BEHAVIOUR OF BEM FEMALE STUDENT TOWARD

PURCHASING BEAUTY PRODUCT BASED ON

ADVERTISMENT
PREPARED BY :
KALA DEVI A/P GANESON (BEM1226F3)
SHALINI A/P GENESEN (BEM1227F3)
YOGAPPRITHI A/P RAWIBAHADOR (BEM1226F3)

4003YPCBMB ACADEMIC
STUDY SKILLS

Introduction
PROBLEM STATEMENT/ BACKGROUND OF STUDY
Advertising used properly is a major tool in the hands of
marketing managers which helps enable them to sell products,
services and ideas.

The idea is to sell products to the consumers. This has been
proved by the fact that companies are investing a lot of time and
resources into developing ad campaigns for their products.

Advertisement also play huge role in selling products as its will
influence the thinking of consumer and affect their behaviour on
purchasing the products.

The purpose of this study was to measure the correlation and
impact of beauty product advertisement on the purchasing
behaviour of the BEM female student in College YPC towards the
beauty product.

As well as it will also helpful for the social sciences and
psychological students to analyze the thinking of students about
the buying of beauty products.
RESEARCH OBJECTIVES

The objectives of this research/study are to:


measure the impact of beauty products
advertisement on BEM female student of
College YPC towards their behaviour in
purchasing beauty products.

to measure the effectiveness of advertisement
on influencing buyers






Main Question :
How the beauty products advertisements affect the
behaviour of the BEM female student of College
YPC towards purchasing the beauty products?

Sub Question :
How effective is the beauty products
advertisements in influencing buyers?
Type of advertisement that influencing buyers
more?
RESEARCH HYPOTHESIS

The study was hypothesized as:

a positive and significant correlation exists between beauty
products advertisement and buying behaviour of the BEM
female students towards beauty products; and

beauty products advertisement has a significant positive
impact on buying behaviour of the BEM female students
towards beauty products.


VARIABLE

There were (2) two variables of this study which is :

Beauty products advertisement as independent
variable

Buying behaviour of university students towards
beauty products as dependent variable.



METHOD OF DATA COLLECTION


The data collection for this research is by
conducting a survey that using questionnaire
form to fill by the respondents some face to face
enquiry.



The data collection method chosen for this
study was random sampling which is a form of
probability sampling..

A questionnaire was developed contained
nineteen questions regarding factors of
deceptive beauty advertising and students
buying behaviour.

The response rate was 94.667% because total
distributed questionnaires were 150 out of
which 142 were retrieved.





Population

to investigate the buying behaviour of college
students towards the beauty products, students of
College Teknologi YPC-iWeb were choose as target

Sample

The sample group that were chose is only 50 of female
students out of 1400 students. The purpose of
choosing female students is because their will show
more interest in beauty products compare to male
students.


The data collection method chosen for this study was
random sampling which is a form of probability
sampling..

In order to investigate the buying behaviour of college
students towards the beauty products, students of
College Teknologi YPC-iWeb were choose as target.
Only female students were selected randomly.

The sample group that were chose is only 50 of female
students out of 1400 students. The purpose of choosing
female students is because their will show more interest
in beauty products compare to male students. All 50 of
students that been choose is from BEM intakes.


Cont
Sample Group Framework







No Name Intake
1 Amena Nurul Ain bt Herlee BEM1225F3
2 Anis Juwairiyah bt Shahabuddin BEM1225F3
3 Erli Erfina bt Marzuki BEM1225F3
4 Fathmaayuni bt Selamat BEM1225F3
5 Noor Shafiqa Bt Abdul Karim BEM1225F3
6 Nor Zalifah bt Kazulnizam BEM1225F3
7 Nur Atikah Bt Azman Shah BEM1225F3
8 Nur Fadhilah bt Johari BEM1225F3
9 Nur Mira Shafiera bt Moktar BEM1225F3
10 Nur Syazwani bt Mohd Salleh BEM1225F3
Cont
The types of research that were used in this
study are correlational research.

Correlational research refers to the systematic
investigation or statistical study of relationship
among two or more variables, without
necessarily determining cause and effect.

METHOD OF DATA COLLECTION

The data that use for this research is primary data
as the method is used is questionnaire and face
to face interview.

The data collection for this research is by
conducting a survey that using questionnaire
form to fill by the respondents some face to face
enquiry.

This method was chosen because in order to
have reliable results and the research met this
objective well
METHOD OF DATA COLLECTION

Questionnaires

Questionnaires are a list
of a research or survey
questions as to the
respondents and also to
design to extract specific
information.

Face to face interview

Face to face communication is
a mode of conveying and
retrieving information
through direct interaction
between the sender and
receiver.

MEASUREMENT AND SCALE

Systematic investigation or statistics analysis was used
in order to show the consequences and impact of beauty
products advertisement on the buying behaviour of BEM
female students towards beauty products.

The mean and standard deviations of each factor was
calculated.

Pearsons correlation technique was used to know the
relationship between the beauty products advertising
and the buying behaviour of BEM female students
towards beauty products.

Cont
The effectiveness of advertising is really quite simple to
measure.

First, the purpose of advertising is to persuade potential
buyers that they want and need what you have to offer.

Successful advertising creates and nurtures that sense of
need, and then incites people to get up and go get
whatever you are promoting.

Cont
Reliability of scale

Instrument was developed which contained few questions.

Two variables were computed; one was dependent
variable; and second was independent variable.

Some questions were the part of dependent variable and
some questions were the part of independent variable.

THEORETICAL FRAMEWORK


Beauty Products Advertisement Buying Behaviour Students
towards Beauty Products

Theoretical Framework 1

Beauty products advertisements have a positive and
significant relationship with the buying behaviour of
BEM female students towards beauty products in
College YPC.

Cont
Beauty Products Advertisement Buying Behaviour of Students
towards Beauty Products

Theoretical Framework 2

Beauty products advertisements have a positive and
significant impact on the buying behaviour of BEM female
students towards beauty products in College YPC.


REFERENCES
Fouzia Ali, Ali Raza, Syed Usman Izhar, Aamir Mehmood, Muhammad Shoaib,
Waqas Amin, Muhammad Adnan. Attraction of students towards beauty
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No.3 | June-2011

Beard, F. K. (2003). College Student Attitudes toward Advertising's Ethical,
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Fred K. Beard (2003). College Student Attitudes toward Advertisings Ethical,
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228.

writepass.com(2012), Impact of advertising on Consumer and Buyer
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Goldsmith, R. E., and Lafferty, B.A. Consumer response to websites &
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Sandage, Charles H., & John, Lackenby. (1980). Student attitudes
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Khattak, K. J. & Khan, A. M. (2009). General Attitude of College
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