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WOMEN BUYING BEHAVIOUR
TOWARDS COSMETICS
ABSTRACT
This research entitled “Omani Women Buying Behaviour towards Cosmetics
Products” was an exploratory attempt to conduct a marketing research of
consumer behaviour and the buying pattern of Omani women towards cosmetic
products. Specifically, it sought to answer the following questions:
1. What
are the Cultural, Social, Personal and
Physiological factors affecting an Omani woman when
buying cosmetic products?
2. Is
there a market for Cosmetics in Oman, and how can this market be exploited
further?
The researcher adopted a qualitative method in conducting the study with
questionnaire and face-to-face interview as the primary data-gathering
instruments. Fifteen Omani women with different lifestyles, age, and background
were chosen to be the respondents for the study. The respondents were chosen
based on the researcher’s perspective that they were from diverse backgrounds
and were knowledgeable about the topic which would give the study a more
objective approach.
The study came up with the following findings based on the gathering of
literature related to the research subject as well as through the questionnaire
and interviews with the fifteen respondents:
· There
is definitely a market in Oman for the cosmetic industry, this was clear
from the women spending behavior of RO 6-10 per month, which indicates that
cosmetics are essential products
· Price,
feature and brand are the most influential factors for Omani women’s
cosmetic purchase
· Lip
Products, Nail Polish, Foundation and Mascara are the top cosmetics
products that Omani women buy the most and cannot go without.
· Friends
and Family i.e. word of mouth are the primary source of advice regarding
cosmetic purchases. Product packaging comes second as a decision maker
when buying cosmetics.
· Women
education level has no effect and has show no major trend difference in
cosmetic buying behavior.
· Age
plays a role in cosmetic purchasing in Oman.
· Religion
plays a big role in cosmetic purchasing.
· How
the husband sees his wife also plays a role in the buying decision and
· The
buying behavior in Oman also depends on the woman’s ethnic background.
The researcher formulated the following conclusions and recommendations in
consideration of the abovementioned findings:
· Marketing
of cosmetic products in Oman demand a more personal approach like
exhibiting it at a stand in a shopping mall or beauty shops both to the women
and their husbands. This is due to the fact that husbands are consulted by the
women in their decision to buy a cosmetic product. The packaging and
appeal of the product are also important in the Omani women’s purchasing
decision.
· Women
from eighteen to fifty-five years old are the most effective population to
target. There is a need to consider the kinds of products that the younger
generation can appreciate and use.
· During
Ramadan, it is best to focus the marketing on product price and offering
discounts on this special month would be a good strategy.
· Lip
products, nail polish, foundation and mascara are the most bought cosmetics in
Oman and marketing should be more focused on these products to ensure income.
· There
is a need for future studies on the same subject with a
bigger sample for more authentic results.
RESEARCH
STRUCTURE
The research is presented in five chapters with an introductory chapter as the
first.
The second chapter presents a literature review of consumer buying patterns and
the factors that contribute to it.
The third chapter explains the research methodology and reasons for selecting
the research approach, and the problems and limitations in the selection of
the sample for the study.
The fourth chapter presents the findings, limitations and improvements.
The fifth
chapter draws particular conclusions relative to the context, a brief summary
of personal learnings and inference for further research.
CHAPTER ONE
THE PROBLEM AND ITS SETTING
INTRODUCTION
Business organizations
primarily exist and thrive because of the presence of customers. The customers
are the lifeblood of the business and therefore knowing them and their
preferences are crucial to the organization’s success. Corollary to this,
knowing a consumer buying pattern and their behaviour towards a specific
product or product group is one of the most essential needs for any product
relatedbusiness. A factor that many SME’s in Oman fail to research on
prior to establishing a business.
Thorough analysis of consumer behaviour and their buying pattern could lead to
better decision making on what kinds of products are feasible and
what marketing strategies are deemed appropriate. These realizations would lead
to further decisions of whether a business is viable and seen to be a
success. For existing and established companies the study of consumers improve
their marketing strategies by understanding issues such as, the psychology of
how consumers think, feel, reason, and select between different alternatives
(e.g., brands, products); the psychology of how the consumer is
influenced by his or her environment (e.g., culture, family, signs,
media); the behaviour of consumers while shopping or making other marketing
decisions; how limitations in consumer knowledge or information processing
abilities influence decisions and marketing outcome; how consumer motivation
and decision strategies differ between products that differ in their level of
importance or interest that they entail for the consumer; and how marketers can
adapt and improve their marketing campaigns and marketing strategies to more
effectively reach the consumer (, , & , 1998). Understanding these
issues helps organizations in their initial attempts to formulate strategies by
taking the consumer into consideration. By understanding the consumer, the
organization will then be able to make a more informed decision as to which
strategy to employ.
According to , in 2004, the overall European and American personal care market
was worth US$86 billion and growing. Not to mention the Middle East, various
signs indicate that the beauty industry in the region is rapidly growing.
According to , in 2004, the beauty and wellness industry was estimated to be
worth over US$3.3 billion in the Middle East. From this, Saudi Arabia comprises
the largest single beauty market in the Middle East followed by Iran, Egypt,
United Arab Emirates, Kuwait and Lebanon (, 2005). All the statistics and
indications show that the cosmetic industry is on the rise, such
indication can also be seen in Oman, however, it is on a slower pace and a
matter of time before more companies in Oman will establish their existence.
However, whether proper market research of consumer behaviour would be conducted
by these companies is not known.
, a renowned marketing guru, defines marketing as “a social and managerial
process by which individuals and groups obtain what they need and want through
creating, offering, and exchanging products of value with others”. He continues
by stating that, “Marketing management is accomplished by carrying out
marketing research, planning, implementation, and control” ( and , 2004).
Hence, if a certain firm is willing to determine their customers’ needs and
implement some sort of marketing strategy and programs to satisfy these needs,
managers would require information, data about customers, competitors and the
forces in the market.
Determining consumer buying behaviour towards a certain product is one aspect
of marketing research. (2005) stated that the official definition of
consumer behaviour is "the study of individuals, groups, or organizations
and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that
these processes have on the consumer and society." Consumer behaviour can
also be defined as “the study of how people buy, what they buy, and why they
buy. It is a subcategory of marketing that blends elements from psychology,
marketing, and economics. It attempts to understand the buyer decision
making process, both individually and in groups (, 2006).
There are various aspects to be considered when making a general consumer
buying behaviour marketing research, regardless of the product in question.
These aspects are basically the factors that affect consumer buying behaviour,
understanding such factors would lead to better marketing research and well
informed survey questions.
Moreover, there are three important aspects when matters come to the consumer
buying behaviour: (1) understanding the relevance of human needs to buyer
behaviour, (2) understanding how the person interacts with the marketing mix
and (3) the demographic factors. Looking at the abovementioned aspects, one can
summarize the factors affecting consumer behaviour. & (2004)
have put all the three aspects in terms of factors that influence a buyer in
purchasing a certain product. They stated four factors which include: (1)
cultural factors consisting of culture such as families and values, subculture
such as nationality, religion and social class; (2) social factors which
involve family, roles and status; (3) personal factors comprising of
occupation, economic situation, lifestyle and personality, and self concept;
and (4) physiological factors which include motivation, perception, learning,
beliefs and attitude. These factors relate to any product or service.
This research attempts to come up with a body of knowledge regarding the
factors that determine the Omani women buying behaviour towards cosmetic
products in light of the previously discussed concepts on consumer behaviour
and buying pattern factors. There is also an aim to determine whether a market
for cosmetics is available in the Omani community and how this market can be
tapped.
PURPOSE OF THE STUDY AND REASON FOR TOPIC
SELECTION
The researcher has chosen to conduct this research due to personal passion in
cosmetics as well as the intention to establish a store for selling cosmetics.
Before doing so, the researcher acknowledges the importance of surveying and
researching the market and understanding the behaviour of Omani women and their
buying pattern towards the cosmetic products. Therefore, in the light of the
above realizations, the purpose of this study is to conduct a marketing
research of consumer behaviour and the buying pattern of Omani women towards
cosmetic products. Several researches have been conducted in the industry
relating to the same topic, however, none has been done for Oman according to
the researcher’s knowledge. Finally, this research will eventually give
indications of how Omani women behave and their buying pattern toward cosmetic
products, of which the results can be used by the researcher to help establish
a cosmetic store and further help in terms of employing strategies to that
would lead to the company’s progress. The researcher can also use the
experience that would be gained from this research to establish a marketing
research consultancy company where other companies would pay for such
information.
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