A Study of Consumer Behavior Toward Makeup industry in

Chitwan
 Chapter-I: Introduction

1.1 Introduction

A consumer refers to an individual or group of individuals who purchase and use products or
services from a specific brand. Consumers are the target audience who buy and utilize makeup
products for various purposes, such as enhancing appearance, expressing creativity, or addressing
personal grooming needs. In the makeup industry, consumer behavior encompasses a wide range
of psychological, social, and cultural factors that shape consumers' attitudes, preferences, and
purchase decisions regarding makeup products.
Cosmetics can be traced back to ancient times almost 6000 years, including the Egyptian, Greek,
and Roman eras. From the war paint in America, tattooing and scarification in many African
countries to the use of woad, all were some form of cosmetics (Hamza Salim Khraim****). The Commented [GD1]: Year?

cosmetic market has since grown to almost all countries from the American based or the African-
based market. Slowly the products changed from powders to creams to moisturizers and have
entered all around the world and are certainly growing.

Cosmetics is a general term applied to all preparations used externally to condition and beautify the
body, by cleaning, coloring, softening, or protecting the skin, hair, nails, lips, or eyes. The U.S. Commented [GD2]: In initially you should full form

Food and Drug Administration (FDA), a regulator of cosmetics in the United States, defines
cosmetics as products "intended to be applied to the human body for cleansing, beautifying,
promoting attractiveness, or altering the appearance without affecting the body's structure or
functions." This broad definition includes any material intended for use as a component of a
cosmetic product. The FDA specifically excludes soap from this particular category (Hamza Salim
Khraim***). Commented [GD3]: Year?

The complex process of choosing, buying, using, evaluating and disposing of products and services
to fulfill the needs, wants and demands of any individual can be defined as Consumer behavior.
Both internal emotional and external factors ranging from short-term and long term can influence
consumer behavior (Caroline Suelin ****). Varied factors, such as cultural, social, personal and Commented [GD4]: Year?

even psychological can be influencers of buying behavior of consumers. Consumers are often
driven by emotions both planned and impulsive, which play an important role in making decisions
and developing brand loyalty. (Caroline suelin****). Not only emotions but culture, individual Commented [GD5]: Year?
perception, preference and motivations are found to determine value and influence choices and
decisions. All these factors are deeply deemphasized by sellers and producers. Understanding how
these factors interact to generate a purchase decision, is important for companies, to generate a more
efficient strategy (Kayhan Tajeddini & Jeanette Nahaleh Nikdavoodi******). The theory of Commented [GD6]: Used surname and year not for
full name
reasoned action (TRA) suggests that intentions are the direct outcome of attitude (and subjective
norms), such that there are no intervening mechanisms between attitude and intention (Kayhan
Tajeddini & Jeanette Nahaleh Nikdavoodi******). These are all the internal emotions or attitudes
that impact consumer buying behavior but researchers have also seen the impact of external or
explicit factors influencing the behavior.

Many lucrative deals and creative skills marketed in the social media apps like TikTok and youtube
have created a rush in the consumer’s mindset to influence the buying behavior of the consumer.
Price, quality, and Location of the distributors and the origin of the products can have a major
impact on the buying decisions of the customers too. The function of brand ambassadors,
accompanied by the arrival of Korean culture, cannot be separated from the proliferation of Korean
cosmetics in Indonesia. The mental image that Indonesian customers have of Korean cosmetics
shapes their attitude: intentions to buy, suggest to others, remain loyal, and continue to use such
products shape consumer behavior (Widayat Widayat***). Cosmetics usage can also be affected Commented [GD7]: Check?

by individuals’ (men and women) skin types and personal preferences. These are relatively
unexplored topics, with little research done, however, there are many products in the cosmetics
market directed to different skin types (E.g.: foundation for oily/ dry skin) and even styles (makeup
for women on the go/ more practical versus full glam/ higher maintenance makeup items).
Throughout time, men’s and women’s roles in society have changed. Whereas men used to be the
“bread-maker” and have to maintain a certain image, in 2019, with women’s emancipation, such a
standard is no longer verified in Western and Europe society (Rita Barreiras**). In general,
cosmetic companies have targeted the female audience based on the product itself. Traditionally,
many people used to think that cosmetic products were only for adult women; the reality of today
is slightly different. New markets for cosmetic companies are young females and men.

1.2 Problem Statement

Despite the significant growth and influence of the beauty and makeup industry in the whole world,
previous research studies have largely neglected the role of location, artists' skills and family
background in influencing consumer behavior. As a result, there is a significant research gap in our
understanding of how geographical factors, the expertise of makeup artists and the customers’
family backgrounds impact consumer preferences, decision-making processes, and purchasing
behavior within the beauty and makeup industry in Nepal. Consequently, there is a pressing need
to examine the interplay between these underexplored factors and consumer behavior to develop
comprehensive marketing strategies and enhance the overall customer experience in the beauty and
makeup industry in Nepal. Therefore, this research aims to explore the relationship between
location, artists' skills, customers’ family backgrounds and consumer behavior in Nepal, mostly
Chitwan in order to provide valuable insights that can inform marketing strategies and enhance the
overall customer experience in this growing market.

Questions: What impact do location, artist's skills, demographic factors, and the customer's family
background have on the buying behavior of Nepalese consumers?

does location, artist’s skills, demographic factors and customer’s family background have any
impact on Nepalese consumer’s buying behavior?

1.3 Research Objectives

We have witnessed one of the largest growing markets in the beauty and Make-up industry.
Different Entrepreneurs and Brands need to understand the expectations, needs, wants and desires
of the huge consumer base so that they can be more efficient in their own field. Keeping this in the
main agenda the research has the following objectives:

1. To determine different factors on the customers buying behavior of different brands and
products as well as services of make-up.
2. To explore the impact of an artist's skills on consumer behavior, including their preferences
for specific makeup artists, loyalty to certain artists, and the effect on purchasing behavior.
3. To identify the relationship between artist skill and consumer behavior to promote the
makeup industry.

1.4 Variables and Conceptual Framework

The variable of the research can be as:

Consumer behavior is dependent on the following independent variables.

1. Price: The price of the product and the services provided can play a huge role in determining
the buying behavior of the consumers. Having the price range at or below the expected price
range may make them purchase the products and services but if it exceeds the range then
the consumer may demand a discount or reject the purchase.
2. Income: Income, as well as the Savings of the consumer, can impact the consumer buying
behavior of the products and the services of the make-up products or artists. Consumers
having more residual income or savings may consider buying the products and using the
services and those who don’t may just postpone their wish to have the service or deny it
totally.
3. Demographics: Factors such as age, sex, education, and ethnicity, can have an impact on
the buying behavior of the consumers. Certain ethnicities may like certain branded products
and certain consumers having higher educational backgrounds may seek professional artists
for the services whereas others may not.
4. Brand image: Consumers may look for the brand of the product and the company's image.
The company’s image can be maintained by the artist's skill and behavior.
5. Location: Some clients may ask for an appropriate location and some may not. Like the
facility of the vehicle, ease to reach and the popular market may determine if the consumer
is willing to use the services provided or not.
6. Family background: From which background the consumer comes from may also impact
the buying behavior. If any of the family members is connected to the beauty industry he/she
may consume regularly whereas someone without any prior experience may be sceptical
about using such services.
7. Social media; Engagement and Promotion using social media sites may also impact the
buying behavior of the consumers. Sites like Instagram, TikTok and Facebook are mostly
used by the brand to promote and engage with consumers which, in this modern
technological-based era may have a huge impact on buying behavior.

The conceptual framework can be seen in the following diagram:

Independent Variables

Price

Dependent Variable
Brand

Demographics Consumer Behavior

Income

Family Background

Location
1.5 Excerpt of eligibility criteria

Inclusion:

The sample/customers that are included in the research are based on Chitwan itself but, consumers
who come to Chitwan from other parts are also included

Exclusion:

Consumers who can’t speak and have unstable mental health are to be excluded from the research
while sampling so that further complications don’t arrive.

1.6 Limitation of Study

When conducting research on consumer behavior in the beauty and makeup industry in Nepal,
potential limitations to consider are:
1. The beauty and makeup industry is subject to various external influences, such as trends,
economic fluctuations, or political factors. These external factors may impact consumer
behavior independently of the variables being studied, and it can be challenging to control
for their effects.
2. Availability of literature, especially regarding specific variables like artists' skills or family
backgrounds, may be limited or difficult to obtain. Similarly, only a few researches focusing
on the Nepalese market are found.

It is crucial to address and acknowledge these limitations when interpreting the research findings
to ensure a comprehensive understanding of the results and their implications. Since, this
report/research will have samples based in Chitwan, generalizing the data or results found will not
be recommended to anyone in most cases.
 Chapter-II

2.1 Literature Review and Research Gap

When reviewing the papers written before in national and international contexts done in different continents
and countries among the same continents as well I have come to know that there are various factors impacting
consumer behavior in buying and using make-up products. Kayhan ** 2014 researched on impact of
attitudes, subjective norms and consumer innovativeness on the intention to purchase cosmetic products and
found that there is a positive impact of it. Caroline Suelin, 2010 *** also studied on the influence of
emotions, culture and individual perception on determining the value of cosmetic products where she came
at the conclusion that except of all the influence the value. Rita Maria Raposo Barreiras, 2019***
studied both the internal and external factors impacting the purchasing decisions of cosmetic
products and came to the conclusion that mostly internal factors of the customers such as skin type,
income, and skin problems detect the purchasing decisions. Kulvinder Kaur, Pawan Kumar,
2021*** had recently studied how the social media application gives customers a hinge or a
recommendation on what, where, when and how much to buy and came to the conclusion that social
media platforms have merits and demerits to the customers, producers and professionals. Similar
to this, Valentina Spada*** had studied the influence of social media on the cosmetic industry
looking at both the industry perspective and consumer perspective and came to the conclusion that
the French GenZ can be impacted through social media sites on their buying behavior. Hamza Salim
Khraim 2011***However, came to a different conclusion saying the personality and self-image of
the customers don’t play any impactful role on consumer buying behavior, instead show only the
demographic that plays a major role in it. Widayat, Noor Azis, Herlinda Maya Kumala, 2023**
studied from the producers or the professional side on if the brand image, brand ambassador, and
country-product have any sort of change in the buying behavior on the Korean customers and found
that they do play an active role in influencing the buying behavior of the customer suggesting
branding strategies to the producers. Similar to this, Amanda Sikarskie, Lan Lan, 2022** also
studied the change in the purchasing behavior through male branding in cosmetic products and
came to the conclusion that male superstars/idols may have some influence in buying behavior.
Lastly, Ros Shazrina Binti Sirajuddin, Abdul Rahman Bin, 2023*** suggested that all four
marketing strategies should be considered equally important while driving purchasing decision on
the company’s products and services.

The field of consumer behavior in relation to buying and using makeup brands and professionals
has gained considerable attention in recent years. Understanding the factors that influence consumer
decisions in this context is crucial for businesses to develop effective marketing strategies and cater
to the evolving needs of consumers. However, despite the growing interest in this topic, there
appears to be a research gap in the specific context of Chitwan, where limited studies have been
conducted. This research aims to bridge this gap by examining the factors influencing consumer
behavior in buying and using makeup brands and professionals in Chitwan.

The research gap identified in this study pertains to the scarcity of literature specifically focused on
consumer behavior related to buying and using makeup brands and getting professional service in
the Chitwan area. While consumer behavior research in the cosmetic industry has been widely
explored globally, including factors such as product quality, brand reputation, and social influences,
there is a dearth of studies that investigate these factors within the Chitwan context. Consequently,
the unique cultural, social, and economic characteristics of the region may lead to variations in
consumer behavior, necessitating a deeper exploration.

Several reasons contribute to the research gap in Chitwan. Firstly, Chitwan, being a geographically
specific region, may have distinct preferences and behaviors regarding makeup brands and
professionals that differ from other locations. The local culture, traditions, and social norms may
shape consumer attitudes, perceptions, and purchasing patterns in unique ways. Consequently,
generalizing findings from existing research conducted in other regions may not adequately capture
the specific dynamics of Chitwan.

Secondly, not only the limited research in Chitwan or in Nepal but also the studies done in this area
don’t focus on the behavioral pattern, attitudes and preferences of the customers are not researched
upon detailly. This research thus aims to give the behavioral factors a major point to be discussed
by having specific questions trying to measure those factors as well. This will improve the result
by having less error and possibly more significance and confidence.
Furthermore, the evolving trends in the makeup industry, such as the rise of social media
influencers, online beauty communities, and the growing demand for organic or cruelty-free
products, necessitate an up-to-date understanding of consumer behavior. However, existing
literature on consumer behavior in makeup brands and professionals may not reflect the current
trends and preferences of Chitwan consumers. This research gap highlights the need for recent and
localized studies to provide a comprehensive understanding of the factors influencing consumer
behavior within this specific context.

Chapter-III

3. Research Methodology

3.1 Study Area and Population

Chitwan area is the Study area of this research and Consumers who use products/services of make-
up in the area are the Study Population. Both Temporarily and Permanently residing in Chitwan are
regarded as the study population for the time being of the research performed.

3.2 Study Sample

Clients that have already taken service from Magical Touch by Sweta are taken as the sample for
the study.

3.3 Study design

The researchers applied a quantitative research design. We have to apply a retrospective research
design for this study.

3.4 Sampling and sample size

We will be using a purposive sampling method where we, ourselves will be selecting the samples.
The previous researchers have taken 100-200 sample sizes but due to time and cost constraints, we
will have 50 sample sizes. Commented [GD8]: Add at least 3 reference in here

3.5 Reliability and validity

We will be using Likert Scale analysis for validity and reliability reasons where 5 options will be
provided in each question.

3.6 Data collection technique

For collecting the data to analyze we will be using a questionnaire having questions trying to
identify the relations of all the independent factors and the dependent factors. Questions will be
developed using Google Forms and be distributed to the sample size via different social media apps
and Gmail. Each question will have five options for figuring out the relation between the variables.

3.7 Data analysis plan

Chi or regression.
 Age

Gender 1. Male: Commented [GD9]: It is used gender or sex

2. Female:

Address 1.Chitwan
2. Out of Chitwan

Phone/Mobile

Marital status 1.Married

2. Unmarried

A
N
g

D
S.N Questions

S
S
tr

t
Brand Related Questions

You take makeup services often.

You only take makeup services only at special occasions.

If the makeup studio/parlour is famous, they always provide

great service.

The brand of the product used is essential to you.

Price doesn’t matter if the product is branded.

Cheap brands are not suitable for your skin’s health.

The decoration and environment of the service providing

room doesn’t matter.

Location-Related Questions

Having to travel long distances to have your makeup done

is not convenient.

You would love to have home makeup services.

Outlets having great quality services at an affordable price
are better than a decorated and flashy outlet which is not in
the main market area.

You know only those outlets that are close to your

premises.

Influence of Social Media Related Questions

Social media sites have helped you determine the best

service providing outlets near you.

Tiktok and Instagram have helped you to compare artists’

skills that you prefer.

Social media isn’t the only platform that you look up to

decide on the artist/outlets that you prefer.

Websites and social media have helped you to frequently

ask any queries that you wanted to know.

Booking, Canceling and choosing the best artists suiting

you have become easy through social media.

Income-Related Questions

Your income is a great deciding factor when choosing to

take makeup services.

Discounts and rebates are crucial offers that influence your

makeup service-taking decisions.

You only take those services that fall under your residual
income after comparing all alternatives.

Price plays a greater role than the quality of service.

Customer Experience Questions

The price charged to you was on your budget level.

The products used in the service were of good quality.

The actual service given was satisfiable.

The location of the service was convenient. (home service

included)

The service provided met your expectations.

You‘ll recommend the service to others.

Feedback and Recommendation

The price is reasonable

The quality of service can be better

The products used should be of higher quality.

The location of the service provided can be better.