customer purchase intention towards luxury …
TRANSCRIPT
CUSTOMER PURCHASE INTENTION TOWARDS LUXURY
COSMETICS BRAND BY ADOPTING TRI-COMPONENT
ATTITUDE MODEL
Arul Jyothi. M1 Shubhashree2
Abstract
The study on the consumer purchase intention towards luxury cosmetics has given a wider perspective of their
behavior based on their tri-component model. The study has proved that female are prefer only branded cosmetics
because of its brand, quality and its safe for the skin as well, no matter there is low or high. This also helps to
identify the reasons behind getting attracted towards luxury cosmetics. The study has revealed that, majority
respondents prefer this branded cosmetics products- Maybelline, Lakme, MAC, L’Oreal, Revlon India ,Color bar,
The body shop, AVON, Bobbi Brown, Jaquline USA, HUDA, Faces Canada, Clinique, NAX. The study also revealed
that females prefer branded cosmetics because of likelihood towards brand and they also motivated and influenced
by celebrities ads.
Keywords: Cognitive, conation, affection- tri component model, branded cosmetics, luxury cosmetics
Introduction
The Tri-Component attitude model-
The tri-component demeanor model expresses that dispositions are made out of three segments,
viz., an information (intellectual) segment, feeling and enthusiastic (effect) part and the activity
(conative) segment.
The information or the intellectual segment includes the subjective procedures that lead to the
development of dispositions. As far as showcasing, the information or psychological part of the
tri-component model comprises of shoppers' information about the items/administration offering
and the advertising blend. Customer demeanors are framed based on encounters just as the data
got from an individual (WOM, family, companions, peers, and so forth.) just as unoriginal
(advertiser's sources) wellsprings of data that are held in one's memory.
Review of Literature
Ruchitapangriya ,M. Rupesh Kumar(May 2018) “A study of consumers’ attitude towards
online private labels brands using the Tri- component model” Online private mark items appear
to be a promising and productive arrangement for the Indian online retailers. The motivation
behind this paper was to comprehend the customers' demeanor and purchasing conduct towards
online private name brands.For this reason, we exactly tried a model including factors, for
example, psychological, full of feeling, social; buy goal, and genuine purchasing conduct.
1 . Assistant Professor, Ramaiah Institute of Management, Bangalore.
2 . PGDM - Ramaiah Institute of Management, Bangalore.
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Information was assembled by utilizing a calendar. An example of 400 respondents was
accumulated, and the theories were tried by performing basic condition displaying. The
discoveries featured that the psychological, full of feeling, and conduct elements of mentality
affected each other emphatically just as the buy goal. Also, the outcomes acquired uncovered
that buy expectation prompted the purchasing of online private mark brands. It is normal that the
discoveries of this examination will empower the advertisers of online private name brands to be
progressively educated about the purchasers' frame of mind development process. Besides, it will
assist them with understanding the zones identified with private mark brands, which need their
consideration.
SaifulKibria Chowdhury, Monalisasalam (December 2015)“predicting attitude based on
cognitive ,affective and co native components: an online shopping perspective. In late times
Internet has assumed an indispensable job in our lives going from sending messages to
purchasing products to profiting wedding administrations. Web shopping has been generally
acknowledged as a method for obtaining items and administrations. It has become increasingly
well-known methods in the Internet world. The goal of this investigation is to investigate the
connections among frames of mind segments and to build up a model dependent on which
mentality toward web-based shopping can be anticipated. It has been discovered that every one
of the segments (subjective, full of feeling or conative) has positive and noteworthy associations
with one another and within the general frame of mind, aside from the psychological part which
has a negative association with demeanour.
Ashish Bhatt (Jun 2014)”Consumer attitude towards online shopping in selected regions of
Gujarat”
The developing utilization of Internet in India gives a creating prospect to web based shopping.
On the off chance that E-advertisers realize the variables influencing on the web Indian conduct,
and the connections between these components and the sort of online purchasers, at that point
they can additionally build up their promoting techniques to change over potential clients into
dynamic ones, while holding existing on the web clients. Purchaser conduct is said to be an
applied control as certain choices are fundamentally influenced by their conduct or anticipated
activities. Numerous organizations have begun utilizing the Internet with the point of cutting
showcasing costs, accordingly diminishing the cost of their items and administrations so as to
remain ahead in profoundly aggressive markets. Organizations additionally utilize the Internet to
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pass on, impart and disperse data, to sell the item, to take input and furthermore to lead
fulfilment studies with clients. Clients utilize the Internet not exclusively to purchase the item on
the web, yet in addition to analyse costs, item includes and after deal administration offices they
will get on the off chance that they obtained the item from specific site. This paper centres
around factors which online Indian purchasers remember while shopping on the web. This
examination found that data; saw handiness, saw happiness and security/protection are the five
predominant variables which impact buyer observations on Online obtaining.
Dr. AshutoshSandhe (February 2019)” the effect of consumer attitude on purchasing intention
for organic products”. This exploration paper looks at the impact of buyer frame of mind on
obtaining goal towards natural or eco-accommodating paints. Frame of mind was estimated
through tri-segment model of mentality arrangement. Information was gathered from 300
respondents in the city of Vadodara, Gujarat, India. Respondents were controlled an organized
survey containing explanations estimating frame of mind as far as psychological, full of feeling
and conative elements. Reactions were gathered as a five point likert scale going from
"unequivocally concur" to "emphatically oppose this idea". Shopper disposition and acquiring
expectation was seen as respectably great. The exploration featured the way that customers don't
know about the accessibility of such an item in the market. This is a significant finding from the
view purpose of advertising research.
Mrs. J. Vidhyajawahar, Dr. K. Tamizhjyothi (June 2013)” Consumer Attitude towards
Cosmetic Products”. The overall yearly consumptions for beauty care products is evaluated at
U.S.$18 billion, and numerous players in the field are contending forcefully to catch increasingly
more market. Henceforth, organizations are intrigued to think about shopper's frame of mind
towards beauty care products in order to devise procedures to prevail upon rivalry. The
fundamental reason for this article is to explore the impact of frame of mind on beauty care
products purchasing conduct. The examination question is "the thing that sort of frames of mind
do the clients have towards purchasing conduct of restorative items?" A poll was created and
dispersed to female customers in Bangalore city by utilizing accommodation testing technique.
118 finished polls were returned and afterward 100 legitimate were investigated by utilizing
ANOVA, mean and standard deviation. The aftereffect of the investigation affirms that age,
occupation, conjugal status has positive impact towards corrective items. Yet, pay doesn't have
any impact on the frame of mind towards corrective items.
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Statement of the Problem
The overall yearly consumption for beautifying agents is assessed at U.S.$18 billion, and
numerous players in the field are contending forcefully to catch increasingly more market. Thus,
organizations are intrigued to think about the purchaser's frame of mind towards beautifying
agents in order to devise systems to prevail upon rivalry. The discoveries featured that the
intellectual, full of feeling, and social components of frame of mind impacted each other firmly
just like the buy goal. In the examination, conative components of frame of mind will be featured
which is the distinguished hole from reference inquire about papers.
Objective of the Study
1) To identify the important factors that determines the buying behaviour of branded
cosmetics products.
2) To ascertain the impact of Tri-component (cognitive, affective, conative) on customer
purchase intention.
Scope of the Study
This study is based on female using Luxury brand cosmetics, residing in Bangalore which is
conducted for 4 months. The research is done on Luxury brand cosmetics products such as
Maybelline New York, L’Oreal ,MAC,Revlon India,Colorbar, Clinique, MAC, NAX, Bobbi
Brown, AVON, L.A.Girl, The body shop, Revolution. Luxurybrand products-Lipstick, Eye
shadow, Eyeliner, Primer, Highlighter, Mascara, Eyelash,Concealer,Foundation,
Hypothesis
H1-There is a significance difference between cognitive factor on purchase intention of
customers.
H0-There is no significance difference between cognitive factor on purchase intention of
customers.
H2-There is a significance difference between affection factor on purchase intention of
customers.
H0-There is no significance difference between affection factor on purchase intention of
customers.
H3-There is a significance difference between conation factor on purchase intention of
customers.
H0-There is no significance difference between conation factor on purchase intention of
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customers.
Research Design Descriptive research-Descriptive research is defined as a research method
that describes the attitude of the customers that is being studied. In this stage, with the help
of questionnaire, we understand the factor impacting of choice of branded cosmetics
products. on probability sampling: Snowball and Convenience sampling is used to select the
respondents. A sample of 136 female are taken to understand the attitude of consumer
towards branded cosmetics. Primary data – Data collected through well-structured
questionnaire. Secondary data –Research papers and Web sites. ANOVA analysis is done
for analysis.
Operational definition concepts
Cognitive Component
Cognitive component comprises the knowledge and perceptions a person holds about the attitude
object (product/service). They are acquired from their direct experience with the attitude object
as well as information sources.
Affective Component-
This component is about consumers’ emotions and feelings about the attitude object. They are
also called evaluations as they give insight about the overall assessment of the attitude object as
being “good” or “bad” or as “favorable” or “unfavorable”.
Conative Component –
This component highlights the probability or likelihood that person will behave in a particular
way with regard to the attitude object.
Data analysis and interpretations
Chart showing the age of respondents
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Chart showing the income of respondents
The preference for purchasing of cosmetics
Frequency Percentage
L’Oreal 40 29.6
Maybelline New York 44 32.6
MAC 13 9.6
The body shop 12 8.9
Revlon India 10 7.4
Colorbar 10 7.4
AVON 2 1.5
Revolution London 0 0
Clinique 2 1.5
Bobbi Brown 2 1.5
L.A Girl 0 0
NAX 0 0
Total 135
From the above table, it can be interpreted that out of 136 respondents 29.6% respondents are
prefer L’Oreal products’ cosmetics, 32.6% respondents are prefer Maybelline New York
products’ cosmetics, 9.6% respondents are prefer MAC products’ cosmetics, 8.9% respondents
are prefer The body shop products’ cosmetics, 7.4% respondents are prefer Revlon India
products’ cosmetics, 7.4% respondents are prefer Colorbar products’ cosmetics, 1.5%
respondents are prefer AVON, Clinique, Bobbi Brown products’ cosmetics and no one prefer for
Revolution London, L.A girl, NAX products’ cosmetics.
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Chart showing the preference to select branded cosmetics
The factors which is consider in purchase of branded cosmetics
Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Skin safe 18 6 12 30 70
Quality 11 12 8 37 68
Brand 6 13 34 39 44
Availability 10 7 39 50 30
Value of money 10 11 21 39 55
1811
610 10
612 13
71112
8
3439
2130
37 39
50
39
70 68
44
30
55
0
10
20
30
40
50
60
70
80
Skin safe Quality Brand Availability Value of money
Chart Title
1 2 3 4 5
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Factors consider while purchase of luxury cosmetics
Quality Skin
safety
Value of
money
Availability Result of
products
Maybelline 60 51 47 39 16 18
L’Oreal 59 60 44 25 15 16
MAC 50 63 44 23 9 16
The body shop 43 35 45 29 11 10
Revlon India 46 49 37 31 10 10
Colorbar 36 51 39 30 19 12
AVON 33 50 39 28 13 9
Revolution London 28 60 33 22 12 11
Clinique 36 52 37 28 13 6
L.A Girl 28 60 27 29 12 6
NAX 32 52 32 23 14 7
Bobbi Brown 38 48 37 26 14 9
60 59
50
4346
3633
28
36
2832
38
51
6063
35
49 51 50
60
52
60
524847
44 44
66
37 39 39
3337
2732
3739
25 23
29 31 30 28
22
28 29
2326
16 15
9 11 10
19
13 12 13 12 14 1418 16 16
10 10 129 11
6 6 7 9
0
10
20
30
40
50
60
70
Chart Title
Quality brand Skin safety Value of money Availability Result of products
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Table showing cognition factors effect in purchase of luxury cosmetics-
Cognition Strongly
agree Agree Neutral Disagree
Strongly
disagree
I purchase Luxury cosmetics brand
because of quality 71 43 13 3 6
It is important to get best price on a
product. 46 58 23 4 5
Luxury cosmetics brands are usually
extremely good value for money. 33 29 42 25 7
Prefer because safe for skin 57 43 24 4 8
I am a smart shopper when I buy luxury
cosmetics brand 49 46 31 5 5
The affection factors effect in purchase of luxury cosmetics-
Affection Strongly
agree Agree Neutral Disagree
Stron
gly
disag
ree
preferred cosmetics brands are my
favourite 41 64 21 3 7
This showrooms is one of my favourite for
luxury cosmetics products. 28 51 44 7 6
Prefer this showrooms for wider choice of
brands 32 50 41 7 6
Prefer this showrooms because I hold
membership card/loyalty card. 30 52 41 7 6
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The conation factors which affect the purchase in luxury cosmetics
Conation Strongly
agree Agree Neutral Disagree
Strongly
disagree
Guarantees made by advertisement for
luxury cosmetics 33 56 24 16 7
Attention capture through celebrities
ads 25 63 27 13 8
Personally go through all the reviews
and feedback 51 55 19 3 8
Collect information from peers group,
friends, family 53 58 15 3 6
Hypothesis Testing
H1-There is a significance difference between cognitive factor on purchase intention of
customers.
H0-There is no significance difference between cognitivefactor on purchase intention of
customers.
Anova: Two-Factor Without
Replication
SUMMARY Count Sum Average Variance
I purchase Luxury cosmetics
brand because of quality 5 136 27.2 851.2
It is important to get best price on
a product. 5 136 27.2 587.7
Luxury cosmetics brands are
usually extremely good value for
money. 5 136 27.2 167.2
Prefer because safe for skin 5 136 27.2 513.7
I am a smart shopper when I buy
luxury cosmetics brand 5 136 27.2 457.2
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Strongly agree 5 256 51.2 197.2
Agree 5 219 43.8 106.7
Neutral 5 133 26.6 115.3
Disagree 5 41 8.2 88.7
Strongly disagree 5 31 6.2 1.7
ANOVA
Source of Variation SS df MS F P-value F crit
Rows
1.82E-
12 4
4.55E-
13 3.57E-15 1 3.006917
Columns 8269.6 4 2067.4 16.22763
1.73E-
05 3.006917
Error 2038.4 16 127.4
Total 10308 24
From above it is inferred that there is no significance difference between cognition factors on
purchase intention of customers. Hence cognition factors means past experience of the consumer
is impact on purchase intention of customer.
H2-There is a significance difference between affection factor on purchase intention of
customers.
H0-There is no significance difference between affection factor on purchase intention of
customers.
Anova: Two-Factor Without
Replication
SUMMARY Count Sum Average Variance
preferred cosmetics brands are my
favorite 5 136 27.2 644.2
This showrooms is one of my 5 136 27.2 426.7
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favorite for luxury cosmetics
products.
Prefer this showrooms for wider
choice of brands 5 136 27.2 397.7
Prefer this showrooms because I
hold membership card/loyalty card. 5 136 27.2 417.7
Strongly agree 4 131 32.75 32.91667
Agree 4 217 54.25 42.91667
Neutral 4 147 36.75 112.25
Disagree 4 24 6 4
Strongly disagree 4 25 6.25 0.25
ANOVA
Source of Variation SS Df MS F P-value F crit
Rows
-2.7E-
12 3 -9.1E-13 -1.9E-14 0.01 3.490295
Columns 6968.2 4 1742.05 36.22981 1.31E-06 3.259167
Error 577 12 48.08333
Total 7545.2 19
From above it is inferred that there is no significance difference between cognition factors on
purchase intention of customers. Hence affection factors means emotions and feelings of the
consumer is less impact on purchase intention of customer.
H3-There is a significance difference between conation factor on purchase intention of
customers.
H0-There is no significance difference between conation factor on purchase intention of
customers.
Anova: Two-Factor Without
Replication
SUMMARY Count Sum Average Variance
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Guarantees made by advertisement
for luxury cosmetics 5 136 27.2 351.7
Attention capture through celebrities
ads 5 136 27.2 464.2
Personally go through all the reviews
and feedback 5 136 27.2 590.2
Collect information from peers
group, friends, family 5 135 27 699.5
Strongly agree 4 162 40.5 187.67
Agree 4 232 58 12.667
Neutral 4 85 21.25 28.25
Disagree 4 35 8.75 45.583
Strongly disagree 4 29 7.25 0.9167
ANOVA
Source of Variation SS df MS F P-value F crit
Rows 0.15 3 0.05 0.0007 0.99997 3.4903
Columns 7597 4 1899.33 27.623 5.7E-06 3.2592
Error 825.1 12 68.7583
Total 8423 19
From above it is inferred that there is no significance difference between cognition factors on
purchase intention of customers. Hence conation factors means likelihood of the consumer is
impact on purchase intention of customer.
Findings:
Major portions of the respondents belong to the age group of less than 25 years and 26-35
years respectively.
Majority of the respondents have income between Rs 2-3 lakh.
Considerable portions of the respondents are students and women as this research is
restricted to Newbel road, Bangalore.
Majority female prefer Maybelline New York cosmetics product.
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From open ended question we know that female are prefer this branded cosmetics
products- Maybelline, Lakme, MAC, l’Oreal, Revlon India , Colorbar, The body shop, AVON,
Bobbi Brown, Jaquline USA, HUDA, Faces Canada, L.A. Girl.
Majority female choice branded cosmetics because of its safe for skin and from open
ended response we know that female also prefer Preferred skin tone, Long lasting, Best product.
Majority respondents are prefer branded cosmetics because of its safe for skin.
More no. of female purchase branded cosmetics because of its brand.
Female are more concern about their skin so that prefer quality products so that they
prefer only branded cosmetics.
Females are purchasing branded cosmetics because of their likelihood towards that
particular brand.
Female are attract towards purchase of luxury cosmetics because of celebrities ads.
Recommendations
Some extra offers and discounts should be added.
Maintain good relation with loyal customers.
Other cosmetics products should improve their strategy to reach to the customers, not
only Maybelline but also other product can reach better customers.
Some product don’t allow for trail so that it allows for trail facilities so that females know
about the product and they try to purchase through that experience.
Majority female purchase branded cosmetics because of safe skin factors but they should
improvise their other factors also like availability , value of money etc.
Training needs to be provided for the employees to increase customer satisfaction.
The Creation of awareness of other cosmetics products is necessary among consumers.
Positioning of luxury cosmetics products by their specific attributes.
Customers not only attract with the celebrities ads but also personally go through all
feedback and reviews.
Bibliography
Ruchitapangriya , M. Rupesh Kumar, “A study of consumers’ attitude towards online
private labels brands using Tri-component model”, Volume 48, Issue 5,Banglore, Karnataka,
May 2018.
SaifulKibriaChowdhury, Monalisa Salam, “Predicting attitude based on cognitive, affective
Mukt Shabd Journal
Volume IX, Issue V, MAY/2020
ISSN NO : 2347-3150
Page No : 3432
and conative components: an online shopping perspective”, Vol.6/7,Issue II/I, Bangladesh,
December 2015.
Ashish Bhatt, “Consumer attitude towards online shopping in selected regions of Gujarat”,
Vol. 2,No. 2, PP. 29-56, American Research Institute For Policy Development, Vadodra,
Gujarat, June 2014.
Dr. AshutoshSandhe “The effect of consumer attitude on purchasing intention for organic
products”, Vol. 7, International journal of research, February 2019.
Mrs. J. VidyaJawahar, Dr. K. Tamizhjyothi, “ Consumer attitude towards cosmetics
products”, Vol. 3 ,Annamalainagar, June 2013.
Mukt Shabd Journal
Volume IX, Issue V, MAY/2020
ISSN NO : 2347-3150
Page No : 3433