Project

On

Effectiveness of Social media Marketing in the Cosmetic Industry

Submitted the partial fulfillment of requirement for the award of degree of

Bachelor of Business Administration

Of

Graphic Era (Deemed to be

University) Session 2022-25

Supervision By: Submitted By :Anjali chaubey

Mr.Abhishek S Chauhan RollNo.2404163
Enrollment No.GE-22

Department of Management Studies

Graphic Era (Deemed to be University)

 DECLARATION

I, Anjali chaubey, hereby declare that the presented final research report of “Effectiveness
of Social Media Marketing in the Cosmetic Industry” is uniquelyprepared by me . I also
confirm that the report is only prepared for my academic requirement, not for any other
purpose. It might not be used with the interest of the opposite party of the corporation.

Signature :
Anjali chaubey
Student BBA Program
Department of Management Studies Graphic
Era (Deemed to be University)Dehradun,
Uttrakhand (India)
 CERTIFICATE BY INTERNAL GUIDE

I have the pleasure in certifying that Miss Anjali chaubey is a student of Graphic Era Deemed
to be University of the Bachelor degree in Business Administration(BBA), Her University Roll
is 2404163

She has completed her Final Research Project titled as “Effectiveness of Social Media
Marketing in Cosmetic Industry” under my guidance.

I certify that this is her original effort & has not been copied from any other source. This project
has not been submitted in any other University for the purpose of award of any Degree.

This project fulfills the requirement of the curriculum prescribed by Graphic EraDeemed to be
University, Dehradun for the said course.

I recommend this Final Research Project for evaluation & consideration for the award of
Degree to the student.

Signature:
Mr. Abhishek S Chauhan
Professor, Department of Management Studies Graphic
Era (Deemed to be University) Dehradun, Uttarakhnad
(India)
 ACKNOWLEDGEMENT

First, I would like to take this opportunity to thank Graphic

Era Deemed to be University for having dissertation as a
part of the BBA curriculum. This project is the outcome of
the untiring and determined efforts of all those who guided
and directed me during the making of this project and make it
worthwhile experience. This project would not be possible
without guidance and help of many individuals.

I gratefully acknowledge my college mentor, Mr Abhishek

Chauhan for giving me the opportunity to work on a
researchproject and guiding me throughout the journey and
constantly encouraging me.

I would like to express my gratitude towards my Parents

and Peers for giving me moral and financial support to
complete the work directly or indirectly.
 LIST OF SYMBOLS

Symbol Name

. Bullet

: Colon

, Comma

. Full Stop

/ Slash/oblique

“” “ ” Quotation Marks
‘‘ ’’
@ At Sign

! Exclamation
Mark
? Question Mark
LIST OF ABBREVIATIONS

Abbreviation Full Forms

s
Ltd. LIMITED

i.e., That is

& And

$ Dollar

Avg. Average

BOGO BUY ONE GET

ONE
SA Salicylic acid

HA Hyaluronic acid

EO Essesntial oils
 ABSTRACT

Marketing has always been a crucial component of a company, drawing

customers to the brand and its products and aiding in the development of a
brand image. In the past, companies have relied on extensive television
advertising efforts as well as other media, like newspapers andmagazines.
Nonetheless, some companies have made the decision to market their goods
on social media. The cosmetics industry's use of social media to draw clients
and interact with them online is the main topic of this dissertation. A survey of
the literature is the first step in this study, whereby previously published works
about social
media are assessed. The research approach is presented, elucidating the
philosophical position taken throughout the investigation and providing
support for the kinds of data that will be analyzed. The analysis of the
research has led to several intriguing discoveries that have made
recommendations for managers and future researchers possible.

Contents Table of
 Table of Contents
DECLARATION ------------------------------------------------------------------------------- 1

PREFACE --------------------------------------------------------------------------------------- 2

ACKNOWLEDGEMENT -------------------------------------------------------------------- 3

Chapter 1:

Introduction

Overview of Advertising Industry

Background of the Topic

Significance of the study

Objectives

Chapter Summaries Chapter 2:

Literature Review

Social media

Traditional Marketing

Social media and Marketing

Blogging

Brand awareness

Consumer Buying Behaviour

Wider Audience and Followership

Advantages and Disadvantages of Social Media Marketing

Chapter 3: Methodology

Introduction

Research Philosophy

Research Approach

Primary Data

Secondary Data

Chapter 4: Data Analysis and Discussion

Data Analysis Introduction

4Ps marketing framework

Consumer Buying Behaviour

Social Media Impacts

Segmentation, Targeting and Positioning

Porters Generic Strategies

Porters Five Forces

Discussion
Analysis of research data

Chapter 5: Conclusion

Introduction

Summary of findings

Implications

References
 CHAPTER-1
INTRODUCTION
INTRODUCTION

Social networking has drastically changed the makeup industry's operations in recent years.
Cosmetics firms today have unparalleled opportunity to interact with their target audience and
market their products because to the growth of platforms like YouTube, Instagram, and TikTok.
This dissertation looks at user-generated content, influencer partnerships, brand perception, and
other factors in an attempt to investigate the efficacy of social media marketing in the cosmetics
sector. We will learn more about how social media strategies may boost sales, build brand
loyalty, and raise brand recognition by examining case studies and doing polls. So get set to
discover the fascinating realm where social media and beauty collide!
The cosmetics business has found great success with social media marketing. Through images
and videos, it enables marketers to interact with consumers, reach a larger audience, and highlight
their products. Furthermore, influencers are crucial in advertising cosmetics on websites like
YouTube and Instagram. It's an effective strategy for helping brands engage with their target
market and increase revenue.

OVERVIEWING

The promotion of goods and services is greatly aided by the dynamic and always changing advertising
sector. It includes a range of media, including print, radio, television, outdoor billboards, and, of course,
the internet world. Advertising experts use their creativity to create campaigns that are captivating and
draw in customers. To successfully target particular audiences, they make use of consumer behaviour
analysis, market research, and strategic planning. The sector has undergone tremendous changes since the
introduction of social media and digital advertising, making it possible for more specialised and targeted
advertising. This dynamic sector moves quickly and is always adjusting to new consumer trends and
technological advancements.
A consumer is someone who purchases and makes use of goods. Consequently, customers maintain the
flow of manufacturing as as well as be crucial to any country's economic structure; hence, without
sufficient consumer demand for the items produced, any country will experience a crisis. The main goal of
advertising is to widely publicise products. Advertising is educating people about the uses and advantages
of products. This meets the needs of the marketer by making a product available to individuals who desire
it, which boosts sales. Cohen claims that the advertising industry is a company that uses creativity

methods for creating convincing mass media messages that advance concepts, products, and services in
ways that support the goals of advertisers, satisfy customers, and advance social and economic growth
micwelfare. (Cohen, 1988)
According to Cohen's definition, advertising has three purposes: it boosts a company's sales; it ensures that
customers receive excellent service; and, ultimately, it promotes the social and economic well-being of
society. A variety of media, including radio, television, billboards, magazines, newspapers, and internet,
can be used for advertising. (Cohen, 1988)
Advertising has a powerfully motivating effect on customers' purchase decisions. Advertising typically
works better on goods with inherent attributes. It is necessary to use the goods to learn its qualities as they
are unknown at the time of purchase. Additionally, advertising on a product makes the most sense when
there is a good likelihood of differentiating it (Schiffman, 1993).
In Customers could not be aware of the product and its ability to meet their wants and preferences in the
lack of advertising. Eight different forms of advertising are included in the advertising mix, according to
Kotler and Keller (2006): events and experiences, interactive marketing, direct marketing, sales promotion
and exhibitions, public relations and publicity, advertising, personal selling, and word-of-mouth.
Personal selling is one kind of advertising. The importance of in-person encounters in the marketing of
travel-related goods makes personal selling relevant to this research. This entails having in-person
conversations with potential customers in order to close deals on goods or services. These days, personal
selling is thought to be the most successful strategy since it incorporates face-to-face communication and
instant response (Kotler). as well as Keller (2006)).
However, there are a few disadvantages to personal selling, one of them being that it is the priciest
marketing tactic. Furthermore, it necessitates an excessive reliance on sales personnel. A sales force will
be needed if the company is adopting a pull strategy to sell the product in order to ensure that retail
locations are well-maintained, have enough inventory, and are properly trained to push the product onto
customers (Kotler and Keller, 2006).
Direct advertising is an additional type of advertising. Direct advertising, as defined by Kotler and Keller
(2006), is advertising that speaks with clients and potential clients directly.

BACKGROUND OF THE TOPIC

Technology has changed significantly over the past few years, and most businesses now need to
adapt to this shift and stop using conventional marketing strategies (Arlberg, 2010). As a result,
this has made it easier for marketers to incorporate social media into their overall plan. According
to Ellison (2007), a social network is a web-based tool that enables users to list the people they
are connected to. Users have the ability to share text, images, and videos. In a marketplace,
customer experiences related to brands, goods, and services are shared (Evans 2012). Traditional
advertising is currently on the decline in the US, where 75% of persons who use the Internet are
engaged on social media decrease in tandem with the US and UK's use of social media (Bern off
et al. 2008). According to Jackson (2011), social media provides businesses with an enhanced
avenue for consumer communication and brand loyalty compared to conventional approaches.

Due to the significant changes in customer communication methods and strategies brought about
by the rise of social media, beauty firms worldwide are now expanding their online presence
(Mangold and Faulds 2009). For branding, marketing, and public relations purposes, social media
campaigns are essential, and businesses of all sizes can use online social media to reach new
clients (Smith 2009). Companies must not only sell their goods and build brand awareness, but
also comprehend the needs and desires of their customers their opinions about the goods.
Businesses can gain the most passionate insight into client opinions and experiences using social
media research, even if it is less controlled than traditional research (Sharma 2013).

SIGNIFICANE OF THE STUDY

This study's timeliness is more crucial than ever. Social media is becoming increasingly important
for organisations to include in their marketing strategies because of the COVID-19 epidemic and
the emphasis on connecting through digital media. Users are also spending more time on social
media. The findings provide best practices for content strategy, which are essential to
comprehend and increase audience engagement and revenue. It pinpoints the reasons why
particular content strategies are effective for the selected organisations while others are not.
Professionals in marketing and communication can utilise this knowledge to help with the
creation and execution of future marketing campaigns. The issue under investigation is realistic,
and the findings provide marketing and communication experts with concrete steps to take. This
specific study focuses on the efficacy of content strategies from a narrow versus a broad
viewpoint. It adds significantly to the body of knowledge on social media marketing and
communication. The goal of the study was to identify the kinds of content that prompted user
engagement (likes, comments, etc.). Overall, this study did not concentrate on social media
engagement with any particular brand; instead, it offered insight into the "big picture" of content
strategies. For this reason, the authors recommend that future studies focus on particular
industries.
OBJECTIVES
The research study's goal is to determine whether social media may be a crucial marketing tool
and whether it has surpassed conventional marketing techniques in effectiveness. Owing to the
increasing usage of social media, scholarly literature has extensively covered social media and its
implications for marketing. Still, this study seems

consider the beauty sector as one instance of a brand utilising social media. Additionally, the
study examines the effects that social media has not only on the business but also on the
customers and how they respond to this kind of advertising.

- Determine the efficacy of social media marketing;

-Explain to brands why they prefer it to traditional marketing techniques for product promotion.
-to look into how social media usage affects consumer purchasing decisions;
-and to look into how using social media has increased customer power.

CHAPTER SUMMARIES
The literature review, methodology, analysis, findings, and topic discussion chapters will all be
included in the study to help readers grasp the goal. The chapters are briefly summarised in the
section below.

The literature review in Chapter 2 looks at the opinions and conversations that are now being had
about social media marketing. It covers social media-influenced marketing fundamentals like
brand recognition and consumer purchasing patterns in addition to social media marketing facets
like blogging and following. It also examines the benefits and drawbacks of brands promoting
their goods on social media.

The type of technique utilised in this study is explained in Chapter 3, which begins with an
examination of the research type employed and its suitability for this particular study. The second
section of the chapter examines the use of primary and secondary research and offers an
explanation for the data selection that was made.

In Chapter 4, marketing models and frameworks are examined and their application to the
literature's conclusions is discussed. It assesses if they may be utilised in a relevant way and
whether they require modification to be related to social media marketing.

The research investigation is concluded in Chapter 5, which also offers a synopsis of all the key
aspects that were found and the conclusions drawn from the study's findings.
 CHAPTER 2

LITERATURE REVIEW
SOCIAL MEDIA

The subject of social media and how it can be used for product marketing has been covered in an
abundance of study. Using social media as a primary platform instead of a traditional marketing
approach is a concept that this literature review will investigate. An explosion of multichannel
commerce and a growing array of advertising channels characterise the present marketing
landscape. Given the circumstances, businesses must comprehend how online advertising affects
offline sales. (Dinner, Neslin, & Heerde 2014). The industry has acknowledged the value of
social networking and user-generated content, according to Pitta & Quinones (2012), who concur
with this. Social media has impacted more than just marketing; the internet has greatly impacted
how these two parties engage with each other. rather than advancement. Due to the necessity of
refocusing on alternative marketing sectors and communication vehicles, traditional media has
become less significant (Pitta & Quinones 2012). Numerous academic works have been written
about social media and business; however, this one will focus on how beauty firms use social
media to reach their target audience and how their online presence influences customers' brand
awareness. Moreover, it will also look at whether consumer-run social networks like blogs affect
other customers' opinions about the items in any way.
Anyone can use social media as a tool, including companies who utilise it to engage with
customers. Organisations can improve relationships with stakeholders, establish brand trust, find
new opportunities, and promote communication by using social media platforms appropriately
(Ho, 2014). Furthermore, by actively participating in their online communities, organisations can
increase commitment and trust (Kang, Tang & Fiore, 2014). Positive return on investment can be
fostered through social media use, however sharing relevant content is necessary to keep an
audience interested.
TRADITIONAL MARKETING
"A social and managerial process by which individuals and groups obtain what they need and
want through creating and exchanging products and value with others" is how Kotler (2005)
describes marketing. Conventional marketing techniques generally entail placing advertisements
in periodicals, radio, television, and newspapers (Lavinsky 2013). According to Mangold &
Faulds (2009), in conventional communications, the organisation works with its hired agents to
determine the content, frequency, timing, and medium of communications. The elements of the
promotional mix are coordinated to form a strategy. Furthermore, word-of-mouth interactions
between specific customers had been the main source of information flow outside, which had
little effect on the dynamics of the marketing A. as opposed to traditional media (Botha & Mills,
2012). According to Pitta & Quinones (2012), customers have shifted to using social media in
place of more conventional means, such as the phone. According to Smith and Zook (4: 2011),
"old" marketing placed too much focus on merely marketing communications, which was
effective in the past when there were fewer channels for customer connection and it was therefore
simpler to capture their attention. Additionally, they claim that the classic TV commercial is no
longer the solution to every problem and that "advertising is a maturing industry." Although most
people used to read the local newspaper, which meant that company owners could rely on them as
reliable marketing channels, an increasing number of people are preferring to obtain their news
online (Lavinsky).Traditional marketing is delivered directly from the marketer and involves
awareness, knowledge, and recall; in contrast, social media approaches customers with interactive
objectives like conversations, sharing, and engagement (Weinberg & Pehlivan, 2011). This is
where social media differs significantly from traditional marketing. Companies are participating
in Facebook, Twitter, Myspace, and other social media platforms in order to compete in online
settings since social media is far more efficient than other traditional communication channels
(Kaplan and Haenlein, 2010).
Evans (2012) emphasises that social media is a complementing extension of all other channels
that still exist and that social media is a mindset rather than an actual channel, despite the fact that
a large body of research suggests that social media marketing is more effective than traditional
marketing.
SOCIAL MEDIA MARKETING
The use of social media has grown in popularity in recent years, and Kotler (2003: 34) notes that
"a large portion of today's business is carried over networks connecting people and companies,"
indicating that connecting businesses with their customers over the internet has become more
common. Four factors, according to Woodall and Colby's (2011) research, may have contributed
to consumers' preference for social media over traditional media: gratifying an irrational want, the
thrill of sharing, getting guidance, and connecting with like-minded individuals. This highlights
the departure from conventional marketing.
Social media marketing has been a popular tool used by marketers to reach a larger audience of
customers through different social networks.

According to Chi (2011, 46), "A personal channel and currency for user-centered networking and
social interaction, while offering a connection between brands and consumers," is how social
media marketing is described. Social media marketing is different from traditional marketing
strategies in that it focuses on building connections and relationships with customers rather than
aiming to close deals (Gordhammer, 2009).
Making use of social media for business opens up new avenues for expansion. According to Wu,
Martinez, and Martin (2020), the entrepreneurial, innovative, and market orientations can be used
to characterise the social media marketing environment. The term "entrepreneurial orientation"
describes the process of seeing commercial possibilities to launch new goods or launch new
companies. It comprises of risk-taking and proactive behaviours. The term "innovation
orientation" describes the inclination to pursue novel ideas and describes the process of
generating new concepts through inventive methods of product development. Understanding
client wants and keeping up with rivals are the main goals of market orientation. These three
approaches are all very important in the context of social media marketing.

More time is spent online by consumers than it was a few years ago, and their social network is
larger as a result. They are able to establish their own relationships and connect with strangers
(Pitta & Quinones 2012). While the proportion of users over 65 is rising, Jobber and Ellis-
Chadwick (2013:687) contend that users under 30 are more likely than anybody else to utilise
social networking sites. But according to Kaplan & Haenlein (2010), marketers frequently
mistakenly think that social media is exclusively utilised by youngsters. In reality, though, people
in generation X—those in their 35–44 age range—are increasingly embracing social media,
which makes it a valuable marketing tool. Performance evaluation is necessary to determine if a
firm is effective on social media. Brand equity and reputation can be used to gauge social media
performance (Davcik & Sharma, 2016). This can be observed by looking at a company's number
of "likes" and followers, which translates to an online support rating. According to Guesalaga
(2016), performance can also be evaluated based on the calibre of customer relations and service,
which is demonstrated in open communications with users through comments. Furthermore,
marketing costs are a helpful indicator of a business's performance since they show whether it is
paying for engagement or getting it organically (Zhang, Guo, Hu, & Liu, 2017). Additional
metrics that assess how successful a social media strategy involves making sales of goods and
services.
A post-sale survey or the number of link hits on a social media post can be used to measure
this.Although edia is typically only used by youngsters, generation Xers, who are currently 35 to
44 years old, are rapidly utilising social media, which makes it an excellent marketing tool.

Social media does, however, pose a challenge to businesses because, up until recently, they were
able to manage their marketing through traditional channels, and it appears that the consumer
now defines the brand as a result of social media (Gillin 2009: Li & Bernoff, 2008). According to
Mangold & Faulds (2009), marketing managers have less influence on the timing and content of
campaigns in the social media era.
BLOGING
Word-of-mouth consumer communication has been transformed by internet-based social
technologies (Eikelmann et al. 2008). According to Onishi & Manchanda (2012), blogs and other
consumer-generated media have become increasingly popular in recent years. A single person or
group of people can assemble a blog, which is a personal online journal. In this instance, the
blogs would discuss different cosmetic items, and comments are usually allowed to foster
interaction and feedback (Chaffey et al. 2009:11). Beauty businesses are starting to realise the
advantages of social media, and blogging is a popular way to spread brand recognition
(Matthews, I 2011). Additionally, Cho and Huh (2008) add that blogs are currently evolving into
a new kind of interacting advertising.
Blogs are mostly controlled by consumers rather than by brands, and there are lots of blogs and
social network profile sites with recommendations for brands from consumers.
Additionally, according to Davis (2008), there are over 248 million pages of personal content on
the Internet that are only intended to provide reviews of different cosmetic companies and items.

According to Watkins (2013), using well-known beauty bloggers to promote items can help reach
a wide audience and target the intended demographic. Customers that follow those specific blogs
are likely to be interested in the products, so direct marketing of the products to them is possible.
Moreover, Watkins contends that the brand being promoted fosters a sense of trust because it is
being used by a genuine individual as opposed to a celebrity using photoshop. Matthews and I
(2011) reaffirm this when

She claims that suggestions from friends and family are more trusted than advertisements from
companies. With the rise of social economics websites, customers may now check other
customers' product suggestions and buy straight from the product's website (Davis, J 2008). This
enables beauty firms to utilise customer blogs and incorporate them into their advertising plans.

BRAND AWARENESS
Establishing a brand and making sure consumers are aware of it are known as brand awareness
(Peter 1996). Customer communication is essential, and the Internet—especially blogs and social
media platforms—is a great tool for communicating with customers and promoting beauty brands
(Chein, H 2012). Social media has impacted how customers engage with brands, not just when
they make purchases but also when they provide feedback on the overall direction of the brand
(Hill, A 2010). According to Gaugelius (2011), firms can enhance brand awareness and loyalty at
a low cost by leveraging peer interactions. Therefore, Mckee (2011) proposes that social media,
through networking and conversation, aids in the development of brand awareness.

Social media has the potential to greatly increase brand recognition as Social media has such a
broad audience. Popular beauty brand E.L.F. no longer spends money on traditional advertising
and instead uses social media as their primary marketing platform. More than 200,000 people
visit the beauty company E.L.F. each month, and all of this interest is brought about by social
media (Neff, J 2009), demonstrating how powerful social media is in generating buzz for
businesses.

But as Weinberg (2009) points out, consumers are now having discussions about brands in which
the companies are not involved, and this is putting pressure on the brands to pay attention. In
addition to monitoring their own brand's social media visibility, brand managers could also
choose to compare their performance to that of other rival brands (Botha & Mills, 2012).

A. Hill (2010) suggests that, from a branding perspective, communications are more jumbled than
ever before and that messaging quality has declined as a result of the internet. This indicates that
social media platforms are not effectively conveying brands' messages, and this has to be fixed.
Larger businesses, however, recognise the benefits of handling digital

media are equivalent to conventional media, and employing digital media allows for much greater
creative freedom (Hill, A 2010).

CONSUMER BUYING BEHAVIOR

"The process by which individuals search for, select, purchase, use, and dispose of goods and
services" is the definition of consumer buying behaviour. (N.d., Business Dictionary). According
to Kotler (2003), marketing methods excited customers, who then processed the information and
made decisions.
"Social media has influenced consumer behaviour from information acquisition to post-purchase
behaviour, such as dissatisfaction statements about a product," according to Mangold and Faulds
(2009). According to Kozinets et al. (2010), social media gives people a voice and access to
product information that helps them make judgements about what to buy.
Schlosser (2005) discovered that even a tiny quantity of unfavourable material from a few posts
might significantly alter customer perceptions. Ioanas & Stoica (2014) investigated and
discovered that customers typically research products online before making a purchase using
forums, company websites, Facebook pages, and peer evaluations. They came to the conclusion
that social networks do, in fact, have an impact on how people behave. According to Cooke
(2006), businesses can benefit from this since social media can be used to measure and
comprehend the intricate decision-making processes of consumers, who increasingly turn to blogs
and journals to document their shopping journeys.

Wang & Hu (2009) draw attention to the fact that users initially perceive risk and uncertainty
when they visit a new website. As a result, businesses must gain the confidence of customers
early on, or else they may quickly move to rival websites. This is emphasised by Norris (2002),
who says that "users have nearly unlimited choices." and little restrictions on what you can do and
where you can go. Therefore, since there are alternative possibilities available with only a mouse
click, loyalty to any particular online community can frequently be shallow.

WIDER AUDIENCE FOLLOWERSHIP

Mason & Gibbs (2012) make clear that, when used appropriately, social media is a great way to
connect with brand enthusiasts who might have otherwise been inaccessible owing to distance.

Global efforts are possible. Due to the possibility of customer engagement through interactions on
YouTube, Facebook, and Twitter, social media can be crucial for beauty firms in expanding their
reach (Mason & Gibbs, 2012).

A brand's consumer preferences are more visible the more social media followers it has. Potential
clients rationalise an agent's observed activities by expressing their likes or tastes through social
media platforms like Facebook and Twitter (Beshears et al. 2009). Social media gives businesses
more information about their clients, so it makes sense for them to try to grow their following
count (Sapena & Paniagua, 2014).

The graph below, which displays how many Facebook fans some beauty businesses have,
demonstrates the significance of social media for these companies. Millions of people are
connecting with their social network pages, demonstrating the enormous number of potential
customers that social media may reach.
The statista.com source

In a study, Taylor et al. (2011) discovered that while having a big number of followers on social
networks reaches a wider audience, just 22% of consumers had a good attitude towards social
media advertising, and 8% of consumers abandoned a social network owing to

overzealous promotion. Moreover, they claim that because of the way the internet has developed,
people now view advertisements as obtrusive and bothersome since they disrupt the flow of their
online activity.
ADVANTAGE AND DISADVANTAFES OF SOCIAL MEDIA MARKETING
Compared to more conventional marketing strategies, social media marketing has greatly
simplified the process of product promotion. According to Smith & Zook (2011), social media
can aid in raising awareness, involving consumers throughout the buying process, and assisting in
the conversion of prospects into customers and customers into lifelong patrons. Additionally, it
gives customers the ability to provide and read product reviews, which benefits marketers in ways
that were not feasible before the Internet. "A brand can generate more buzz through the combined
impact of hundreds of positive comments about a product than through advertising promotion
alone." (J. Davis, 2008) Although there are many techniques to promote the products, client
reviews and comments are ultimately what count (Arca, C 2012). This is due to clients are more
like to accept other customers' opinions than those of the brand (Myers, N. & Robinson, R. 2012).
But as social media usage rises, businesses have "increasingly less control over the information
available about them." According to Kaplan and Haenlein (2010), when a search is done online,
the corporate page is probably not going to be among the top five results. This means that the
company's image could be portrayed in a way that is detrimental to the business. Smith & Zook
(2011) also point out that social networking calls for a constant stream of new content and
conversation responses, which can take time away from enterprises. Additionally, they shed light
on the problem of scammers, hackers, and spammers who may compromise message control.
Additionally, Pitta & Quinones (2012) contend that while social media's effects are evident, the
methods and strategies for using them for marketing are not always clear-cut. This would imply
that utilising social media as a marketing strategy still requires a lot of research and development.
 CHAPTER-3
METHODOLOGY
INTRODUCTION

A scholarly, methodical search for data on a particular subject is known as research (Kothari
2004). According to him, the goals of research are to "gain familiarity with a phenomenon or
achieve new insights into certain areas" and "discover answers to questions through the
application of procedures." The research philosophy and methodology will be highlighted in this
chapter, along with an explanation of the many data types that have been employed and the one
that was used for this particular study.

RESEARCH PHILOSOPHY
Research philosophy, according to Saunders & Thornhill (2012: 127), is related to the nature and
advancement of knowledge. Three primary research philosophies are interpretivism, realism, and
positivism.

According to Gill and Johnson (2010), positivism is the process of gathering information about an
observable reality in order to identify coincidental links that can be utilised to make
generalisations that resemble laws. According to positivists, theories should only provide testable
hypotheses because only phenomena and information verified by the senses can legitimately be
justified as knowledge (Blumberg et al., 2005). Consequently, positivists adhere to a highly
regimented approach to enable replication (Gill & Johnson 2010).

Science and our perception of reality are also related to realism. The realist school of thought is
that the mind is not the source of reality (Saunders & Thornhill 2012: 136). Saunders & Thornhill
(2012) go on to describe two sorts of realism: direct realism, which is the realistic portrayal of the
world through our senses. Claiming that "we experience are images of the things in the real
world, not the things directly," is the second type of critical realism (Saunders & Thornhill 2012:
136).

This study employs interpretivism, a method that highlights the significance of an individual's
character and involvement in social and cultural life (Walsham 1995). According to Carson et al.
(2001), interpretivists embrace a flexible research structure in lieu of inflexible structural
frameworks. Interpretivist scholars, according to Lin (1998), don't just search for the presence or
lack of casual interactions, as well as certain manifestations of it, which is what this study article
has done. Additionally,

An interpretivist method, which is also applied in this study, would gather the data before
analysing it, according to Walsham (1995). An interpretivist viewpoint, according to Saunders &
Thornhill (2012: 137), is very relevant for business and management research, especially in the
area of marketing.

RESEARCH APPROACH
Deductive reasoning will be the method employed in this investigation. According to Ketokivi
and Mantere (2010), deductive reasoning is the process of drawing a logical conclusion from a
series of truths and determining that the conclusion is true when all the statements are true. While
induction starts with observations and looks for a pattern within them, deduction starts with a
predicted pattern that is checked against observations (Babbie 2014: 51–52). In this study,
deductive reasoning was employed because the expected pattern was identified beforehand, and
the investigation was conducted to see whether the pattern was present in the data.

PRIMARY DATA
Primary data are those that the researcher has directly collected for a specific study endeavour and
that were not previously known (Currie 2005: 89). According to Glass (1976), primary data in a
research project refers to the initial analysis of the data. When the necessary data cannot be found
in published sources, it is conducted.

This kind of data can be gathered primarily through three methods: surveys, interviews, and
observations. While observations concentrate on gathering behavioural data and the researcher
documents anything pertinent to their research, surveys and interviews primarily include asking
respondents questions (Currie 2005: 90).

The key benefit of primary data collecting is its relevance to the research issue and, thus, its
degree of accuracy. is extremely elevated (Sindhu 2012). The questions posed by the researchers
are specifically designed to extract information that will support their investigation (IWH, n.d.).
When primary data are used, the data collection is guaranteed to be valid and dependable because
it was conducted at the time of the study. This prevents the use of obsolete information, which
can happen when secondary data are used.

Primary data collecting can be labor-intensive and time-consuming. A lot of work goes into the
process. The research may have become dated by the time the data is gathered and processed,
defeating the goal of the endeavour (Sindhu, 2012).

One drawback of using primary data is that the outcomes can frequently be biassed since the
observer interprets the events they are witnessing via the lens of their own subjective perspective
(Saunders et al., 2012). Furthermore, the utilisation of primary data is contingent upon the
cooperation of the respondents (Kothari 2004). It is possible for researchers to discover if
participants are refusing to be interviewed for their study or are not answering questionnaires.
Moreover, in the event that respondents react, there's a possibility they could provide unclear or
challenging to understand answers (Kothari 2004).

One of the key concerns with gathering primary data is ethics; the researcher needs to make sure
the right consent is granted and that the subjects are not harmed physically or psychologically.
Moreover, it's critical that participants not be taken the benefit of being easily accessible (Driscoll
& Brizee 2012).

This research study will not employ primary research since conducting the research will take a
tremendous deal of time and there are many ethical considerations that must be made. Violating
these could seriously harm the project. Additionally, conducting primary research would not be
necessary because there is a wealth of secondary data available on the research topic.
SECONDARY DATA
Re analyzing data with the goal of using improved statistical methods to address the initial
research question or generating new questions using previously collected data is known as
secondary data (Glass, 1976). According to Saunders et al. (2012), secondary data are utilised in
both explanatory and descriptive research and comprise both quantitative and qualitative data.
They continue by explaining that it might be unprocessed raw data or assembled material that has
undergone some kind of selection and summarization.

Secondary data offers significant resource savings, especially in terms of money and time (Ghauri
& Gronhaug, 2010). Stewart & Kamins (1993) reaffirm this argument by saying that employing

Researchers who use secondary data have an advantage over those who use primary data. The
reason for this is that the Before being used, data can be assessed, and any inappropriate data can
be eliminated early on (Saunders et al. 2012). Secondary research is helpful in supplying case
material for teaching and methodological development, as Corti and Thompson (1998) point out.
This is especially relevant to this research study because conducting empirical work can be
challenging. According to Long-Sutehall et al. (2010), secondary data is also very helpful because
it gives the original research a fresh viewpoint. Moreover, secondary data offer a permanent
supply of information that is very easy to check on a regular basis (Denscombe 2007).

Even while secondary data is readily available and useful, there are situations in which it is
insufficient for the intended application. of the study. This is due to the fact that it would have
been gathered for an objective distinct from the specific subject of study (Denscombe 2007). This
implies that the data may not be pertinent to the study issue, necessitating the search for
additional data sources (Saunders et al. 2012). Additionally, accessing secondary data can be
challenging, and in certain situations, obtaining the information may be expensive (Saunders et al.
2012). According to Kervin (1999), measurement bias can also affect secondary data. This bias
might take the form of deliberate data distortion or adjustments made to the data collection
process. This is due to the possibility that the study's goal is to arrive at a predetermined
conclusion. Smith (2006). In order to make sure secondary sources are trustworthy and pertinent
to the research issue, they should be thoroughly examined.

Secondary research will be used in this investigation. This is because it makes it possible to
examine earlier studies and provide a variety of viewpoints on the subject. Additionally, it will
take less time than conducting primary research, freeing up time to spend on data analysis as
opposed to data collection.
 CHAPTER 4

DATA ANALYSIS AND FINDINGS

DATA ANALAYSIS INTRODUCTION
An examination of the literature that was examined in chapter two will be included in this chapter. The
results will be examined in light of several marketing frameworks and philosophies. These will be applied
to the results to assess the functioning of social media marketing and determine whether the findings align
with the particular features of the proposed models. In addition, the results of social media—specifically,
the behaviour of consumers on these platforms—will be considered, and an analysis will be conducted to
see how these findings might alter marketing theories and frameworks.

4 PS MARKETING FRAMEWORK

The product, price, place, and promotion are the components of the marketing mix that a company uses
to reach its target market goals (McCarthy 2001). In order to put marketing planning into action, the 4 Ps
marketing mix was created (Bennett, 1997). Goi (2009) presents a conceptual framework that delineates
the concepts that marketing managers take into account while making decisions. The main presumption
is that the firm will succeed provided the appropriate choices are made and put into action regarding the
items, their price, and the methods of distribution and promotion (Doyle, 2002: 287).

The product component of the marketing mix is still crucial when employing social media marketing since
customers will always seek for goods that fulfil their needs and desires, and the rise of social media hasn't
made a difference in this regard. With a wider selection of items available, social media may make it more
difficult for a company to distinguish its products from those of its rivals. However, this does not lessen
the significance of the product.

Other elements of the marketing mix are impacted by social media. Businesses need to realise how much
social media influences the cost of their products. Customers are likely to voice their opinions on social
media if they see discrepancies in product pricing, which will harm the reputation of the brand. New
rivals may then be able to enter since they will be able to recognise the problem with pricing and present
a product to customers using a more standardised pricing approach (Cohen 2010).

Moreover, in an environment where consumers possess a greater knowledge base and a multitude of
alternatives, pricing is not considered by the 4Ps. Businesses must compete with these pricing because
consumers are searching for the best deal available.

Social media marketing is more about building relationships with customers than it is about trying to
close deals, hence it can only be partially categorised under the marketing mix (Gordhammer, 2009). In
Rothery's (2008) revised model, the 4Es are mentioned. The conventional offline marketing techniques
are the focus of the 4Ps. The product is now an experience, the location is everywhere, the cost is an
exchange, and the marketing is evangelism.

Everywhere is centred around the marketing element related to social media. Rothery (2008) emphasises
that consumers now utilise the Internet in addition to physical stores to find things. Businesses need to use
various channels and shouldn't focus all of their attention on one location as this will not reach all of their
potential clients.
Rather than having distinct foci, the 4Es place more of an emphasis on interacting with the clients
throughout the process.
This demonstrates how social media has affected old models, which now need to be modified to take into
account new technology advancements, the increasing influence of the consumer, and marketing methods.
CONSUMER BUYING BEHAVIOR -Most depictions of consumer decision-making involve
cognitive processes. Advertisements for specific products are usually the mechanism by which
consumers become aware of a demand and a potential means of addressing it (Foxall 2002: 120).
The environment, which includes social pressures, psychological factors, and purchasing
decisions, has an impact on the individual. Different aspects that will impact the decision-making
process are included in each variable (Weber & Capitant de Villebonne, 2002).
The decision process model's steps for consumer purchasing behaviour The five primary phases
of consumer purchasing behaviour are
1. Identification of the issue or need 2. Information search 3. Assessment of available options
4. Purchasing choice
5. After-purchase actions Research is Needed
The decision process model's steps for consumer purchasing behaviour The five primary phases
of consumer purchasing behaviour are
Issue/Requirement Identification
2. Information retrieval 3. Alternatives assessment
4. Purchasing choice

5. After-purchase actions Research is Needed

The decision process model's steps for consumer purchasing behaviour The five primary phases
of consumer purchasing behaviour are
1. Identification of the issue or need 2. Information search 3. Assessment of available options
4. Purchasing choice
5. After-purchase actions Research is Needed
The decision process model's steps for consumer purchasing behaviour Their primary five phases
of consumer purchasing patterns
Issue/Requirement Identification

2. Information retrieval
3. A review of the options
4. Purchasing choice
5. Post-purchase Behaviour: Research Needed
McCarthy and Perreault (2002) are the source.

According to Kotler (2006), there are five stages that customers go through before making a
purchase. The procedure makes it evident that the decision to buy is a part of a bigger one, and
marketers ought to be involved at every stage of the decision-making process (Kotler, 2006: 152).
Once customers have recognised an issue, they start looking for information. They might consult
outside resources like friends or relatives, but a lot of information hunting happens online. The
goal of this study is to develop an awareness set, or a collection of brands that may be able to
address the initial issue.

(Fahy & Jobber 2009:61). The brain processing of the advertising messages goes hand in hand
with this research (Foxhall).
SOCIAL MEDIA IMPACT
Before social media became ingrained in people's daily lives, individuals would finish their
information hunt by consulting newspapers and friends or family. In 2013, Jobber and Chadwick.
Typically, this would just provide a small quantity of data, but it would still be enough to support
their choices.

As Norris (2002) pointed out, users now have an infinite number of options and may access pages
from multiple firms with just a short search thanks to the growing popularity of social media.
There will be hundreds of companies and goods available to consumers that they may not have
known about previously, providing them with additional possibilities to broaden their awareness.
Organisations may be impacted by this since they are now in competition with more than simply
big brands. must contend with both foreign brands and tiny, obscure companies. Customers are
not restricted by the nation they are in and can learn about things from around the globe.
Businesses may find this challenging since, without recognising it, they are competing on a global
scale. Because social media enables them to market their product to consumers without incurring
the costs of large-scale worldwide marketing initiatives, marketers need to recognise the
significance of social media.
Particularly, beauty items are highly popular on social media, with numerous YouTube accounts
devoted to product reviews and providing viewers with the chance to see the product in action.
This indicates that customers are better informed than ever about the items, and social media
provides them with the resources to make wiser decisions about what to buy. As previously
mentioned by Li & Bernoff (2008), consumers define the brand; this is demonstrated by the fact
that consumers have more power over one another than over the brands themselves.

The largest influence on the assessment of options during the consumer purchasing process has
come from social media. This is due to the fact that consumers value referrals from friends and
family more than they do brand names, hence some marketing initiatives might not be enough if
they have access to networks where they can get opinions from other customers. Customers now
have multiple ways to assess the products in their awareness set because to the rise of blogs and
the popularity of users reviewing and commenting on things on Twitter and Instagram. These are
very popular, which lends credence to Woodall and Colby's (2011) assertion that people use
social media to share with like-minded people and ask for guidance.

Social media marketing is explained by the consumer buying process, which takes into account
the impacts on consumers when they establish their awareness. However, more focus needs to be
placed on this in order for it to be more relevant for social media marketing. on the information
lookup, especially from outside sources.

Prior to social media, the business would have a major role in the purchasing process. However,
as consumer power has shifted away from brands, marketers must include social media into their
campaigns to remain relevant in the eyes of consumers. It is vital for marketing managers to
acknowledge the significance of maintaining a robust presence throughout the entire process and
guarantee that the information customers are acquiring is advantageous for the brand's reputation.
SEGMENTATION, TARGETING AND POSITIONING
Market segmentation is crucial for determining marketing strategies, as it helps identify
individuals with similar characteristics and differentiate offerings for different customers. Social
media marketing allows companies to target specific consumer groups, reducing costs and
providing free marketing data. Social media provides valuable information about consumers,
allowing marketers to understand their interests and tailor their offerings accordingly.

Targeting is a key aspect of social media marketing, as only 22% of consumers have a positive
attitude towards social media advertising. Marketing managers must ensure their promotional
activities are aimed at the correct segment of the market, as only a small percentage of consumers
react positively to advertising.

In today's cluttered internet and communications landscape, understanding the importance of

segmentation, targeting, and positioning is essential for marketing efforts on social media.
Without these elements, marketing efforts will be ineffective, as they may not reach the right
audiences.

PORTERS GENERIC STRATEGIES

By proposing three generic strategies and recommending that each organization's management
adopt and adhere to one of the strategies in order to succeed, Porter made a substantial
contribution to the creation of strategies (Adcock et al. 2001: 410).

Adcock and Coulter discuss cost leadership, differentiation, and focus strategies. Cost leadership
involves having the lowest costs in the industry, allowing for lower prices and profit.
Differentiation involves creating superior marketing offerings through brand building. Focus
strategy targets niche customer groups, segmenting them based on geographical, customer type,
or product line.
The cosmetics industry employs various strategies, including differentiation, cost leadership, and
focus strategies. Porter's generic strategies have been widely adopted in traditional business
contexts, but their application to social media marketing remains uncertain. Cost leadership is a
popular choice for online businesses, as consumers prioritize price. Social media allows firms to
quickly adjust prices, enhancing price flexibility and efficiency. However, differentiation on
social media is challenging due to the lack of potential points of distinction. Focus strategies
target specific groups, product lines, or geographic areas, making social media an ideal medium
for implementing these strategies. Marketing managers must be aware of the challenges of
differentiating products in an online environment with numerous similar products. Social media
marketing strategies must consider consumer access to information and alternatives.

PORTERS FIVE MODEL

Porter (1979) argues that the five forces—the threat of new entrants, suppliers' and consumers'
negotiating power, the threat of alternative products, and rivalry amongst competitors—determine
the type and intensity of competition in an industry.

Social media plays a crucial role in meeting the needs of consumers and reducing the threat of
substitutes in the industry. Porter's work highlights the importance of understanding the intensity
of rivalry, threat of entry, and buyer-supplier power in determining a business's entry strategy. In
the cosmetic industry, high internal rivalry and the influence of large corporations on brand
acquisitions contribute to this competition. Social media provides consumers with easier access to
information about products and suppliers, increasing their buying power. Additionally, social
media marketing reduces barriers to entry, allowing larger brands to face competition from
smaller entrants. However, Porter suggests that the level of barriers to entry may vary depending
on the industry. Social media also enables new approaches to meeting needs and functions,
creating new substitutes. However, due to the constant creation of new consumer needs,
marketers cannot truly fulfill all needs and wants.

DISCUSSION
Social media has become an integral part of people's lives, particularly in the cosmetic industry,
where consumers heavily rely on others for building awareness and making purchasing decisions.
Social networking sites like Instagram, YouTube, and Twitter allow consumers to voice their
opinions and views on brands and products. Traditional marketing models, such as Porter's five
forces, need to be adapted to social media marketing, as they are not as relevant to social media as
traditional methods. Marketing managers should be more involved in the marketing process, as
consumers seek to build relationships with the brand rather than being sold to by the brand. By
involving bloggers in their marketing strategy, brands can gain more trust from consumers and
enhance their online presence.
The decision process model's steps for consumer purchasing behaviour The five primary phases
of consumer purchasing behaviour are
1. Identification of the issue or need 2. Information search 3. Assessment of available options
4. Purchasing choice
5. After-purchase actions Research is Needed
The decision process model's steps for consumer purchasing behaviour

The five primary phases of consumer purchasing behaviour are

1. Identification of the issue or need 2. Information search 3. Assessment of available options
4. Purchasing choice
5. After-purchase actions Research is Needed

ANALYSIS OF RESEARCH DATA

1) Are you familiar with the advertising strategies used by the company?
1) TABLE Awareness about Company’s advertising Strategies
No. of respondents Percentage (%)
Totally aware 25 50
Partially aware 20 40
Not aware 5 10
Total 50 100

Awareness about company’s advertising strategies

 PERCENTAGE OF RESPONDENTS
Totally Aware Partially Aware Not Aware

10%

50%

INFERENCE-

10% of respondents don't know anything about cosmetics advertising methods, 40% of
respondents just know a little about them, and 50% of respondents are well aware of them.
These results demonstrate that most respondents are aware of the promotional tactics used to
promote Forever Living products. Customers of Forever Living are aware of the different goods
and services they are acquiring in this way, and they make well-informed judgements before
making purchases.

2)Experience in Cosmetic Industry

0-2 Years 2-4 4-6 Years More than TOTAL

Years 6 Years
No. of 10 5 10 25 50
respondents
Percentage (%) 20 10 20 50 100

Fig:Experience of respondents in cosmetics industry

 Number of Respondents
0-2 Years 2-4 Years 4-6 Years More than 6 years

20%
10%

50%

INFERENCE:
Twenty percent of respondents had no experience at all, ten percent have experience between two
and four years, twenty percent have experience between four and six years, and fifty percent have
experience beyond six years in the cosmetic sector.
The majority of respondents, according to these findings, have extensive experience in the
cosmetics market, which improves their performance in their Forever Living cosmetics business.
This implies that consumers are more likely to be swayed by commercials when making
judgements about what to buy if they have a greater amount of experience utilising Forever
Living products.

3)Do you think advertising attracts attention on Forever Living Cosmetic Products?
 YES NO TOTAL
No. of respondents 35 15 50
Percentage (%) 70 30 100

Forever Living Cosmetics Products

Number of Respondents
Yes No

30%

70%

INFERENCE-
According to the data, 70% of respondents concur that Forever Living Cosmetic Products get
attention via advertising, while 30% disagree.
According to the respondents, advertising gives consumers access to a variety of information
on cosmetics items, such as the products' ingredients, manufacturing location, level of quality,
and advantages of using them.
04) Advertising Influences Consumer Buying Behavior by Creating Desire

Strongly Agree Disagree Strongly TOTAL

agree disagree
No. of 20 10 15 5 50
respondents
Percentage (%) 40 30 20 10 100

Fig: Advertising Creates Desire for Forever Living Cosmetics Products

 Number of Respondents
Strongly Agree Agree Disagree Strongly Disagree

10%

20% 40%

INFERENCE:
It reveals that 40% of respondents strongly agree that advertisements arouse consumers' desire
for forever living cosmetic products, 30% of respondents agree with this statement, 20%
disagree with this statement, and 20% strongly disagree with the assertion that advertisements
incite consumers' desire for eternal living cosmetic products.
According to these results, advertising may have an impact on consumer purchasing decisions
by encouraging consumers to choose Forever Living cosmetics over competing brands. Those
who use Forever Living cosmetics for the first time are more likely to be persuaded to use the
brand after watching commercials.

05)Product Quality Product Quality

Strongly Agree Disagree Strongly TOTAL

agree disagree
No. of 20 10 15 5 50
respondents
Percentage (%) 40 30 20 10 100

Number of Respondents
Strongly Agree Agree Disagree Strongly Disagree

10%
20% 40%

30%
 INFERENCE:
It reveals that 40% of respondents strongly agree, 30% agree, 20% disagree, and 20% strongly
disagree that product quality influences consumer behaviour.
These results demonstrate how the advantages of a product affect consumers' purchasing
decisions. When commercials make consumers aware of a product's quality, they are more
inclined to begin using it.

06) Influence of Product Ingredients on Consumer Buying Behavior

Strongly Agree Disag Strongly TOTAL

agree ree disagree

No. of 42 4 2 2 50
respondents
Percentage 84 8 4 4 100
(%)

Product Ingredients Influence Consumer Buying Behavior

 Number of Respondents
Strongly Agree Agree Disagree Strongly Disagree

8%

4% 4%

84%

INFERENCE-
It demonstrates that 84% of respondents firmly concur that product ingredients unquestionably
affect consumers' purchasing decisions. Eight percent of the respondents concur as well.
However, 4% of the participants contest the notion that product ingredients impact consumers'
purchasing decisions. Four percent of the participants strongly disagree with the same.
These results demonstrate how product constituents affect consumers' purchasing decisions. This
demonstrates that consumers are more likely to begin using a product after learning about its
contents from advertising.

07) Influence of Product Price on Consumer Buying Behavior

Agree Disagree TOTAL

No. of respondents 37 13 50

Percentage (%) 74 26 100

 Fig : Product Price Influences Consumer Buying Behavior

Number of Respondents
Agree Disagree

26%

74%

INFERENCE
The data indicates that while 26% of respondents dispute that product price influences customer
buying behaviour, 74% of respondents agree that it does.
These results demonstrate how product prices affect consumers' purchasing decisions. This
demonstrates that after learning a product's pricing through advertising, customers are more
inclined to decide to buy it.

08) Influence of Models Used in Advertisement on Consumer Buying Behavior

Agree Disagree TOTAL

No. of respondents 47 3 50

Percentage (%) 94 6 100

 Number of Respondents
Agree Disagree

6%

94%

INFERENCE
The data indicates that 94% of respondents concur that models shown in commercials have an
impact on consumers' purchasing decisions, whereas 6% disagree.
These results demonstrate that consumer purchasing behaviour is impacted by models featured in
advertising and that customers are more likely to purchase a product as a result of being swayed
by the model.
9) Influence of Brand Name on Consumer Buying Behavior

Agree Disagree TOTAL

No. of respondents 37 13 50

Percentage (%) 74 26 100

 Fig : Brand Name Influences Consumer Buying Behavior

Number of Respondents
Agree Disagree

26%

74%

INFERENCE
It reveals that while 26% of respondents dispute that a brand's name influences consumers'
purchasing decisions, 74% of respondents think that it does.
These results demonstrate how brand names affect consumers' purchasing decisions. This
indicates that the brand name that appears in commercials has a greater influence over consumers'
decisions to purchase a product.

10) Influence of Product Color on Consumer Buying Behavior

Agree Disagree TOTAL

No. of respondents 10 40 50

Percentage (%) 20 80 100

 Fig 4.10: Product Color Influence Consumer Buying Behavior

Number of Respondents
Agree Disagree

20%

80%

INFERENCE

This indicates that while 80% of respondents dispute that product colour effects customer buying
behaviour, 20% of respondents think that product colour does.
These results demonstrate that product colour has little effect on customers' purchasing decisions.
This implies that certain customers might be persuaded to buy a specific product because they
have a preference for or connection to a particular colour. However, the majority of customers
don't actually care about the product's colour.

FINDINGS

The majority of respondents are aware of advertising strategies used in advertising Forever
Living products, enabling customers to make informed decisions before purchasing. Many have
vast experience in the cosmetics industry, making them more likely to be influenced by
advertisements. Advertising helps consumers find information about the products, including their
origin, ingredients, quality, and benefits. Fist-time users are more likely to start using Forever
Living products after seeing advertisements. Models used in advertisements influence consumer
buying behavior, and consumers are more likely to make a purchase based on the name of the
brand. Some consumers may be influenced by color preferences, but most are not concerned
about the color of the product. Women engage more in the forever living products business. The
integrated marketing communication mix, including special events, word of mouth, magazine
advertising, social media, DVD advertising, and print-outs, plays a key role in consumers'
adoption and product knowledge.
 CHAPTER

CONCLUSION

1.1 INTRODUCTION
The results that were shown in the earlier chapters will be summarised in this chapter. It will look
at the most important conclusions drawn from the studied literature and assess any possible
ramifications.

1.2 SUMMARY OF FINDINGS

Quinones (2012) highlights the growing importance of social media in businesses as consumers
increasingly turn to it for information. As people increasingly use social media for building their
knowledge base, brands are adapting to this shift. Social media provides consumers with a sense
of trust, allowing them to access blogs and networks to see others' opinions about the brand.
However, this power can hinder brand marketing plans. While social media is effective in
reaching a global audience, it is crucial for companies to focus on it as much as traditional
methods. Regular updates and content checking are essential to prevent third-party comments
from hindering the brand image.
IMPLICATIONS
The study's findings give managers knowledge about social media marketing that they may
find useful in the future.

Managers can reach a wider audience with social media; but, to make social media a
successful marketing tool, managers must maintain social media sites updated and active, as
customers frequently check social networks, particularly while making purchases.
Additionally, as consumers seek advice from others when making decisions, businesses want
to encourage clients to provide favourable reviews on social media. This would greatly boost
social media's potency as a marketing instrument.

Additionally, managers ought to strive to establish a rapport with their clients, and social
media makes this easier to do. media, managers will be able to convert clients into devoted
lifelong supporters of their business by doing this. Developing these connections will also
assist brands in getting insightful feedback and improving their offerings for the benefit of
customers. Additionally, it will allow the company stay active and have an impact on
decisions made about their products throughout the consumer buying process.

Future research could concentrate on males in the same business or on a certain age group, as
the study was mostly focused on women in the cosmetics industry. Additionally, the research
was primarily focused on findings from the United States and Europe; additional research
might be carried out in other nations to determine if Social media marketing efficacy is
influenced by culture. Additionally, as social media may not be appropriate for every
industry, the focus can be on a different sector of the economy.

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