Factors influencing consumer perception regarding cosmetics ...

FACULTY OF EDUCATION AND BUSINESS STUDIES Department of Business and Economics Studies

Factors influencing consumer perception regarding cosmetics purchase

A study on Bangladeshi consumers

Krisnendu Mahalder Syed Millatur Rahman

2020

Student thesis, Master degree (one year), Credits Business Administration

Master Programme in Business Administration (MBA): Business Management Master Thesis in Business Administration 15 Credits

Supervisor: Olivia Kang

Examiner: Ehsanul Huda Chowdhury

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II

Abstract

Aim and method: This study aims to investigate the consumer behavior of the cosmetics

customers and the consumer perception about the available local and foreign branded

cosmetics products in Bangladesh. To achieve the purpose of the study, an effective

mixture of qualitative and quantitative method has been utilized by conducting interviews

and online survey with local businesspersons and consumers of cosmetics in Bangladesh

respectively.

Result and conclusion: Consumer perception regarding cosmetics products in

Bangladesh is influenced by seven factors identified in this study. They are country of

origin, psychological attributes of the consumers, place where product is sold, external

attributes, quality, consumers’ own characteristics and finally increased disposable

income of the consumers. We identified all but one of these factors from the existing

literature and our analysis showed that findings of the existing literature support our

study. One new factor found in the course of this study is that the increasing number of

middle to affluent consumers in Bangladesh is another crucial factor that motivates

consumer perception towards cosmetics in the context of Bangladesh.

Contribution: The study contributes to literature coherent with consumer behavior and

consumer perception regarding the customers of cosmetics products in Bangladesh. As

the literature has remained unexplored in context of Bangladesh, this paper would be an

insight for local and foreign branded cosmetics regarding how the consumers see the

market and the factors that influence their purchase, preference and loyalty decisions.

Furthermore, through the findings of the study, recommendations can be prescribed for

the local cosmetics manufacturers to strengthen their market share in the future.

Keywords: Perception, Consumer perception, Factors Influencing Consumer Perception,

Cosmetics Consumers in Bangladesh.

III

Acknowledgements

We are truly grateful to our supervisor Dr. Olivia Kang who gave us invaluable support

and regular feedbacks to fine-tune our analysis. We would also like to show our gratitude

towards our examiner Dr. Ehsanul Huda Chowdhury for his constructive feedback.

Furthermore, we are thankful to all the participants who took part in the interviews and

online feedback poll which were vital for this study and enriched our analysis. Without

the help of all the above-mentioned participants, this paper would not have been possible,

and we are greatly indebted to them.

IV

Table of Contents

1. INTRODUCTION .................................................................................................. 1

1.1 Background ........................................................................................................... 1 1.2 Overview of the Cosmetic Industry of Bangladesh ........................................... 3 1.3 Problem Identification ......................................................................................... 3 1.4 Aim & Research Questions .................................................................................. 5 1.6 Delimitation ........................................................................................................... 5

1.7 Disposition ............................................................................................................. 6

2. Literature Review ................................................................................................... 7 2.1 Consumer Behavior .............................................................................................. 7

2.2 Consumer-decision making process: .................................................................. 8 2.3 Consumer perception ......................................................................................... 11 2.4 Factors influencing Consumer Perception ....................................................... 12 2.5 Consumers in Bangladesh .................................................................................. 12 2.6 Trend for consumers of Bangladeshi cosmetics ............................................... 13

2.7 Theoretical framework....................................................................................... 14

3. METHODOLOGY ............................................................................................... 16 3.1 Philosophical Stance ........................................................................................... 16

3.1.1 Ontology ....................................................................................................... 16

3.1.2 Epistemology ................................................................................................ 16 3.2 Research Design .................................................................................................. 17

3.3 Unit of Analysis ................................................................................................... 17

3.4 Research Approach ............................................................................................ 18

3.5 Operationalization .............................................................................................. 19 3.6 Selection of Market Players ............................................................................... 20

3.7 Selection of Interview Participants ................................................................... 21 3.8 Interview Process ................................................................................................ 22 3.9 Analysis Method ................................................................................................. 23

3.10 Trustworthiness, Reliability, and Validity ..................................................... 24 3.11 Ethical Consideration ....................................................................................... 25

3.12 Summary of Research Process and Methodology ......................................... 25 3.13 Limitations of the Methodology ...................................................................... 26

4. Empirical Study .................................................................................................... 28 4.1 Empirical evidence from Interviews ................................................................. 28

4.1.1 Country of Origin ........................................................................................ 28

4.1.2 Psychological Attributes of Consumers ..................................................... 29 4.1.3 Place where product is sold......................................................................... 30 4.1.4 External Attributes ...................................................................................... 30

4.2 Empirical evidence from Online Survey .......................................................... 32

4.2.1 Quality .......................................................................................................... 32 4.2.2 Consumers’ own Characteristics ............................................................... 33 4.2.3 External Attributes ...................................................................................... 33

4.3 Summary of the Empirical Findings ................................................................. 33

5. ANALYSIS/DISCUSSION .................................................................................. 35 5.1 Country of Origin as a factor of Consumer Perception .................................. 35 5.2 Psychological Attributes as a factor of Consumer Perception ....................... 35

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5.3 Place where product is sold as a factor of Consumer Perception .................. 36

5.4 External Attributes as a factor of Consumer Perception ............................... 36

5.5 Quality as a factor of Consumer Perception .................................................... 36 5.6 Consumers’ own Characteristics as a factor of Consumer Perception ......... 37 5.7 New Factor identified from the Findings ......................................................... 37

6. CONCLUSION ..................................................................................................... 42 6.1 Factors Influencing Consumer Perception of Cosmetics Consumers in

Bangladesh ................................................................................................................ 42 6.2 Answer to the Research Question ..................................................................... 42 6.3 Theoretical Contribution ................................................................................... 43 6.4 Managerial Contributions .................................................................................. 43 6.5 Reflections on the Study and Suggestions for Future Research ..................... 44

REFERENCES ............................................................................................................. 46

Appendix ....................................................................................................................... 54 Appendix 1: Questionnaire for interviews ............................................................. 54

Appendix 2: Questions of the Facebook Online survey. ....................................... 54

VI

List of Tables

Table 1 - Structural Overview of the Study……………………………………………...6

Table 2 - Theoretical Framework………………………………………………………14

Table 3 - Operationalization of Interview Questions Link with Motives and Theories……….…….19

Table 4 - Operationalization of Online Survey Questions Link with Motives and Theories….20

Table 5 - Information of Participants and Interviews Conducted…….………………...…...21

Table 6 - Summary of Empirical Findings linking with Factors……………………….34

Table 7 – Analysis of Findings of the study through comparison with theories……….39

VII

List of Figures

Figure 1 – The Consumer Decision Making Process…………………………………....8

Figure 2 – Theoretical Framework……………………………………………………..15

Figure 3 – Research Process……………………………………………………………26

Figure 4 – Finding from the Online Survey……………………………………………32

Figure 5 – Framework for Factors Influencing Consumer Perception of Bangladeshi

Consumers while Purchasing Cosmetics…………………….……………….………...41

VIII

ABBREVIATIONS

USD - United States Dollar

SDG - Sustainable Development Goal

GDP - Gross Domestic Product

MNC - Multinational Company

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1. INTRODUCTION

This chapter discusses about the general overview of the study. It includes background,

motivation, problem identification, research gap, aim and research questions.

1.1 Background

Consumers make a purchase decision of a product or service based on satisfying their

needs that they have recognized. The motive behind this decision to buy the product to

satisfy their respective unique needs depends on the perception of the consumer about the

quality of the product which can satisfy those needs. Consumers perceive product from

the viewpoint of quality and satisfaction factor it provides. Consumers’ product purchase

decision is influenced by the attribute which the successful marketer can give, lend or

portray through the product advertisement, packaging, manufacturing, country of origin

and other promotional techniques which determines product quality to a large extent

(Agyekum et al., 2015). The existence or non-existence of purchase goals may be linked

with certain search attributes and browsing patterns, which eventually affects consumers’

purchase decisions. Therefore, understanding the role of consumers’ purchase goal and

its controlling effect on the association between online reviews and consumers’ purchase

decision is crucial to both academics and practitioners (Weisstein et al., 2017).

Consumer behavior

Generally, Consumer behavior refers to customer approach, inclinations, intents, and

choices regarding a specific product or service in the market while making the purchase.

Usually, this marketing concept is known as Consumer behavior or Consumer buying

behavior. The study of Consumer Behavior involves some social science disciplines

including anthropology, psychology, sociology, economics, and so on. Another

explanation of consumer behavior is the process of individual or group of consumers find

out, choose, and buy a product or service which can satisfy their needs and wants.

Consumer behavior assists the product or service providers to understand the activities of

the customers in the marketplace and its primary intention of those activities. Consumer

behavior is believed to be a fundamental element of marketing. Kotler and Keller (2011)

described the definition of consumer buying behavior as the process of purchasing and

getting rid of commodities, services, and experiences. It can be considered both private

through individuals and in groups as well as commercially through organizations and

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business buyers to satisfy their requirements and demand. In contrast, Kumer (2010,

p.218) suggested that consumer buying behavior is only the process of personal

consumption, signifying the buying behavior of end customers for both individual and

family unit. It is important to study the reasons behind consumers purchase decision and

specific factors which influence them to take the decision.

Consumer Perception

Consumers deploy various variables to perceive the quality of a product. These quality

rests in the eyes of the consumers who are perceiving these qualities. Products that seem

of higher quality to one consumer may seem subservient to another. Perception plays a

vital role in mind of the consumer. Business environment around us is filled with

countless stimuli attempting to attract our attention. Our perception quality depends on

the way we process and evaluate the stimuli or the information that reaches our senses.

The process through which one selects, processes, and interprets information received to

create purposeful picture of the world is called perception (Kotler, 1997). Consumer

perception can be formally defined as a marketing theory that incorporates a customer’s

thoughts, product knowledge and consciousness about a company or products/services it

offers (Korengkeng and Tielung, 2018).

Cosmetics and cosmetics industry

Cosmetics falls under the category of health and beauty products. Apart from improving

the physical appearance and personal hygiene, cosmetics take care of our personal well

beings too. The cosmetic industry is one of the leading industries in the world. According

to Ramlia (2015) the global cosmetic industry was worth approximately USD 334 billion

at the time of the study. Like most countries of the world, Bangladesh also has a huge

demand for cosmetics. The demand varies based on the personal needs and purchasing

power of the customer. There are numerous local companies actively manufacturing

cosmetics to satisfy the demand but over time the demand for cosmetics from leading

foreign brands has increased significantly. This study will focus on the factors that

influence consumer perception regarding purchase of cosmetics products in Bangladesh.

It also sheds light upon the market players in the industry and their perception of the local

and foreign branded cosmetics and how the consumers react to those factors. By using

both qualitative and quantitative approach, there is a higher focus on data to make this

study a fruitful one.

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1.2 Overview of the Cosmetic Industry of Bangladesh

According to the Global Islamic Economy Report (2016) people of Bangladesh have

spent a staggering US$ 2.5 billion on cosmetics alone in 2016. The report also mentions

that the country is the sixth-largest buyer of cosmetics in the Muslim world. This gives a

clear view of the real image of the cosmetic industry in Bangladesh. The market size is

significant and there is a huge demand for global brands too.

Bangladesh has drawn the attention of the world with its consistent economic growth.

With a target to become a middle-income country by its 50th birthday, it has also adopted

the Sustainable Development Goals (SDG) monitored by the World Bank. The World

Bank acknowledges the impressive track record of growth and development achieved by

Bangladesh (World Bank, 2020). So, the economic strength of Bangladesh has

strengthened many industries and also helped many industries to emerge. The cosmetic

industry is one of the leading ones to contribute to economic development. The GDP of

Bangladesh has risen from 5.05% in 2009 to 8.2 in 2019 (Bangladesh GDP Growth Rate

| 1994-2019 Data | 2020-2022 Forecast | Historical | Chart, 2020). The improved GDP

signifies more purchase power of the people. So, the demand and supply for domestic and

internationally renowned brands have also increased. Close attention to the changes gives

us a perfect insight into how the women-centric industry have included both men and

children in its grasp.

1.3 Problem Identification

Studies conducted on consumer behavior is disparate and broad as shifts in society,

economics, and technology affect the way buyers behave (Peighambari et al., 2016). They

address factors such as consumer behavior, consumer perception, consumer purchase

decision and success of local and global brands of cosmetics in different geographical

locations of the world.

A scientific research conducted in Vietnam regarding consumer behavior of cosmetics

consumers conducted by Luong et al., (2017) state that three factors effect consumer

behavior in the Vietnamese cosmetic industry which are country of origin, brand, and

price.

According to Shenge (2010) consumers have a tendency to choose products from

developed nations more willingly than products that are made in emerging countries.

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They may accordingly be more inclined to pay a higher price for the product from more

developed countries than from developing countries.

Cosmetics consumer behavior study focusing on Malaysian consumers reveal that

product quality is the ultimate influencer of consumers’ purchase intention. Most of

customers are cautious about product quality, and they are prepared to pay extra for a

higher quality product. Brand image also plays a role as customers tend to choose the top

branded cosmetics with high brand image as they perceive those brands possess higher

quality. Product knowledge is another factor that influences cosmetics purchase decision,

therefore, firms require to deliver product information efficiently (Eze et al., 2012).

Study on the critical impact of brand on consumer buying behavior of fashionable

clothing of youngsters and professionals in Bangladesh indicates that brand plays an

inevitable tole on the consumer buying behavior in fashion cloth (Islam and Aktar, 2013).

The study focuses on the consumer behavior of a different industry in Bangladesh. But

upon critical probing, no significant scientific study could be found conducted focusing

on the consumer behavior of cosmetics products in Bangladesh.

A study conducted by Yousaf et al., (2012) in Pakistan regarding brand loyalty in the

cosmetics industry suggests that significant positive relationship exists between brand

loyalty and brand credibility, brand awareness, brand association, perceived quality, and

product knowledge. The study also finds that global presence of cosmetics brands is

taking the foreign branded cosmetics to the highest level of success in Pakistan by

adopting global branding. It focused on consumer loyalty towards the brand “L'Oreal”

which is a global brand of cosmetics. The study indicates that brand awareness is the most

important variable in the path to success in the cosmetics industry in Pakistan. Cosmetics

industry has been able to portray itself as one of the best business in Pakistan and hence,

this study was conducted to examine the factors that play a role to build brand loyalty in

Pakistan.

Kalicharan (2014) suggests in his research that even though many cosmetics consumers

acknowledge the high quality of products made in specific nations, such consumers may

avoid buying such products as a result of previous bitter experiences that create a negative

image toward that specific country of origin.

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Kim et al., (2006) in their research in South Korea have found through a scientific study

that the crucial problem with local cosmetics industry is poor brand power. Consumers’

needs are believed to be various and dynamic. Consumers have an inclination to rely on

the brand name. Therefore, an effective strategy of marketing needs to be implemented

to bolster the image of the brand.

It can be observed that significant number of studies exist focusing on the topic of

consumer behavior, brand loyalty, brand awareness, and brand power. And they focus

their own respective demography and industries. But no scientific peer reviewed study

can be found that examines the consumer behavior and consumer perception of

Bangladeshi cosmetics products customers precisely. Thus, a research gap in the

literatures can be identified which can be further explored.

1.4 Aim & Research Questions

The primary focus of this study is to understand the factors that play a role to influence

cosmetics customers of Bangladesh to reach their purchase decisions. The purpose of the

study can be addressed by the following research question:

● What are the factors influencing consumer perceptions in terms of cosmetics

purchase in Bangladesh?

1.6 Delimitation

To achieve valuable and valid results regarding the purpose of the present research, this

study focuses solely on the data collected from the local businesspersons and consumers

only from Bangladesh. Although there are some delimitations regarding geographical

locations and time constraint in this study, the authors attempted to examine all the issues

effectively to achieve a reliable analysis and results.

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1.7 Disposition

The following table provides a general idea and structural overview of the study.

Table 1 – Structural Overview of the Study

Chapter 1:

Introduction

This Chapter presents the introduction and the research gap of the

thesis. Cosmetics industry is one of the largest industries in the world,

however no research has been undertaken in the context of

Bangladeshi consumers of cosmetics.

Chapter 2:

Literature

Review

The literature review chapter will address the relevant peer reviewed

manuscripts and brief description of them and form our theoretical

framework.

Chapter 3:

Methodology

In this chapter, the research approach, data collection and

measurement tools will be discussed for a better understanding.

Chapter 4:

Empirical

Findings

This chapter aims to present the results obtained from the collected

data seeking to answer the research questions.

Chapter 5:

Analysis

This chapter provides interpretation of the collected data and empirical

data is discussed and analyzed parallel to the afore discussed literature

review.

Source: Own construction

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2. Literature Review

This chapter theorizes the main topics named Consumer Behavior, Consumer Perception,

Bangladeshi Consumers, Trend of Bangladeshi cosmetics consumers and at the end; a

theoretical framework has been developed by the authors which would serve as a base

for this study.

2.1 Consumer Behavior

Consumer behavior refers to the processes involved when groups or individuals choose,

buy, utilize, or discard products, services, concepts, or experiences to fulfill their

demands. Additionally, consumers can be regarded as role players who require unique

products to assist them perform their various roles (Solomon et al., 2016). Another

perspective defines consumer behavior as the actions that consumers exhibit in searching

for, purchasing, using, evaluating, and disposing of products and services that they

anticipate will fulfill their needs (Schiffman et al., 2007).

According to Gilaninia et al. (2013) consumer behavior has seven key points:

1. Consumer behavior is stimulated: Consumer behavior is driven to achieve a

specific purpose. Satisfying needs is the goal.

2. Consumer behavior comprises of many activities: activities such as searching for,

purchasing, using, evaluating, and disposing of products and services.

3. Consumer behavior is a process: Process of selection, acquisition, utilization, and

withdrawal of goods or services indicates the procedures of consumer behavior.

Consuming process entails three steps: pre-purchase activities, purchasing

activities and the post-purchase activities.

4. Consumer behavior includes various roles: In any specific situation, a consumer

can play multiple roles. Also, for any particular purchase, there may be more than

one person involved in one or more roles.

5. Consumer behavior is different in terms of time and complexity: The "number of

activities" increase the complexity. Time and complexity associated together

translates to decision being more complex and time consuming.

6. Consumer behavior is influenced by external factors: Some of the external factors

that influence consumer behavior include culture, social class, family, reference

groups etc.

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7. Different people have different behavior: Marketers utilize market segmentation

according to the unique behaviors of different people.

2.2 Consumer-decision making process:

As per the Blackwell et al. (2006) model (Figure 1), the consumer decision-making

process consists of seven main stages: Need recognition, Search for information,

Evaluation of information, Purchase Behavior, Consumption, Post-consumption

evaluation, and divestment. The model also takes consideration of Environmental and

individual influences which can be divided into internal and external factors. These

factors influence consumers in different stages accordingly.

Figure. 1 – The Consumer Decision Making Process

Need Recognition: In the first stage of the model consumers feel the urge to fulfill a need

which directs to the analysis of available information for a purchase decision. According

to Neil et al. (2006) the need recognition is the result of a solution to a need or problem

which can be personal or professional and this creates a purchase idea. Consumer’s social

class, knowledge, values, and lifestyle effect this stage like a woman who belongs to the

higher social class may feel a need of high-priced foreign brand makeup kit which can be

an only luxury to consumers which low income.

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Search for Information: Consumers search for information through various channels.

Factors like knowledge, attitude, available consumer resources play role here. Search can

be both internal and external where consumers use their memories, previous experiences,

use of internet and opinion of other consumers. Generally, in purchasing a low-priced

cosmetics items where differentiation is not a major fact consumer tend to rely on internal

search. Whereas for expensive cosmetics or solutions product they consider external

search with more importance.

Evaluation of Information: In this stage consumer compare different options for their

purchase. It is a very complicated stage which can often be time consuming and full of

pressure. Apart from monetary factors, personal influences factors like celebrity

endorsement can play a vital role for the consumers for choosing a certain brand in

cosmetics.

Purchase Behavior: In this stage customer has already made up his/her mind and just do

the purchase. According to Kacen and Lee (2002) purchase behavior can be differentiated

in three types which are: planned purchase, partially purchase and impulse purchase. Also

purchase can be done physically in a store as well as online. Like many other products

for cosmetics, online purchase is increasing day by day but at the same time many

consumers prefer to go to a shop and watch and feel the product first before buying it.

Consumption: Customers use the product in this stage. Consumption of the product can

be different in customer to customer. For cosmetics items, the consumption process is

usually very straight forward. Customers can have a positive or negative feel of the

product in this stage, but it is not conclusive yet.

Post consumption Evaluation: This is the stage where customers decide if they are happy

and satisfied with the product and if they want to repurchase it. Here again external factors

like peer groups opinion effect the customer’s judgement of the product regardless of

their level of objectivity (Trehan, 2015).

Divestment: This has become a very crucial stage in recent days. Many consumers are

now conscious about recycling and ecological impact. For cosmetics industry it is very

crucial as most of the cosmetics products comes in plastic containers which need to be

recycled properly to avoid environmental degradation. So, manufacturer now following

the procedures so containers can be easily recycled or making packaging eco-friendly to

stand out from the rest of the crowd (Blackwell et al., 2006).

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Environmental Influential Factors: These factors are considered as external factors

which influences consumers to make the purchase decision.

Culture: Schutte and Ciarlante (2016) have pointed out culture as a strong element for

determining consumer behavior. They have also mentioned Asian culture is distinctly

different from western culture. So, it is highly influential for consumer behavior.

Social Class: Social class refers to the position of consumers of society in a hierarchy of

distinct status classes. When it comes to a purchase decision, consumer often consider

how the product or service would match their societal value (Ahmed et al., 2016).

Personal Influences: Consumer’s own knowledge and ideas about the products influence

him to make the purchase decision. The influence formed through interactions with

customer’s surroundings (Blackwell et al., 2006).

Family: Family can influence consumer behavior two ways. It can help in developing

consumer’s own perception, evaluation, attitudes towards purchase decision and for

family unit purchase decisions (Ramya and Ali, 2016).

Situation: The final environmental influence is situation. According to this model,

customer’s purchase decision can be changed according to situational changes so it’s

impact can be said unpredictable and erratic. Situational factors are divided into three

categories which are communication, purchase, and usage (Blackwell et al., 2006).

Individual Differential Factors: Blackwell et al. (2006) in their book “Consumer

Behavior” discusses individual differential factors that are internally associated with

consumers and helps making consumer decisions.

Consumer Resources: Consumer resources plays a vital role in decision making. These

can be divided in three categories which are time, financial capability, and collection of

information for processing further.

Motivation: Consumer’s need works as motivation for purchase decision. Motivation is

directed towards two categories which are functional and subjective. Functional category

helps in customer’s thinking process from practical perspective whereas subjective

category looks for emotional attachment and benefits

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Knowledge: Customers are aware of the product and services they purchase at least to

some extent. Consumer’s knowledge provides them about information regarding brand,

distribution channel, availability, and information about competitor’s product. It also

helps consumers to decide when to buy the product and information from their memory

guides regarding uses and requirements to use a product.

Attitudes: Attitudes are closely associated with customers through process which has

strong influence on customers decision making. Attitudes are difficult to change and can

decide future purchase choices.

Personality, Values and Lifestyles: Personality, values, lifestyles are psychologically

associated with consumers and make distinct consumer segments. It differentiates

consumer groups and marketers need to find the right consumer segment for the product

or services (Blackwell et al., 2006).

2.3 Consumer perception

Perception is a set of means by which an individual becomes mindful of and decode

material about their surroundings (Gregory et al., 1995). In other words, perception is the

first impression an individual draws and based on that selects and interprets information

to shape a meaningful picture of the world. (Munnukka, 2008).

Perception refers to the act of capturing using the senses and the mind. Hence, perception

is not only related to basic senses such as visual, flavor and taste attributes, but also to

formed learning or experiences. Perception encompasses complex features of consumer

behavior such as learning, motivational and contextual factors. How and through which

path consumer perceptions shift is complicated to foresee because of the complex

dynamic which facilitates the change (Troy and Kerry, 2010).

Aaker and Joachimsthaler (2000) assess that brand awareness holds a critical role in

consumer perception, especially when consumers’ purchase pattern is not delineated.

Branded items offer the impression of familiarity especially in low involvement products.

For example: soaps and items that we use on a daily basis, media and advertisement are

operative devices for awareness.

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2.4 Factors influencing Consumer Perception

Wulandari and Kodrat (2015) identifies four stages of perception. They are sensory

system, attention, exposure, and interpretation. Unique sensory attributes lead to a good

reaction or sensation. Attention transpires when a stimulus triggers some receptors

sensory nerve sensations and outcomes are processed in the brain. Exposure ensues when

the stimuli come in an assortment of sensory receptors of a person. Consumers pay

attention to some individual stimulus that occasionally are not mindful of others, and even

disregard a few signals. Finally, interpretation is a consequence or reactions offered by

someone of what can be accepted. Interpretation from each other is different, dependent

on what they individually need.

Solomon and Stuart (2005) states three essential factors that play a role regarding

consumer’s perception: exposure, perceptive selection and interpretation.

1. Exposure

After being exposed to a product, consumers identify the stimuli produced by the product

to their own sensory receivers

2. Perceptive selection

At this stage, consumers concentrate more to some stimuli rather than the others.

3. Interpretation

During this process, they attribute a specific importance to the stimuli. It is possible to

influence this interpretation process by numerous associations which consumers make

based on their experiences and needs.

According to Pantano (2011) model of consumer’s perception refers to a perception

process of branded products which focus on three factors.

1. Consumer’s own characteristics (principles and religious views, ideas, lifestyle

etc.)

2. Product characteristics (physical attributes, brand, cost, etc.)

3. Place where it is sold (in terms of arrangement, product exhibition, etc.)

2.5 Consumers in Bangladesh

A scientific research conducted on the Bangladeshi consumers reveal that country of

origin possesses a substantial positive effect on brand image regarding Bangladeshi

consumers’ intention of purchasing foreign products. Brand image of foreign brands is

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another attribute that holds a positive effect on Bangladeshi consumers’ purchase

intention. The study also finds that Bangladeshi consumers also pay close attention to the

quality of foreign products (Haque et al., 2015).

Another study conducted regarding Bangladeshi consumers finds that products deriving

from advanced developed nations are recognized to have similar positive attributes as

being of good/very good quality, reliable, good workmanship, well performing. On the

other hand, products that are made in emerging markets of South Asia are considered to

be of less desirable in quality (Kaynak et al., 2000).

Fregidou-Malama et al. (2019) through their study conducted on the consumers of

Bangladesh demonstrates that product quality and modern newly developed products that

follow local requirements establish trust factor, enhances networking, and improves

consumers’ acceptance of the products in Bangladesh market.

2.6 Trend for consumers of Bangladeshi cosmetics

A research conducted regarding cosmetics buying behavior of consumers in Dhaka, the

capital city of Bangladesh reveals that three major factors impact consumer purchase

decision of cosmetics consumers in Dhaka. Firstly, consumers consider variables like

brand, price, quality of the product, its packaging, unique characteristics, and designs of

the product. Secondly, recommendations from others and advertisements both play a role

in the cosmetics purchase decisions of cosmetics customers in Dhaka. Finally,

psychological motive including terms like looking prettier, more attractive and being

socially acceptable, in the context of Bangladesh, are the most influencing aspects that

play a role in purchase and usage of cosmetics in Dhaka (Showrav, 2018).

Another study conducted considering cosmetics users of Rajshahi and Rangpur, two cities

in the northern part of Bangladesh, assesses that the most significant purchase influencer

for multinational brands’ cosmetics in that region is quality. Because of perceived to have

superior quality compared to local cosmetics, internationally branded cosmetic products

draw attention of the cosmetics consumers there. It also finds country of origin also has a

role in the consumers purchase decision and suggests marketers in Bangladesh

accordingly (Alam, 2020).

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According to a research conducted to investigate the consumers’ purchase decision for

cosmetics products in the rural areas of Bangladesh, by considering consumers from

Mymensingh division, packaging and labeling plays a vital role in the cosmetics

consumers’ in that region. Apart from being an essential element of protection, packaging

is considered to be the sign of reliability, reason to be delighted with the new shapes and

packages’ colors and a strong deciding factor for their purchase decisions (Rodrick et al.,

2020).

2.7 Theoretical framework

In table 2 below, factors that play an active role in consumer perception and trends in

Bangladesh in terms of consuming cosmetics are discussed according to their respective

academic references. This discussion provides a framework that assists reaching the

answer of the research question of this current study.

Table 2 – Theoretical Framework

S.N. Relevant Theory Authors Motivation

1 Model of consumer

perception

Pantano (2011) Identifying factors that influence

consumer perception

2 Trend for cosmetics

consumers in

Bangladesh

Showrav

(2018); Alam

(2020); Rodrick

et al., (2020)

Observing the trend in terms of

cosmetics consumption in Bangladesh

Source: Own Construction

Figure 2 below portrays different factors that influence consumer perception derived from

the theory section discussed above and contrasts them with the trends that are found in

terms of Bangladeshi cosmetics consumers. From the contrast and comparison, the factors

that influence the consumer perception of cosmetics purchase in Bangladesh can be

reached with a clearer picture of the situation.

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Figure 2 – Theoretical Framework


The reason for selecting Pantano’s (2011) model of consumer perception is that his model

focuses on consumers rather than pointing our factors of perception in general. Trends

from studies conducted by Showrav (2018) and Alam (2020) has been used in the

framework as they are conducted reasonably recently and are more coherent with this

present investigation. These trends have been discussed previously in this chapter and are

from credible sources which can help us identify answer to the research question of this

study.

Factors Influencing

Consumer Perceptions

• Consumer’s own

characteristics

• Product

characteristics

• Place where it is sold

Trends in Bangladesh Cosmetics

Consumption

• Product attributes, external

and phycological

(Showrav, 2018)

• Quality & Country of

Origin (Alam, 2020)

Factors Influencing

Cosmetics Consumers

in Bangladesh

16

3. METHODOLOGY

This chapter contains detailed information about how the research is conducted. It

describes the pattern of research used to conduct this study from philosophical point

and methods of research. The reasoning for choosing the methods is explained with

relative arguments. The data collection method and process are also described, and

how data credibility, validity and reliability are ensured. Moreover, this chapter deals

with the fact about processing of empirical data analysis.

3.1 Philosophical Stance

According to Easterby-Smith et al. (2015), ontology and epistemology are the central

element of discussions among philosophers. Furthermore, they have recognized them as

factors which function behind the scenes and usually less visible attributes in research

work.

3.1.1 Ontology

According to Easterby-Smith et al. (2015) ontology refers to a philosophical aspect that

investigates the nature of reality. Dilts and Delozier (2000) states that different topics can

be viewed differently dependent on the values, roles, and backgrounds of people.

Ontology is related to the topics of nature of the society. The two main aspects of ontology

are subjectivism and objectivism (Bryman and Bell, 2015). This study aims to examine

the factors influencing consumer perception of the cosmetics consumers in Bangladesh.

The consumers of cosmetics in Bangladesh are the object of the current research where

they are viewed as the social entities that have constant association with both society and

the environment. Subjectivism in this study is perceived through the various definitions

and interpretations of consumer perception and its factors.

3.1.2 Epistemology

Epistemology is the other philosophical aspect that describes the nature of knowledge, its

justification, its development, and the differentiation between points of view and stances.

Constructivism is considered as one of the concept of epistemology. Constructivism

believes that reality is created by people where it is motivated by different points of view

which gives it a subjectivist nature (Easterby-Smith et al., 2015). In this study we

17

followed the constructivism as the concept of epistemology based on interpretation and

analysis of the views provided by the respondents through interview and online survey.

After explaining the ontology and epistemology, the research method including the design

and approach would be based on those two pillars.

3.2 Research Design

Research design is assessed a core model to conduct the research constructively. It is the

blueprint of the research which contains the entire research process and determine the

aim, questions, data collection and findings. It is the base of collecting and analyzing

relevant data to enhance the understanding of research topic (Abutabenjeh and Jaradat,

2018).

According to Maxwell (1941) it is crucial for researchers to carefully explain their

research question in order to identify and state possible contradictions regarding

developing and modifying the theories that have been used. On the basis of correctness

of the research design, research gap can be effectively observed which eventually leads

to the overall success and thoroughness of the study.

Primarily qualitative method has two research approaches: inductive and deductive

approach. The deductive approach portrays back tracking the data from the themes to

figure out if any additional information or more evidence could support each theme

(Creswell, 2009). By choosing the inductive approach, we were offered the ease of access

and organized set of procedures that can analyze qualitative data and as a result through

this approach, reliable and valid findings can be produced. (Thomas, 2006)

3.3 Unit of Analysis

According to Kumar (2018), unit of analysis can refer to individuals, groups of

individuals, organizations, countries, or objects associated to the aim of the research.

Babbie (2010) states that a single unit of analysis is used by most researchers to perform

their study as it helps to minimize unnecessary elements and pay attention to satisfy the

aim of the study.

To obtain the relevant data and information for this present study, local businesspersons

were interviewed, and an online survey has been conducted in order to receive data from

18

consumers of cosmetics in Bangladesh. These local businesspersons had direct insight

into the cosmetics market in Bangladesh. The consumers of cosmetics who participated

in the online survey were regular consumers of cosmetics like any normal cosmetics

consumers in Bangladesh. Hierarchy of industry players can be determined by their

existence or experience on the market, but consumers cannot be given a hierarchy as we

believe regardless of what spending power individuals have, consumers are consumers,

and they have a right to be considered as one. Therefore, consumers cannot be labeled as

more important or less important or as consumers whose opinions matter less or more.

3.4 Research Approach

Generally, three main approaches have been recognized by the researchers to conduct the

research studies. These are qualitative, quantitative, and mixed approaches. (Creswell,

2009).

According to Creswell et. al (2007, p.15), ‘Qualitative research is an inquiry process of

understanding based on distinct methodological traditions on inquiry that explore a

social or human problem. The researcher builds a complex, holistic picture, analyses

words, reports details of informants, and conducts the study in a natural setting’.

Qualitative research allows researchers to approach an investigation from almost any

philosophical or theoretical stance. The specific research design that they employ for

actually carrying out the study is determined by the researchers’ stance. (Merriam, 2002)

Quantitative research is “an approach for testing objective theories by examining the

relationship among variables. These variables, in turn, can be measured, typically on

instruments, so that numbered data can be analyzed using statistical procedures”.

Generally, in quantitative approach, the information is analyzed by using statistical

measures and hypothesis testing (Creswell, 2009).

Mixed methods research combines qualitative and quantitative data collection and data

analysis within a single study. Several fields, including sociology, education, evaluation,

and health sciences call for the integration of quantitative and qualitative research

methods emphasizing the value and can take advantage of the integrated data derived

from quantitative and qualitative research methods (Molina-Azorin, 2012). Using this

19

approach, investigators collect numerous forms of data of both qualitative such as

observations and interviews with quantitative such as surveys for their research work

(Creswell, 2009).

This study follows the mixed research method to reach the desired goal of answering the

research question. It started with research question to find answers. There are primary

data sources to evaluate and process to find how the consumers perceive local and global

cosmetics brands. For the qualitative approach, semi-structured questionnaire has been

conducted as during the interviews local business owners were asked additional questions

that would answer the research question more precisely. An online survey, which is

considered as quantitative data, has been conducted to get a clear and concise view from

the consumers’ perspective.

3.5 Operationalization

Interview questions were determined from the literature review of this research.

Additionally, questions were categorized according to the motives to cover all areas of

the study. Below in table 3, the operationalization table linking with themes and theories

are shown.

Table 3 - Operationalization of Interview Questions Link with Motives and Theories

S.N. Questions Motives Reference

1 How long have you been involved with

the cosmetic business?

Trustworthiness,

Reliability, and

Validity

2 Over the years, what is the most

significant change that you have noticed?

Supplementary

Question

3 How did the cosmetic industry evolve

over the period?

Psychological

Attributes

Showrav (2018)

4 Where do the local manufacturers stand in

terms of competition with global brands?

Country of

Origin

Alam (2020)

5 Do you prefer selling local products or

global products?

Country of

Origin

Alam (2020)

6 How does a customer approach the local

cosmetic brands?

Psychological

Attributes

Showrav (2018)

7 Do global products give you a higher

profit margin or local products?

Supplementary

Question

8 If a company wants to introduce a new

brand in the market, who will be the main

opponent?

Place where the

product is sold

Pantano (2011)

9 How are the imports of global cosmetic

brands affecting the local manufacturers?

Place where the

product is sold

Pantano (2011)

10 Do you think local companies are losing

the market share to global brands?

Country of

Origin

Alam (2020)

20

11 We live in the era of globalization; more

global brands will find their way to

Bangladesh. How do you predict the

future of local cosmetic manufacturers?

External

Attributes

Showrav (2018)

12 Do the products of global brands have a

consistent price?

Supplementary

Question

13 Do you often get products that are coming

in illegal ways?

Supplementary

Question

14 We have heard that there is also a problem

with counterfeit, how does this affect the

market?

Psychological

Attributes

Showrav (2018)

15 Do you have any suggestions for the local

cosmetic manufacturers?

External

Attributes

Showrav (2018)


Table 4 - Operationalization of Survey Questions Link with Motives and Theories

S.N. Questions Motives Theories

Q1 When buying personal care products, do you

buy different products for the male and

female members of your family?

Consumers’

own

Characteristics

Pantano (2011)

Q2 Are you satisfied with the efforts of local

cosmetic manufacturers?

Quality Alam (2020)

Q3 Do you think some cosmetic products have

become a part of your life?

Consumers’

own

Characteristics

Pantano (2011)

Q4 If the local manufacturers come up with

better products, will you switch to them?

Quality,

Product

Characteristics,

Country of

origin

Alam (2020);

Showrav (2018)

Q5 Is there some product in your current list

that is manufactured by local manufacturers?

Consumers’

own

Characteristics

Pantano (2011)

Q6 Do you find any improvements to the

products of local manufacturers?

Quality,

Product

Characteristics

Alam (2020);

Showrav (2018)

Q7 Do you always get your desired product in

the market?

External factor Showrav (2018)


3.6 Selection of Market Players

A total of 45 cosmetics establishments in Dhaka, Rajshahi, Chattogram, Sylhet and

Barisal were approached and 12 of them agreed to participate in the study. Out of them,

7 were cosmetics shop owners, 4 importers and 1 local distributor. All 4 importers are

based in Dhaka. The local business owners were approached directly while the importers

and the local distributor were found using common links with people that we know who

work for different MNCs in Bangladesh.

21

3.7 Selection of Interview Participants

For a qualitative study, there is no ideal number for the justification in terms of total sum

of interviewees. Also, researchers need to be cautious of the difficulty tangled in getting

approval from the interviewees which will impact their studies. It is imperative that

selection of participants is purposefully made (Fjellström and Guttormsen, (2016, p. 118).

Accordingly, we have decisively selected participants who could provide us with the best

and most reliable information, required for this study. We decided to interview local

businesspersons who are considered as market players who have deep insights in the

cosmetics market in Bangladesh. They have been active in the cosmetics industry for a

long time and therefore are able to shed light on different aspects leading to the answer

to our research question.

Table 5 below provides the details of the participants who were interviewed for the study.

The duration and locality of the interviews are also provided.

Table 5 - Information of Participants and Interviews Conducted

S.N. Position Experience in Market Area Duration

P1 Importer 10 years Dhaka 30 min

P2 Business Owner 5 years Barisal 35 min

P3 Business Owner 7 years Dhaka 30 min

P4 Business Owner 12 years Sylhet 30 min



P7 Business Owner 6 years Chattogram 30 min



P10 Local Distributor 10 years Dhaka 25 min

P11 Business Owner 6 years Rajshahi 35 min



22

We live in an era where internet technology is advancing at an extraordinary pace. Internet

is fast becoming the top choice for communication method all over the world. With this

advancement of technology, online surveys have become very popular in recent years.

There are two types of online surveys. E-mail surveys and web-based surveys. Online

surveys have several effective advantages over traditional methods of surveying that

make them popular among researchers. It takes less time, costs lower, data entry is easy

and often automatic, and the possibility to obtain additional response-set information

(Granello and Wheaton, 2004).

Therefore, for our quantitative study we decided to take advantage of the use of online

surveys. We created an online survey using social media website Facebook where the

consumers of cosmetics were free to answer a set of questions. The online survey

questions were shared in a popular beauty and grooming Facebook group. The questions

were close ended, and the questions were formed in a way that their answers would

directly indicate how the consumers of cosmetics react to the cosmetic industry; what

they think and feel about global and local cosmetics. A total of 143 people took part in

the online survey including women and men of different age groups.

3.8 Interview Process

Interviewing is a well-known method of collecting qualitative research data as it is

considered as “talking” and talking is natural. Interviews do not predetermine any

statistical assumptions and people who are interviewed, known as “respondents” might

be close-by and willing to participate (Griffee, 2005).

We designed the systematic semi structured interview that we would later on carefully

analyze and validate and collected the answers of the respondents as the data to be

analyzed. The questions are formulated in a way that would give a clear and concise

picture of the cosmetics consumers of Bangladesh. With the permission or consent of all

the participants of the interviews, we were able to note down their responses and make

additional notes of their comments. Questions asked during the interview were directed

towards investigating consumer perception of Bangladeshi cosmetics consumers. These

questions were either related to or derived from the literature and theories of this study.

23

The interviews were conducted in Bengali, which is the national language of Bangladesh.

Since most of the people are more comfortable communicating in Bengali and there was

a better chance of mutual understanding in terms of question-and-answer session, we

decided that asking the questions in the local language would be the best way to conduct

the interviews.

The respondents of the online survey took part in the survey voluntarily. The survey was

conducted in English as people who use social media are mostly used to English

communication and usually does not have any problem understanding simple close-ended

questions in English. The surveys had no time constraint, therefore voluntarily

participating respondents were able to comfortably answer all the questions taking their

own time.

3.9 Analysis Method

According to Cho and Lee (2014, p.3), Content analysis is the “systematic process of

‘coding and identifying themes or patterns’ for ‘describing the meaning of qualitative

data”. It is a very easy-going process that can be used for a variety of diverse media and

forms such as transcripts of semi and unstructured interviews, case studies of

establishments, and business documents. It is not a research method an approach to the

analysis of documents and texts (Bryman, 2012).

To analyze the primary data, we have selected the content analysis method to further this

study. This method enables the researcher to examine theoretical agendas to better

understanding of the data collected. With the help of content analyzing method, it can be

possible to finely narrow down words into fewer content-based segments. When words,

phrases etc. are classified into the same category, it is considered to share the same

meaning. (Cavanagh, 1997)

After the collection of the primary data from the interviews, we accurately translated them

to English. Those transcriptions were coded whilst identifying keywords such as quality,

country of origin, product attribute, consumers’ own attributes, external factor,

psychological factor, place where product is sold. The coding approach assists to

streamline and reinforce the data analysis process by associating the uniformity between

the information observed in the interviews and the theories that acted as a base for this

24

study (Babbie, 2013). Furthermore, data is analyzed according to the coding of the data

and hereby the empirical findings are linked and compared with the theory presented in

the literature review.

For the quantitative analysis of the online survey that supplements the answers to the

research question of this present study, percentage frequency distribution method is used

to process the data. A percentage frequency distribution is an exhibition of data that

indicates the percentage of observations that exist for each data point or grouping of data

points. It is an especially useful process of showcasing the relative frequency of survey

responses. Percentage frequency distributions can be displayed as tables, bar graphs or

pie charts (Lavrakas, 2008, p.577).

3.10 Trustworthiness, Reliability, and Validity

Trustworthiness refers to the measure of confidence in the data of a study, interpretation

and methods used to maintain the dignity of the research (Connelly, 2016). Korstjens and

Moser (2018) define trustworthiness as the extent to which the finding of the research can

be depended upon.

Data is considered to have integrity when it is acceptable or dependable (William and

Morrow, 2009). Regarding qualitative research, a typical component of integrity is a

clearly expressed and referenced plan or analytic approach. Moreover, it is mandatory

that researchers of a study provide evidence of collecting adequate quality and quantity

of data. It is a must to know that trustworthiness goes beyond factors associated with the

sample size of data. Therefore, we made sure that the participants used for this research

were given the freedom to include diverse viewpoints that helped in this course.

Moreover, we presented evidence of how the interpretations indeed fit the data we used

for the study (William and Morrow, 2009).

We selected interview participants with respect to their experience levels which helped

to collect high-value data and avoided unrelated portions of responses related to the

research question. This decreased the tendency of misinterpreting interview questions by

participants thereby enhancing the validity of the study. To enhance the reliability in our

study, an interview questionnaire has been provided in the appendix section which

allowed us to ask the same questions to every participant.

25

3.11 Ethical Consideration

Ethical considerations were carefully evaluated while collecting the data. We followed

Bryman and Bell’s (2015) Ethical standard. According to it we ensured the four main

parameters where all the participants were free from any kind of harm; consent was taken

in prior, no invasion of privacy occurred, and respondents were aware of the purpose of

the interview, so no deception was involved. For the privacy concerns, respondents were

free to not answer any particular question and withhold information they choose not to

share. We have not mentioned their precise location and business name to keep the ethical

standard intact. Since the online survey was conducted in Facebook, the respondents’ data

were protected by the privacy policy of Facebook.

3.12 Summary of Research Process and Methodology

The overall process of the study conducted throughout this research is shown below in

figure 3. Starting with the Operationalization of the Interview and online survey questions

linking with theories, our research continued with local businessperson interview

responses and consumers’ responses from the online survey as units of analysis. A mixed

method is used. For qualitative method, inductive approach is used through interviews

and for qualitative method percentage method is used for close-ended questions. Finally,

content analysis method has been used for analyzing the data of the study.

26

Figure 3 – Research Process


3.13 Limitations of the Methodology

DeJong et al. (2004) states that when inductive approached is used in a study, the readers

have the possibility of not seeing how different interventions fit together. Therefore, the

second approach of the study requires to incorporate theory at some level. Authors of this

study were not able to gather secondary data to incorporate with the different

interventions found which leads to a limitation for the inductive method faced for this

study.

The fundamental disadvantage of percentage frequency distributions is the loss of detail,

especially when continuous data are categorized into classes and the information for

individual cases is not available anymore (Salkind, 2010, p.507). Even though the online

Research Process

Operationalizatio

n of Interview and

Survey Questions

Unit of

Analysis

Research

Approach

Analysis

of Data

Link with

Theories Interview

Responses,

Survey

Responses

Mixed

Inductive

for

Qualitative

Interviews

Content

Analysis

Percentage

Frequency

Distribution for

Quantitative

Online

Survey

27

survey questions are closed questions which can only be answered by yes or no, the

authors of the current study were not able to gather any other information about the

respondents apart from their gender. This loss of information about the respondents is a

limitation we faced during this study.

According to Flick et al. (2004), content analysis has some limitations. If the research

question is too open or not capable of conclusive theoretical reasoning, then instead of

content analysis, more open procedures like grounded theory or a combination of both

approaches is recommended. Due to time constraint and global pandemic situation, we

were not able to utilize grounded theory and were limited to using content analysis.

28

4. Empirical Study

This chapter provides the information obtained from our interviews with local market

players and our online survey of the cosmetics consumers of Bangladesh. Data collected

were structured according to our theoretical framework which formed the basis for

further analysis.

4.1 Empirical evidence from Interviews

4.1.1 Country of Origin

Country of origin plays an important role in the consumer perception of the cosmetics

consumers. Interview participants stated that consumers come mostly looking for foreign

branded cosmetics when they come to purchase cosmetics at their shops.

“Customers usually seek global brands more. I prefer to sell global brands. Global

products offer a higher profit margin” (P6).

The effect of country of origin as a factor influencing consumer perception of cosmetics

consumers in Bangladesh may not be the same in the cities and the rural areas.

Participants mentioned that in the rural areas, local cosmetics are preferred. Availability

of global branded products are not widespread in rural areas.

“I would personally like to sell more local products but the demand for them is a lot less

in the cities. Most customers do not usually seek for local brands. Global products sell

more, and they have a higher profit margin” (P7).

“Some customers only consider local brands if the global branded products are not

available” (P8).

From the interview responses, we can gather that consumers are mostly interested in

purchasing global branded cosmetics. Local branded cosmetics are not very popular in

the city areas especially where availability of global branded products is easy to acquire.

Consumers tend to lean towards the global cosmetic products as they perceive them to

29

have comparatively higher quality and their marketing and advertisement policy is much

more sophisticated in contrast to the local cosmetics brands.

4.1.2 Psychological Attributes of Consumers

The cosmetics consumers of Bangladesh have matured over time and know a lot more

about cosmetics products compared to the past. Interviewees stated that due to this

availability of new knowledge, the demand and availability for cosmetics has increased

rapidly over the years.

“I know the industry for over ten years, but I have been actively involved with my own

business for the last seven years. I have actually observed a lot of change during this

time. It was hard to predict how the market has changed over the past several years. The

industry is booming with lots of products and customers. Customers are coming from

different age and sex groups too. More products for men are being introduced due to the

higher demand” (P10).

Counterfeit cosmetics can be found in the Bangladesh cosmetics market. Such existing

products are making consumers skeptical. Consumers struggle to trust both local and

foreign branded cosmetics because of counterfeit cosmetics being sold side by side with

the genuine products.

“The counterfeit products create skepticism among customers about global branded

cosmetics” (P1).

“This is really a dreadful problem because people lose their trust due to this problem”

(P11).

Consumers are flooded with the number of choices they are offered in recent times as

stated by our interviewees. The global brands are targeting consumers through social

media and other online platforms which evidently are able to attract more and more

customers effectively. As such, their advertising and attractive consumer retention policy

plays a huge role to influence consumer perception of cosmetics consumer in Bangladesh.

30

4.1.3 Place where product is sold

Local cosmetics products are preferred in the rural areas of Bangladesh. Interviewees

stated that because the customers in the rural areas of Bangladesh are not as much familiar

with the global products, they often opt for the locally branded cosmetics.

“In cities, global brands have a competitive advantage because customers are well

oriented with their brands. While in rural areas some local manufacturers are doing

really well in terms of market share and profit making” (P10).

The tendency to opt for local branded cosmetics is also affected by the fact that not as

much global products are available in the rural areas as it is in the city areas.

“Local manufacturers are trying to get a higher grasp of the rural markets. In major

cities, foreign brands have the upper hand” (P1).

As mentioned earlier due to more accessibility of technologies in rural areas and higher

socio-economic standard, foreign branded cosmetics are now targeting the customer

segment there with more intensity. The rural cosmetics market is supposed to grow more

and global brands are directing their sales and marketing strategies towards more market

share.

4.1.4 External Attributes

Factors such as advertisement and recommendation from peer group also plays a crucial

role in consumer perception. Even though the competition from the global branded

cosmetics is extreme at times, interviewees have stated that the customer base is growing

rapidly.

“The competition is getting higher but lots of new customers are also coming in the

market. So, there are opportunities” (P7)

Interviewees also stated that the local cosmetics brands are lagging in terms of market

research and are unable to properly target their customer segment. This is another

significant reason why they fall behind in the competition with the global brands. As we

31

have mentioned earlier, advertisement is one of the external factors that influence

consumer behavior.

“I would suggest they (local cosmetics brands) learn and improve product quality and

marketing” (P2).

“They (local cosmetics brands) need to put more resources on market research” (P7).

“I would suggest they (local cosmetics brands) adopt innovative ways to connect with

customers” (P4).

From the responses it is evident that the local branded cosmetics have a lot to learn from

the foreign brands in terms of market research, advertising and selecting target market in

a smarter way. They also state that the global brands did not become successful overnight

and in order to successfully compete with them, the local cosmetics brands need to be

innovative and persevere in terms of product quality and properly marketing their product

to effectively influence consumer perception in Bangladesh cosmetics market.

32

4.2 Empirical evidence from Online Survey

Figure 4 – Finding from the Online Survey

Source: Own Construction from collected data

4.2.1 Quality

Quality is an attribute that can significantly influence consumer perception. When asked

about the effort made by the local cosmetics manufacturers’ efforts (Q2) compared to the

quality of the foreign brands, consumers reactions are clear from the graph chart that only

21% respondents felt satisfied with the quality of the local brands.

The majority of the consumers (74%) were not ready to switch to local cosmetics products

even if they received better quality products as the answer of Q4 suggests. This trend

indicates towards the psychological factor of the consumer perception also.

When confronted with the question of finding any improvement with the local branded

cosmetics, 45% of the respondents answered yes while the rest of them answered

negatively.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Q1 Q2 Q3 Q4 Q5 Q6 Q7

Online Survey Results

Yes No

33

4.2.2 Consumers’ own Characteristics

Consumer perception is affected by the factor of consumers’ own characteristics as well.

From the answer of Q1 and Q3, consumers’ own characteristics can be perceived. As we

have already found from the interviews of the local businesspersons, cosmetics products

have started to become more popular among men also. 76% respondents buy separate

cosmetics for men and women. 67% of the responding cosmetics consumers have stated

that cosmetics have become a crucial part of their regular lives (Q3). When answering

Q5, only 23% respondents admitted using locally manufactured cosmetics. This is

another pattern retrieved from consumers’ own characteristics. These characteristics

clearly influence consumer perception for the consumption of cosmetics.

4.2.3 External Attributes

Respondents reaction to Q7 indicates towards the external factors that influence consumer

perception. 81% of the respondents have stated that they get their desired product in the

market. The widespread availability of the cosmetics plays a crucial role in terms of the

consumer perception of the cosmetics consumers in Bangladesh.

4.3 Summary of the Empirical Findings

The summary of empirical findings is gathered according to the reflected factors

identified in consumer perception in Bangladeshi cosmetics market in table 6 below.

34

Table 6 – Summary of Empirical Findings linking with Factors

Empirical Findings Factors

- Consumers come mostly looking for foreign branded

cosmetics when they come to purchase cosmetics at their

shops.

- In the rural areas, local cosmetics are preferred due to low

availability of global branded cosmetics.

Country of Origin

- Due to product knowledge being easier to access, the

demand and availability for cosmetics has increased

rapidly over the years.

- Counterfeit cosmetics cause trust issues in the mind of

consumers of both local and foreign branded cosmetics.

Psychological

Attributes of

Consumers

- Customers in the rural areas of Bangladesh are not as much

familiar with the global products, hence local products are

more popular there.

- There is a lack of availability of global branded cosmetics

in rural areas of Bangladesh

Place where product

is sold

- Competition from the global branded cosmetics is extreme

but the customer base is growing rapidly.

- Local cosmetics brands are lagging in terms of market

research and are unable to properly target their customer

segment.

- 81% of the respondents have stated that they get their

desired product in the market.

External Attributes

- Only 21% respondents felt satisfied with the quality of the

local brands.

- 74% respondents would not switch to local cosmetics

products even if they received better quality products from

them.

- 45% of them can see improvement in local cosmetics

products.

Quality

- 76% respondents buy separate cosmetics for men and

women.

- 67% of the responding cosmetics consumers have stated

that cosmetics have become a crucial part of their regular

lives.

- 23% respondents admitted using locally manufactured

cosmetics

Consumers’ own

Characteristics


35

5. ANALYSIS/DISCUSSION

This section of the study integrates information from the literature review and empirical

evidence with the objective of finding uniformity or differences with present academic

theories related to the topic.

5.1 Country of Origin as a factor of Consumer Perception

Reviewing the responses, we received from our interviewees, it is quite evident that

country of origin plays a significant role in influencing consumer perception. Consumers

reportedly come looking for foreign branded products. Respondents have hinted towards

the fact that if the cosmetics they are looking for is made in a developed country, they

perceive that the product that is made in the developed nation is of superior quality and

can be trusted. This was supported by Alam (2020) who has stated that country of origin

plays a huge role influencing consumer perception in the cosmetic market of Bangladesh.

Results of the interview is also supportive of the statements made by Kaynak et al., (2000)

who also through their study finds that products that derive from the developed nation are

perceived to be attractive in the eyes of the customers regarding quality, performance and

well crafted. Additionally, our online survey reveals that majority of the consumers are

not happy with the locally made cosmetics brands and very negligible number of

consumers use local branded cosmetics in their daily life.

5.2 Psychological Attributes as a factor of Consumer Perception

Psychological attribute is another factor that evidently instigates consumer perception.

Consulting with our interviewees we can establish that one of the biggest changes they

can point out in the last few years is that consumers are more knowledgeable about the

cosmetics than they were before. This has had a direct effect on the demand and the

incoming of foreign branded products as per the respondents. Respondents have stated

that counterfeiting problem negatively affects the psychology of the consumers as they

feel skeptical about the available cosmetic products. Consumers are also more conscious

about psychological motives such as looking pretty, more attractive, and being socially

more acceptable. Majority of our online survey respondents have admitted that cosmetics

have become an integral part of their lives. As discussed in our literature review, Showrav

(2018) has also found in his research that psychological attributes play a significant role

in purchase and usage of cosmetics in the context of Bangladesh.

36

5.3 Place where product is sold as a factor of Consumer Perception

Consumer perception can be influenced by the place where the products are sold. As our

interviewees suggested, the demand of local or foreign branded products can be more or

less, depending on which specific location of Bangladesh they are being sold at. For

example, our interview respondents have indicated that local brands enjoying an upper

hand in terms of market share in rural areas compare to global brands and in city and

urban areas, the situation in vice versa. But in recent times, global brands have

concentrated on reaching to rural market customer segments. As per the respondents, the

global brands have already spotted the less availability of foreign products in the rural

markets and have started to target the market there. This phenomenon goes along the same

theme as stated by Pantano (2011). He states in terms of product arrangement and product

exhibition, place where product is sold can have a significant influence on consumer

perception.

5.4 External Attributes as a factor of Consumer Perception

We have observed from the responses of our interviewees that external factors like the

rapid growth of consumer base in the midst of fierce competition in the cosmetics market

in Bangladesh, lack of market research of the local cosmetics brands, their failure to

properly target their customer segment are playing a significant role in shaping consumer

perception in the minds of cosmetics consumers of Bangladesh. From our online survey,

we can see that the major availability of their desired products in the market can also be

identified as an external factor. These external factors have also been identified in the

study conducted by Showrav (2018) who also finds that external factors such as

advertisements and recommendations from peers has the ability to influence consumer

perception in the cosmetics market in Bangladesh.

5.5 Quality as a factor of Consumer Perception

Analyzing the answers of our interviewees reveals that one of the reasons why consumers

choose products from global brands over the local ones is that the global products are of

superior quality. Majority of our online survey respondents are also not satisfied with the

efforts made by the local manufacturers in terms of quality. This has led to the increase

in demand of the global products in the Bangladesh cosmetics market. This finding goes

along the finding of the study conducted by Alam (2020) who observes that because of

37

perceived to be of superior quality compared to local branded cosmetics, internationally

branded products draw attention of the cosmetics consumers in Bangladesh.

5.6 Consumers’ own Characteristics as a factor of Consumer

Perception

Our empirical findings suggest that consumers’ own characteristics have the ability to

influence consumer perception. Majority of our online survey respondents have stated

that they buy separate cosmetics for men and women. Our interview respondents have

also mentioned that cosmetics is gradually becoming popular among men also. A lion

share of cosmetics consumers have admitted to perceiving cosmetics as an integral part

of their daily lives and consider it as a basic need. Both the interview and the online

survey point towards the fact that local cosmetics products are far less popular in

contrast to the internationally branded cosmetics. These characteristics evidently

influence the consumer perception of Bangladeshi cosmetics consumers. As discussed

in the theory section, Pantano (2011) also states that consumers’ own characteristics

such as their religious view, opinion and lifestyle has the authority to influence

consumer perception. His study findings are parallel to the interview responses and

internet survey results of our study.

5.7 New Factor identified from the Findings

Increased disposable income is a newly identified factor of consumer perception in the

context of Bangladesh cosmetics market. This is a new finding of this study. Bangladesh

undoubtedly falls under the category of said emerging markets in Asia (Nurunnabi and

Alam Hossain, 2012). As we have discussed earlier, with the new rising disposable

income and the rise in the number of middle to middle-affluent income consumers willing

to spend more and more on cosmetics, the statement above is well in line with the trend

we have experienced from our question and answer session with the local business

owners, distributors and importers from different parts of Bangladesh. The market

experienced respondents’ answers regarding the significant change and the direction of

the evolution of Bangladesh cosmetic industry indicates that demand for cosmetics has

been skyrocketing and the overall picture of the industry has changed drastically over the

last few years with massive increase in sales and revenue and increased ease of access to

diverse cosmetic products. Adding to that, our internet survey findings also support this

finding as the participating consumers of cosmetics have admitted to the fact that

38

cosmetics have become an inevitable part of their daily life and they buy different

cosmetics for men and women.

According to Łopaciuk and Łoboda (2013), the demand for cosmetics will keep growing

mostly to satisfy high-rising demand from emerging markets of Asia and Latin America

due to increased disposable income which will impact customer buying patterns and may

even give birth to new giants in the business.

According to Bechan and Hoque (2016) the increase in number of middle-class

individuals along with rising disposable income, growing urbanization, more females

entering the workplace contributes to the ever-increasing demand for luxury cosmetics.

Both of the theories mentioned above support are in line with our newly identified factor

influencing consumer perception regarding cosmetics purchase in Bangladesh.

In below table 7, authors of this study have presented the findings of the study alongside

the theories in our theoretical framework. Our findings support the theoretical framework

along with a new factor that has been identified through this research.

39

Table 7 – Analysis of Findings of the study through comparison with theories

Factors Theory Authors Analysis of Findings of the study

Country of

Origin

- Country of origin’s role

in the consumers’

purchase decision.

- Products’ perceived

desirability according to

country of origin.

Alam (2020)

Kaynak et

al., (2000)

- Most of the Bangladeshi

cosmetics consumers have a

tendency to buy foreign branded

cosmetics.

- In the rural parts of Bangladesh,

local branded cosmetics are

more popular due to less

exposure to knowledge about

foreign branded cosmetics.

Psychological

Attributes of

Consumers

- Psychological motive

influencing consumer

perception.

Showrav

(2018)

- Increased ease of access to

knowledge as a psychological

factor influences consumer

perception.

- Identification of counterfeit

product as a psychological

factor influences cosmetics

consumer perception as trust

issue emerges.

Place where

product is sold

- Consumer perception

influenced by place

where product is sold in

terms of product display,

arrangement etc.

Pantano

(2011)

- Local cosmetics are sold more

in the rural areas of Bangladesh.

- Foreign branded cosmetics have

massive market share in the

urban regions of Bangladesh.

External

Attributes

- External attributes such

as advertisement and

recommendation from

peers influence

consumer perception.

Showrav

(2018)

- Customer base is growing

rapidly amid fierce competition.

- Local cosmetics brands are

lagging behind in terms of

market research, advertisement,

customer segmentation.

- Widespread availability of

foreign branded products in the

cosmetics market.

Quality - Quality is the most

significant influencer of


Alam (2020) - Majority of cosmetics

consumers perceive foreign

branded cosmetics being of

superior quality compared to

local branded cosmetics.

- Majority of the consumers are

unsatisfied with the quality of

local cosmetics.

- Majority of them would not

switch even if they improved in

quality.

Consumers’

own

Characteristics

- Consumers’ own

characteristics such as

principles, religious

views, opinions,

lifestyles etc. influence


Pantano

(2011)

- Majority of the Bangladeshi

cosmetics consumers buy

separate cosmetics for men and

women.

- Majority of them believe that

cosmetics have become an

inevitable part of their lives.

- Very few of them use local

cosmetics in their daily usage.

Increased

disposable

income

- Demand for cosmetics

will keep growing in

emerging markets due to

increased disposable

incomes which will

Łopaciuk and

Łoboda

(2013)

Bechan and

Hoque

(2016)

The disposable income of

Bangladeshi cosmetics consumers is

rising. Number of middle to affluent

class income families are growing.

This is contributing to stronger

purchase power.

40

impact customer buying

patterns.

- the increase in number

of middle-class

individuals along with

rising disposable income

- contributes to the ever-

increasing demand for

luxury cosmetics

This is contributing to the massive

increase in demand of cosmetics

products in Bangladesh compared to

earlier years.

Number of consumers and demand

for cosmetics have increased rapidly

over the years.


Figure 5 below represents a module depicting the factors that influence consumer

perception in terms of cosmetics consumers in Bangladesh. We have identified quite a

few factors that influence cosmetics consumer perception in Bangladesh along with a

new factor that has been identified in the course of analyzing our findings.

41

Figure 5 – Framework for Factors Influencing Consumer Perception of Bangladeshi

Consumers while Purchasing Cosmetics

Psychological

Attributes of

Consumers

Place where

product is

sold

External

Attributes

Quality

Consumers’

Own Characteristics

Country

Of Origin

Increased

Disposable

Income

Factors Influencing

Consumer Perception

Regarding Cosmetics

Purchase in Bangladesh


42

6. CONCLUSION

This chapter entails the findings in response to the research aim, questions, and gap

earlier identified. Theoretical implications, practical implications, limitations, and

suggestions for future studies are also reviewed in this chapter.

6.1 Factors Influencing Consumer Perception of Cosmetics Consumers

in Bangladesh

The objective of this study was to examine the factors that influence consumer perception

regarding cosmetics consumption in Bangladesh. We wanted to investigate the depth of

the effects and what are the major factors which have a role on those effects. It was

initiated on the premise of a lack of current literature which did not have strictly

Bangladeshi cosmetics market in mind. Therefore, this study was undertaken to fulfill

this gap in the current literature. To this effect, this study sought to find answers regarding

the factors that effectively motivate consumer perception in the mind of the cosmetics

consumers in Bangladesh. Prior to finding these answers, it is imperative that a summary

of the definition of consumer perception is given. Consumer Perception is the first

impression a consumer envisions and based on that selects and interprets information to

shape an impression of the product which in turn gives the consumer the urge to obtain

that product.

6.2 Answer to the Research Question

We were set to find the factors that influence consumer perception in the consumers of

cosmetics in Bangladesh. Through the literature review, we identified quite a few factors

that influence consumer perception from a general product’s view and also from

Bangladesh cosmetics market. We cross-examined these factors with the factors that were

revealed by our interview respondents and the online survey that we conducted. Our study

found that the factors that significantly affect consumer perception of the Bangladeshi

cosmetics consumers are country of origin, psychological attributes of consumers, place

where product is sold, external attributes, quality, consumers’ own characteristics, and

increased disposable income. Increased disposable income is the new factor that was not

present in the literature discussion but was found during the course of the analysis. It was

evident from the interviews and the online survey that improved financial situation of a

43

collective set of consumers can affect consumer perception and eventually, these

individuals with the newly acquired purchasing power perceive cosmetics differently

compared to the past.

6.3 Theoretical Contribution

This study has contributed to the literature on factors influencing consumer perception

regarding cosmetics consumers. From the existing literature covering consumer

perception, it can be observed that there is a significant research gap in the studies

conducted with strictly cosmetics consumers kept in mind. To develop the study, we

collated literature on the consumer perception models in general with identified factors

that were contemporary. As such an initial model (Figure 2) was designed based on those.

A new model (Figure 5) was developed based on the empirical data collected and

analyzed. Eventually, a new finding was confronted. A new factor that was not previously

encountered in the past literatures. This study can be a supportive material for the further

research on consumer perception of cosmetics consumers. The results of the study will

be applicable to the emerging markets. We are convinced that this new framework

generates new theoretical insights into the literature of consumer perception. In summary,

we believe this study complements the earlier studies undertaken with consumer

perception theories in mind. It will motivate further investigations into the concept of

cosmetics consumers’ perception in the future.

6.4 Managerial Contributions

Our study aimed to ascertain the effective factors that influence the minds of cosmetics

consumers in Bangladesh regarding cosmetics products available in the market. Through

the analysis of the interviewees and the responses of the online survey, we encounter few

suggestions which can positively change the consumer perception towards the local

cosmetics products in Bangladesh in the future. The local branded cosmetics

manufacturers will require to observe the following.

➢ This study can be utilized by local cosmetics brands to get a better view of how the

cosmetic consumers in Bangladesh perceive the locally produced cosmetics. This will

in turn help them increase their quality and modify their product in a way that better

satisfies the cosmetics consumers in Bangladesh.

44

➢ The scenario of the Bangladesh cosmetics market is changing. The increasing number

of middle to affluent income families and interviews with the local business people

indicate that number of consumers are increasing day by day. Adding to that, the

global brands have the upper hand mostly in the urban areas. But their availability is

not so widespread outside of the major cities. Therefore, in the less urban or rural

areas, there lies a huge opportunity for the local cosmetics brands to grasp the market

share and dominate in those areas. But they have to formulate marketing strategies so

that they do not lose the market share even when those areas become developed.

➢ A study from South Korea mentions that the leading cosmetics brand there is a local

brand called “Amore-Pacific”. In order to tackle competition from global brands,

Amore-Pacific employed a strategy of commercializing the beauty of the Korean

culture from product concept and content development to design and product

promotion strategy. (Hwang, 2004, p.28-29) In order to increase market share, the

local cosmetics manufacturers of Bangladesh must research for a change in their

marketing strategy that would attract the local consumers more towards the locally

manufactured products.

➢ Shop owners express the weak brand power of the local products in Bangladesh

cosmetics market. Brand power and brand cultivating must be focused on by the local

cosmetics manufacturers.

➢ The cosmetics market in Bangladesh is growing. The number of consumers is

increasing rapidly. Therefore, there is opportunity for the local manufactures to tap

into this fresh new customer segment. But for that, marketing, presentation, pricing

and mass sales strategies along with post purchase support need to be ensured. The

need customer base that are permanent and can closely associate with the products for

long term.

6.5 Reflections on the Study and Suggestions for Future Research

This study was conducted through a mix method with participants from the market players

of cosmetics market and consumers of cosmetics in Bangladesh. This study can be

enhanced when its scope is extended including more interviews and taking survey of a

greater size of population from different age groups which enables identifying consumer

perception according to various age groups. Additionally, a quantitative study conducted

with larger scale data can be more effective in establishing conclusive evidence of the

factors that influence consumer perceptions in Bangladeshi cosmetics market.

45

Moreover, the study includes only the perspective of the local business owners and

consumers. To get a clearer picture, further research can be conducted from the

manufacturers’ point of view. Also, there is no significant empirical evidence of how

foreign branded cosmetics are entering Bangladesh market. It would enhance and capture

whether the massive availability of foreign branded cosmetics affect the consumer

perception also.

Since our empirical data was collated via electronic means rather than face-to-face

conversations, we were deprived of ascertaining the body language and verbal cues of the

interviewees. Nevertheless, supplementary questions were asked to determine the

credibility of the respondents. Due to time constraint, number of interviews were limited,

and we received lower number of survey participants than expected. Future research could

overcome these limitations which could lead to even more accurate findings.

46

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Appendix

Appendix 1: Questionnaire for interviews

1. How long have you been involved with the cosmetic business?

2. Over the years, what is the most significant change that you have noticed?

3. How did the cosmetic industry evolve over the period?

4. Where do the local manufacturers stand in terms of competition with global brands?

5. Do you prefer selling local products or global products?

6. How does a customer approach the local cosmetic brands?

7. Do global products give you a higher profit margin or local products?

8. If a company wants to introduce a new brand in the market, who will be the main

opponent?

9. How the imports of global cosmetic brands are affecting the local manufacturers?

10. Do you think local companies are losing the market share to global brands?

11. We live in the era of globalization; more global brands will find their way to

Bangladesh. How do you predict the future of local cosmetic manufacturers?

12. Do the products of global brands have a consistent price?

13 Do you often get products that are coming in illegal ways?

14. We have heard that there is also a problem with counterfeit, how does this affect the

market?

15. Do you have any suggestions for the local cosmetic manufacturers?

Appendix 2: Questions of the Facebook Online survey.

1. When buying personal care products, do you buy different products for the male and

female members of your family?

Yes/No

2. Are you satisfied with the efforts of local cosmetic manufacturers?

Yes/No

3. Do you think some cosmetic products have become a part of your life?

Yes/No

55

4. If the local manufacturers come up with better products, will you switch to them?

Yes/No

5. Is there some product in your current list that is manufactured by local manufacturers?

Yes/No

6. Do you find any improvements to the products of local manufacturers?

Yes/No

7. Do you always get your desired product in the market?

Yes/No

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