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A Cross-cultural comparative study between Bangladesh and the United Kingdom with regards to the purchase of cosmetics by females FBSE Research and Enterprise Conference 2011, Southampton Solent University Shahina Pervin Data analysis process and techniques Chapters 6 and 7 Factor analysis Mann-Whitney U Mann-Whitney U Descriptive statistics Chi- square H1 P H2 P H3 P H4 P H5 N H6 P Findings for research question 1-6 H1- Five extracted factors within UK and Bangladesh Countries City Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Banglades h Dhaka Thoughts in cosmetics purchase Brand link to social recognitio n and prestige Skin colour link to authorit y in society Group conform ity Person al- self United Kingdom Hampshi re Brand link to personal satisfact ion Skin colour link to authority in society Group conformi ty Thought s in cosmeti cs Person al- self 2 1 2 1 ) ( 2 n n M M IRO r 149 132 03 . 78 08 . 212 2 =+.9 5 H2- Glass rank biserial correlation for IRO* (Important referent others ) in the decision making process of buying cosmetics H4-Boxplot result of the differences in PDI* (Power Distance) link to brand orientation between Bangladesh and the UK 71 . 147 136 ) 37 . 93 56 . 194 ( 2 2 1 2 1 ) ( 2 n n M M UAI r = H3- Glass rank biserial correlation for UAI* (Uncertainty Avoidance ) in the decision making process of buying cosmetics Abstract As markets are becoming increasingly global, the need to understand consumers in different cultures is a priority. A literature survey on the role of culture in consumer behaviour on consumers’ decision-making processes (DMP) indicated that this factor is taking on an increasingly important role. In the Bangladesh cosmetics market both locally produced toiletries and cosmetics and international brands play a significant role. Traditional values are dominant in Bengali culture; however modernisation has touched its cities and suburbs. This research aimed to provide insights into consumers’ purchase behaviour and the related decision-making process between Bangladesh and the United Kingdom. This research is therefore focused on an examination of key cultural differences that exist between Bangladesh and the UK in order to identify the key forces driving consumer behaviour between the two countries in regards to the purchase of cosmetics. The results of the factor analysis on the 18 statements of attitudes on concept of face identified five individual factors which are dominant among Bengali consumers’ decision-making process when purchasing cosmetics; namely ‘Thoughts in Cosmetics Purchase’, ‘Brand link to Social Recognition and Prestige’, ‘Skin Colour Link to Authority in Society’, ‘Group Conformity’ and ‘Personal-self’. The findings from the factor analysis, Mann-Whitney U test and Chi-square tests indicate the importance of the “face concept”, Hofstede’s measures of cultural differences on consumer behaviour in the two countries. Attitudes, beliefs, group conformity dynamics and family relationships among Bengali and British female consumers are different and consequently affect and shape their consumption behaviour and the decision-making process. This study provides a significant contribution to the understanding of the consumer behaviour between a Western nation and a developing nation. This study also provides a framework for creative advertising appeal in the context of socio-cultural and ethical components applicable to South Asian countries. H6- Mann-Whitney U test results for CFE* (Concern for environment) and CFAW* (concern for animal welfare) between Bangladesh and the UK CFE* CFAW* Mann-Whitney U 9772.500 9624.500 Z -.837 -1.182 Asymp. Sig. (2-tailed) .403 .237 Exact Sig. (2-tailed) .238 Pearson Chi-Square Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Shopping around 12.584 2 .002 .001 QR1: differences in practice of shopping around in socio- cultural terms Mdn Mann- Whitney U Z P value (asymptoti c sig. 2- tailes) P value (exact sig 2- tailed) r Family British 4.00 3747.500 -10.923 .000 .000 +.72 Bengali 2.00 Friends British 3.00 6791.000 -5.359 .000 .000 +.35 Bengali 3.00 Neighbour British 5.00 5466.000 -7.385 .000 .000 +.47 Bengali 4.00 Superior British 5.00 4851.000 -7.999 .000 .000 +.52 Bengali 3.00 QR2Factors influencing the pre-purchase, actual purchase and post-purchase stages of the decision-making process QR3: Influential factors Price, Quality and Brand in Decision Making process of buying cosmetics QR4: Importance of skin colour between Bengali and British females Nationality mdn U z P Exact sig. (2- tailed) r Importance of skin colour British 5 2975.500 -10.778 .000 +.71 Bangladeshi 2 QR5: influential factors in using the right colour cosmetics QR6: Female’s attitudes on the importance of the child’s needs versus reducing spending on cosmetics National ity mdn U Z P (Exact Sig. 2- tailed) r Importance of child’s needs British 3 10553.00 0 -.03 2 .975 -.002 Bengali 2 Advertising appeals Self-concept Group conformity Prestige/ social recognition Environment Face concept Animal testing and animal ingredients Ethical issues Mediated personal- and public- self • Environmenta lly-friendly packaging • Cruelty free/animals test free cosmetics • Animal ingredients free • Formal IROs (superiors) • Informal IROS (family, friends) Information cues Information cues Brand attributes/ benefits Brand image /personality Association of feeling with brand Linkage with brand with peer/ group norms Brand trial Brand attitudes Purchase behaviour Status/ prestige in society Fashion- consciousness Distinctivenes s Self- confidence Right colour cosmetic Feel presentable Sense of freedom of choice Framework of Research Design Behavioural response of cultural components in creative advertising appeals for cosmetics buying H5- Differences in the attitudes towards fashion consciousness and important of cosmetics AlEV, A., 1994. Prestige product power: prestige fragrances soar in popularity. Journal of Drug and cosmetics Industry, 155 (4), 16-2 AULAKH, P. S. and M. KOTABE, 1993. An assessment of the theoretical and methodological developments in international marketing: 1980-1990. Journal of International Marketing, 1(2), 5-28 BANGLADESH ECONOMIC REVIEW, 2010. Foreign and Joint Venture Investment. Ministry of Finance CATHERINE, C. J., 2005. Kohl as traditional women’s adornment in North Africa and Middle East, Introduction to Harquus: Part 2: Kohl, 1-9 DAHLSTROM, R., 2011. Green marketing management, Canada: Nelson Education Ltd ENGEL. J., F. BLACKWELL., D. ROGER and P. W. MINIARD, 1995. Consumer Behaviour. 8th ed. The Dryden Press FIELD, A., 2009. Discovering statistics using SPSS: (and sex and drugs and rock 'n' roll). 3rd ed. London: SAGE FISHBEIN, M., and I. AJZEN., 2010. Predicting and changing behaviour: The reasoned action approach. New York: Psychology Press GREEN, R. T. and P. D. WHITE, 1976, Methodological considerations in cross-cultural consumer research. Journal of International Business Studies, 7(3), 81-7 HAIR, J. F., 2010. Multivariate data analysis: a global perspective. 7th ed. N.J: Pearson JAP, W., 2010. Confucius face culture on Chinese consumers’ consumption values toward global brands. The Journal of International management Studies, 5(1), 183-92 KEVILLE, K. and M. GREEN, 1995. A History of Fragrance. The Crossing Press LEE, C. and R. T. GREEN, 1991. Cross cultural examination of the Fishbein behavioural intentions model. Journal of International Business Studies, 22(2), 289-305 MALHOTRA, N. K., J. AGARWAL and M. PETERSON, 1996. Methodological issues in cross-cultural marketing research: A state of art review. International Marketing Review, 13(5), 7 NDUBISI, N.O. and C. T. MOI, 2006. Awareness and usage of promotional tools of Malaysian consumers: the case of low involvement products. Management Research News, 29(1/2), 28-40 OGILVIE, M. and P. KRISTENSEN-BACH, 2001. ‘Why do women wear lipstick?’ Market research into the attitudes and perceptions of Perth women to wearing lipstick. Prepared for Revlon Australia, June PARK, H., L. D. BURNS and N. J. RABOLT, 2007. Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders. Journal of Fashion Marketing and management, 11(2), 201-14 QUARTERLY ECONOMIC UPDATE BANGLADESH, 2004. Prepared by Bangladesh Residence Mission and Asian Development Bank, March 2004 RIO EARTH SUMMIT, 1992. What is environmental responsibility? Principle 8, chapter 30, Agenda 21. United Nations Conference on Environment and Development (UNCED), Rio de Janeiro, 3-14 June SCHIFFMAN, L. G. and L. L. KANUK, 2004. Consumer Behaviour: International Edition. 8th ed. Pearson Education Inc
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A Cross-cultural comparative study between Bangladesh and the United Kingdom with regards to the purchase of cosmetics by females
FBSE Research and Enterprise Conference 2011, Southampton Solent UniversityShahina Pervin
Data analysis process and techniques Chapters 6 and 7
Factor analysis
Mann-Whitney U Mann-Whitney U Descriptive statisticsChi- square
H1P
H2P
H3P
H4P
H5N
H6P
Findings for research question 1-6
H1- Five extracted factors within UK and Bangladesh
Countries City Factor 1 Factor 2 Factor 3 Factor 4 Factor 5
Bangladesh Dhaka Thoughts in cosmetics purchase
Brand link to social recognition and prestige
Skin colour link to authority in society
Group conformity
Personal-self
United Kingdom
Hampshire Brand link to personal satisfaction
Skin colour link to authority in society
Group conformity
Thoughts in cosmetics
Personal-self
21
21 )(2
nn
MMIROr
149132
03.7808.2122
=+.95
H2- Glass rank biserial correlation for IRO* (Important referent others ) in the decision making process of buying cosmetics
H4-Boxplot result of the differences in PDI* (Power Distance) link to brand orientation between Bangladesh and the UK
71.147136
)37.9356.194(2
21
21 )(2
nn
MMUAIr
=
H3- Glass rank biserial correlation for UAI* (Uncertainty Avoidance ) in the decision making process of buying cosmetics
AbstractAs markets are becoming increasingly global, the need to understand consumers in different cultures is a priority. A literature survey on the role of culture in consumer behaviour on consumers’ decision-making processes (DMP) indicated that this factor is taking on an increasingly important role. In the Bangladesh cosmetics market both locally produced toiletries and cosmetics and international brands play a significant role. Traditional values are dominant in Bengali culture; however modernisation has touched its cities and suburbs. This research aimed to provide insights into consumers’ purchase behaviour and the related decision-making process between Bangladesh and the United Kingdom. This research is therefore focused on an examination of key cultural differences that exist between Bangladesh and the UK in order to identify the key forces driving consumer behaviour between the two countries in regards to the purchase of cosmetics. The results of the factor analysis on the 18 statements of attitudes on concept of face identified five individual factors which are dominant among Bengali consumers’ decision-making process when purchasing cosmetics; namely ‘Thoughts in Cosmetics Purchase’, ‘Brand link to Social Recognition and Prestige’, ‘Skin Colour Link to Authority in Society’, ‘Group Conformity’ and ‘Personal-self’. The findings from the factor analysis, Mann-Whitney U test and Chi-square tests indicate the importance of the “face concept”, Hofstede’s measures of cultural differences on consumer behaviour in the two countries. Attitudes, beliefs, group conformity dynamics and family relationships among Bengali and British female consumers are different and consequently affect and shape their consumption behaviour and the decision-making process. This study provides a significant contribution to the understanding of the consumer behaviour between a Western nation and a developing nation. This study also provides a framework for creative advertising appeal in the context of socio-cultural and ethical components applicable to South Asian countries.
H6- Mann-Whitney U test results for CFE* (Concern for environment) and CFAW* (concern for animal welfare) between Bangladesh and the UK
CFE* CFAW*Mann-Whitney U 9772.500 9624.500Z -.837 -1.182Asymp. Sig. (2-tailed) .403 .237Exact Sig. (2-tailed) .238
Pearson Chi-SquareValue df
Asymp. Sig. (2-sided)
Exact Sig. (2-sided)
Shopping around 12.584 2 .002 .001
QR1: differences in practice of shopping around in socio-cultural terms
Mdn Mann-Whitney U
Z P value (asymptotic sig. 2-tailes)
P value(exact sig 2-tailed)
r
Family British 4.00 3747.500 -10.923 .000 .000 +.72Bengali 2.00
Friends British 3.00 6791.000 -5.359 .000 .000 +.35Bengali 3.00
Neighbour British 5.00 5466.000 -7.385 .000 .000 +.47Bengali 4.00
Superior British 5.00 4851.000 -7.999 .000 .000 +.52Bengali 3.00
QR2Factors influencing the pre-purchase, actual purchase and post-purchase stages of the decision-making process
QR3: Influential factors Price, Quality and Brand in Decision Making process of buying cosmetics
QR4: Importance of skin colour between Bengali and British females
Nationality mdn U z P Exact sig. (2-tailed)
r
Importance of skin colour British 5 2975.500
-10.778 .000 +.71Bangladeshi 2
QR5: influential factors in using the right colour cosmetics
QR6: Female’s attitudes on the importance of the child’s needs versus reducing spending on cosmetics
Nationality mdn U Z P (Exact Sig. 2-tailed)
r
Importance of child’s needs
British 3 10553.000 -.032 .975 -.002Bengali 2
Advertising appeals
Self-concept
Group conformity
Prestige/social recognition
Environment
Face concept
Animal testing and animal ingredients
Ethical issues
Mediated personal- and public- self
• Environmentally-friendly packaging
• Cruelty free/animals test
free cosmetics• Animal ingredients free
• Formal IROs (superiors)
• Informal IROS (family, friends)
Information cuesInformation cues
Brand attributes/ benefits
Brand image /personality
Association of feeling with brand
Linkage with brand with peer/ group norms
Brand trial
Brand attitudes Purchase behaviour
Status/ prestige in society
Fashion-consciousness
Distinctiveness
Self-confidence
Right colour cosmetic
Feel presentable
Sense of freedom of choice
Framework of Research Design
Behavioural response of cultural components in creative advertising appeals for cosmetics buying
H5- Differences in the attitudes towards fashion consciousness and important of cosmetics
AlEV, A., 1994. Prestige product power: prestige fragrances soar in popularity. Journal of Drug and cosmetics Industry, 155 (4), 16-2 AULAKH, P. S. and M. KOTABE, 1993. An assessment of the theoretical and methodological developments in international marketing: 1980-1990. Journal of International Marketing, 1(2), 5-28BANGLADESH ECONOMIC REVIEW, 2010. Foreign and Joint Venture Investment. Ministry of FinanceCATHERINE, C. J., 2005. Kohl as traditional women’s adornment in North Africa and Middle East, Introduction to Harquus: Part 2: Kohl, 1-9DAHLSTROM, R., 2011. Green marketing management, Canada: Nelson Education LtdENGEL. J., F. BLACKWELL., D. ROGER and P. W. MINIARD, 1995. Consumer Behaviour. 8th ed. The Dryden Press FIELD, A., 2009. Discovering statistics using SPSS: (and sex and drugs and rock 'n' roll). 3rd ed. London: SAGEFISHBEIN, M., and I. AJZEN., 2010. Predicting and changing behaviour: The reasoned action approach. New York: Psychology PressGREEN, R. T. and P. D. WHITE, 1976, Methodological considerations in cross-cultural consumer research. Journal of International Business Studies, 7(3), 81-7HAIR, J. F., 2010. Multivariate data analysis: a global perspective. 7th ed. N.J: Pearson JAP, W., 2010. Confucius face culture on Chinese consumers’ consumption values toward global brands. The Journal of International management Studies, 5(1), 183-92KEVILLE, K. and M. GREEN, 1995. A History of Fragrance. The Crossing PressLEE, C. and R. T. GREEN, 1991. Cross cultural examination of the Fishbein behavioural intentions model. Journal of International Business Studies, 22(2), 289-305MALHOTRA, N. K., J. AGARWAL and M. PETERSON, 1996. Methodological issues in cross-cultural marketing research: A state of art review. International Marketing Review, 13(5), 7 NDUBISI, N.O. and C. T. MOI, 2006. Awareness and usage of promotional tools of Malaysian consumers: the case of low involvement products. Management Research News, 29(1/2), 28-40OGILVIE, M. and P. KRISTENSEN-BACH, 2001. ‘Why do women wear lipstick?’ Market research into the attitudes and perceptions of Perth women to wearing lipstick. Prepared for Revlon Australia, JunePARK, H., L. D. BURNS and N. J. RABOLT, 2007. Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders. Journal of Fashion Marketing and management, 11(2), 201-14QUARTERLY ECONOMIC UPDATE BANGLADESH, 2004. Prepared by Bangladesh Residence Mission and Asian Development Bank, March 2004RIO EARTH SUMMIT, 1992. What is environmental responsibility? Principle 8, chapter 30, Agenda 21. United Nations Conference on Environment and Development (UNCED), Rio de Janeiro, 3-14 JuneSCHIFFMAN, L. G. and L. L. KANUK, 2004. Consumer Behaviour: International Edition. 8th ed. Pearson Education Inc
