POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

A STUDY ON BUYING BEHAVIOR OF FILIPINO

TEENS RELATED TO FACIAL CARE PRODUCTS

GROUP 3
Llana, Ella J.
Orpilla, Donita
Guzman, Clarice A.
Rosales, Ian Timothy M.
Cayco, Ma. Andrea Mae S.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

CHAPTER 1

Introduction:

We all know that this pandemic we are currently experiencing has changed a lot in our lives.

One of the many new rules we know is that we have to stay at home most especially the

under aged or teens. We all know that young people could be more impulsive buyers

regardless of the resources they have and there are too many possible reasons leading them

to be one.

The great example for their impulsivity is when they are buying a skin care product for their

personal interest.

On this research, we aim to know the different factors that affects the buying behavior of

teens in terms of a skin care product they use.

This study examines the buying behavior of teens related to facial skin care products.

The primary purpose of the study is to discover the similarities and differences in the buying

behavior of teens when purchasing facial skin care products. The objective is to study what

kinds of factors affect the buying behavior of both young (18- 20 years old) women.

Furthermore, the aim is to discover what kind of attitudes Filipino women have towards facial

skin care products containing natural and strong ingredients. The objective is to also study the

extent to which the using of natural and strong ingredients in facial skin care products affects

the buying behavior of teens.

 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
In this chapter, we review prior research and hypotheses on consumer purchasing

behavior. I pay special attention to factors that influence purchasing decisions and lead to the

selection of one product over another. This chapter opens with an overview of the various

sorts of cultural, societal, and personal elements that influence consumer purchasing

decisions. The perception process

This chapter also discusses the way it effects customer behavior. In addition, I discuss how

values and goals might influence how consumers make purchasing decisions. Furthermore,

the impact of product pricing and marketing communication is explored. Finally, I give a

theoretical framework that has been developed through the years. The information has been

compiled based on the hypothesis and material that has been discussed.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

THEORETICAL FRAMEWORK

Howard Sheth Model

The Howard Sheth Model is based on the assumption that the consumer behaves rationally

during purchase, process is repeatable and is result of incentives which have their source in

the environment (input variables). It consists of four main groups of variables:

I. Input variables, stimuli arising from the marketing activities and

social environment of the consumer. Include three different types of stimuli, which
are:
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
 significant incentives - physical characteristics and the attributes of a product, such
as price, quality, originality and accessibility, brand characteristics,
 symbolic incentives - verbal or visual characteristics of the product, form of product
perceived by buyer/customer, effect of advertising and promotion messages used by
seller,
 Social stimuli - whose source is the social consumer environment, family, reference
groups, and society in general.

II. Hypothetical constructs, including the psychological variables influencing consumer

behaviour during the decision-making process. It is regarded by the authors as abstract,
not defined and not intended directly. They distinguished two main constructs:

 perceptual constructs - describe obtaining and processing information, attention to

stimulus, sensitivity to messages, receptivity, blocking information, prejudice, etc.,
 Learning constructs - how buyer forms attitudes, opinions, and knowledge influencing
his buying decisions, evaluation after purchase, brand comprehension, etc.

III. Output variables: purchase intention, attitude, brand perception and attention. They

are noticeable effects of internal processes, for example: decision to implement the
purchase, disclosure of customer view and interest, as well as the declaration of other
activities. The most important output variable from the point of view of marketing is
actual purchase, because it involves carrying out activity based on consumer
preferences. Hierarchy of output variables include:

 attention - scope of information accepted after exposing buyer to stimulus,

 comprehension - amount of information actually processed and stored in buyer mind,
 cognition - forming attitude towards products,
 intention - to buy or not to buy particular product,
 Purchase behavior.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
IV. External variables that have not been presented in the Howard and Sheth model and
are not direct part of the decision-making process, however, have a significant impact
on consumer decisions and are used in marketing activities as a criterion for
segmentation. These include such variables as: value of purchase for the buyer, the
character traits of the consumer, membership of a social group, the financial status of a
consumer, the pressure of time.
Factors that influencing
the buying behavior of
Filipino Teens

SURVEY / QUESTIONAIRES Filipino Teens

Social Media Influence
Purchased Decision

Product Quality

CONCEPTUAL FRAMEWORK

This conceptual framework provides the orientation and to assists both researchers and readers in
seeing how the study contributes to the body of knowledge on the topic.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

This study literally develop a conceptual framework by using perceived benefits, price,
social influence and economics condition factors as the independent variables that
influence consumer buying attitude towards facial care products. The attempt has been
made by the researcher to include conceptual framework of Filipino Teens consumer
buying behavior by including various aspects of reviews, attitude, orientation and
motivation towards purchasing facial care products. An attempt would be made in this
paper to put forward results and findings based on critical review of available literature
in form of earlier research studies relating to trends, growth, developments and future
potentials of e-commerce and evolving behavioral patterns

of Filipino teens purchasing decision activities considering its diffusion and issues
especially concerning to gender, security etc. with its implications on e-marketplaces,
society and businesses in near future. Finally, this study discovered a significantly impact
of Consumer buying behavior and Important managerial implications and
recommendations are also presented. To understand consumer search behavior in this
unique environment, relevant theoretical perspectives are drawn to provide a
conceptual framework that provides an explanation of why Filipino teens buying facial
product.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
FUTURE TRENDS AND DEVELOPMENT

Millennials have radically reshaped the beauty and personal care industry. On the hunt

for the perfect, Instagramworthy glow, they demand authenticity and a means of self-

expression, and with a reliance on social media, they have generally shunned traditional

labels in favor of independent brands, driving their rapid growth.

However, to what extent are 'healthy,' 'natural,' or 'clean' attributes in beauty and personal

care of importance to this generation? Beauty is closely tied to notions of wellness, we have

found, particularly for millennials, defined as those 18 to 34 years old. According to an

AlixPartners survey, these buyers want beauty and personal care products with natural or

organic ingredients that are sourced and manufactured following ethical and environmental

standards. Consumers, across generations and countries, are increasingly focused on these

issues, but demand from millennials is keenest. According to Asch and Wolfe (2001, 23) as

well as Kotler and Keller (2009, 194) and Noel (2009, 68) discuss that social class is also a

great influencer of consumer behaviour, although Kotler and Keller (2009, 194) define social

class as being part of the cultural factors affecting consumer behaviour rather than personal

factor. Social classes are hierarchically ordered divisions of society whose members share

similar values, interest and behaviour (Kotler & Keller 2009, 192). Social classes are usually

quite homogenous According to Asch and Wolfe (2001, 23) and Kotler and Keller (2009, 194)

social classes show four different kinds of characteristics. The 10 first characteristic is that

people within a certain class tend to be more alike in the way they dress, speak and use their

free time than people in another social class. Second, people are often perceived to have
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
certain superior or inferior positions according to their social class. The third characteristic

linked to social classes is that usually a cluster of variables indicates social class better than

any single variable. These variables include for example occupation, income, wealth,

education and value orientation. The fourth thing that characterises social classes is that

people can move from one social class to another during their life. Noel (2009, 68) states

that an individual’s social class can be determined based on several factors of which

occupation, education and income are the three biggest and most important. Occupation

and economic circumstances were also mentioned by Kotler and Keller (2009, 196) as some

of the personal factors affecting consumer behaviour. Asch and Wolfe (2001, 23) agree with

Kotler and Keller (2009, 194) in that social classes show distinct preferences in terms of

brands and products in for example clothing, recreational activities and automobiles and

thus affect the way people behave in decision-making situations. Noel (2009, 72) discusses

that social class is a good predictor of purchasing behaviour related low- to moderately

priced goods that have some sort of symbolic value. These include for example cosmetics

products.

A model of consumer decision-making process

 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Five-stage model of the consumer buying process As illustrated above, the consumer
decision-making process consists of five different phases. The process begins with the
recognition of a need or a problem which can be triggered either internally (for example
dry and itchy skin) or externally by marketers (longing for a fresh, young looking skin). A
consumer then searches for information on how to satisfy the need or solve the
problem. Information can be found for instance from commercial sources like
advertisements but it can also be received verbally from an acquaintance or a friend.
After this, the consumer must evaluate the different purchase alternatives and make a
purchasing decision. To make a justified buying decision between the possible options,
consumers use decision rules and different evaluative criteria. However, not all
consumers go through all the steps each time they make a purchasing decision. Rather,
the amount of effort put into each step depends on for example the type of decision in
question and the motivation of the consumer as well as situational factors. Consumers
are more likely to put more effort into the process when the purchase they are making
is of high interest to them or very expensive. Sometimes decisions are made fast
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
because of lack of time and sometimes consumers can spend hours looking for the right
brand of facial cream for instance. 2.7.6 Types of consumer decisions One way of
characterizing the consumer decision-making process, is to consider the amount of
effort that a consumer puts into the decision each time it must be made. Three different
types of consumer decisions can be recognized based on the effort that goes into the
decision making: habitual decision-making, limited problem-solving and extended
problem-solving. Habitual decision-making refers to such decisions that the consumer
makes with little or no conscious effort. Habitual decision-making often occurs in
purchasing decisions that are routinized and characterized by automaticity with minimal
effort and without conscious control. (Solomon et al. 2006, 262.) Limited problem-
solving on the other hand is something where a consumer is interested in making a
decision about a purchase but does not want to use very much time or put a lot of effort
into making it. This is because the risks involved are rather low and thus the consumer is
not very motivated in investing valuable time and energy in the buying decision process.
In limited problem-solving situations people use general guidelines and decision rules
that are based on previous purchases to help them make a choice instead of having to
start the decision-making process from scratch every time a decision has to be made.
The consumer usually sees all the purchase alternatives as rather similar and the final
choice is often influenced by store displays. (Solomon et al. 2006, 261-262.) 33 In
extended problem-solving the consumer uses lots of time to collect as much information
as possible, both from memory and outside sources, before making a purchase. Because
of the purchase is of high importance to the consumer, multiple information sources are
covered before making store visits. Each product alternative is considered carefully and
comparisons are made. The consumer is very motivated in putting effort into the
decision-making process in order to make the best choice possible among the available
alternatives. Many different evaluative criteria is used because the alternatives may be
perceived significantly different unlike in cases of limited problem-solving. (Solomon et
al. 2006, 261-262.) In extended problem-solving situations the consumer is willing to
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
visit many outlets if needed and communication with sales personnel is often desirable
to get as much information about the product as possible. Extended problem-solving is
the most related to the traditional view of consumer decision making process and it is
often triggered by a motive that is important for the self-concept of the consumer.
(Solomon et al. 2006, 261-262.)

Research methodology

This chapter explains the research methodology chosen for this study. First, the research
method is discussed after which the data collection and analysis procedures are
explained. Justifications for the suitability of the chosen methods are also presented
throughout this chapter. 3.1 Research method The analytical approach chosen for this
study was deductive. According to Saunders, Lewis and Thornhill (2009, 41) a deductive
approach to research suggests that a clear theoretical position is developed prior to
data collection. Thus, deductive approach was chosen for this study because there is an
existing, strong theoretical background in consumer behaviour to which this research
could be based on. The research strategy used in this study was quantitative. According
to Bryman and Bell (2007, 28), quantitative research strategy entails a deductive
approach where focus is on testing exiting theories. Lewis et al. (2009, 151) note that
quantitative research focuses on data collection techniques and data analysis
procedures that use or produce numerical data. They also note that quantitative data is
based on meanings that have been derived from numbers and analysed by using
diagrams and statistics whereas qualitative data is based on meanings expressed
through words and analysed by using classification into categories and conceptualisation
(Lewis et al. 2009, 482). Therefore, qualitative research method was not suitable for this
study. Lewis et al. (2009, 144) argue that with a deductive and quantitative approach, a
survey strategy is often applied. A survey strategy is used to answer questions like who,
what, where, how much and how many which were also the type of questions needed
to be asked in this study. According to Lewis et al. (2009, 144) surveys allow the
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
collection of a large amount of data. In terms of this research it was important to get a
large number of responses because the subject of the study was consumer behaviour.
Based on the above mentioned arguments, it was clear that the only reasonable
research strategy to be used in this study was quantitative. Furthermore, a mono
research method was applied for this thesis. According to Lewis et al. (2009, 151) in
using the mono method a single quantitative data collection technique, in this case a
questionnaire, is combined with quantitative data analysis.

EXISTING PRACTICES:

The need of cosmetics industry is building in a fast rate specially in this pandemic. In the world
of cosmetic industry is becoming fiercer per day due to the globalization and liberalization.
Therefore, it is necessary to innovate through modernizing the product and also create trust
through brands by the company. Since the cost of acquiring new consumers is too high than the
cost of retaining existing customers in any market.

One of the biggest factors in buying behavior of filipino teens related to facial care products:

 INSTAGRAM (BRENTMAN ROCK, VIY CORTEZ)

BRENTMAN ROCK:
Brentman Rock is one of instagrams biggest influencer due to his videos on his skincare
routine unique way of using the products. His attitude and the way he presents the product
gives the viewers entertainment and knowledge of how to use them.

VIY CORTEZ:
Viy Cortez has become one of the biggest names on the facial care industry. Due to viy’s
appearance on (CONG TV) videos she gained viewers and created her own brand of facial
products and became famous due to her videos and post on instagram.

 YOUTUBER (ALEX GONZAGA, ANDREA BRILLANTES, HEART EVANGELISTA)

ALEX GONZAGA:
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Catherine Cruz Gonzaga – Morada professionally known as Alex Gonzaga, is a Filipina
television host, actress, singer, comedian, entrepreneur, vlogger, and author. Due to the
exposure of alex on TV she got requested to do a commercial of Ponds, Eskinol, and
many more facial care companies.

ANDREA BRILLANTES:
Andrea is a child star on the TV network ABS-CBN and she is the owner of the facial care
brand (Brilliant Skin Essentials) due to her being shown on TV commercials and vlogs on
youtube she influenced her fans and viewers to buy her product.

HEART EVANGELISTA:
An actress, vlogger, influencer she is one of the top artist that the filipino’s adore and
admire due to her great completion and glowing skin. Heart making and videos about
facial care that influenced her viewers to try and buy the products that she use.

 TIKTOK (SOFIBANOFFEE)
SOFIA VALDES(SOFIBANOFFEE):
Sofia Valdes also known on tiktok as (Sofibanoffee) is a young tiktok influencer majority
of her fans came on tiktok and she slowly became famous because of her videos of her
dancing and singing but also due to her facial care and skincare routine. When sofia got
famous some of the brands that she used requested her to advertise the products to
another platform such as youtube and Instagram. One of the recent facial products she
posted is (NIVEA)
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6
1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.
2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients
among Women Skincare Users in State Of Madhya Pradesh OSR Journal of Business and
Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14, Issue 4 (Nov. -Dec.
2013)
3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer Atitude towards cosmetic
Products
IJEMR –June 2013-Vol 3 Issue 6

Research question:

1. What are the factors that affect the buying decisions of young Filipina teens aged 18-21?

2. What are the factors that affect the buying decisions of middle-aged Filipina teens aged
18-21?

3. What kind of attitudes do Filipina teens have towards facial skin care products that are
made of natural ingredients?

4. How natural ingredients in facial skin care products affect Filipina teens buying behavior?

Chapter 2

REVIEW ON RELATED LITERATURE AND STUDIES

 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
This chapter presents the relevant literature and studies that the researcher
considered in strengthening the importance of present study. It also presents the synthesis
of the art to fully understand the research better comprehension of the study.

Isa Kokoi(2011) examined the buying behaviour of Finnish women related to facial skin care
products. The primary purpose of the study is to discover the similarities and differences in
the buying behaviour of young and middle-aged women when purchasing facial skin care
products. The objective is to study what kinds of factors affect the buying behaviour of both
young (20 to 35 years old) and middle-aged (40 to 60 years old) women and then compare
the findings from both groups. The results indicated that 20-35 and 40-60 year-old Finnish
women were rather similar in terms of the factors affecting their buying behaviour related to
facial skin care products. However, some differences were also found for example in the
decision-making process. Regarding the attitudes toward the use of natural ingredients in
facial skin care products, differences were found between different demographic groups. For
example, women who had children were more favourable toward the use of natural
ingredients than women who did not have children.

Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) investigated the influence of attitude on

cosmetics buying behaviour. The research question is “what kind of attitudes do the
customers have towards buying behaviour of cosmetic products?” A questionnaire was
developed and distributed to female consumers in Bangalore city by using convenience
sampling method. 118 completed questionnaires were returned and then 100 valid were
analyzed by using ANOVA, mean and standard deviation. The result of the study confirms
that age, occupation, marital status have positive influence towards cosmetic products. But
income does not have any influence on the attitude towards cosmetic products.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
Vandana Sabharwal, Savita Maan, Prof. Sanjeev Kumar (2014) examined the usage
pattern, factors and brand possession of cosmetics among women. Total 150 women were
visited and their responses were taken from three cities Hisar, Bhiwani and Fatehabad. This
study explores the factors affecting women’s purchase decision for cosmetics product. Brand
came out as a major factor considered by all women while purchasing. Quality, naturalness
and suitability to skin type are other factors which affect purchase of skin care products. The
study reveals that moisturizer was found to be most prevalently used by all age group. Anti
aging and toners was found to be preferred by the aged women

Asiya Faisal Khan, Mohd Faisal Khan(2013) focused on an effort to determine consumer
buying behavior through the awareness of product ingredients in skin care products by
Women users living in MadhyaPradesh. Questionnaires were distributed and self
administered to 250 respondents. Chi-square was used in the study. The sample includes
women skin care users both working & non working. The findings of the study indicated
women buyers have an awareness regarding the presence of product ingredients in skin care
products. Women skincare users are conscious about the Product quality of the skin care
products. The research is on consumer behavior, certain degree of subjectivity can be found
among sample respondents was the limitation of the study. Its suggests that Companies
should strive hard to explore new natural ingredients which are safe and effective in usage.
 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Bibliography

1) Kokoi, I. (2011). Female buying behaviour related to facial skin care products.

2) Asiya Faisal Khan, Mohd Faisal Khan(2013) A Study on the Awareness of Product
Ingredients among Women Skincare Users in State Of Madhya Pradesh OSR Journal of
Business and Management (IOSR-JBM)e-ISSN: 2278-487X, p-ISSN: 2319-7668. volume 14,
Issue 4 (Nov. -Dec. 2013) 3) Mrs. J. VidhyaJawaharr., K. Tamizhjyothi(2013) Consumer
Atitude towards cosmetic Products IJEMR –June 2013-Vol 3 Issue 6

4) Vandana Sabharwal, Savita Maan, Prof. Sanjeev Kumar (2014) Women Buying Behaviour
and Consumption Pattern of Facial Skin Care Products international Journal of Management
and Social Sciences Research (IJMSSR)ISSN: 2319-4421Volume 3, No. 9, September 2014
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES