1. The female customer
buying behavior of
cosmetics
Research methods
LIU TIANJIAOZI
TP018279

2. Introduction
Subjects Objects
 The history of cosmetics has
more than 6,000 years, and
a great deal of evidence
about the use of makeup  Consumer behaviour can
may be found in the be explained as the
pyramids of ancient Egypt. analysis of how, when,
 Euro monitor International in what and why people
June 2007, covering 52 buy?
countries of global 95%
GDP, and the global market
size is expected to reach US$
0.23 billion in 2009, while
Asia would become the
largest cosmetics market in
the whole world from 2011
to 2013.

3. Introduction
Linkage
 Understanding behaviour of consumers is a key to the
success of business organizations. Marketing personnel
are continuously analyzing the buying behaviour to
predict the future trends. (Azevedo, Susana, 2008)
 It is not only for determining which benefit perception
among benefit variables of a certain product could better
satisfy the value demand of consumer, but also for
assisting manufacturer to reach the sales goals and
realize which type of cosmetics can best satisfy
consumer demands.

4. Problem Statements
 Perception: The
actor faculty of apprehending by means of the senses
or of the mind; cognition; understanding.
 Brand perception: loyalty and how close a strong brand
image is to a desire of ownership
How does the brand perception affect cosmetic buying
behavior?
 Design is visual appearance, which includes line, shape
and details affecting consumer perception towards a
brand.
What kind of design could attract consumer to purchase
cosmetics?

5. Problem Statements
 Quality: the features and characteristics of a product or
service that bears on its ability to satisfy stated or implied
needs.
 Material is important in product quality affects the hand feel
texture and other performance .
 The impact of seller-consumer relationships will generally
result in long tern orientation for consumers towards the
store or brand.
Which kind of quality of cosmetics could satisfy customer’s
need?
 Price: it is probably the most important consideration for
the average consumer. Price communicates to the market
the company’s intended value positioning of its product or
brand. Price is defined as finding the best value, buying at
sale prices or price choice.
How price influence consumer to purchase the cosmetics?

6. Research Research
objectives hypothesis
 To determine the
consumer brand
perception towards
cosmetics.
 There is no significant
 To identify the level of correlation between
packaging design effect
customer. income rate and
cosmetic price.
 To determine degree of
the product & service  There is no significant
quality influence purchaser.
correlation between age
 To identify the price level and design.
with income rate of
cosmetic customer.

7. Significant of study Limitation of study
 Clearly showing the
degree of main factors
influence consumer
cosmetics buying
behavior.  Limit time , cost and
information
 Rising consumer
awareness in their choice.  Small number of the
 Helping manufactories to result
finding problem of  Limit area in Bukit
cosmetics mass Jalil, Malaysia
marketing in Malaysia.
 Understand buying
behavior of different race
of cosmetic customer.

8. Terminology Definition
Term/s Conceptual Operational
Buying Consumer behavior is the study of
behavior when, why, how, and where people
do or do not buy a product. It blends
elements from psychology, social
anthropology and economics.
(Shipman, 2000)
Brand Brand perception is consumers’
perception ability to identify the brand under
different conditions, as reflected by
their brand recognition or recall
performance (Kotler & Lane, 2006)

9. Terminology Definition
Term/s Conceptual Operational
Product Total Quality Management (TQM) is an
Quality enhancement to the traditional way of doing
business. It is a proven technique to
guarantee survival in world-class competition.
Only by changing the actions of management
will the culture and actions of an entire
organization be transformed. TQM is for the
most part common sense.(Nvr. Naidu & G.
Rajendra,2008)
Service CRM is the enterprise integration of people,
Quality process and technology to maximize
relationship with all customers. CRM is a
comprehensive approach that provides
seamless coordination between all customer-
facing functions.
Increasingly, CRM leverages the internet and,
hence, its relevance to the virtual community
of customers. (Malik, 2005)

10. Research Framework
Perception
Respondents
Profile:
Design Cosmetic
 Age
 Human Consumer
Race buying
 Income behavior
Quality
rate
 Education
level
Price
Input Throughput Output

11. Organisation of study
 Chapter 1
Description of the various contents in which the problem
statement and objective.
 Chapter2
Literature review Independent Variables and Dependent
Variables.
 Chapter3
Research design and data analysis
 Chapter 4
Result of the study.
 Chapter5
Conclusion, implications, limitations and recommendations.

12. Thank you
Arigato!!!