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INTRODUCTION
Background of the Study
Women in today’s generation are fond of buying cosmetic products and became
part of their daily routine as part of the beauty standard of society. Lip makeup products
particularly lips stick, lip tint, lip gloss, lip liner and lip balm are used to improve or alter
the appearance of the face and texture of the lips. They are generally mixtures of chemicals
compounds, some being derived from naturals sources and many being synthetics
(Schneider, 2005). With many available options for beauty products these days, it is
evident that the cosmetics market has grown exponentially in the past few years. Desire
for a youthful appearance has nurtured and groomed the cosmetics industry and new
product development. Increasing popularity of organic lip care and make up products and
rising demand for anti-aging products is expected to trigger the demand for lip makeup
products globally. Moreover, increasing consciousness about physical appearance in the
public among millennial women all around the world and rising number of working
women is a key growth driver of the global lip makeup product market. According to
Statista, 2022 the revenue of the lip cosmetic market in the Philippines increased in 2021
to 87.6 million US dollars. The vast majority of consumers in the Philippines use lip
cosmetic to enhance their well-being and boost their self-esteem.
Kotler and Keller (2009) Consumers buy products according to their needs,
preferences and buying power. Consumer buying behavior depends on his/her perception,
self-concept, social and cultural background and their age and family cycle, their attitudes,
beliefs values, motivation, personality, social class and many other factors that are both
internal and external. Specifically, the attitudes of consumers can have a significant effect
on buying behavior.
Consumer behavior refers to the study of how people make buying decisions, it
attempts to understand how buyers choose, use and dispose of products and services, as
well as the various stages people go through before making a purchase.
To understand customer behavior, marketing experts usually examine the buying
decision processes, particularly factors that trigger customers to purchase a product such
as price, product, place, and promotion. Engel, Blackwell, and Mansard (2021) state that
consumer behavior the actions and decision processes of people who purchase goods and
services for personal consumption. The study of consumer buying behavior is most
important for marketer’s as they can understand the expectation of the consumers and helps
to understand what makes a consumer buy a product. It is important to assess the kind of
products liked by consumers so that they can release them to the market.
Marketing strategy refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. According to Philip Kotler “Marketing Mix is
the set of controllable variables that the firm can use to influence the buyer’s response.
The controllable variables in this context refer to the 4 ‘P’s [product, price, place
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(distribution) and promotion]. Each firm strives to build up such a composition of 4‘P’s,
which can create highest level of consumer satisfaction and at the same time meet its
organizational objectives.
Abideen and Latif (2011) in their study paper found that there is an impact of
advertising on consumer buying behavior. Students need to learn how to correctly manage
their buying behavior. It is a significant factor for their growth. Having a correct use of
marketing strategy will benefit for their future. A secured future happens if you start
preparing today.
This research will focus on women’s buying behavior on cosmetic products with
the input of marketing strategies on 3rdyear BSBA S.Y 2022-2023 (Bachelor of Science in
Business Administration major in Marketing- course)
The researchers conducted this study to know what kind of lip cosmetic products
are being purchased by women on 3rd year BSBA S.Y 2022-2023 (Bachelor of Science in
Business
Administration major in Marketing- course)
The researchers also firmly believed that this topic is timely as well as useful in
today’s generation. With all above scenarios, the researchers were motivated to know
women’s buying behavior on cosmetic products input to marketing strategies.
Lastly, the purpose of this study is to determine the level of buying behavior on
women’s cosmetic products.
Statement of the Problem
Generally, this study aims to determine the level of buying behavior on women’s cosmetic
products with the input to marketing strategies on 3rd year BSBA (Bachelor of Science in
Business Administration major in Marketing- course). Specifically, this study sought to
answer the following questions.
1. What kind of lip make- up’s are being purchased by women?
2. What is the level of buying behavior on women’s cosmetic products in terms of
Product, Price, Place, and Promotion?
3. What input can be derived from the results of the study?
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Theoretical Framework
The theoretical underpinning of this study is based on marketing strategy and
according to Philip Kotler, it the set of controllable variables that the firm can use to
influence the buyer’s response. The controllable variables in this context refer to the 4 ‘P’s
[product, price, place (distribution) and promotion]. Kotler’s defines the following 4ps as:
Product
Refers to goods and services offered by the organization for sale.
Price
Price is the amount charge for the product or service.
Place
The company undertakes to make the product accessible and available to the target
customer.
Promotion
Promotion is the process of informing, persuading and influencing a consumer to
make choice of the product to be bought. Promotion is done through means of personal
selling, advertising, publicity and sales promotion.
Conceptual Framework
Independent Variables Dependent Variables Input
Figure 1. Schematic diagram showing the independent, dependent variables, and the
input of the study
Demographic
Profile
• Age
• Estimated
Monthly
allowances
Level of buying
behavior of BSBA
3rd year students on
cosmetic products.
• Product
• Price
• Place
• Promotion
Marketing
Strategy of
Cosmetic
Products on
Women’s
Buying
Behavior
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Significance of the Study
The following are the stakeholders of this study:
Students/Customers. This study provides the students, as well as the customers the
information to understand the level of buying behavior . With this, they can easily gather
more information that they can use in their purchasing decision
Entrepreneur. This will help the entrepreneurs to discover effective marketing strategy
in selling cosmetic products.
Community. This study will be beneficial to the community as they can use the findings
of the research on their buying decisions.
Future Researchers. To provide additional information to other researchers interested in
conducting additional research in the topic
Scope and Delimitation
This study is limited only to women’s buying behavior on cosmetic products
specifically, it is only limited in particular type of cosmetic product for lips (lip tint,
lipstick, lip gloss, lip liner and lip balm) as perceive by the participants of the study. The
study was carried out in the Capiz State University Main Campus City of Roxas. The data
will be collected through electronic modified survey questionnaires via Google form from
the selected 123 respondents of the said School Campus.
METHODOLOGY
Research Design
The research design used in the study was a quantitative type of research in a
descriptive design. Quantitative research allows the researchers to conduct simple to
extreme statistical analysis of data. Descriptive research is defined as a research method
that describes the characteristics of the population or phenomenon that is being studied.
Purposive judgmental sampling was used in choosing the participants. This technique
relies on the judgment of the researcher when choosing who to ask to participate.
Location of the Study
This study was conducted at Roxas City, Capiz during the school year 2022-2023.
Respondents of the study
The participants of the study are the 123 female students of the total population of
3rd year marketing students at Capiz State University – Main Campus for the school year
2022-2023.
Data Gathering Instrument
To follow the quantitative nature of the research, the instrument of this study was
a modified research electronic questionnaires to measure the level buying behavior on
women’s cosmetic products. The survey was composed of 22 item questions divided into
