THE FACTORS AFFECTING THE PURCHASED INTENTION OF BEAUTY

PRODUCTS AMONG THE GRADE 12 TVL HE-C STUDENTS OF

CCNHS

Chapter I

INTRODUCTION

This study is to investigate to determinants of purchase beauty products intention for

students of CCNHS main of study in all TVL students of Cauayan City National High School Main.

This first chapter shall focus on the background of study. Students today are constantly being

reminded of what is considered beautiful. There are thousands of advertisements that promote

this beautiful image to students of all ages, shapes, and sizes. By sets/packaging products,

computer-enhanced models in advertisements, society has built up impossible standards of

beauty, which has led to feelings of insufficiency among students. Women today are constantly

being reminded of what is considered beautiful.

because beauty products have become their daily necessities. We use cosmetics to cleanse,

perfume, protect and change the appearance of our bodies or to alter its odors. And According

to studies, the average student’s uses 12 personal care products a day containing 168 different

chemicals. This study first discuss the cause that focus on the students who purchasing beauty

products. The results will indicate that the CCNHS students are high users of cosmetics, are very

aware of the beauty products, and at the same time to know what is the reason of the students

of CCNHS regarding purchasing beauty products. The respondents of this study will be limited

to the Grade 12 HE-C students especially to the 50 girls. Because mostly girls /woman are

obsess with beauty products and with this study holds the power to shape and change women’s

perceptions of beauty.

Cosmetic is one of the top important needs for most women. The reasons to use

cosmetic, but also cosmetics are often implicated to look attractive. Therefore, using of

cosmetics is a way to support women appearance. Cosmetics is not just a make-up, product

that called body care is also used by women to treat their body. Cosmetics industry continues

to strive to satisfy of consumers with range innovative cosmetics products to meet the

demands and needs. Those demands and needs are different will trigger the industry to create

the best product with many variant that can fulfill the marker demand. The difference of

demographics will make the industry trying harder to fulfill the demand with a special

specification.
Statement of the problem

This study attempts to determine the effects of purchasing beauty products of students

in Cauayan City national high school main in the school year 2020-2021. This study aims to

identify the difference factors affecting the purchase intension of beauty product in the

students and its effects on it people every day living. These factors can individually or

collectively affect the buying decision of the consumer's the objective of the study is to

determine the perception of students teacher and school heads of Cauayan City national high

school about the factors affecting the purchase intention of beauty products among the grade

12 TVL HE-A-C students of CCNHS

This research mainly focuses to understand the buying/purchasing of cosmetic product

*Age

*Occupation

*Lifestyle

*Social and economic status

*Gender of the consumer

Question:

What is the impact of beauty product to the lives of the people?

This research study covers about why the factors affecting the purchase intention of

beauty products and it causes many students buying beauty product to improve their physical

appearance. Trying to enhance and glow their faces, improving their skins to become brighter

and smooth. How beauty product affect the lifestyle of the students.

This study is only limited to the Grade 12 TVL HE-C students of CCNNHS. The researcher

will conduct an interview of the students. Each of the respondents are given questionnaires to

answer.

Students today are constantly being reminded of what is considered beautiful. There are

thousands of advertisements that promote this beautiful image to students of all ages, shapes,

and sizes. By sets/packaging products, computer-enhanced models in advertisements, society

has built up impossible standards of beauty, which has led to feelings of insufficiency among

students. Women today are constantly being reminded of what is considered beautiful. Almost

all modern students in this 21st century use some cosmetic products every day because beauty

products have become their daily necessities. We use cosmetics to cleanse, perfume, protect

and change the appearance of our bodies or to alter its odors. And According to studies, the

average student’s uses 12 personal care products a day containing 168 different chemicals. This

study first discuss the cause that focus on the students who purchasing beauty products. The

results will indicate that the CCNHS students are high users of cosmetics, are very aware of the

beauty products, and at the same time to know what is the reason of the students of CCNHS
regarding purchasing beauty products. The respondents of this study will be limited to the

Grade 12 HE-C students especially to the 50 girls. Because mostly girls /woman are obsess with

beauty products and with this study holds the power to shape and change women’s

perceptions of beauty.

PROCEDURE

In this study, survey research will use to obtain the data relevant to our study objectives

and research questions. The main tool/instrument for this data gathering will be questionnaires

that will be answered by Grade 12 HE-C students. After collecting the questionnaires the

response of the respondents will be tailed, computed, analyzed and recorded.

This research could be source of information to the CCNHS and other girls/women’s in

which it will determine the affecting factors intention on purchasing beauty products. Especially

this study will be great value to the following groups of people:

Students: This study will be good/great help for the students in order to determine the

affecting factors in purchasing beauty products.

Researchers: This study will help the researchers to determine the cause and effects of their

intention by purchasing beauty products. And to help them to understand them why they

purchased the products.

Business Industry: This study will help them to improved their marketing strategies so that the

customer will purchase the products again in again. Quality with low or more affordable price,

and should deliver them with value added features. Consumer buying pattern differ when

comes to the product quality, price, status, features, packaging.

REVIEW OF RELATED LITERATURE

RELATED LITERATURE

Consumer purchase decision has now become a complicated process and is related to

the attitude, perceptions and behavior of consumers. Consumers considered purchase behavior

as a key point to access and evaluate specific product. Ghosh (1990) state that, to predict

buying behavior of consumers purchase intention is an effective tool. Due to the influence of

price, quality and value there is a possibility for changing purchase intention. Gogoi (2013) state

that, during the buying process consumers are influenced by external as well as internal

motivations. Kotler & Armstrong (2010) & Kawa et al (2013) talks about the six stages which

are: knowledge, awareness, preference, interest, persuasion and purchase that researchers

have proposed before planning or deciding to buy the product. Gogoi (2013) states that,

Customers have an intuition that products that are little known, low cost, and simple packaging

have a high chance of risk because the quality and value of these products is not trustable.

There are many factors that consumers will look for before buying a cosmetic product:

Brand, Quality, Labeling, Price, and Advertisement. Irshad (2012), shows that among customers

there is a significant relationship for purchase intention and brand equity. Kotler (2000) in his

study contends that brand is referred as a name, symbol, term, and design used to differentiate

the company’s products and services from their competitors. P. Priyanga1, Dr. R. Krishnaveni

(2016) states that, when a women consumer turns brand loyal it is due to the quality of beauty

care product. High quality cosmetics help to build and maintain the confidence of targeted
customers and convince them to purchase it. Customers are concerned about the quality of

cosmetic products before deciding to purchase them. To remain competitive among the

competitor’s cosmetic firms should increase and concentrate more on improving the quality of

products. Deng (2009), states that customers will look for the packaging style of food products.

The visual aspect of labelling and packaging has an important role in the food purchase process

and have a direct relation with customer and an effect on customer mind. Company always give

more attention and care to loyal customers and take necessary steps to retain them as they

bring more profit to the firm. Wickliffe & Pysarchik (2001), states that, product features (brand

and price) have an inherent impact on customer behaviour. If advertising is attractive, then

customers pays more focus on that and thereby creates a feeling towards the product and that

leads to the way of brand promotion. Those who have loyal feeling show a positive attitude

towards a brand.

When it comes to beauty products, costumers go through the rigorous thought

processing making their buying decisions, since there are alternative products which compete

in the areas close proximity, relatively cheaper price, quality, etc. Brand, Quality and price are

one among the strong competing factors in the decision making process.
 Chapter III

METHODOLOGY

RESEARCH DESIGN

The research design means researcher presents the meaning of research design by

planning, creating the structure, framework or create solution to study and get the answer of

analysis and control the concept. The research design shows the path, research method, and

the association between variable or conceptual framework that it makes researcher more

understand in the research. The research design is similar to pattern or blueprint that it is make

the research design very important.

The research designs used quantify to find the problem and generate numerical data

that can convert to statistics. It could evaluate the research from opinions, behaviors, and

attitudes. Quantitative Method in this research was collect by paper surveys and online surveys.

The result could help the researcher to evaluate and make decision to choose the best solution

to solve the problem in the situation (Malhotra, 2004)

This research design is using quantitative method. The quantitative method is use

number to answer the questions that relate to human behavior (DeFranzo., 2011). The research

method use numbers for making generalization about a phenomenon. The data will show as

the basis for explaining a phenomenon (A. Patrick & Regoniel, 2015).
 The purpose of this study was to measure the correlation and impacts of purchasing

beauty products and the behavior of the Senior High school students toward beauty products.

As well as it will also helpful for the other students and teachers to analyze the thinking of

students about the buying of beauty products. Therefore, the research purpose of this study is

to explore factors affecting students’ purchasing behavior of CCNHS. Our research question is:

What are the factors affecting the purchasing intention of senior high school students?

To answer the research question, the study organized as: chapter 1 the introduction,

chapter 2 relate review literature, Hypothesis are demonstrated in Chapter 3, the research

methodology is explained in chapter 4, and chapter 5 contains analyses and results of the study.

And In the last chapter is the summary, conclusion, and recommendation.

Demo Fashion Trend

Purchase
Life style
intention of
Advertisement Beauty
product

Brands Qualities

Prices
DEFINITION OF TERM

Demographic- is the statistical study of populations, especially human beings. Demographic

analysis can cover whole societies or groups defined by criteria such as education, nationality,

religion, and ethnicity.

Quality- is the totality of features and characteristics of a product or service that bear on its

ability to satisfy given needs. And an inherent or distinguishing characteristic, a degree or grade

of excellence.

Packaging- The wrapping material around a consumer item that serves to contain, identify,

describe, protect, display, promote and otherwise make the product marketable and keep it

clean.

Price- the amount of money that has to be paid to acquire a given product.

Brand- is an identifying symbol, mark, logo, name, word, and/or sentence that companies use

to distinguish their product from others.

Lifestyle- is the interests, opinions, behaviors, and behavioral orientations of an individual,

group, or culture.

Fashion Trend- is a particular style, or clothing popular at a certain point of time or a particular

period of time.
Advertisement- is how a company encourages people to buy their products, services or ideas.

Advertising is one element of marketing, which also includes design, research and data mining.

CONCEPTUAL FRAMEWORK

The proposed research model provides an operational relationships between the

different variables.

Demographic could help and find the right target market to match with consumer.

Social culture could know customers’ think, spending behavior, and feeling to use. Demographic

information is the method that the business could appreciate the target group and revenue

cognition by analysis from demographic.

Quality is not only means characteristic of product or service but it is also reliability that

people measure the product or service form deficiencies, defects, and significant variations. It is

work in process of building and sustaining relationships by evaluating, forecast, and respond

the demand of consumer. The product and service made satisfaction to consumers when the

cost of operation is proper. Therefore, the satisfaction of consumer can lead them to make

their decision.

Packaging is not only materials that could use to wrap or protect goods but packaging could

identify, promote, describe, additional information, characteristic of goods. Packaging is more

importance because the design of package may affect to goods and consumers by attraction,
comfortable, durability, useful, and keeps it clean. Label of packaging is for adding name,

information, usage, and size of products that consumers can determine to purchase.

Price is very important for customer’s decision to purchase cosmetics before making

actual purchase, customers make a comparison and evaluate price with alternative brands

because customers have a tremendous belief or faith in the value or benefit they get from their

favorite brand. Comparing price with value and perceived cost is the best method to build

customer satisfaction. It is observed that consumers are willing to purchase a product if the

perceived values are higher than product cost.

Brand plays an important role in creating a positive image among customers. Brand

name has the ability to create loyal customers as well as to retain market share of the company.

Loyal customers always remain faithful or loyal to a brand, they repurchase it and through word

of mouth they recommend it to others. Therefore, consumers have a belief that well-known

brands can increase their satisfaction level and decrease purchase risk.

Advertising can be considered as a subset of marketing mix (4P) that are place,

promotion, price, and product. For promotion of a product, one of the main strategies used is

advertising such as TV, commercials, vlogs, magazines, billboards even the social media’s

platforms. In order to make awareness of a product in the mind of potential customers,

advertising is an important tool and it influences the customer’s decision to buy a product.

Different Lifestyle has a different influence on purchase behavior including the purchase

of cosmetics. Lifestyle is the format that people live their life, take time and spend money. The

way of lifestyle have many format, it depend on experience, characteristic, environment and
the way of life. Each of consumer’s lifestyle is integrate between behavior, character,

experience, social and environment.

Fashion product industries are variety design, new model creation, and respond

customer needs in the market. The fashion and color trends are very important for consumer

goods. The marketers, planners, designers have a deep knowledge and understanding of

fashion trends to develop and create a progress of fashion business.

There are many factors that consumers will look for before buying a cosmetic/beauty

products and it was identified that the factors are quality product, product price, brand name,

product packaging, fashion trend, lifestyle, demographics and advertising have greater impact

on customer buying decision.

PRESENTATION, ANALYSIS AND ENTERPRETATION OF DATA

In this chapter the result of data and analysis are presented finding from one hundred

respondents completed by the Grade 12 students in Beauty Care students in Cauayan City

National High School Main. The purpose of this study is to know what THE FACTORS AFFECTING

THE PURCHASE INTENTION OF BEAUTY PRODUCTS AMONG THE GRADE 12 TVL HE-C STUDENTS

OF CCNNHS

In the gathering data, the researcher started identifying the result of the response of the

respondent. Descriptive statistics analysis was used to identify the frequencies and percentage

to answer all of the questions in the questionnaire. Most of the respondents preferred not to

write their names and remain anonymous. The data are presented using tables in accordance to

the sequencing of the sub-problem enumerated under the statement of the problem portion in

Chapter I to 3

This respondents were asked is How important is beauty products to your appearance?,

How important is the beauty products to your self-confidence?, How important is the right

beauty products to your comfort in social situations?. The response of are respondent is in the

Table 1 And table 2 the question we asked is what situations are you most likely to wear
makeups Or use beauty products; And table 3 Which of the following factors have an influence

on what beauty products you purchase? And the table 4, who do you typically look to purchase

beauty products? That all questions we asked is we want to get answers to have more ideas to

why they purchasing beauty products.

RESPONSE RATE OF SURVEY

In this study, 50 questionnaires were distributed and 50 respondents replied.

Table 1

How important is beauty products to your appearance?

Never 0

Rarely 5

Sometimes 15

Often 8

Always 22

The above indicates that 22 students answered that its always important to have a

beauty products for their appearance while, 8 students answered often, 15 students answered

sometimes and 5 students in rarely.

Table 2

How important is the beauty products to your self-confidence?

Never 0

Rarely 5

Sometimes 15
 Often 8

Always 22

The above indicates that 22 students answered that it’s always important to have a

beauty products for their self-confidence while, 8 students answered often, 15 students

answered sometimes and 5 students in rarely.

Table 3

How important is the right beauty products to your comfort in social situations?

Never 0

Rarely 5

Sometimes 8

Often 15

Always 22

The above indicates that 22 students answered that it’s always important to have a right

beauty products for their comfort in social situations while, 15 students answered often, 8

students answered sometimes and 5 students in rarely.

In what situations are you most likely to wear makeups or use beauty products?

Situation

Class 23

Out of friends 7

Running errands 8

On a date 12

23 respondents answered class while, 12 on a date, 8 for running errands, and 7 for out

of friends on most likely to wear makeups.

Table 5

Which of the following factors have an influence on what beauty products you purchase?

Cost 10

Brands 6

Quality/ Effectiveness 24

Social medias 10

Sometimes most of the students will ask or copy their family and friends on deciding

with their purchased beauty products hut the table above indicates that 24 of the students

answered Quality/ Effectiveness while, 10 of the students answered social medias, 6 students

picked the brands and 10 students picked the cost.

Family friends websites magazines blogs advertisements

Who do you typically look to 3 12 8 2 15 10

15 of the respondents realized that they typically look to purchase beauty products on

blog's while, 10 respondents answered advertisement, 3 on family, 12 on friends, 2 on

magazines and 8 on websites.

FINDINGS

The interpretation of the research findings against the above-mentioned tables was

based on the belief of the students. The null hypothesis was accepted at both the 35% of the

respondents that the factors affecting purchasing beauty products was by blog's, 20% typically

look on their friends, 15% in advertisements, 12% in website's, 10% in families and relatives

while, 8% in magazines. When it comes to beauty products, it is even more intense that all the

six factors play a major role in students /consumers buying decision.

SUMMARY, CONCLUSION AND RECOMMENDATIONS

Summary

The research mainly focuses to understand the buying pattern of consumers for

cosmetic products. Through this paper an attempt was conducted to identify the different

factors that impact and influences the customers for buying a product. This study reveals that

various factors like quality, brand, price, advertisement and packaging have tremendous

influences on consumer purchasing behavior. This research paper helps to contribute an extra

idea and knowledge to cosmetic companies so that they get to know more about the

purchasing behavior of consumers.

The Grade 12 TVL HE-C students of CCNHS buying behavior is a decision process as well

as an attitude of the people involved in purchasing and using products. Students make purchase

decisions for buying small as well as large products. After recognizing a need or a want,

students begin searching for products or services.

That fit their requirements. Their decision depends upon many criteria. However,

consumer purchases have happened much before their actual purchase. Marketing plays an

important role in this. Marketing & Advertising have a strong positive impact on buying

behavior of consumers, and they directly influence consumer buying a product from a company

that she/he is well aware of. In ancient days, students were not bothered about the attributes

before buying a product. But there comes a tremendous change in the consumer buying

behavior of the 21st Century.

Students purchase decision has now become a complicated process and is related to

the attitude, perceptions and behavior of consumers. Students considered purchase behavior

as a key point to access and evaluate specific product. Ghosh (1990) state that, to predict

buying behavior of consumers purchase intention is an effective tool. Due to the influence of

price, quality and value there is a possibility for changing purchase intention. Also during the

buying process of the students are influenced by external as well as internal motivations. They

have an intuition that products that are little known, low cost, and simple packaging have a high

chance of risk because the quality and value of these products is not trustable.

This research point out about most students will make decision according to their self-

image. In the past, lifestyles of consumer are different to present because at that time internet

is not famous and do not have online marketing. But in the present time internet and online

marketing make more attraction and brand awareness from consumer. Luxury cosmetic

company can promote their product in many channels by use internet and they can provide any

information to there. Each of lifestyle of consumer will become one of factor that can motivate

consumer to buy product.

because word-of-mouth by friend effect to quality and value of product.

2. Recommended by beauty blogger, they will make a review about each product that can

motivate and separate word-of-mouth to consumer. The consumer will trust and follow them

because there are a lot of product in the market and consumer don’t have enough time to test

all brand. So, the will choose to trust beauty blogger because they assume that the beauty

blogger will choose only quality product to make a review. Moreover, some consumer will lack

of knowledge about make-up so they will do and act as beauty blogger do in internet.

3. Internet in present time makes different lifestyle of consumer. The consumer can easily check

or search the product that they want everywhere and every time around the world. This

technology will make the world smaller and easy for consumer to gain a lot of information

before purchase.
 RECOMMENDATIONS

The researcher should study and focus about beauty blogger for better understand

behavior of consumer not just in the students. This result of data in this research can affect a

company’s, purchase decision and product image. The product image could be positive or

negative depend on beauty blogger’s content.

The researcher should study about event to satisfy students/consumer needs. Events

are outstanding way to stimulate and attract customers. It helps to get the word of mouth and

promote the product on social.

The researcher should study about media platform and social media. It allows users to

share information, content and communicate with friends and others. This movement one step

further and just debuted a section specifically for Trending News on its social media.