Description
The documentation is explaining about study of research on sunscreen brands.
Parameters that affect the buying decision of “SUNSCREEN”
1. Introduction
Sunscreen (also known as sunblock, suntan lotion) is a lotion, spray or other topical product that helps protect the skin from the sun's ultraviolet (UV) radiation, and which reduces sunburn and other skin damage, with the goal of lowering the risk of skin cancer. The most effective sunscreens protect against both UVB, which can cause sunburn, and UVA, which damages the skin with more long-term effects, such as premature skin aging. Most sunscreens work by containing either an organic chemical compound that absorbs ultraviolet light (such as oxybenzone) or an opaque material that reflects light (such as titanium dioxide, zinc oxide), or a combination of both. Typically, absorptive materials are referred to as chemical blocks, whereas opaque materials are mineral or physical blocks. Gone is the time when sunscreen was considered a lotion and cream only for Caucasian skin types. With rampant cases of sunburns, skin allergies, skin cancer, the usage of sunscreen is now mandatory and beneficial. The various players in this market have not left any card unturned to come up with new and better products with better specifications and ingredients. Hence the competition is also immense among the existing players.
2. Objective of the Study
To study the effect of SPF, fragrance, form, skin type, price, brand, celebrity endorsement and recommendations from family and friends on buying decision of a customer of sunscreen.
3. Variables
Dependent Variable: This is the factor which is dependent on independent variables and is affected by them. The researcher has no control over them.
•
Decision of the buyer
Independent Variables: These are the factors which are independent and are under the control of the researcher. • • • • • • • • SPF Fragrance Form (gel, lotion, spray) Skin type (oily, dry, combination) Price Brand Celebrity endorsement Recommendations (family/friends)
4. Theoretical Framework
SPF Fragrance Form Skin type Price Brand Celebrity endorsement Recommendations Buying decision of sunscreen
Independent variables
Dependent Variable
5. Hypothesis
The survey that we conducted is for analysis of the parameters that affect the buying decision of sunscreen. Hence we majorly analyzed the degree to which they affect. Apart from this we have also studied that which is that one parameter which generally people look for in a sunscreen. Hence for this our null hypothesis is: H0: The buying decision of sunscreen is majorly affected by its SPF
6. Questionnaire
The questionnaire was primarily targeted to the young educated people. The respondents were mainly 20-25 years of age and were either working or studying. Since it is a cosmetic product, the respondents were mainly females. The targeted people had complete knowledge of sunscreen, its usage, its benefits and which are the different players in the market. They consciously apply it and consider certain parameters before choosing one. Hence the independent variables that we have chosen are of importance to them. To reach such a group of people, internet was the best medium and hence an online survey was designed. The survey allowed people to answer all questions in a chronological order. Also, it prevents some errors that could creep in while filling the paper questionnaire. Out of the 14 questions asked, 5 questions were measured on nominal scale. These questions had answers in the options and the respondent was supposed to choose the correct option. One could not rate these factors. The other 9 questions which had factors like SPF, fragrance, skin type etc. were measured on ordinal scale. The respondent were supposed to rate the factor from 5 to 1, 5
being the highest and 1 lowest. Hence, for the former questions, pie graphs on excel sheet have been made to discuss the results and for the latter, factor analysis on SPSS is done.
7. Sample
The sample chosen was the set of people who are young, working or studying and have an easy access to internet. The sampling method used was Stratified Random Sampling. When there are identifiable subgroups of elements, within the population that may be expected to have different parameters on a variable of interest to the researcher, then the method of sampling used is called Stratified Random sampling. The sample size was chosen to be about 60.
8.
Data Collection
The data collection was done through an online survey. A survey was prepared on
createsurvey.com and an e-mail was sent to a group of selected people requesting them to fill in the survey. The online survey tool tabulated the total number of responses and summed up the data.
•
Number of questions There were 14 questions in total.
• Response All the questions were compulsory.
9. Results
a) Tables - The survey was conducted for 57 people and some of the statistics obtained are as follows:
• Do you use a sunscreen?
• How many brands of sunscreen do you know?
• How often do you use a sunscreen?
• Are you willing to use a new sunscreen in the market which comes out from the house of a famous brand?
• Where do you buy your sunscreen from?
b) Analysis – • Factor Analysis
• Means analysis
10. Discussion of the result
To analyze the data, we had performed factor analysis on it. Though the number of responses that we got was not adequate to perform the analysis but we got fair result. Any value above 0.5 is good for KMO test but we got a value of 0.333 which is pretty less. This shows that for such an analysis a large number of responses are required. The total variance table explains or shows that around 70% of the data has been extracted of which 23% is under factor 1, 18% is under factor 2 and 13% is under factor 3 and 4. The component matrix tells us which all factors can be clubbed together under one component. All 7 factors will now be explained or will now come under 4 components and that component would best describe those factors. For that, the factor which has a value of equal to or more than 0.6 will be considered under that component. Hence, in our analysis, form, skin type and brand will come under component 1; fragrance and celebrity endorsement will come under component
2; recommendations from family and friends is under component 3 and SPF and price is under component 4. The rotation is done to get a clearer picture of which factor comes under which component. This is because sometimes, the value is very close and rotation makes it clear. The plot in the rotated space felicitates the result. The plot clearly shows which factors can be clubbed together. We have also done mean analysis of the data to check that if people are ready to use a new sunscreen from the house of a big brand then which factor they would consider most. From mean analysis, we find that out of total respondents (57), 53% of respondents (30) give highest preference to SPF. Hence the null hypothesis which says that SPF has the maximum affect is accepted and alternate hypothesis is rejected.
11. Conclusion
After the analysis and discussion of the result, we have arrived at a conclusion that the parameters like SPF, fragrance, form, skin type, price, brand, celebrity endorsement, and recommendations do affect the buying decision of sunscreen though the degree to which each one of them affects varies. We also conclude that if a user has to try a new sunscreen then SPF of the sunscreen will affect his/her decision the most.
12. Questionnaire
doc_199280852.doc
The documentation is explaining about study of research on sunscreen brands.
Parameters that affect the buying decision of “SUNSCREEN”
1. Introduction
Sunscreen (also known as sunblock, suntan lotion) is a lotion, spray or other topical product that helps protect the skin from the sun's ultraviolet (UV) radiation, and which reduces sunburn and other skin damage, with the goal of lowering the risk of skin cancer. The most effective sunscreens protect against both UVB, which can cause sunburn, and UVA, which damages the skin with more long-term effects, such as premature skin aging. Most sunscreens work by containing either an organic chemical compound that absorbs ultraviolet light (such as oxybenzone) or an opaque material that reflects light (such as titanium dioxide, zinc oxide), or a combination of both. Typically, absorptive materials are referred to as chemical blocks, whereas opaque materials are mineral or physical blocks. Gone is the time when sunscreen was considered a lotion and cream only for Caucasian skin types. With rampant cases of sunburns, skin allergies, skin cancer, the usage of sunscreen is now mandatory and beneficial. The various players in this market have not left any card unturned to come up with new and better products with better specifications and ingredients. Hence the competition is also immense among the existing players.
2. Objective of the Study
To study the effect of SPF, fragrance, form, skin type, price, brand, celebrity endorsement and recommendations from family and friends on buying decision of a customer of sunscreen.
3. Variables
Dependent Variable: This is the factor which is dependent on independent variables and is affected by them. The researcher has no control over them.
•
Decision of the buyer
Independent Variables: These are the factors which are independent and are under the control of the researcher. • • • • • • • • SPF Fragrance Form (gel, lotion, spray) Skin type (oily, dry, combination) Price Brand Celebrity endorsement Recommendations (family/friends)
4. Theoretical Framework
SPF Fragrance Form Skin type Price Brand Celebrity endorsement Recommendations Buying decision of sunscreen
Independent variables
Dependent Variable
5. Hypothesis
The survey that we conducted is for analysis of the parameters that affect the buying decision of sunscreen. Hence we majorly analyzed the degree to which they affect. Apart from this we have also studied that which is that one parameter which generally people look for in a sunscreen. Hence for this our null hypothesis is: H0: The buying decision of sunscreen is majorly affected by its SPF
6. Questionnaire
The questionnaire was primarily targeted to the young educated people. The respondents were mainly 20-25 years of age and were either working or studying. Since it is a cosmetic product, the respondents were mainly females. The targeted people had complete knowledge of sunscreen, its usage, its benefits and which are the different players in the market. They consciously apply it and consider certain parameters before choosing one. Hence the independent variables that we have chosen are of importance to them. To reach such a group of people, internet was the best medium and hence an online survey was designed. The survey allowed people to answer all questions in a chronological order. Also, it prevents some errors that could creep in while filling the paper questionnaire. Out of the 14 questions asked, 5 questions were measured on nominal scale. These questions had answers in the options and the respondent was supposed to choose the correct option. One could not rate these factors. The other 9 questions which had factors like SPF, fragrance, skin type etc. were measured on ordinal scale. The respondent were supposed to rate the factor from 5 to 1, 5
being the highest and 1 lowest. Hence, for the former questions, pie graphs on excel sheet have been made to discuss the results and for the latter, factor analysis on SPSS is done.
7. Sample
The sample chosen was the set of people who are young, working or studying and have an easy access to internet. The sampling method used was Stratified Random Sampling. When there are identifiable subgroups of elements, within the population that may be expected to have different parameters on a variable of interest to the researcher, then the method of sampling used is called Stratified Random sampling. The sample size was chosen to be about 60.
8.
Data Collection
The data collection was done through an online survey. A survey was prepared on
createsurvey.com and an e-mail was sent to a group of selected people requesting them to fill in the survey. The online survey tool tabulated the total number of responses and summed up the data.
•
Number of questions There were 14 questions in total.
• Response All the questions were compulsory.
9. Results
a) Tables - The survey was conducted for 57 people and some of the statistics obtained are as follows:
• Do you use a sunscreen?
• How many brands of sunscreen do you know?
• How often do you use a sunscreen?
• Are you willing to use a new sunscreen in the market which comes out from the house of a famous brand?
• Where do you buy your sunscreen from?
b) Analysis – • Factor Analysis
• Means analysis
10. Discussion of the result
To analyze the data, we had performed factor analysis on it. Though the number of responses that we got was not adequate to perform the analysis but we got fair result. Any value above 0.5 is good for KMO test but we got a value of 0.333 which is pretty less. This shows that for such an analysis a large number of responses are required. The total variance table explains or shows that around 70% of the data has been extracted of which 23% is under factor 1, 18% is under factor 2 and 13% is under factor 3 and 4. The component matrix tells us which all factors can be clubbed together under one component. All 7 factors will now be explained or will now come under 4 components and that component would best describe those factors. For that, the factor which has a value of equal to or more than 0.6 will be considered under that component. Hence, in our analysis, form, skin type and brand will come under component 1; fragrance and celebrity endorsement will come under component
2; recommendations from family and friends is under component 3 and SPF and price is under component 4. The rotation is done to get a clearer picture of which factor comes under which component. This is because sometimes, the value is very close and rotation makes it clear. The plot in the rotated space felicitates the result. The plot clearly shows which factors can be clubbed together. We have also done mean analysis of the data to check that if people are ready to use a new sunscreen from the house of a big brand then which factor they would consider most. From mean analysis, we find that out of total respondents (57), 53% of respondents (30) give highest preference to SPF. Hence the null hypothesis which says that SPF has the maximum affect is accepted and alternate hypothesis is rejected.
11. Conclusion
After the analysis and discussion of the result, we have arrived at a conclusion that the parameters like SPF, fragrance, form, skin type, price, brand, celebrity endorsement, and recommendations do affect the buying decision of sunscreen though the degree to which each one of them affects varies. We also conclude that if a user has to try a new sunscreen then SPF of the sunscreen will affect his/her decision the most.
12. Questionnaire
doc_199280852.doc