Výsoká Škola Finanční a Spravní

Faculty: Economics and Management

Field of study: Marketing Communication

Course: Psychology of consumer behavior

Individual work:

Title: “How do beauty product adds affect the consumer self-esteem and purchasing?”

Student: Tamila Khodjaeva

2014

Content

Introduction

1. Survey

2. Results

3. Conclusion

4. Literature and resources

Introduction

The goal of this individual work is to indicate key features of modern beauty advertising and it impacts on decision-making process. In turn in will be implemented by half quantitative half qualitative methodology as questionnaire what will be filled by different respondents. Suggested hypothesis is that people mostly blindly follow advertisements of beauty goods, rather than investigate exact product subconsciously equating “beautiful” to “good”. In the end there will be attached some samples of commercial, its analysis and respondent’s opinion.

Beauty is being sold, that what marketologists and sellers think. Being a conception not only for women but men too, the largest segment of beauty industry is oriented on female buyers. So what are the beauty products? Obviously it’s cosmetics firstly, then perfume and some accessories.

Nowadays people especially women still maintain themselves with different sorts of cosmetic goods and willingly buy new products just to approach perfection, which probably can be stereotyped by media. In turn media and manufactures do not miss a chance to use such female weakness and create more and more beauty products to attract customers and increase profit. It’s not a secret for anyone that we are influenced by commercials, and at least 10% of our buyer decisions are made after watching advertisement.

Let’s look in the recent past. American researches in 60’s found that people mostly like not the exact parameters of a product, but its style, introduced by a producer. This statement regarded to cigarettes which made a man to look more representative and handsome, nevertheless it had direct connection to beauty as well. Sexual motives remained were used by advertisers long time before psychoanalysis; however they based on Freud’s school. For example, many cosmetic goods were left unused by women, because of their dissatisfaction. They were quite disappointed that they hadn’t reached expected effect of sexuality – this effect was given a name among psychologists as “dead enthusiasm”

Middle of XX century brought new 250 cosmetics and perfumes brands. But they couldn’t be promoted as they were, as sexual motive crudely inserted into commercial already hadn’t caused desired impact on customers. Researchers concluded that it would be necessary to emphasize on poetry and female caprice. Further, there were appeared new storylines of romantic love.

This brief history shows clearly one fact: that motives are still being used by sellers and promoters to attract woman, playing on their wishes and pictures of ideal, desirable woman.

1. Survey

This survey was created to find out consumer’s behavior and reaction to advertisements and moreover to one exact sample of popular beauty product. Besides general research the hypothesis stated that people blindly purchase products, after watching commercials.

Research was oriented on women of different age, as the largest segment of beauty industry. Research was implemented by quantitative method – CAWI and there were 41 asked people.

Different methods can be distinguished in beauty advertising of its use and species dependent on consumers segment.

By market segment refers clearly marked group of consumers who have any persistent features:

• the look

• lowest price

• reliability and practicality.