Examining Determinants of Customer Decision Making on Purchasing Cosmetic Products Online (2014)

Purchasing Cosmetic Products Online Marketing Dissertation – Over the recent years, online shopping has grown rapidly as consumers embrace technology in their day to day activities. While the determinants influencing consumer decision making towards online purchasing of cosmetic products remain poorly exploited, research has shown that accessing wide range of brands to choose from while getting attractive deals in terms of merchandise discounts. With the availability of many models explaining consumer behaviour towards online shopping behaviour, this research focuses on unveiling the determinants of consumer decision making when purchasing cosmetic products online.

This study has adopted survey strategy in which data was collected from 250 female participants from the UK. The findings obtained in this study indicated that, the theory of reasoned action can be used in explaining the motives of consumers towards online shopping of cosmetic products. According to this theory, subjective norms and attitude towards behaviour were identified to be major factors influencing consumers when making decisions towards online shopping.

Among the determinants of subjective norms which influence consumers towards online purchase of cosmetic products include media commercials, family and friends, and experts’ opinions. On the other hand, attitudinal factors including merchant commercials, branded products variety, versatility of online payment tools and perceived ease of use, and perceived risk.

This study addresses these issues by explaining their influence in consumer decision making towards the purchase of cosmetic products online. The aim of this dissertation is to investigate the determinants of customer decision making when purchasing cosmetics online among the UK consumers. Particularly, this expected to shed more light on the motives behind the consumers decision when purchasing cosmetic products online.

This study therefore seeks to identify and explore the consumer behaviour related to online shopping tendencies, and the determinants informing consumer attitudes towards cosmetic products offered online. On this basis, the following research objectives have been formulated to guide the researcher in this study:

  • To identify the factors influencing customers when making decisions on purchasing cosmetics online
  • To explore the underlying motives for online purchasing behaviour for cosmetic products among the consumers
  • To identify and confirm the theories underpinning online consumer behaviour with regard to the purchase of cosmetic products online
  • To provide recommendations for sellers of online cosmetic products on how to attract and retain more customers
  • 13,000 words – 54 pages in length
  • Excellent use of literature
  • Good analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing students

1 – Introduction
Background of the Study
Research Problem
Research Aim and Objectives
Rationale and Significance of this Study
Dissertation Structure

2 – Literature Review
Consumer Decision Making Process
Online Shopping
Theoretical Framework – Theory of Reasoned Action
Determinants of Consumer Decision Making for Online Shopping
Conceptual Framework and Conclusion

3 – Research Methodology
Research Type
Research Philosophy
Research Approach
Research Method
Data Collection
Secondary Research
Primary Research
Data Analysis
Ethical Considerations

4 – Research Findings
Participants Background Information
Factors Influencing Online Shopping Behaviour for Cosmetics
Descriptive Statistics
Inferential Statistics
Reliability Test

5 – Discussion, Conclusion and Recommendations
Discussion of the Research Findings
Conclusion and Implications of the Research
Limitations and Future Research



Purchasing Cosmetic Products Online Marketing Dissertation
Purchasing Cosmetic Products Online Marketing Dissertation

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