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BEH VIOUR OF BEM FEM LE STUDENT TOW RD
PURCH SING BE UTY PRODUCT B SED ON
DVERTISMENT
PREPARED BY :
KALA DEVI A/P GANESON (BEM1226F3)SHALINI A/P GENESEN (BEM1227F3)
YOGAPPRITHI A/P RAWIBAHADOR (BEM1226F3)
4003YPCBMB ACADEMIC
STUDY SKILLS
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Introduction
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PROBLEM STATEMENT BACKGROUND OF STUDY
Advertising used properly is a major tool in the hands ofmarketing managers which helps enable them to sell products,services and ideas.
The idea is to sell products to the consumers. This has beenproved by the fact that companies are investing a lot of time andresources into developing ad campaigns for their products.
Advertisement also play huge role in selling products as its willinfluence the thinking of consumer and affect their behaviour onpurchasing the products.
The purpose of this study was to measure the correlation and
impact of beauty product advertisement on the purchasingbehaviour of the BEM female student in College YPC towards thebeauty product.
As well as it will also helpful for the social sciences andpsychological students to analyze the thinking of students aboutthe buying of beauty products.
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RESEARCH OBJECTIVES
The objectives of this research/study are to:
m easure the im pact o f beau ty p rodu cts
advert isement on B EM female s tu dent ofCollege YPC tow ards their behaviour inpu rchas ing beau ty p ro duc ts .
to m easu re the effect iveness o f adv ert isem ent
on in f luenc ing buyers
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RESEARCH QUESTION
Main Question : How the beauty products advertisements affect the
behaviour of the BEM female student of CollegeYPC towards purchasing the beauty products ?
Sub Question : How effective is the beauty products
advertisements in influencing buyers? Type of advertisement that influencing buyers
more?
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RESEARCH HYPOTHESIS
The study was hypothesized as:
a positive and significant correlation exists between beautyproducts advertisement and buying behaviour of the BEMfemale students towards beauty products; and
beauty products advertisement has a significant positiveimpact on buying behaviour of the BEM female studentstowards beauty products .
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LITERATURE
REVIEW
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VARIABLE
There were (2) two variables of this study which is :
Beauty products advertisement as independentvariable
Buying behaviour of university students towardsbeauty products as dependent variable.
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METHOD OF DATA COLLECTION
The data collection for this research is byconducting a survey that using ques t ionnai re form to fill by the respondents some face to faceenquiry.
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METHOD OF SAMPLING
The data collection method chosen for thisstudy was random sampling which is a form ofprobability sampling..
A questionnaire was developed contained
nineteen questions regarding factors ofdeceptive beauty advertising and studentsbuying behaviour.
The response rate was 94.667% because total
distributed questionnaires were 150 out ofwhich 142 were retrieved.
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METHODOLOGY
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Population
to investigate the buying behaviour of collegestudents towards the beauty products, students ofCollege Teknologi YPC-iWeb were choose as target
Sample
The sample group that were chose is only 50 of female
students out of 1400 students. The purpose ofchoosing female students is because their will showmore interest in beauty products compare to malestudents.
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METHOD OF SAMPLING The data collection method chosen for this study was
random sampling which is a form of probabilitysampling..
In order to investigate the buying behaviour of collegestudents towards the beauty products, students ofCollege Teknologi YPC-iWeb were choose as target.Only female students were selected randomly.
The sample group that were chose is only 50 of femalestudents out of 1400 students. The purpose of choosingfemale students is because their will show more interestin beauty products compare to male students. All 50 ofstudents that been choose is from BEM intakes.
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8/11/2019 Behaviour of Bem Female Student Toward Purchasing Beauty
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Cont
The types of research that were used in thisstudy are correlational research.
Correlational research refers to the systematicinvestigation or statistical study of relationshipamong two or more variables, withoutnecessarily determining cause and effect.
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METHOD OF DATA COLLECTION
The data that use for this research is primary dataas the method is used is questionnaire and faceto face interview.
The data collection for this research is byconducting a survey that using ques t ionnai re form to fill by the respondents some face to faceenquiry.
This method was chosen because in order tohave reliable results and the research met thisobjective well
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METHOD OF DATA COLLECTION
Questionnaires
Questionnaires are a listof a research or surveyquestions as to therespondents and also todesign to extract specificinformation.
Face to face interview
Face to face communication isa mode of conveying andretrieving informationthrough direct interactionbetween the sender andreceiver.
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MEASUREMENT AND SCALE
Systematic investigation or statistics analysis was usedin order to show the consequences and impact of beautyproducts advertisement on the buying behaviour of BEMfemale students towards beauty products.
The mean and standard deviations of each factor wascalculated.
Pearsons correlation technique was used to know therelationship between the beauty products advertisingand the buying behaviour of BEM female studentstowards beauty products.
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Cont
The effectiveness of advertising is really quite simple tomeasure.
First, the purpose of advertising is to persuade potential
buyers that they want and need what you have to offer.
Successful advertising creates and nurtures that sense ofneed, and then incites people to get up and go getwhatever you are promoting.
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Cont
Reliabil i ty o f sc ale
Instrument was developed which contained few questions.
Two variables were computed; one was dependentvariable; and second was independent variable.
Some questions were the part of dependent variable andsome questions were the part of independent variable.
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THEORETICAL FRAMEWORK
Beauty Products Advertisement Buying Behaviour Studentstowards Beauty Products
Theoretical Framework 1
Beauty products advertisements have a positive andsignificant relationship with the buying behaviour of
BEM female students towards beauty products inCollege YPC .
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Cont
Beauty Products Advertisement Buying Behaviour of Studentstowards Beauty Products
Theoretical Framework 2
Beauty products advertisements have a positive andsignificant impact on the buying behaviour of BEM femalestudents towards beauty products in College YPC.
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REFERENCES Fouzia Ali, Ali Raza, Syed Usman Izhar, Aamir Mehmood, Muhammad Shoaib,
Waqas Amin, Muhammad Adnan . Attraction of students towards beautyproducts, Australian Journal of Business and Management Research , Vol.1No.3 | June-2011
Beard, F. K. (2003). College Student Attitudes toward Advertising's Ethical,Economic, and Social Consequences Journal of Business Ethics , 217-228.
Fred K. Beard (2003). College Student Attitudes toward Advertisings Ethical,Economic, and Social Consequences. Journal of Business Ethics , 48, .217
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writepass.com(2012), Impact of advertising on Consumer and BuyerBehaviour, http://writepass.com/journal/2012/12/impact-of-advertising-on-consumer-buyer-behaviour/ [ Acessed Date: February 2012]
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Goldsmith, R. E., and Lafferty, B.A. Consumer response to websites &their influence on advertising effectiveness. Journal of ElectronicNetworking Application and Policy 12.4 (2002): 318-328.
Sandage, Charles H., & John, Lackenby. (1980). Student attitudestoward advertising: institution vs. instrument. Journal of Advertising , 9,29-32.
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Students Towards Consequences and Impact of Television Advertisingin Pakistan. European Journal of Scientific Research, 34(4), 591-603.
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