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Organizational Research Methods

Research Design:

The research conducted is exploratory using quantitative analysis which was most adequate research design to suit the current study (Kamper, 2020). A random sampling method has been followed as a sample design. The size of the sample comprised of 56 respondents. The sample unit of the study takes into account age, marital status and educational background of the respondents. Both Primary and Secondary Data have been collected to gain better insight into the research objectives that aid in presenting conclusive results (Turner, Cardinal, & Burton, 2016). The primary data has been gathered from target respondents through a structured questionnaire (refer appendix -1) asking close-ended questions. Necessary insights have been measured on a 5-point Likert Scale with 1 = strongly disagree, 2 = disagree, 3 = neither agree nor disagree, 4 = agree and 5 = strongly agree (Batterton & Hale, 2017). The secondary data for the research has been collected from relevant resources such as journals, articles, newspapers, magazines, internet, periodicals, books, reports based on skincare products specifically marketed in Asia and India. The data analysis has been conducted through SPSS for accurate and measurable results.

Findings and Discussion

Respondent’s Profile

The study has indicated that nearly 62% of the respondents were females and 80% of the respondents are unmarried. The occupation of respondents ranged from employee, students, homemaker to an employee with most of the respondents being students. 46% of the respondents purchase skincare products every month. The study revealed that 100% of the respondents have faced acne breakouts out of which 75% have used skincare products to treat acne thereby making the sample study strong towards findings.

Preference for Skincare Products

The skincare market has significant scope for products in which face wash accounts for the most preferred choice of consumer (40%) followed by face mask (34%), skin cleanser (32%). 19% of respondents use home remedy solutions, 10% prefer to use facial scrubs and 8% have used oral vitamins and supplements to treat acne. The combined demand for serum and acne removal creams constitutes nearly 9% of the consumer choice.

Impact of Marketing Mix on Buying Intention

SUMMARY OUTPUT

               
   

Regression Statistics

 

Multiple R

0.603159358

 

R Square

0.363801211

 

Adjusted R Square

0.300181333

 

Standard Error

0.512710666

 

Observations

56

 
   

ANOVA

 
 

df

SS

MS

F

Significance F

 

Regression

5

7.515986857

1.503197371

5.718357499

0.000301384

 

Residual

50

13.14361136

0.262872227

 

Total

55

20.65959821

       
   
 

Coefficients

Standard Error

t Stat

P-value

Lower 95%

Upper 95%

Lower 95.0%

Upper 95.0%

Intercept

0.816776507

0.593816671

1.375469142

0.175117332

-0.375939378

2.009492392

-0.375939378

2.009492392

PRODUCT (Q3_Q10)

-0.122573839

0.21325637

-0.57477223

0.568022692

-0.550911864

0.305764186

-0.550911864

0.305764186

PLACE (Q1_Q6)

0.126111597

0.210345489

0.599545048

0.551516795

-0.296379753

0.548602946

-0.296379753

0.548602946

PRICE (Q3_Q6)

0.403114713

0.148987485

2.705695128

0.009297241

0.103864542

0.702364884

0.103864542

0.702364884

PROMOTION (Q1_Q11)

0.24708221

0.17200696

1.436466345

0.157097561

-0.098403938

0.592568357

-0.098403938

0.592568357

COMPETITOR (Q2_Q5)

0.118495883

0.218192702

0.543079039

0.589488367

-0.319757056

0.556748821

-0.319757056

0.556748821

Marketing Mix is the base framework upon which all the marketing strategies for a product or service are built. The current study has been undertaken to determine the impact of various elements of marketing mix such as product, price, place and promotion on the buying intention of the consumer. Analysis of the impact of competitor brands has also been conducted to understand the relationship and degree of impact on the buying intention of the customer. The following regression analysis indicates the findings of identified variables:

The adjusted R-squared value indicates the strength of the analysis which is marked at nearly 30% giving it a reasonable acceptance for consideration. The strength may have increased with increase in sample size.

Significance F (0.000301) < 0.05 indicating that analysis is valid and can be taken into consideration.

Testing of Hypothesis: (Product)

H0: Product affects the buying intention for skincare products

H1: Product does not affect the buying intention for skincare products

Slope value (-0.122573839) indicates a negative correlation between the product and buying intention. P-value (0.568022692) > 0.05 thus,

H0 ≠ Product affects the buying intention for skincare products

Inference: Product does not affect the buying intention of the consumers for skincare products.

Testing of Hypothesis: (Price)

H0: Price affects the buying intention for skincare products

H1: Price does not affect the buying intention for skincare products

Slope value (0.403114713) indicates a positive correlation between the price of skin care products and buying intention. P-value (0.009297241) < 0.05 thus,

H0 = Price affects the buying intention for skincare products

Inference: Price of skincare products significantly affects the buying intention of the consumers.

Testing of Hypothesis: (Place)

H0: Place affects the buying intention for skincare products

H1: Place does not affect the buying intention for skincare products

Slope value (0.126111597) indicates a positive correlation between place/distribution channels and buying intention. However, P-value (0.551516795) > 0.05 thus,

H0 ≠ Place affects the buying intention for skincare products

Inference: Place/distribution channels do not have a significant impact on the buying intention of skincare products for the consumer.

Testing of Hypothesis: (Promotion)

H0: Promotional Strategies affect the buying intention for skincare products

H1: Promotional Strategies do not affect the buying intention for skincare products

Slope value (0.24708221) indicates a positive correlation between the product and buying intention. P-value (0.157097561) > 0.05 thus,

H0 ≠ Promotion strategies affect the buying intention for skincare products

Inference: Promotion Strategies do not have a significant impact on the buying intention of the consumers for skincare products.

Testing of Hypothesis: (Competitor)

H0: Competing Brands affect the buying intention for skincare products

H1: Competing Brands do not affect the buying intention for skincare products

Slope value (0.118495883) indicates a positive correlation between the product and buying intention. However, P-value (0.589488367) > 0.05 thus,

H0 ≠ Competing Brands affect the buying intention for skincare products

Inference: Competing Brands do not have a significant impact on the buying intention of the consumers for skincare products

Conclusion: From the analysis above, it is inferred that out of all the elements of the marketing mix, the buying intention of the consumer is most affected by the price of the product. The increase in the price of skincare products leads to a decline in the purchase of products and vice versa. The product attributes have no relation with the buying intention. Although place/distribution channels, promotional strategies and competing brands do affect the buying intention, the impact is, however, not significant enough to be considered as a relevant factor.

References for Research Design for Mixed Methods

Batterton, K. A., & Hale, K. N. (2017). The Likert Scale what it is and how to use it. Phalanx, 50(2), 32–39. Retrieved from https://www.jstor.org/stable/26296382?seq=1

Kamper, S. J. (2020). Types of research questions: Descriptive, predictive, or causal. Journal of Orthopaedic & Sports Physical Therapy, 50(8), 468–469. https://doi.org/10.2519/jospt.2020.0703

Turner, S. F., Cardinal, L. B., & Burton, R. M. (2016). Research design for mixed methods. Organizational Research Methods, 20(2), 243–267. https://doi.org/10.1177/1094428115610808

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