ASSIGNMENT COVER SHEET SUBJECT AND SUBJECT CODE ZUC2053 REPORT WRITING ASSESSMENT GROUP ASSIGNMENT – LONG REPORT LECTURER MRS. NOORASHIQIN AHMAD ASSIGNMENT MARKS 30% STUDENT NAME MATRIC NO ADELIN NURUL ALISHA BINTI ROSLIMAN BBA21091061 ALICIA LEANN GABRIEL BHTM23021005 ANDREA GLORIE FREDOLIN JAVINO BHTM23021004 MAYLENNIE MARCOLIS BHTM23021044 NURHIKMATTUL SYIFFA BINTI HARIS BBA21104045 To be filled by lecturer Lecturer’s Remarks: Final Score: Received on:
TABLE OF CONTENTS NO. TITLE PAGE NUMBER 1 Abstract 1 2 Introduction 2.1 Background of the report 2.2 Problem Statement 2.3 Purpose of the Report 2.4 Significance of the Report 2 5 11 12 3 Methodology 3.1 Instrument Design 3.2 Sample Size and Data Collection 14 16 4 Findings 17 5 Limitations 33 6 Conclusion 35 7 References 37
1 ABSTRACT This survey aimed to investigate the preferences of students for skincare products. The survey collected data from a sample of students from different educational levels and backgrounds, asking them questions related to their habits, priorities, and preferences regarding skincare products. This survey is to be taken only by students who are between 15 - 30 years old. The results showed that affordability, quality, and natural ingredients were the most important factors considered by students when choosing skincare products. This survey provides valuable insights into the preferences of young consumers and can be beneficial for skincare companies looking to better understand their target audience.
2 INTRODUCTION 2.1 Background of the Report 1. Significance for the Skin Care Company Industry: The purpose of this question is to find out what age group wears or are more interested in buying skincare products which can help companies aim their marketing efforts and products offering to specific age groups 2. Gender: This question aims to collect the data on which gender are more likely to wear skincare products to help companies understand their target audience and develop products that cater to their specific needs and preferences. 3. Are you a university/college or high school student? This question is designed to collect data on the student status of participants in the survey. Understanding whether participants are high school or university/college students can provide insights into their lifestyle and skincare habits. 4. Are you currently working any jobs? This question aims to collect data on the employment status of participants. This information can help companies understand the purchasing power and consumer behavior of their target audience.
3 5. How often do you use skincare products? This question is designed to gather data on the frequency of skincare product use among students. Understanding how often students use skincare products can help companies identify trends and patterns in consumer behavior. 6. Where do you often shop for skincare products? This question aims to collect data on the preferred shopping locations of students who use skincare products. This information can help companies identify popular retail channels and tailor their distribution strategies accordingly. 7. What is the price range of the skincare products you usually purchase? This question is designed to gather data on the price range of skincare products that students typically purchase. Understanding the price range can help companies develop products that are affordable and accessible to their target audience. 8. Which of the following do you prioritize/take into consideration and can influence your choices when purchasing skincare products? This question aims to collect data on the factors that influence students' purchasing decisions when it comes to skincare products. Understanding what factors are important to students can help companies tailor their marketing strategies and product offerings.
4 9. How often do you make your purchase decisions because you saw a review online? This question is designed to collect data on the impact of online reviews on students' purchasing decisions when it comes to skincare products. Understanding how often students rely on online reviews can help companies develop effective digital marketing strategies. 10. Do you often purchase the same brand or do you tend to occasionally switch up between brands? This question aims to collect data on brand loyalty among students who use skincare products. Understanding whether students tend to stick with one brand or switch between brands can help companies identify opportunities to improve brand loyalty and customer retention.
5 2.2 Problem Statement 1. Which factors do students take into consideration and can influence their choices when purchasing skincare products? The skincare industry has witnessed significant growth and popularity in recent years, driven by increasing awareness of skincare routines and the pursuit of healthy and radiant skin. However, there is still a substantial knowledge gap when it comes to understanding the factors that students, as a specific demographic, consider and how these factors influence their choices when purchasing skincare products. This lack of understanding poses a challenge for businesses and marketers seeking to effectively target and engage student consumers in the skincare market. To address this problem, it is crucial to delve deeper into the factors that students take into consideration and how these factors shape their purchasing decisions. These factors can encompass a wide range of elements, including but not limited to product ingredients, brand reputation, price range, product effectiveness, packaging aesthetics, sustainability, social media influence, and recommendations from friends or influencers. Understanding which factors hold significance for students when selecting skincare products is vital in order to develop tailored marketing strategies, optimize product offerings, and position brands effectively. By gaining insights into the specific factors that influence student consumers, businesses can align their marketing efforts and product development to better meet the needs, desires, and preferences of this demographic.
6 Moreover, this report seeks to explore the extent to which these influential factors impact students' decision-making process. Are certain factors more dominant and influential than others, or do students consider a combination of multiple factors when making their purchasing choices? By examining the relative weight and influence of these factors, businesses and marketers can fine-tune their strategies to effectively target and engage student consumers, thereby increasing customer satisfaction and fostering brand loyalty in the competitive skincare market. In conclusion, the lack of understanding regarding the factors that students consider and how these factors influence their choices when purchasing skincare products presents a significant challenge for businesses and marketers. Through this report, we aim to fill this knowledge gap by investigating and analyzing the various factors that students take into consideration, as well as understanding the extent to which these factors influence their purchasing decisions. The findings of this research will serve as valuable insights for businesses, enabling them to develop targeted marketing strategies, optimize product offerings, and effectively engage with student consumers in the dynamic and everevolving skincare market.
7 2. Do online reviews affect students' preferences when purchasing skincare products? In the contemporary digital age, online reviews play a prominent role in shaping consumer decisions. However, there is a lack of understanding about the influence of online reviews on students' preferences when it comes to purchasing skincare products. This knowledge gap poses a challenge for businesses and marketers seeking to effectively engage with student consumers in the skincare market. To address this problem, it is crucial to investigate the extent to which online reviews affect students' preferences when making skincare product choices. Understanding whether and how online reviews influence their decision-making process can provide valuable insights into the role of digital platforms in shaping student consumers' perceptions, preferences, and purchasing behavior. By exploring the impact of online reviews on students' preferences for skincare products, businesses and marketers can develop targeted marketing strategies that effectively leverage positive online reviews or address concerns highlighted in negative reviews. This knowledge can guide product development, branding, and promotional efforts, helping businesses position themselves optimally to attract and retain student consumers. Moreover, this report aims to uncover whether online reviews are perceived as reliable sources of information by students. Do students trust and rely on online reviews, or do they consider them with scepticism? Understanding the level of trust placed in online
8 reviews can assist businesses and marketers in determining how to build credibility and enhance trustworthiness in their online presence and consumer interactions. By exploring the relationship between online reviews and students' preferences, this report seeks to bridge the knowledge gap and provide valuable insights into the role of digital platforms in influencing skincare product choices among student consumers. The findings of this research can inform marketing strategies, digital engagement tactics, and reputation management approaches, helping businesses effectively navigate the increasingly influential realm of online reviews in the skincare market. In conclusion, the influence of online reviews on students' preferences when purchasing skincare products represents a significant area of interest and opportunity for businesses and marketers. This report aims to investigate the impact of online reviews on students' preferences, their level of trust in online reviews, and the implications for marketing strategies in the skincare industry. The insights gained from this research will enable businesses to better understand and engage with student consumers, leveraging online reviews as a powerful tool for shaping their preferences and driving customer satisfaction and loyalty.
9 3. Which type of store is most preferred by people aged between 15-30 years old and why? Understanding the preferred type of store for individuals aged between 15 and 30 years old is essential for businesses and marketers aiming to effectively target and engage with this demographic. However, there is a lack of knowledge regarding the most preferred type of store among people in this age range and the underlying reasons behind their preferences. This knowledge gap poses a challenge for businesses seeking to optimize their retail strategies and create engaging shopping experiences for this specific age group. To address this problem, it is crucial to investigate the type of store that garners the highest preference among individuals aged between 15 and 30 years old. This includes exploring various options, such as department stores, specialty beauty stores, online retailers, drugstores, or independent boutiques. Understanding the preferred type of store can shed light on the shopping behaviors, preferences, and motivations of this demographic. Moreover, delving deeper into the underlying reasons behind these preferences is equally important. By examining the factors that influence the preference for a specific type of store, such as product variety, affordability, convenience, brand availability, personalized customer service, or the overall shopping experience, businesses and marketers can tailor their strategies to better cater to the needs and desires of individuals aged between 15 and 30 years old.
10 This report aims to uncover the most preferred type of store among people aged between 15 and 30 years old and explore the rationale behind their preferences. By identifying the preferred type of store and the factors that contribute to its appeal, businesses and marketers can optimize their retail strategies, enhance the shopping experience, and effectively engage with this demographic. The insights gained from this research will enable businesses to make informed decisions regarding store formats, product assortments, pricing strategies, and promotional activities, ultimately driving customer satisfaction and loyalty among individuals aged between 15 and 30 years old. In conclusion, understanding the most preferred type of store among individuals aged between 15 and 30 years old and the underlying reasons behind their preferences is crucial for businesses and marketers. This report seeks to address this knowledge gap by investigating the preferred type of store in this age group and exploring the factors that influence their choices. The findings of this research will provide valuable insights to optimize retail strategies and create compelling shopping experiences that resonate with the preferences and needs of individuals aged between 15 and 30 years old.
11 2.3 Purpose of the Report The purpose of this report is to conduct a comprehensive study on students’ preferences when purchasing skincare products. The report aims to gather valuable data and feedback from students and provide it to companies that can benefit from the information. By understanding the factors that influence student preferences and purchasing behaviour, the report seeks to assist the skincare industry in enhancing their product offerings, marketing strategies, and customer experiences. Simultaneously, it aims to empower students, young adults, adults, and teenagers to make informed decisions about skincare product purchases based on their unique needs and preferences.
12 2.4 Significance of the Report The significance of this report is to investigate the preferences and purchasing patterns of students when buying skincare products. The aim of this report is to determine which factor students consider when purchasing skincare products, how online reviews affect their preferences and which stores they prefer to buy their skincare products. The report is significant for the following group: 1. Significance for the Skin Care Company Industry: The skin care company industry can greatly benefit from the findings of this report. By enhancing their product offerings, marketing strategies, and customer experiences, companies can effectively attract and retain young customers. Understanding the preferences and purchasing patterns of students enables companies to align their products with the specific needs and desires of this demographic. This knowledge can be used to develop targeted marketing campaigns, create new product lines tailored to student preferences, and improve overall customer satisfaction. 2. Significance for Students: Students stand to gain valuable insights into their own preferences and purchasing behaviour when it comes to skincare products. By participating in this study and reviewing the report's findings, students can make more educated decisions in the future. They will have a better understanding of the factors to consider when purchasing skincare products, such as ingredients, pricing, brand reputation, and suitability for their skin type. Armed
13 with this knowledge, students can select products that align with their personal preferences and make informed choices that promote their skin's health. 3. Significance for Young Adults and Adults: Young adults and adults form a significant consumer segment in the skincare market. This report's findings will assist them in selecting products that best meet their needs and preferences. By understanding the preferences and purchasing patterns of students, this demographic can align their own choices with those of the younger generation. This information can guide them in making purchasing decisions based on factors such as product efficacy, affordability, eco-friendliness, and brand values. Ultimately, it empowers young adults and adults to make more informed choices that promote their skincare goals. 4. Significance for Teenagers: Teenagers have specific skincare needs due to their age group and changing skin conditions. This report's significance lies in helping teenagers select products that are appropriate for their age and skin type. By considering the factors identified in the report, such as gentleness, suitability for sensitive skin, and affordability, teenagers can make choices that promote healthy skin and address common concerns like acne, oiliness, or dryness. Understanding the preferences and purchasing patterns of students allows teenagers to navigate the vast skincare market with greater confidence and make choices that align with their unique requirements.
14 METHODOLOGY 3.1 Instrument Design This report outlines the methodology employed for conducting a student survey on student’s preferences on skincare product. To test the research model, an online questionnaire has been designed using Google Form. The items of the questionnaire were created by finding a relevant context of the study. The designed questionnaire which included the background of students in Kota Kinabalu, Sabah such as age, gender, education level; high school or university and job; currently working or not. The target of this research is student whether in high school or university. The questionnaire designed in English with an introduction to convey the objective of this survey to the respondents. Thus, in this questionnaire has demographic data and the information gathered about the respondent’s attitude towards each variable about preferences on skincare products. The data entry and analysis were performed by using Microsoft Excel and figures. It included the questions as following below: • Age • Gender • Are you a university/college or high school student? • Are you currently working any jobs? • Are you currently working any jobs? • Where do you often shop for skincare products? • What is the price range of the skincare products you usually purchase?
15 • Which of the following do you prioritize/take into consideration and can influence your choices when purchasing skincare products? • How often do you make your purchase decisions because you saw a review online? • Do you often purchase the same brand or do you tend to occasionally switch up between brands? You may provide your answer with a simple explanation/reasoning.
16 3.2 Sample Size and Data Collection The sampling technique is the process of selecting a sufficient number of elements from the population. This research used cluster sampling. Cluster sampling is a sampling technique used in research studies where the target population is divided into clusters or groups, and a subset of these clusters is selected to represent the entire population (Simkus, Cluster Sampling: Definition, Method And Examples, 2023). They then randomly select among these clusters to form a sample. In this case, this technique used because it has own target respondent which is students. Other than that, convenience sampling was utilized. This involved recruiting participants based on their availability and willingness to participate in the survey through social media such as WhatsApp (Simkus, Convenience Sampling: Definition, Method And Examples, 2023). The online questionnaire was made accessible through the selected platform. Participants were provided with a survey link, allowing them to access and complete the questionnaire at their convenience. Moreover, clear instructions and guidelines were provided to ensure consistent and accurate responses. Once the data collection phase was complete, the collected responses were compiled and prepared for analysis. The area coverage is in Kota Kinabalu, Sabah with 100 respondents that already answered the questionnaire at age 15 to 10 years old.
17 FINDINGS Based on the responses obtained from the survey, we have gathered findings and some have answered our problem statements that we raised prior to the research. These are the questions and answers that we received: 1. Age Range • Based on the pie chart above, the survey results showed that the age range with the highest percentage of respondents was 19-22 years old, with 46.5% of the total respondents falling within this range. This could be because this age range typically corresponds with university students, which suggests that skincare preferences may vary depending on lifestyle factors, university or high school related stress and exposure to environmental factors. • In contrast, the age range with the lowest percentage was 27-30 years old, with only 5.9% of the total respondents falling within this range. • The majority of the respondents (87.1%) fall within the 19-26 age range. This suggests that skincare product preferences may vary depending on the life stage and skin concerns of the respondents.
18 2. Gender • The survey results show that the majority of respondents (83.2%) were female, indicating that skincare products may be more relevant and important concern for women than men. • The percentage of male respondents (16.8%) suggest that there may be a growing interest among men in skincare products. This finding could be useful for companies looking to expand their market and develop products to cater to the needs of male consumers. • The gender breakdown of the respondents could be used to inform marketing and advertising strategies for skincare companies. For example, companies could create targeted marketing campaigns that speak specifically to male or female consumers, or develop products that appeal to a broader range of gender identities.
19 3. Are you a university/college or high school student? • The survey results show that the majority of respondents (95%) university/college students, indicating that the preferences and concerns of this demographic are particularly relevant when it comes to skincare products. • The small percentage of high school students (5%) suggests that there may be differences in skincare product preferences and concerns between high school and university/college students. Future research could explore these differences in more detail to help companies develop more targeted products and marketing strategies for each group. • The survey results indicate that university/college students are a key demographic when it comes to skincare products and that companies could benefit from understanding the unique needs and preferences of this group.
20 • The survey results could be used to inform marketing and product development strategies for skincare companies that are focused on targeting university/college students. Companies could develop products that cater specifically to the preferences and concerns of this group, create targeted marketing campaigns that speak directly to this audience. • There may be differences in skincare product preferences and concerns between different types of educational institutions.
21 4. Are you currently working any jobs? • The survey results show that the majority of respondents (68.3%) are students who are not currently working, which could suggest that they may have less disposable income to spend on skincare products. Companies could use this information to develop products that are affordable and accessible to this demographic. • The percentage of respondents who are currently working, (31.7%) suggests that there may be differences in skincare routines and product preferences between those who are working and those who are not. Future research could explore these differences in more detail to help companies develop more targeted products and marketing strategies for each group. • The survey results could be used to inform marketing and product development strategies for skincare companies that are focused on targeting employed individuals. For example, companies could develop products that are specifically designed for use during work hours, or create targeted marketing campaigns that speak directly to this audience.
22 5. How often do you use skincare products? • The majority of respondents (64%) reported using skincare products very often, indicating that skincare is an important part of their daily routine and suggesting that there is a significant demand for skincare products in this demographic • The percentage of respondents who reported using skincare products sometimes/occasionally (34%) suggests that there may be differences in skincare routines and product preferences between those who use skincare products more frequently and those who do not. • The small percentage of respondents who reported never using skincare products (2%) suggests that there may be a small group of individuals who are not interested in or do not see the value in skincare. Companies could use this information to explore ways to make skincare more appealing or relevant to this demographic.
23 6. Where do you often shop for skincare products? (ANSWERING PROBLEM STATEMENT 3: Which type of store is most preferred by people aged between 15-30 years old and why?) • The majority of respondents (93.1%) reported shopping for skincare products at drugstores, indicating that these stores are the most popular destination for skincare products among the surveyed population. • This could probably be because of accessibility, affordability and familiarity. Drugstores are often located in convenient, easily accessible locations, making it easier for students to purchase skincare products. Drugstores also often carry a wide range of skincare products at affordable prices, which may be more appealing to students who are on a tight budget. Besides that, drugstores like Watsons and Guardian are wellknown and established in Malaysia, which could make them more familiar and trusted by students.
24 • The percentage of respondents who reported shopping for skincare products online (33.7%) suggests that e-commerce channels, including social media and local dropships, are also popular among the surveyed population. Companies could use this information to develop more effective digital marketing and e-commerce strategies. • This could probably be because of convenience, price and availability. Online shopping offers a high level of convenience as students can shop for skincare products from the comfort of their own homes or on the go, without the need to physically go to a store. Regarding the price, some online shops offer lower prices than physical stores, which may be more attractive to students who are on a tight budget. As for the availability, online shops may offer products that are not available in physical stores, especially for niche or hard-to-find products. • The small percentage of respondents who reported shopping for skincare products at high-end stores (6.9%) suggests that these stores may not be the most popular destination for skincare products among the surveyed population of students. • This could mainly be because of prices. High-end stores typically offer premium and luxury skincare products that are prices higher than drugstores and online shops. As a result, these products may be less accessible or affordable to students who are on a tight budget or looking for more affordable options. Another reason could also be due to intimidation, where some students may find high-end stores intimidating or overwhelming, as they may feel that the environment is geared more towards experienced, knowledgeable or people who have more income to spend on compared to students.
25 • The percentage of respondents who choose to purchase prescription skincare products based on what’s prescribed to them (4%) indicates that there is a small but significant demand for these products. • This could be because of dermatologist recommendation. Some students may have skin conditions or concerns that require medical attention, such as acne or eczema. In these cases, a dermatologist may recommend prescription skincare products that are specifically tailored to their skin type and condition. This small percentage of students could also lean towards prescription products because of the higher efficacy. Prescription skincare products often contain higher concentrations of active ingredients, which make them more effective. Students who are looking for more targeted or intensive treatments may opt for prescription for this reason.
26 7. What is the price range of the skincare products you usually purchase? • Majority of the students surveyed (65.5%) tend to spend between RM20 to RM50 on skincare products. • More than half of the respondents (65.7%) spend at least RM30 or more on skincare products. • The most popular price range for skincare products among the respondents is RM30- RM40, with 31.7% of students choosing this option. This may be because they are willing to invest a bit more in their skincare routine and may prioritize high quality or effective products. • The least popular price range for skincare products among respondents is RM10-RM20, with only 9.9% of students choosing this option. The respondents who chose this price range may be on a tight budget or may not place a high priority on skincare. They may also prefer cheaper or more basic skincare products. • The results suggest that students are willing to spend a moderate amount on skincare products, with the majority choosing to spend between RM20-RM50. This indicates that students value skincare and are willing to invest in quality products that can help maintain their skin health.
27 • The most popular price range for skincare products among respondents is RM40- RM50, with 33.7% of students choosing this option. The respondents who chose this price range may be willing to spend even more for premium or luxury skincare products or for products that have specific benefits, such as anti-aging or brightening properties.
28 8. Which of the following do you prioritize/take into consideration and can influence your choices when purchasing skincare products? (You may choose more than 1 answer – or even add your own) (ANSWERING PROBLEM STATEMENT 1: Which factors do students take into consideration and can influence their choices when purchasing skincare products?) • The majority of students prioritize the price of the product, with 74.3% considering it when making their choices. • The ingredients in the product is also an important factor for 70.3% of the respondents, indicating that they prefer products that contain safe and effective ingredients. • The effectiveness of the product is also a top priority for 84.2% of the students surveyed, indicating that they prefer products that can deliver the promised results. • A significant proportion of the students, 31.7% also consider the longevity of the product, suggesting that they prefer products that last longer.
29 • The amount (weight, volume) of the product is also a consideration for 30.7% of the respondents, indicating that they prefer products that provide a sufficient amount for the price. • Only a small proportion of students, 6.9% consider advertisements when making their choices, indicating that marketing plays a relatively minor role in their decision-making process. • Other factors that were mentioned by a few respondents include the cruelty-free nature of the product, the safety of the product on their skin, the suitability of the product for their skin type, and the brand of the product. However, these factors were not considered as important by the majority of respondents.
30 9. How often do you make your purchase decisions because you saw a review online? (ANSWERING PROBLEM STATEMENT 2: Do online reviews affect students’ preferences when purchasing skincare products?) • About a quarter of the respondents (25%) always make their purchase decisions based on online reviews, especially from influencers, while the majority of them (64%) sometimes do so. • Some students may feel that reviews by other people, especially influencer, provide valuable information that can help them make informed decisions about which skincare products to purchase. They may also trust the opinions of influencers and other reviewers more than their own due to their perceived expertise or authority in the field. • Whereas, some students may feel that while reviews can be helpful, they should not be the sole factor in their purchase decisions. They may prefer to use reviews as a starting point or guide, but ultimately make their own decisions based on their own preferences, needs and experiences.
31 • A significant percentage of the respondents (11%) prefer to try things on their own without any recommendations or reviews. Some of the students may prefer to make their own decisions without outside influence. They may feel confident in their ability to make their own decisions without the influence of others. • This indicates that online reviews have an impact on a sizable portion of consumers, but not everyone is easily persuaded or influenced by them • It is important for skincare brands to have a strong online presence and engage influencers to reach potential customers who rely on reviews when making purchase decisions. • It is also important for brands to ensure that their products live up to expectations set by online reviews and that consumers can trust the information they find online.
32 10. Do you often purchase the same brand or do you tend to occasionally switch up between brands? You may provide your answer with a simple explanation/reasoning. (e.g. I occasionally switch up between brands and am always open to trying anything regardless of price, etc.) • Through the responses gathered, majority of the respondents prefer to stick to the same brand of skincare product that they have been accustomed to using. Based on observations made, those who are not easily persuaded by online reviews when making purchases (Question 9) also responded with rarely switching up between brands and often purchasing the same one. • Some respondents explained that the reason they prefer to stick with the same brand is because they have sensitive skin, they find it suitable for their face and not really open to experimenting other brands, and because they are afraid of the consequences that might happen if they switch up between brands. • Some respondents who are open to trying new brands and occasionally switching up said they are willing to experiment through brands, based on its effectiveness, to look for the most effective. One respondent also said that they switch brands when the one they are currently using stops showing results. • Overall, there were more respondents who choose to stick with the same brand than the ones who occasionally switch up between brands.
33 LIMITATIONS The survey titled "Students' Preferences on Skincare Products" has several limitations that must be considered before any conclusions are drawn from it. These limitations include issues with limited sample size, the use of self-reported data, the lack of diversity, the limited product selection, and limited geographic scope. One major limitation of this survey is the limited sampling method used. The survey was conducted through an online platform, which means that it only includes responses from a specific group of students, thus limiting the generalizability of the findings to a larger population and some respondents who are willing to participate. This method of sampling can lead to a biased sample as it excludes students who do not have internet access, those who do not have the time to participate, and those who are not interested in skincare products. Moreover, because the survey is self-reported, the data collected may be subject to social desirability bias. Respondents may have provided answers that they believe are more socially acceptable or desirable, rather than their true preferences, leading to inaccurate data. Another significant limitation of this survey is its small sample size. The survey only gathered responses from 100 students, which is not adequate for making any broad generalizations about the preferences of all students. A larger sample size would provide more representative data and increase the survey's reliability and validity.
34 Additionally, the lack of diversity within the sample adds to the limitations of the study. The survey was conducted only for university and high school students, and responses were limited to only for university and high school students. This means that the survey results cannot be generalized to other people that are not students. Lastly, the limited geographic scope of a survey means that it was conducted among a specific group of students from a particular location, which can potentially impact the generalizability of the survey findings to students in different regions or countries. This limitation arises due to the unique characteristics, cultural influences, and socio-economic factors associated with a specific geographic area. In conclusion, the survey "Students' Preferences on Skincare Products" has several limitations that must be considered when interpreting the results limited sample size, the use of self-reported data, the lack of diversity, the limited product selection, and limited geographic scope all affect the survey's reliability and validity. To improve the survey, a larger and more diverse sample should be used, and the sampling method should be expanded to account for those without internet access. Future research can improve on these limitations and provide more accurate data on student preferences on skincare products.
35 CONCLUSION Our survey on students’ skincare preferences revealed that a significant majority of the respondents expressed a strong inclination towards sticking with the same brand of skincare products they have become accustomed to using. This preference was particularly prominent among those who were not easily swayed by online reviews when making purchasing decisions. Several reasons were cited by respondents for their loyalty to a specific brand, including sensitive skin concerns, suitability of the product for their face and a fear of potential consequences associated with switching brands. However, a smaller portion of respondents indicated openness to trying out new brands and occasionally switching up their skincare routine. These individuals were motivated by a desire to find the most effective products and were more likely to switch when the current brand no longer yielded desired results. In summary, while there is a notable preference for brand loyalty among students, there is still a segment of the population willing to experiment and explore alternative options in their skincare routine. In addition to the aforementioned findings, our survey successfully addressed the problem statements we initially formulated. Firstly, problem statement 3, which aimed to determine the preferred type of store among individuals aged between 15-30 years old, was effectively answered through our 6 th question. The results indicated that a significant majority of respondents (93.1%) reported shopping for skincare products at drugstores. Moreover, problem statement 1, which sought to identify the factors influencing students’ choices when purchasing skincare products, was addressed through our 8 th question.
36 The data revealed that the majority of students (74.3%) prioritize the price of the product, considering it as a crucial factor in their decision-making process. Lastly, as problem statement 2, regarding the impact of online reviews on students’ preferences when purchasing skincare products, was effectively answered through our 9th question. The responses indicated that approximately a quarter of the respondents (25%) always base their purchase decisions on online reviews, particularly those influencers, while the majority of them (64%) occasionally rely on online reviews. In conclusion, our survey not only shed light on students’ skincare preferences and their inclination to stick with a particular brand, but also provided valuable insights into their preferred shopping locations, the importance they place on price when making purchase decisions, and the influence of online reviews on their choices. These findings contribute to a comprehensive understanding of the factors that influence students’ skincare preferences and can inform marketers and retailers in catering to the needs and preferences of this specific demographic.
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