BRM Assignment 2 - Hair Care Product

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


3) H (null): There is no relationship between promotion and the choice of hair


H (alternate): There is a relationship between promotion and the choice of hair


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


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5) H (null): There is no relationship between self-image and the choice of hair


H (alternate): There is a relationship between self-image and the choice of hair


6) H (null): There is no relationship between self-presentation and the choice of


H (alternate): There is a relationship between self-presentation and the choice of


7) H (null): There is no relationship between social confidence and the choice of


H (alternate): There is a relationship between social confidence and the choice of


8) H (null): There is no relationship between celebrities’ endorsement and the


H (alternate): There is a relationship between celebrities’ endorsement and the


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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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Documents

BRM Assignment 2 - Hair Care Product