the presentation explains the impact of advertisements on buying behavior of youth with respect to cosmetics based on a research conducted.

1. A.RACHANA
REGD NO:16331E004
K.LAVANYA
REGD NO:16331E0053

2. 1. Problem definition
• Introduction
• Literature review
2. Development of an approach
• Research question
• Factors affecting the problem
3. Research design formulation
• Procedure for obtaining information
• Sampling process and sampling size
• Questionnaire
4. Data preparation and analysis
• Analysis of data discussion of results
6. Conclusion

3. •Advertisements are an important component of any business
plan because of its pervasiveness, impact and targeting
abilities.
•Consumer behavior in buying pattern is differences when
comes to the product, price, features, quality, packaging,
lifestyle, status. However, youth is the most complicated group
to correspond with.
•The research is focused on the behavior and attitudes on the
perception of the youth buying behavior pattern towards
cosmetics products

4. Consumer often judges the quality of a product or service on the basis of a
variety of information cues that they associate with the product. Some of these
clues are intrinsic to the product and service other is extrinsic. Either single or
together such are provide the basis for perception of product and service
quality. ( Schiffman , Kanuk , 2009)
Lifestyle is a way of living that is identified by how people spend their time
and resources, what they consider important in their environment and what
they think of themselves and the world around them.(Kerin et al, 2003). The
life styles concept provides description of behaviour and purchase pattern,
especially the ways in which people spends their time and money. Personality,
motives and attitudes also influences lifestyle. (Cant et al,2009). Lifestyle
defines a pattern of consumption that reflects a person's choices hoe spend
money and time.( Solomon, 2009)

5. a. RESEARCH QUESTION
Do Advertisements have an impact on the buying behaviour of youth on
cosmetics?
b. FACTORS AFFECTING THE PROBLEM
 Advertising
 Brand
 Price
 Product Quality
 Status
 Lifestyle

6. PROCEDURE FOR OBTAINING INFORMATION
The research is based on:
Primary Data: questionnaire, where the respondents were asked to give on
different aspects of their opinion on their buying behavior of cosmetics and their
behavior towards impact of advertising.
Secondary Data: internet articles and various research papers thet are stated in the
literature review
SAMPLING PROCESS AND SAMPLING SIZE
The sample is selected as collage students. The sample size is 75 students who are
either in their graduation or in post graduation. The research results are
descriptive.

7. QUESTIONNAIRE
• The following are the questions posed in the questionnaire
• Name
• ________
• Age
• Do you buy cosmetics?
• What are the products you usually buy?
• Do you buy these products after watching advertisements?
• Do you like to try new products after watching a new advertisement?

8. QUESTIONNAIRE
•Do you like to buy new products after watching a new advertisement?
•Do advertisements impact your choice to buy a particular product?
•Do you like any particular brand of cosmetics?
•Where do you buy cosmetics from?
•Do you like to watch cosmetic advertisements?
•I generally purchase cosmetics brands that I think others are buying and
using cosmetics?
•I often observe what others are buying and using cosmetics

9. •I often gather information from advertisements and others about cosmetics
before purchasing
•Do you stick to a brand if you watch a new advertisement and try it?
•Do you shift brands if you watch a new advertisement and try it?
•Which brand cosmetics do you prefer mostly?
•Do you try new products shown in advertisements in the price range?

10. 1. The data shows us that out of the sample size of 75 students 78.1 percent belong to the age
group 20-25 who are most interested in buying the cosmetics.
2. Out of the sample size 47.9% buy cosmetics very much and 37% buy them sometimes the
remaining never buy them.
3. The most purchased cosmetic products are hair products like shampoos and conditioners which
as per our observation are the most highly advertised products with a wide variety and choice in
products.
4. Only 38.4% definitely buy the products after watching advertisements and 23.3% sometimes
buy the products advertised and the remaining never buy them.
5. 46.6% people sometimes like to try the new products after watching a new products and 31.5%
people try new product after watching new products where as 21.9% people never try new products
after watching the new products. It shows that advertisements have a significant impact on the buying
pattern of youth.
6. According to the survey 38.4% people said that advertisements have an impact on their choice
to buy and 32.9% supported the stand by saying that sometimes their choice is affected because of
advertisements.

11. 7. 74% of the sample opted that they have a particular brand of cosmetics they like mostly
because of the kind of advertisements made.
8. The survey showed that 52% buy the products form the stores nearby and 42.5% from
shopping malls and only 5.5% buy online
9. 37% people like to watch the cosmetic advertisements and 43.8% people watch them
sometimes.
10. 39.7% people shift brands after they watch a new advertisements sometimes and 21.9%
people watch advertisements and strongly shift brands.
11. The most preferred brand of cosmetics in lakme being 33.3% which is very widely
advertised and also it advertises huge range of its products so that the customers are aware. The
next preferred one is Himalayas being 21.7% which is also very largely advertised for its natural
products. Next being Revlon known mostly for its brand value more than its advertisements
holds 7.2% preference of the sample selected.
12. In spite of the advertisements the price sensitivity is quiet of importance to the youth.
35.7% of the sample want to buy in the range of Rs200-Rs400 , 25.7% buy in the range of 100-
200and 27.1% in the range of 400-600. The ranges of Rs600-RS800 and Rs800-Rs1000

12. The study concludes that advertisements are vital factors that influence the youth to
buy the cosmetics behaviour regarding the use of cosmetics. The youth are price
sensitive and yet at the same time are brand conscious. The most popular brand in the
sample is lakme which is both available economically as well as has a great brand
image. Most of the youth are willing to buy new products after new advertisements and
have agreed that advertisements play a role in deciding what products to purchase.