Business Administration - The Impact of Promotions on Consumer Behaviour in Beauty Industry - Case Study Assignment Help

Business Administration - The Impact of Promotions on Consumer Behaviour in Beauty Industry - Case Study Assignment Help

Task:

1.1 Background of Study
Nowadays, advertisements or propaganda that people can see on billboards, TV programs and social media sites all label the belief that slimming is equal to beauty.
We need a flatter abdomen, a fuller breast and flawless skin. Everyone loves beauty, whether men, women, teenagers or elderlies also seek beauty. Implying people need to improve their outer beauty. They spend time and money for purchasing beauty services or products in order to build self-confidence and attract people to obtain a
good impression in their social life. Besides, they become confident to face others, and become willing to show their abilities and skills in their careers to be successful.

1.1.1 Beauty Service and Medical Cosmetology
“Beauty service” involves any treatment used to preserve, restore, modify or improve the appearance of the human body. Traditional beauty treatments like
facial and body care, nail care, spa and massage, body sculpting, depilation, etc. It also involves recent beauty treatment, medical cosmetology, such as high-intensity
focused ultrasound (non-invasive therapeutic technique) and Botox injections (invasive therapeutic technique) (CC 2018a). Medical cosmetology is the use of surgery, drugs, medical devices, and other traumatic or invasive medical techniques to restore or remodel the appearance of various parts of the human body.

1.1.2 Beauty Industry Worldwide
Beauty industry is one of the rapid growth industries worldwide. The growth of the beauty market has been driven by increased demand for skin products because of
different climatic conditions, global economic growth, lifestyle changes, increased demand of people need, etc. In 2016, the global beauty market increased by about
4% compared with the previous year. Skin care products is the leading category which accounted for 36% of the global market. Hair care products accounted for
23%, while cosmetics accounted for 18% (Statista n.d.). As for the global medical cosmetology treatment, the total number was about 23.62 million, a year-on-year increase of 9% in which the number of surgical treatments was 10.42 million, an increase of 8% year-on-year, while the number of non-surgical treatments was 13.21 million, an increase of 10%. Whether it is beauty products or services, there is a significant upward trend (ISAPS 2019).

. To study the promotion theories and components of marketing

. To explore how different factors influencing consumer behaviour
. To analysis what kind of promotional method is used in the beauty industry
. To investigate the consumer buying behaviour in the Hong Kong beauty industry

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