Research Proposal - about cosmetics Example | Topics and Well Written Essays - 2000 words

- about cosmetics - Research Proposal Example 2012). That is why, product managers and marketers have increasingly engaged in conducting market research in order to determine the demand that prevails in the market regarding a particular product and service and the factors that stimulate this demand (Bian & Forsythe, 2012). Academic scholars have suggested that a person’s culture is one such factor that has a statistically significant impact on the purchase decision of the individual (De Mooij, 2010). This is precisely because of the fact that a person’s culture serves as a standard that needs to be maintained when it comes to buying and availing any product and service. However, the extent to which culture influences the purchase behaviour of cosmetic consumers is still relatively unexplored (Lim & OCass, 2009). This forms the basic premise for this research as the researcher will be endeavouring to analyze the extent to which culture and cross culture is responsible for influencing the purchasing decisions of cosmetic consumers. The following sections will involve a brief review of researches conducted in this field and a description of the research methods that will be adopted. The researcher has prepared a time plan of seven months which will also be provided at the end of the proposal. According to Aaker, Kumar & Day (2004), the choice process of cosmetic customers is constructed in such a way that they are able to adapt to the immediate purchase surroundings. This conclusion was provided on the basis of a study the scholars conducted on the dimensions of choice process of cosmetic consumers by tracking down their eye fixations on supermarket shelves. Blackwell, Miniard & Engel (2001) gave a detailed explanation of shopping orientation. The author reported that Indian shoppers are more inclined towards seeking emotional value rather than functional value of buying products. It was observed that the orientation of shoppers was based more on entertainment quotient rather than the