Consumer behaviour of women towards cosmetic brands in Nairobi

Consumer behaviour of women towards cosmetic brands in Nairobi

1. Problem statement

Ladies have been known to be selective when choosing cosmetic brands and items. They are influenced by various factors before making a purchase.  This often makes them to frequently switch between brands. As a cosmetic product dealer, it has necessitated the research to be carried out to establish these factors that make women loyal to brands in an attempt to retain them as customers. There are various reasons women use cosmetics. For instance, women use cosmetics to enhance their appearance. They are also influenced by the need to belong, to boost their self-image and self-conscious by buying high-end products that they can attach their self-esteem to (Giovannini, 2015). Apart from that, there’s also influence from society such as celebrities’ lifestyles and endorsements. Researchers such as Blain, Levy, & Ritchie (2005) argue that the women are prone to easily switch the brands they use due to factors such as trust in the brand, high product involvement, performance of the brand and the culture. However, (Gozukara, 2016; Gurau, 2012; Martell & Bandyopadhyay, 2010) agree that women are loyal to brands.

This contradicting findings by researchers show a gap that this study will seek to utilize to give more insight on if women are truly loyal to brands or they keep switching between brands.  Besides, most studies conducted on customer loyalty have been focused on other industries and little research has been done on cosmetic products. This study intends to fill this gap by focusing on cosmetic products in Nairobi. The study also seeks to determine if the women are loyal to cosmetic brands in Nairobi.

2. Research topic

The research topic for the research is the Consumer behaviour of women towards cosmetic brands in Nairobi.

3. Significance of the study.

The research will be of help to cosmetic shop owners and marketers as they will get to understand women’s characteristics and their purchasing behaviour when it comes to cosmetics products. This will greatly help them to know how to carry out the advertisement to them knowing their characteristics.

The research will be of benefit to policymakers as this will help them in creating policies and plans that will help the cosmetic industry.

The study will also help future researchers who would like to conduct studies on the factors affecting cosmetic consumer’s loyalty to brands. Women specifically. They can use this study as a base for future studies on this topic.

4. Research Objectives.

The following are the objectives and questions for the study.

1. To establish women’s preferred point of purchase of cosmetic products in Nairobi.
2. To determine which factors influence women when choosing cosmetic brands.
3. To establish the factors that make women stay loyal to certain cosmetic brands in Nairobi.

Research Questions.

1. What are women preferred points of purchase of cosmetic products in Nairobi?
2. Which factors influence women when choosing cosmetic products?

• Which factors make women loyal to cosmetic products in Nairobi?

5. Theories relating to the problem

Theories present and characterize the proposition which explains the existence of the issue under discussion with ideas and speculations. The theories that are relevant to the problem are Engel, Kollat and Blackwell Model, Motivation-Need Theory and the theory of Hierarchy effects.

Hierarchy of effects Theory.

The hierarchy of effects was developed by researchers to expound on the impact of the affective, cognitive and behavioural responses towards the consumer. As discussed by Palda (1966), the first stage is consumer-first forming attitudes and believes about a product by gathering information and details about a certain product. Low involvement includes the emotional, impulsive and intuitive part of the brain that does not involve active involvement such as repeated advertisements seen on television, and processing information seen on the media (Schiffman & Kanuk, 2000). High involvement is that which involves cognitive activities such as speaking and reading and thereafter form images. The consumer forms the intention of purchasing a product through feelings and emotions (Rabolt & Solomon, 2008). Consumers thereafter form attitudes based on the cognitive or beliefs about the product. Solomon and Rabolt continued to explain that an attitude is formed based on the knowledge a consumer has towards a product and not on how they feel about the product.

Engel, Kollat and Blackwell Model

This model was first mentioned by the authors James Engel, David Kollat and Roger Blackwell. The model was introduced to expound on the knowledge of consumer behaviour. The model also shows the different components of the process for making decisions and how the components interrelate to one another. The model looks at the steps which are five in number, they include; recognition, the search for information, assessment of alternatives, purchasing and lastly the post-purchase activities.

Motivation-Need Theory

This theory was introduced by Abraham Maslow to the entire human world in 1943. Under his philosophy, individuals are behaving underline with a five-part priority framework to satisfy their needs. The needs include Self-actualization, physiological, love, safety and esteem. The theories of Maslow have been adapted to explain the need to specifically tailor marketing messages to consumers. In addition to raising the consciousness of a company, effective marketing campaigns must always put themselves somewhere within the spectrum of wants. Customers are encouraged to give priority to shopping at the basis of the hierarchy, so companies must compose a memo that gives consumers a sense of urgency or need.

6. Empirical work relating to the problem.

Price plays a big role in the market place as it is determined the willingness of customers to buy a good or service (Lichtenstein, Ridgway, & Netemeyer, 1993). Consumers are sensitive to how much they spend on consumption relative to how much they have in their pockets (Goldsmith, 2018). When an organization increases the convenience of purchasing a product through extensive distribution, it allows the organization to charge higher and consumers perceive is as moderate. In addition, the speedy delivery is also worth the products expensive price for some consumers.

Ruganct (1995) argues that two types of self-consciousness are private self- consciousness and public self-consciousness. He argues further that consciousness of the self-exerts an impact on a variety of behaviours including how consumers use a product and the acquisition of the product. Public self- consciousness is the awareness of the self as a social and public object.

The use of celebrity endorsements has become so successful that it has become an industry on its own (Roll, 2016). With the introduction of social media as a means of people interacting with one another, marketers have found celebrities a venue through which they can endorse different items on a more intimate level.

Lombard (2012) argues that consumers are more susceptible to influence from peers and close people surrounding them when they seek to purchase luxurious goods. Based on this, consumers may be influenced by their peers when purchasing cosmetics.

The point of purchase is the means that the consumer uses to acquire a product. It can be either offline or online (Ordun, 2015). Adoption of online space has been received with different reactions from various consumer segments, age groups and demographical areas whereas adoption has been gradual and rapid in some areas.

Park (1996) argues that loyalty can be purely driven by behaviour, behavioural loyalty while others argue that it can be driven by attitude, attitude-behaviour loyalty. The behavioural loyalty is argued to be the repetitive purchase while the attitude loyalty is argued to be the perception of a brand in a consumer’s mind.

7. Context of the problem.

Technology advancement has led to new trends in delivery and purchasing. Some customers prefer buying online while others prefer buying their products from physical stores. In addition, Existing research generalized that most women prefer to look for the products online then buys at the physical stores however some differed. This study will however seek to identify the most preferred means of purchasing and the cosmetic brands that are preferred by women.

References

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Goldsmith, R. E., Flynn, L. R., & Kim, D. (2018). Status Consumption and Price Sensitivity. The Journal of Marketing Theory and Practice, 18(4), 323–338.

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