as the cosmetic industry - is defined as a substance or

preparation used to come into contact with external parts of the human body or teeth and oral
mucosa for the primary purpose to cleanse, aroma, change the look, form, correct body odor,
protect the body or keep the body in good condition. ("Ministry of Health", 2011). As society
grows, the demand for beauty is constantly increasing. Not only women, but men also want to
have an attractive and attractive appearance in order to be more successful in life. Since then,
the beauty industry in the world in general or in Vietnam in particular has been constantly
developing, the penetration of foreign cosmetic corporations along with the birth of many new
cosmetic and beauty brands advertising strategies to attract consumers. According to a research
report, the global cosmetic market in 2017 was valued at $ 535.43 billion. And is expected to
reach a market value of $ 805.61 billion by 2023. ("The Expresswire via COMTEX", 2019).
With hundreds of cosmetic brands appeared in different forms such as companies with
factories, suppliers of raw materials and finished products, and sales agents. It can be seen that
the Vietnamese cosmetic market is currently booming. According to Mintel - a global market
research company headquartered in London: "The Vietnamese cosmetics market is worth about
2.3 billion VND. A market full of potential when the middle class in Vietnam is expected to
increase to 33 million people by 2020 "(" Zencos Viet Nam ", 2020).

2. Problem statement:
2.1. Rationale:

It is due to the increasing demand for beauty and rising living standards, along with the
accessibility and rapid growth of the internet, the number of people using cosmetic products
has increased dramatically. Among the many users from different age groups, a large chunk
is held by college students, who have a lot of potential for consumption and become a
breakthrough in branding and marketing. In the present life, cosmetics have become an
indispensable use of college students when going out, going to school and participating in
important occasions. Compared to former college alumni, current economic conditions are
generally a lot better, new things open up. Contemporary college students have more and more
contact, and understand everything more. However, very little is known about the popularity
and how this particular age group or the satisfaction of their products after consuming them.
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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

2.2. Scope:

The statistics used in this study shall be collected from students at the ISB (International
School of Business) at the Banking Academy. In the research, 200 first-year students were
randomly selected to participate in the survey.
2.3. Research Questions:

This research is conducted to investigate the habit of using cosmetic products among ISB
first-year students in both genders by answering the following questions:
- How often do ISB freshmen in both genders use cosmetic products?
- What cosmetic products do they often use?
- How much do they often spend on cosmetic products each month?

3. Objectives:
- This study is aimed at investigating the prevalence of the use of cosmetic products
by ISB freshmen in both genders.
- The purpose of the research is to investigating and clarifying the cosmetic products
that they often use.
- This study aims to study their monthly spending on cosmetic products.

4. Preliminary Literature Review:

Generally speaking, there have been many studies on cosmetic products in the past.
However, each of them has only investigated one aspect of a problem, so it does not have
comprehensive coverage for all aspects of that topic. The following is a summary and
evaluation of research related to the topic "cosmetic products" that I am talking about. There
are three studies, which I have yet, included below.
The first study studied factors influencing cosmetic buying behavior of consumers by
Anjana (2018). Research mainly focused on understanding the buying pattern of consumers
for cosmetic products. Various factors like quality, brand, price, advertisement and packaging
had tremendous influences on the purchasing behavior of consumers. Through this study, it
was concluded that because there were competitive substitutes in close proximity with
relatively lower prices, quality and many other factors, consumers had to pay through one
systematic thinking process when making a purchase decision. One of the most competitive
factors in decision-making was brand, quality and price. All the five of these factors played a

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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

major role in consumer buying decisions. Manufacturers and retailers of beauty products must
have this thought at the back of their mind. However, the research paper has yet to help readers
see the trends and habits of using cosmetic products and have not gone into detail on which
specific subjects.
The second research is the study of Gurumoorthy et al..(2019). The aim of this research was
to look at how consumers make cosmetics purchasing decisions. Demographic effects on
FMCG were also investigated in this review. The international cosmetics market had been
divided into different segments depending on the brand of cosmetics, the mode of selling,
gender, and other factors. Face and sun care products, hair care products, deodorants, lipstick
and color cosmetics, and fragrances were all included in this category. Skin and sun care, as
well as hair care products, have been widely used by individuals and account for a significant
percentage of the overall beauty products segment market. The study's key goals were to
investigate the consumer decision-making process when purchasing FMCGs (with special
reference to cosmetics). The non-probability convenience sampling procedure was used to
pick the sample of 120 FMCG product consumers. Descriptive measurements, regression, and
Anova were used to analyze the collected data. According to the conclusion of the study
cosmetics was a highly applied preparation to change or strengthen the appearance of skin,
hair, nails, lips and eyes. The aesthetic appeal has influenced every visible aspect of human
anatomy. The research has been very successful when it comes to clearly showing the
purchasing process, the level of preferences and consumer satisfaction. But it is clear that the
study has only examined a few subjects in India, the article has not yet surveyed the frequency,
brands or the cost that the subjects have to pay when using cosmetic products.
One study worth mentioning is the study on the Purchase Behavior and Cosmetic
Consumption Pattern among Young Females in Delhi and NCR published by Journal of Social
and Development Sciences (2013). The aim of this study was to look into the consumption
habits of young females in Delhi NCR, as well as their attitudes toward cosmetics. This study
examined how various marketing factors influence female’s cosmetic use as well as their
decision-making process when buying cosmetics. This research also illustrated to some degree,
the impact of the consumer decision-making process on dermaceutical product purchases in
Delhi -NCR. The target population consisted of females aged 15 to 35 years old who resided
in Delhi-NCR. This age demographic belonged to the young generation and they could be
listed as Millennials (those who are born after 1980). This research had also been used by
numerous cosmetic firms in developing marketing campaigns for their brands. A questionnaire
was used to collect primary data. SPSS version 16 was used to evaluate the data. The author
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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

has helped us not only clearly see the cosmetic market, but also helped the reader to have more
information about consumption behaviors as well as consumption patterns of young women in
Delhi / NCR. However, the research paper did not clarify the habits of using cosmetic products
in men - the object is no stranger in the current beauty consumer market. Moreover, the article
has not mentioned the reasons or factors influencing the decision to use cosmetics of
consumers, particularly young women aged 15 to 35 in Delhi and NCR.
Obviously, through three studies, I realize that there are still no successful studies related to
the habit of using cosmetic products in Vietnam, especially today, the Vietnamese market is
considered a potential market, especially cosmetics for young people. Therefore, the above
limitations will be overcome and added by me in the research on the cosmetic product usage
habits of the target group I mentioned in the introduction.
5. Methodology:

The research will be conducted to find out the answers to three main research questions, as
the project will aim to highlight the habit of using cosmetic products by first-year students of
both genders in ISBA. The method will be used in the study is a mixed-method approach,
which will involve and use both quantitative and qualitative data. In fact, this mixed-method
will suitable for studying the habit of using cosmetic products among students because it will
collect information deeper and more thoroughly. Specifically, the qualitative method will help
students present their views when using cosmetic products, also their favourite and chosen
brands. On the contrary, quantitative methods will collect data regarding the frequency of using
cosmetic products by students.

The data to be used in this research will be acquired from a questionnaire consisting of eight
questions, which will be created to answer the three main questions of this research study.
Looking at the details, it will have 3 closed questions, 1 open-ended questions and 4 partially
closed questions . While the 3 closed questions will be available with options that will help
students answer easily, the remaining 5 questions will make students both able to choose their
answers and freely express their opinions freely when using the cosmetic products. This
procedure will be carried out on a large scale and receive information quickly, while not taking
too much time for students. In addition, this questionnaire is easy to answer and close to
students, meanwhile will give quite exact results.

The data for this study will be obtained from the Banking Academy. This research will be
obtained from a survey and will obtain information from students, specifically ISBA freshmen,
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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

with the goal of obtaining the most accurate figures. This research will be obtained from a
survey and will obtain information from students, specifically ISBA freshmen, with the goal
of obtaining the most accurate figures. The first step will be to create a questionnaire to answer
the research study's three main questions. In the next step, 200 freshmen students will be
randomly contacted through facebook to distribute the survey. After that, the researcher will
collect questionnaires from the answer of 200 students on google form. Thereafter, the data
will be synthesized and analyzed to serve the research paper, thereby demonstrating the habit
of the freshmen on the use of cosmetic products.

The timeline of the research

Wk The names of main activities Procedure ( in detail)

1 Identify the research topic The habit of using cosmetic

2  Define aim of research and
research subjects
 Design research questions
3 Write body 1 of introduction
products.
 The habit of using
cosmetic products of first-
year students in both
genders in ISBA
 Consist of 3 questions
Introduce to the beauty industry
and cosmetic products.

4 Write body 2 of introduction Rationale

5 Write body 3 of introduction  Introduce the participants

of your research: 200 first-
year students in both
genders in ISBA.

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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

 Introduce the aim of

research and the research
questions of the study.

6 Write literature review Review 3 the previous studies

with the same topic as research.

7 Write literature review Evaluate those 3 studies.

8 Write methodology Mix both 2 kind of research:

Quantitative and Qualitative
9 Design questionnaire Consist of 8 questions

3 kinds of questions: Open-ended

questions, Closed questions and
partially closed question.

References
(2021). Retrieved 28 April 2021, from https://zencos.vn/xu-huong-va-co-hoi-thi-truong-my-
pham-
2020/#:~:text=Ng%C3%A0y%2011%20th%C3%A1ng%207%20n%C4%83m,t%E1%B
B%B7%20USD%20v%C3%A0o%20n%C4%83m%202023.
Định nghĩa mỹ phẩm theo quy định hiện hành. (2020). Retrieved 28 April 2021, from
https://hptoancau.com/dinh_nghia_my_pham/?fbclid=IwAR1O0uRS3VUJBuVCgSdTi
HS9q67EzzEaPb8Px3z3FgZsVAkq1jxGxDEbiVA
Abdullah Bin Junaid* , Reshma Nasreen, Faheem Ahmed Jamia Hamdard, New Delhi.
(2013). A Study on the Purchase Behavior and Cosmetic Consumption Pattern among
Young Females in Delhi and NCR [Ebook]. Journal of Social and Development
Sciences. Retrieved from https://core.ac.uk/download/pdf/288023551.pdf
Anjana, S. (2018). A study on factors influencing cosmetic buying behavior of consumers
[Ebook]. International Journal of Pure and Applied Mathematic. Retrieved from
http://www.ijpam.eu

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THE HABIT OF USING COSMETIC PRODUCTS AMONG ISBA FRESHMEN

Dr. T. R. Gurumoorthy1 , R. Vijayalakshmi2 and V. Palanisingh3. (2019). BUYING

DECISION PROCESS (WITH SPECIAL REFERENCE TO COSMETICS) [Ebook].
International Journal of Pure and Applied Mathematics. Retrieved from
http://file:///C:/Users/TCC/Downloads/IJAIR.Cosmetics.pdf

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