Factors Influencing Women’s Purchase

Power In Cosmetics

Maryam Atif
Sania Qayyum
Huda Sohail
Mateen Husnain
Mohsin Nadeem
 Background

Profits earned by cosmetic companies due to high usage

of makeup
 Reasons:
1. Use of excessive advertisements
2. Re-touched images
3. Positive word of mouth
 Impact on women’s perception
1. Fake beauty concept injected as ‘women in makeup’
2. Competition on make-up brands
Background
 Introduction:

 Topic of the research: elements affecting cosmetic and make-up experiences of women
 Statement of the problem: wear makeup as feel less confident about themselves
Several ways to boost confidence

Gain
Exercise confidence
Beauty is in
Optimism not through
a person applying
Presentable dressing
makeup
 Hypothesis

 Women use makeup to boost confidence

 Their buying behavior mainly influenced by
beauty bloggers
Survey

 Objectives of the research

1. Establish link between possible variables and cosmetic use
2. Potential factors that influence women’s buying behavior
 Sampling Method
1. 13 questions
Sampling size
2. Multiple choice questions 100 sample
3. Few Open ended questions
 Method of data collection
1. Primary Data
Literature Review

Factors Influencing Consumer Buying Behavior When Purchasing Cosmetics, 2014

 Franklin John
 S.Aenith
 Hemanth Kumar

1. 500 questionnaires
2. Tools; descriptive statistics & standard Deviation
3. Findings: sales persons had a key role
Literature Review

Consumer Preferences and Consumption Behavior 2014

 Faheem Ahmad,
 Reshma Nasreen
 Abdullah Bin Junaid

1. 120 Questionnaires
2. Tools; Cross arrangement, Post Hoc Tucky, Correlation and ANOVA
3. Findings: Conscious selection of brands, Knowledge of products and brands affect their
consumption behavior and preferences.
 Analysis
 Some women do not prefer makeup
 Percentage of women who wear makeup to boost confidence v who do not as they fell
less confident

Factors affecting their buying power

13
12 more beautiful

less confident

7 makeup is of no
use
64

more confident
 Analysis Buying motivation

Beauty
 Reasons for using makeup bloggers
32
 41% spend max 2000-3000 on makeup 40 Family
friends

TV
Money spent on Cosmetics Monthly 14
9 Celebrities
·         More than 10,000 Rupees

·         8,000-10,000 Rupees

·         5,000-7,000 Rupees

·         2,000-3,000 Rupees

·         500-2,000 Rupees

0 5 10 15 20 25 30 35 40 45
 Analysis

How much time do you spend on applying makeup

·         60+ mins

·         30-60 mins

·         20-30 mins

·         10-20 mins

·         0-10 mins

0 10 20 30 40 50 60 70
Analysis

 Limitations of the study

 Conducted in Emporium mall + universities so only a specific audience targeted
 Un-representative sample due to female target audience only and small number of target
audience
Conclusion

 Shaping personality matters

 Makeup only enhances outer beauty
 So called ‘ugly’ people are beautiful, too

THANK YOU !