The Effect of Beauty Advertisement on Females' Purchasing Behaviour

Lim, Hue San (2022) The Effect of Beauty Advertisement on Females' Purchasing Behaviour. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Beauty advertisements have brought negative impacts to society as it has caused females to have lover self-esteem which lead to mental health issues, identity issues and even body dysmorphic disorder, thus purchasing beauty products to fulfill their desire to become beautiful. However, beauty advertisements nowadays started to include more normal attractive models and testimonials in beauty advertisements to create realistic beauty standards. Besides, the changes were to meet the expectations from pop culture and what the cosmetic product is capable of, and which marketing methods are most suitable for advertisers to utilize to influence females purchasing behaviour in a positive way. The purpose of this research is to: Find out how beauty advertisements have affected Malaysian female purchasing behavior, Study how female purchasing behavior works and Study the relationship of purchasing behavior and beauty advertisement. Quantitative research will be used in this study and the sampling method will be simple random sampling. This study will be targeting 200 females that live in Malaysia as respondent of the survey.