brm assignment 2 - hair care product
TRANSCRIPT
Business Research Methods
BDB 3023
Assignment 2
Section: 5
Written By:Gayatri a/p Anbalagan
KJC1110217
Gevana Rao a/l MaraiahKJC1050037
Kalaivani a/p KanapathiKJC1110219
Leenadarshinii a/p BalaguruKJC1110244
Suloshina a/p Rajendra RaoKJC1110243
Written for: Mr. Abdul Aziz bin Mohamed
Due Date: 23rd April 2012
Table of Contents
No Contents Page No.
4.0 Theoretical Framework 1
4.1 Independent Variable 1: Dysmorphic Concern 1
4.2 Independent Variable 2: Brand Loyalty 2
4.3 Independent Variable 3: Promotion 2
4.4 Independent Variable 4: Physical Attractiveness 3
4.5 Independent Variable 5: Self-image and Self-presentation 3
4.6 Independent Variable 6: Social Confidence 4
4.7 Independent Variable 7: Celebrity’s Endorsement 4
4.8 Hypothesis 5
4.9 Theoretical Framework Diagram 7
5.0 Research Design 8
5.1 Questionnaire 11
4.0 Theoretical Framework
A theoretical framework is used to limit the scope of the relevant data by focusing on specific
variables and defining the specific viewpoint (framework) that the researcher will take in
analyzing and interpreting the data to be gathered, understanding concepts and variables
according to the given definitions, and building knowledge by validating or challenging
theoretical assumptions.
Well, this is our theoretical framework; we have two type of variable. They are dependent
variable and independent variables. Dependent variable is the variable of primary interest to the
researcher; in our research the dependent variable is “choice of hair grooming establishment.”
The choice of hair grooming is significantly related to their socioeconomic characteristics
(occupation, gender, racial/ethnic group, income, and age) and perceptions of important hair-
grooming establishment attributes. Independent variable is one that influences the dependent
variable in either a positive way or negative way. Independent variable will influence the
dependent variable in which each unit of increase in the independent variable, there is an
increase or decrease in the dependent variable also.
4.1 Independent Variable 1: Dysmorphic Concern
The first independent variable that we are going to look at is the dysmorphic concern. Based on
the previous research, dysmorphic concern is a type of chronic mental illness in which you can't
stop thinking about a flaw with your appearance — a flaw that is either minor or imagined. But
to you, your appearance seems so shameful that you don't want to be seen by anyone. Body
dysmorphic disorder has sometimes been called "imagined ugliness."
The choice of hair grooming establishment (dependent variable) is logically related to
dysmorphic concern (independent variable); nowadays many people are too concern about their
appearance, especially hair grooming. Indeed, serial surveys in the US show that more and more
people are dissatisfied with some aspect of their physical appearance, with a recent survey
(1997) finding that 43% of men and 56% of women experience dissatisfaction with themselves.
So, cosmetic products have been satisfying humans need to enhance their hair grooming style.
For an example, women are not satisfied with their natural hair style and they feel ashamed to
face the society. Therefore women used to change their hair style up to time according to current
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trend. They also obsess their hair grooming often for many hours a day and may seek out
numerous cosmetic procedures to try to "fix" your perceived flaws, but never will be satisfied.
4.2 Independent Variable 2: Brand Loyalty
The following independent variable is brand loyalty. Brand loyalty means the extent of the
faithfulness of consumers to a particular brand, expressed through their repeat purchases,
irrespective of the marketing pressure generated by the competing brands.
Well, the choice of hair grooming establishment (dependent variable) is rationally related to
brand loyalty (independent variable), it occurs because the consumer perceives that the brand
offers the right product features, image, or level of quality at the right price. In this new era,
many of us stick to the most preferable brand even it cost a lot in terms of price. In the case,
shampoos that we use also cost more than our amount spend on food. The most marketable brand
for now is L’Oreal brand, even in saloons they uses this brand product for hair care but with
higher expectation in term of money. The need or perception of need is high; the individual will
actively seek to satisfy that need, directly related to "Maslow's Hierarchy of Needs" which states
that every individual will actively seek to satisfy physiological needs first.
4.3 Independent Variable 3: Promotion
Furthermore, promotion is another independent variable. Promotion defines as the commercial
processes involved in promoting and selling and distributing a product or service. Customers
may be loyal owing to high switching barriers related to technical, economical or psychological
factors, which make it costly or difficult for the customer to change. Promotion is considering
the influence of culture on the consumer behavior.
The choice of hair grooming establishment (dependent variable) is realistically related to
promotion (independent variable). Thus, having a promotion on hair care products or hair do on
certain quality product will attract more customers. Mostly women will be attracted to
promotions and they tend to make changes to their hair to look perfect. Hair grooming products
seem to make women’s feel that their current attractiveness levels are different from what they
would ideally be.
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4.4 Independent Variable 4: Physical Attractiveness
Physical attractiveness is one of the independent variable that we have used for our research. It is
one dimension of a person’s appearance with influence and impact greater than recognized,
expected, or admitted. Most countries and cultures still maintain a double standard with physical
appearances being more important for women than men.
The choice of hair grooming establishment (dependent variable) is logically related to Physical
attractiveness (independent variable).The care of hair is of greater social importance than
perhaps is immediately appearance. Hair is the key component of the so-called “physical
attractiveness phenomenon”. As said, women’s are too concern about their hair than men’s.
Women mostly worries about their hair style and they cares about it too often. So they go for the
hair care regimens to solve their hair problems such as dry hair, oily hair, hair fall, damaged
hairs, dandruff and so on. So for human hair is in the first place than other part of body when it
comes to physical appearance; because our hair styling indicates who are we and our personality.
4.5 Independent Variable 5: Self image and Self presentation
The following independent variables are self-image and self-presentation. Self-image means the
mental picture, generally of a kind that is quite resistant to change, that depicts not only details
that are potentially available to objective investigation by others but also items that have been
learned by that person about himself or herself, either from personal experiences or by
internalizing the judgments’ of others.
The true meaning of self-presentation is the attempt to control self-relevant images before real or
imagined others and controls the impressions that others form of them in social interaction.
Individuals involved may be self-aware of these processes or not.
The choice of hair grooming establishment (dependent variable) is sensibly related to self-image
(independent variable) and self-presentation (independent variable). Self-image has traditionally
been a concern for women in society however, times have been changing. Through scientific
research and observation of social trends, we can see that men are starting to find their identity in
their image and care of their hair. Judgments about individuals are no longer made on their status
in society and their careers alone, but their appearance and how they present themselves. Self-
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presentation related to hair grooming; have to adjust our style of hair according to the place.
Presentation of us is very important because the first impressions are often experienced as a
vague positive or negative emotional reaction. For an example, attending an interview for a
teaching career; you as a candidate has been coloured your hair. As the interviewer sees you at
his or her first sight, they will have the negative impression on you even though you are a
excellent candidate with high pointer.
4.6 Independent Variable 6: Social Confidence
On the other hand, social confidence is known as Self-confidence is essentially an attitude which
allows us to have a positive and realistic perception of ourselves and our abilities. It is
characterized by personal attributes such as assertiveness, optimism, enthusiasm, affection, pride,
independence; trust the ability to handle criticism and emotional maturity.
The choice of hair grooming establishment (dependent variable) is prudently related to social
confidence (independent variable). We must have our own confidence on own self. The hair
grooming and styling must be liked by you not to the taste of others; we must be brave to face
the society and accepts or ignore their criticism on our style of grooming the hair. We have to the
hair styling according to our preference and also interest. For instance, some women like to punk
their hair as men, but there is some society could not accept the style and they talks bad about her
, well the girl who punk the hair should face all this criticism and able to handle the situation.
4.7 Independent Variable 7: Celebrity’s Endorsement
As a final variable is celebrity’s endorsement, it means a form of brand or an advertising
campaign that involves a well-known person using their fame to help to promote a product or
service or charity.
The choice of hair grooming establishment (dependent variable) is practically related to
celebrity’s endorsement (independent variable). How celebrities have related to hair grooming
establishment? Celebrity such as actress, actor or singer mainly will always appear in
advertisements and banners to promote the product of hair care. An example, Pantene Pro-V has
set the trend once again. This time, the hair care brand turned the tables on celebrity
endorsements by selecting Olympic gold medalist Natalie Coughlin as its 2012 brand
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ambassador. A statement given by her: "I trust Pantene to keep my hair beautiful while I focus
on my journey." Hence, society will follow or inspire by her and they tend to buy that product.
The product that people buys might have poster of the celebrity or a graphic toy of the celebrity.
All this will attract more customers.
4.8 Hypothesis
A hypothesis is a statement that describes the relationship between variables in the theoretical
framework. Each relationship is represented by two hypotheses: a null hypothesis and an
alternate hypothesis. Below is the illustration of the null hypothesis and the alternate hypothesis:
1) H (null): There is no relationship between dysmorphic concern and the choice of
hair grooming establishment.
H (alternate): There is a relationship between dysmorphic concern and the
choice of hair grooming establishment.
2) H (null): There is no relationship between brand loyalty and the choice of hair
grooming establishment.
H (alternate): There is a relationship between brand loyalty and the choice of
hair grooming establishment.
3) H (null): There is no relationship between promotion and the choice of hair
grooming establishment.
H (alternate): There is a relationship between promotion and the choice of hair
grooming establishment.
4) H (null): There is no relationship between physical attractiveness and the choice
of hair grooming establishment.
H (alternate): There is a relationship between physical attractiveness and the
choice of hair grooming establishment.
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5) H (null): There is no relationship between self-image and the choice of hair
grooming establishment.
H (alternate): There is a relationship between self-image and the choice of hair
grooming establishment.
6) H (null): There is no relationship between self-presentation and the choice of
hair grooming establishment.
H (alternate): There is a relationship between self-presentation and the choice of
hair grooming establishment.
7) H (null): There is no relationship between social confidence and the choice of
hair grooming establishment.
H (alternate): There is a relationship between social confidence and the choice of
hair grooming establishment.
8) H (null): There is no relationship between celebrities’ endorsement and the
choice of hair grooming establishment.
H (alternate): There is a relationship between celebrities’ endorsement and the
choice of hair grooming establishment.
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4.9 Theoretical Framework Diagram
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Dysmorphic concern
Brand loyalty
Promotion
Physical attractiveness
Self-image
Self-presentation
Social confidence
Celebrity’s endorsement
Hair grooming establishment
5.0 Research Design
As for the research design, we want to explain to the readers on the details about the survey that
we are going to conduct. By now, the readers would have a picture on how the find the
motivation behind usage of cosmetic particularly hair care product. We have noticed that people
nowadays are more liberal and emphasizes on their personality more than people from previous
decade. Therefore, there can be both positive and negative effect from using this hair care
product. Thus, we want to find out what motivation drives people to be using hair care product
significantly.
Purpose of Research
In this survey, we are going to do a quantitative research whereby we will be testing hypothesis.
In here, we will be finding out the relationship between independent variables and also the
dependent variables. Furthermore, a correlationship investigation will be carried out because in
this research we want to know and identify the important drive that is associated with the usage
of hair care product.
Interference of Research
As for interference of research, there is basically no interference because we are conducting a
correlation investigation. We will not be interfering with the natural environment and let the
investigation take place by its own. The investigation in this research will be done through
distribution of questionnaires as a method of collecting data in order to find out naturally the
relationship between the independent variable and also the dependent variable. The participants
that involves in this survey will be on voluntarily basis and not being forced and also they are
find randomly throughout Klang Valley.
Study Setting
Moreover, this research will also be conducted in a natural environment as mentioned earlier
which will be referred as non-contrived setting. Correlationship investigation is always done in
non-contrived setting. This correlation study that is conducted is called field studies as we are
conducting the research in a non-contrived setting and also without controlling the variables.
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Unit Analysis
In addition to that too, the unit analysis will be an individual because we are interested to know
the individual’s level of belief and perceptions in using hair care product. This individual’s
beliefs and perception will be driving them to be engaged in hair care product and that is why we
want to find out more about it.
Time Horizon
There are two types of time horizons such as cross sectional and longitudinal studies. Our group
will be using cross sectional study which is designed to be gathered once or over a period of days
or weeks or months to answer a research question. Cross-sectional studies are observational in
nature and are known as descriptive research, not causal or relational. Researchers record the
information that is present in a population, but they do not manipulate variables. This type of
research can be used to describe characteristics that exist in a population, but not to determine
cause-and-effect relationships between different variables. These methods are often used to make
inferences about possible relationships or to gather preliminary data to support further research
and experimentation. Therefore our group will take approximately more than 1 week to collect
these research data.
Sample Size
Sample size is the act of choosing the number of observations or replicates to include in a
statistical sample. The sample size is an important feature of any empirical study in which the
goal is to make inferences about a population from a sample. In practice, the sample size used in
a study is determined based on the expense of data collection, and the need to have sufficient
statistical power. Since our group consists of 5 members, we have decided to distribute 100
pieces of questionnaire. Therefore, there will be 100 respondents who will answer our
questionnaire.
Location to Collect Data
Our locations to approach the respondents are in our UNITAR campus, KL Central and also in
Sunway Pyramid Mall. We are going to distribute this questionnaire in this particular location so
that we can find many respondents that are different age, race, ethnic and many more.
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Method of Collecting Data
We are planning to collect the data by personally with each respondent that going to respond to
our questionnaire. Each of questionnaires will be distribute personally and also will be collect by
that day itself. This will be much faster way compared to posting to the respondents because
most of the urban respondents will not reply back and even if they reply back most probably it
will time consuming.
Method of Analyzing Data
The last part that we want to talk in this research design will be the method used in analyzing the
data received. Once we have received the data that is needed, we will be using SPSS software, a
form of computer software by IBM that is used to perform the statistical analysis. The result
from this finding will be explained in further in the coming topics of the paper. However the
statistical analysis highly depended on the type of data that is being collected. In the following
pages will be list of questions that will ask to the respondents of the survey.
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5.1 Questionnaire
Survey on Factors Motivates Individuals to Use Hair Care Product
Please tick in the appropriate answer provided.
Demographic
1. Gender
Male Female
2. What is your religion?
Islam Christian
Buddhist Others
Hindu
3. Age:
18 - 25 years old 45 - 55 years old
25 - 35 years old 55 and above
35 - 45 years old
4. Which part of Klang Valley do you stay?
Petaling Jaya Subang Jaya
Kuala Lumpur Others
Shah Alam
5. What is the highest education level you have completed? If currently enrolled, mark the previous
grade or highest degree received.
Primary School Degree
Secondary School Postgraduate
Certificate / Diploma/ Stpm
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Independent Variable 1: Dysmorphic Concern
Totally D
isagree
Disagree
Neutral
Agree
Totally A
gree
6. Spend a lot of time worrying about a defect in your hair? 1 2 3 4 5
7. Consider yourself to be misformed or misshaped in some way? 1 2 3 4 5
8. Spend a lot of time covering up defects in your hair? 1 2 3 4 5
9. Feel very concerned about some aspect of your hair? 1 2 3 4 5
10. Feel that you need to consult a cosmetic expert about some aspect of your hair? 1 2 3 4 5
11. Strongly believe that something is wrong with your hair despite assurances from others/doctors? 1 2 3 4 5
Independent Variable 2: Brand Loyalty
Totally D
isagree
Disagree
Neutral
Agree
Totally A
gree
12. The brand is reputable 1 2 3 4 5
13. Brand name and image attract me to purchase 1 2 3 4 5
14. Brand name is selected regardless of price 1 2 3 4 5
15. Brand reflects my own personality 1 2 3 4 5
16. The brand has good functional quality 1 2 3 4 5
Independent Variable 3: Promotion
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Totally D
isagree
Disagre
e
Neutral
Agree
Totally A
gree
17. Advertisement is attractive 1 2 3 4 5
18. Ads attract me to purchase 1 2 3 4 5
19. Window displays are attractive 1 2 3 4 5
20. Increases of price hinder me to purchase hair care product 1 2 3 4 5
21. Buy one get 1 free offer to buy hair care product make me feel good 1 2 3 4 5
22. Beyond the money I save, buying a hair care product give me a sense of joy 1 2 3 4 5
Independent Variable 4: Physical Attractiveness
Totally D
isagree
Disagre
e
Neutral
Agree
Totally A
gree
23. I do groom my hair every day 1 2 3 4 5
24. I would not leave the house without grooming my hair 1 2 3 4 5
25. I would be happy for my friends to see me without hair dressing 1 2 3 4 5
26. I would be happy to go to a party without hair grooming 1 2 3 4 5
27. I would be happy to attend an interview without hair grooming 1 2 3 4 5
Independent Variable 5: Self-Image
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Totally D
isagree
Disagree
Neutral
Agree
Totally A
gree
28. I don’t like what I see in the mirror 1 2 3 4 5
29. I am satisfied with my general behavior 1 2 3 4 5
30. I am helped by a good self-image 1 2 3 4 5
31. I am not self-confident 1 2 3 4 5
32. I think of myself a positive person 1 2 3 4 5
33. I do not have an attractive personality 1 2 3 4 5
Independent Variable 6: Self-Presentation
Totally D
isagree
Disagree
Neutral
Agree
Totally A
gree
34. I believe that hair grooming makes a positive improvement to my appearance 1 2 3 4 5
35. Hair grooming makes has a positive impact on my behavior 1 2 3 4 5
36. I wish I could have more respect for myself 1 2 3 4 5
37. I feel I am not reaching my potential 1 2 3 4 5
38. I consider myself as a responsible person 1 2 3 4 5
Independent Variable 7: Social Confidence
Totally D
isagree
Disagree
Neutral
Agree
Totally A
gree
39. Hair grooming makes has a positive impact on my confidence 1 2 3 4 5
40. I don’t have good nurturing relationships with people 1 2 3 4 5
41. I lack of confidence in situations 1 2 3 4 5
42. I do not get on well with other people 1 2 3 4 5
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43. Strongly believe that something is wrong with your appearance or bodily functioning, despite assurance from others-doctors
1 2 3 4 5
44. I am not bother by difficult social setting 1 2 3 4 5
Independent Variable 8: Celebrity’s Endorsement
Totally D
isagree
Disagree
Neutral
Agree
Totally A
gree
45. Do you believe products advertised by the celebrities are of good? 1 2 3 4 5
46. Would a celebrity endorsement of a product influence your decision to purchase that product? 1 2 3 4 5
47. Can a company with a bad product can still make a fortune with the right celebrity endorsement? 1 2 3 4 5
48. Does the presence of celebrities encourages you to purchase the product or service? 1 2 3 4 5
49. Does celebrities endorsement influence your personality? 1 2 3 4 5
50. Do you believe celebrity endorsements are false advertising? 1 2 3 4 5
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