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BEH VIOUR OF BEM FEM LE STUDENT TOW RD

PURCH SING BE UTY PRODUCT B SED ON

DVERTISMENT

PREPARED BY :

KALA DEVI A/P GANESON (BEM1226F3)SHALINI A/P GENESEN (BEM1227F3)

YOGAPPRITHI A/P RAWIBAHADOR (BEM1226F3)

4003YPCBMB ACADEMIC

STUDY SKILLS

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Introduction

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PROBLEM STATEMENT BACKGROUND OF STUDY

Advertising used properly is a major tool in the hands ofmarketing managers which helps enable them to sell products,services and ideas.

The idea is to sell products to the consumers. This has beenproved by the fact that companies are investing a lot of time andresources into developing ad campaigns for their products.

Advertisement also play huge role in selling products as its willinfluence the thinking of consumer and affect their behaviour onpurchasing the products.

The purpose of this study was to measure the correlation and

impact of beauty product advertisement on the purchasingbehaviour of the BEM female student in College YPC towards thebeauty product.

As well as it will also helpful for the social sciences andpsychological students to analyze the thinking of students aboutthe buying of beauty products.

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RESEARCH OBJECTIVES

The objectives of this research/study are to:

m easure the im pact o f beau ty p rodu cts

advert isement on B EM female s tu dent ofCollege YPC tow ards their behaviour inpu rchas ing beau ty p ro duc ts .

to m easu re the effect iveness o f adv ert isem ent

on in f luenc ing buyers

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RESEARCH QUESTION

Main Question : How the beauty products advertisements affect the

behaviour of the BEM female student of CollegeYPC towards purchasing the beauty products ?

Sub Question : How effective is the beauty products

advertisements in influencing buyers? Type of advertisement that influencing buyers

more?

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RESEARCH HYPOTHESIS

The study was hypothesized as:

a positive and significant correlation exists between beautyproducts advertisement and buying behaviour of the BEMfemale students towards beauty products; and

beauty products advertisement has a significant positiveimpact on buying behaviour of the BEM female studentstowards beauty products .

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LITERATURE

REVIEW

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VARIABLE

There were (2) two variables of this study which is :

Beauty products advertisement as independentvariable

Buying behaviour of university students towardsbeauty products as dependent variable.

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METHOD OF DATA COLLECTION

The data collection for this research is byconducting a survey that using ques t ionnai re form to fill by the respondents some face to faceenquiry.

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METHOD OF SAMPLING

The data collection method chosen for thisstudy was random sampling which is a form ofprobability sampling..

A questionnaire was developed contained

nineteen questions regarding factors ofdeceptive beauty advertising and studentsbuying behaviour.

The response rate was 94.667% because total

distributed questionnaires were 150 out ofwhich 142 were retrieved.

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METHODOLOGY

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Population

to investigate the buying behaviour of collegestudents towards the beauty products, students ofCollege Teknologi YPC-iWeb were choose as target

Sample

The sample group that were chose is only 50 of female

students out of 1400 students. The purpose ofchoosing female students is because their will showmore interest in beauty products compare to malestudents.

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METHOD OF SAMPLING The data collection method chosen for this study was

random sampling which is a form of probabilitysampling..

In order to investigate the buying behaviour of collegestudents towards the beauty products, students ofCollege Teknologi YPC-iWeb were choose as target.Only female students were selected randomly.

The sample group that were chose is only 50 of femalestudents out of 1400 students. The purpose of choosingfemale students is because their will show more interestin beauty products compare to male students. All 50 ofstudents that been choose is from BEM intakes.

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Cont

The types of research that were used in thisstudy are correlational research.

Correlational research refers to the systematicinvestigation or statistical study of relationshipamong two or more variables, withoutnecessarily determining cause and effect.

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METHOD OF DATA COLLECTION

The data that use for this research is primary dataas the method is used is questionnaire and faceto face interview.

The data collection for this research is byconducting a survey that using ques t ionnai re form to fill by the respondents some face to faceenquiry.

This method was chosen because in order tohave reliable results and the research met thisobjective well

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METHOD OF DATA COLLECTION

Questionnaires

Questionnaires are a listof a research or surveyquestions as to therespondents and also todesign to extract specificinformation.

Face to face interview

Face to face communication isa mode of conveying andretrieving informationthrough direct interactionbetween the sender andreceiver.

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MEASUREMENT AND SCALE

Systematic investigation or statistics analysis was usedin order to show the consequences and impact of beautyproducts advertisement on the buying behaviour of BEMfemale students towards beauty products.

The mean and standard deviations of each factor wascalculated.

Pearsons correlation technique was used to know therelationship between the beauty products advertisingand the buying behaviour of BEM female studentstowards beauty products.

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Cont

The effectiveness of advertising is really quite simple tomeasure.

First, the purpose of advertising is to persuade potential

buyers that they want and need what you have to offer.

Successful advertising creates and nurtures that sense ofneed, and then incites people to get up and go getwhatever you are promoting.

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Cont

Reliabil i ty o f sc ale

Instrument was developed which contained few questions.

Two variables were computed; one was dependentvariable; and second was independent variable.

Some questions were the part of dependent variable andsome questions were the part of independent variable.

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THEORETICAL FRAMEWORK

Beauty Products Advertisement Buying Behaviour Studentstowards Beauty Products

Theoretical Framework 1

Beauty products advertisements have a positive andsignificant relationship with the buying behaviour of

BEM female students towards beauty products inCollege YPC .

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Cont

Beauty Products Advertisement Buying Behaviour of Studentstowards Beauty Products

Theoretical Framework 2

Beauty products advertisements have a positive andsignificant impact on the buying behaviour of BEM femalestudents towards beauty products in College YPC.

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Waqas Amin, Muhammad Adnan . Attraction of students towards beautyproducts, Australian Journal of Business and Management Research , Vol.1No.3 | June-2011

Beard, F. K. (2003). College Student Attitudes toward Advertising's Ethical,Economic, and Social Consequences Journal of Business Ethics , 217-228.

Fred K. Beard (2003). College Student Attitudes toward Advertisings Ethical,Economic, and Social Consequences. Journal of Business Ethics , 48, .217

228.

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Goldsmith, R. E., and Lafferty, B.A. Consumer response to websites &their influence on advertising effectiveness. Journal of ElectronicNetworking Application and Policy 12.4 (2002): 318-328.

Sandage, Charles H., & John, Lackenby. (1980). Student attitudestoward advertising: institution vs. instrument. Journal of Advertising , 9,29-32.

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