Title: the standards of free-of consumers II. Consumers behavior

Title:
Understanding Consumer Purchase of Free-of Cosmetics: A Value-driven TRA
Approach

 

Thesis
Statement: The free-of trend not just challenges as it also benefits the
cosmetic companies because they are given an opportunity to set up new
marketing strategies to meet the standards of free-of consumers

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      I.       
The free-of trend
concerns dangerous ingredients or chemicals that may harm the skin

A.    Cosmetic consumers are avoiding products that contain
paraben, which is a group of preservatives commonly used in cosmetic products

B.    This caused a number of cosmetic companies to eliminate
paraben in their products

C.    The free-of trend not just challenges as it also benefits
the cosmetic companies because they are given an opportunity to set up new
marketing strategies to meet the standards of free-of consumers

     II.       
Consumers behavior towards
the cosmetics that the industry offers

A.    The use of Paraben ingredients on cosmetics and how it
affects the consumers behaviour in their willingness to purchase certain
products.

B.    The difference between values and attitudes that consumers
hold that affect their behaviour.

    III.       
This study allowed the
researchers to determine how the values and subjective norm of free-of
consumers influence their buying behavior.

A.    A mixed methods approach was conducted in order to collect
information concerning one’s cosmetic choice

B.    The qualitative approach 
consisted of 9 in-depth interviews with free-of consumers

C.    The quantitative data was collected by administering online
surveys about 250 female consumers’ attitudes, values and subjective norm
toward paraben-free products and willingness to purchase them.

a.     It was also found with the use of this approach that the
free-of trend is more common in larger cities compared to smaller cities.

   IV.       
 

    V.       
ln conclusion, the
study showed that the factors affecting consumer behavior of free-of cosmetics
are socially influenced and value

A.     This study is
related to the group’s research topic, which is the relevance of consumer
behavior to marketing strategies of make-up brands, and in this case, the
concernment of consumers about the hazardous chemicals and ingredients used in
cosmetics led to cosmetic companies following the trend as well to be able to
provide the demands of cosmetic consumers.

 

 

SUMMARY

The
free-of trend concerns dangerous ingredients or chemicals that may harm the
skin. Cosmetic consumers are avoiding products that specifically contain
paraben, a group of preservatives commonly used in cosmetics. This resulted in
numerous cosmetic companies eliminating the use of paraben from their products.
The free-of trend not just challenges as it also benefits the cosmetic
companies because they are given an opportunity to set up new marketing
strategies to match the standards of free-of consumers.

 

This
study allowed the researchers to determine how the values and subjective norm
influence the behavior of free-of consumers. A mixed methods approach was
conducted in order to collect information concerning one’s cosmetic choice. The
quantitative approach consisted of 9 in-depth interviews with Danish female
consumers who consider themselves as followers of the free-of trend. On the
other hand, the quantitative data of the research was collected by administering
online surveys that are distributed through social media and e-mail to 250
Danish participants. The survey is regarding their sightings on paraben-free
cosmetics and willingness to purchase them. The average age of the participants
is 32 years old, most of their ages ranged from 20-29 years old and they had
higher education compared to the participants of ages 30-39 years old. Through
this approach, it was found that most paraben-free consumers are from larger
cities.

The
semi-annual European Social Surveys of 21 items value instrument was used in
order to measure Schwartz’s values. In this method, it resulted that some
values are corresponding to one another. This caused an aggregation of some
values. To measure their attitude about paraben-free cosmetics, they were
guided by the Basis of Hansen (2008), this was answered by rating how strongly
they agreed with the 3 questions provided. Lastly, as for the subjective norm and
willingness to purchase free-of cosmetics, 2 questions for each topic were
given to be answered by rating it how well they agreed with the questions
provided.

 

In
conclusion, the study showed that the factors affecting consumer behavior of
free-of cosmetics are socially influenced and value driven. This study is
related to the group’s research topic, which is the relevance of consumer
behavior to marketing strategies of make-up brands, and in this case, the
concern of consumers about the hazardous chemicals and ingredients used in
cosmetics resulted to cosmetic companies following the free-of trend as well to
be able to provide the demands of the cosmetic market.