Csec Pob.docx

CSEC – PRINCIPLES OF BUSINESS SCHOOL BASED ASSESSMENT

Title: An investigation to determine whether advertising, price and quality determines the demand for the ‘Maybelline Fit Me Foundation’ among women ages 20-35, who reside in the Constant Spring Community. Name: D’Jhonae Richards Grade: 11/56 Centre Number: 100051 Registration Number: 100051 Immaculate Conception High School Teacher: Mrs. Aitcheson Jamaica February, 2019 1|Page

TABLE OF CONTENTS Page No. Aim and Objectives ………………………………………………………

3

Background………………………………………………………………..

4

Methodology……………………………………………………………....

5-6

Presentation of Data……………………………………………………….

7-10

Analysis of Data…………………………………………………………... Conclusion………………………………………………………………… Recommendations………………………………………………………… Bibliography……………………………………………………………… Appendix………………………………………………………………….

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Title: An investigation to determine whether advertising, price and quality determines the demand for the ‘Maybelline Fit Me Foundation’ among women ages 20-35, who reside in the Constant Spring Community.

AIM AND OBJECTIVES Aim: To investigate whether advertising, price, quality and availability determines the demand for the ‘Maybelline Fit Me Foundation’ among women ages 20-35, who reside in the Constant Spring Community.

Objectives are to:  Determine the extent to which advertising influences demand.  Ascertain whether ‘Maybelline Fit Me’ foundation is competitively priced.  Explain how the quality determines the choice of foundation.  Discuss whether availability influences the choice of the ‘Maybelline’ brand.

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BACKGROUND Over the centuries women have been keen on keeping up their physical appearances. One of the most popular ways to do this was with the use of cosmetics. Cosmetics are substances or products used to enhance or alter the appearance of the face or fragrance and texture of the body. Many cosmetics are designed for use of applying to the face, hair, and body. In this study, my focus was on cosmetics for the face, namely, make-up. The make-up product I chose to concentrate on was foundation, more specifically, the ‘Maybelline Fit Me’ foundation. The Maybelline Fit Me foundation is one of the most widely used foundations in Jamaica. I therefore wanted to investigate and ascertain what made this particular foundation so in demand. In doing so, I investigated the extent at which advertising influences the demand for the foundation, whether availability influences the choice of the public when it comes to purchasing the foundation and finally, whether it was competitively priced.

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METHODOLOGY Data Collection instrument: For my research I used both primary and secondary data. Primary data is data collected first hand by a researcher. The instrument used was a questionnaire. Secondary data is published data made readily available to the public for use by another party. The instruments used were books and webpages. The questionnaire had 8 close-ended questions and 5 open-ended questions; a total of 13 questions. The questionnaire was given to 20 respondents residing in the Constant Spring Community to complete.

Method of Data Collection: The method of data collection used a questionnaire. A questionnaire is a set of questions for obtaining statistically useful or personal information from users. Some advantages of using this method of data collection were: i. ii.

It was a successful way to get opinions on a topic. The respondents had adequate time to give answers.

The disadvantages, however, were that: i. ii.

Poor responses were given by a few respondents. The open-ended questions produced a lot of data which was tedious and timeconsuming to analyze.

Population and Sample: The sample was taken from twenty (20) respondents who reside in the Constant Spring community that use the ‘Maybelline Fit Me’ foundation. Forty percent (40%) of the respondents were between ages 20-22, Twenty five percent (25%) were 5|Page

between ages 23-25,Twenty percent (20%) were between ages 26-28 Ten percent (10%) were between ages 29-31 and Five percent were between ages 32-35. The data was collected on February 2, 2019. Limitation of the Data Collection Method: One limitation of the data collection method (questionnaire) was that a few respondents gave poor responses.

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PRESENTATION OF DATA

Figure 1: Sixty percent (60%) of respondents used the foundation five (5) times a week, Thirty percent of respondents used it every day and Ten percent of respondents used it once a week.

Figure 2: Fifteen percent (15%) of respondents have been usong the foundation for one month, Ten percent (10%) for two months, Twenty five (25%) for three months, Ten percent (10%) for six months and Forty percent (40%) for one year. 7|Page

Rate of price and amount paid for the foundation 12

Number of respindents

10 8 6 4 2 0 Very Expensive

Expensive

The Same

Cheap

Very Cheap

$3,000

$2,500

$3,500 2

Figure 3: Forty five percent (45%) of interviewees paid $2500 for the foundation, Thirty percent (30%) paid $3000 and Twenty five (25%) paid $3500. Ten percent (10%) of respondents thought that it was very expensive, Fifteen percent (15%) thought that it was expensive, Twenty five (25%) thought that it was the same and Ten percent (10%) thought that it was cheap.

Figure 4: Fifty five percent (55%) of respondents purchased the ‘Maybelline Fit Me’ foundation from a pharmacy and Forty five (45%) from a beauty supply store.

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SHADE MATCH AND FOUNDATION COVERAGE TO SKIN Matches perfectly

Covers Perfectly

Covers quite well

Covers not very well

Matches quite well

5% 10% 10% 35%

40%

Figure 5: Eighty percent (80%) of respondents thought it matched their skin perfectly and Twenty percent (20%) thought it matched quite well. Twenty percent (20%) of respondents thought the foundation covered their blemishes perfectly, Seventy percent (70%) thought it did quite well and Ten percent (10%) thought it did not very well.

who recommended foundation to others

35%

65%

Yes

No

Figure 6: Sixty five percent (65%) of respondents recommended the foundation to others and Thirty five percent (35%) did not.

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WHAT WAS APPEALING ABOUT THE AD The models

Wide variety of shades 10%

90%

Figure 7: Ninety percent (90%) of respondents found the models appealing and Ten percent (10%) found the shade range appealing. Respondents who found the ad appealing 20 15 10 5 0 Yes

No Respondents

Figure 8: Ninety percent (90%) of respondents found the Ad appealing and Ten percent (10%) did not.

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RESPONDENTS WITH BLEMISHES Yes

100%

Figure 9: One hundred percent (100%) of respondents have blemishes. RATING OF THE FOUNDATION Excellent

Good

Fair

10% 20%

70%

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Figure 10: Seventy percent of respondents found the quality to be good, Twenty percent (20%) excellent and Ten percent (10%) fair. Chart Title 12 10 8

6 4 2 0 13 no

loreal

imani

mac

ANALYSIS OF DATA

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It is sometimes a challenge for some women to find a foundation which suits them. In this study the “Maybelline Fit Me Foundation” was found to be well known among the respondents. This is because they were familiar with the advertisements of this product and found them to be appealing. This particularly because the variety of shades which the brand offers and, in addition, the shades have satisfied their need for coverage of the blemishes which all respondents reported that they have. In addition, for a significant majority, the shade they use matches their skin quite well or perfectly and their blemishes are covered very well. Moreover, so satisfied are the majority of respondents that many do not use any other brand and they have recommended the foundation to others. This is a testimony of their commitment to the brand. Furthermore, the finding that more than half of them use the foundation during the week and that a significant number have been using it for at least one year suggests that it is affordable. The price which averages $3000 is considered by at least half of the respondents to be “cheap”. Another reason the foundation is demanded is because it is readily available for purchase primarily in pharmacies or in beauty supply stores.

CONCLUSION

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The findings indicate that each variable investigated, namely, advertising, price, quality and availability does influence the demand for the “Maybelline Fit Me Foundation” among respondents 20-25 years old, who participated in this study. The advertisements are well known to the group, most of them consider the price “cheap”, the quality of the foundation makes it possible for them to cover their blemishes and it is readily available in stores.

RECOMMENDATIONS Based on my research, I would recommend that the foundation be readily available in pharmacies and beauty supply stores as that’s where all respondents purchased 14 | P a g e

the product. I would also recommend to the Maybelline brand that they improve their form of advertisements to make it more appealing to the ten percent (10%) of respondents that did not find the ad appealing.

BIBLIOGRAPHY

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1. Definition of cosmetics. Retrieved March 11, 2019 https://en.wikipedia.org/wiki/Cosmetics 2. Advantages and disadvantages of primary and secondary data. Retrieved March 11, 2019. http://bbamantra.com/methods-of-data-collection-primaryand-secondary-data/ 3. Definition of questionnaire. Retrieved March 11, 2019. https://www.merriamwebster.com/dictionary/questionnaire

APPENDIX Questionnaire 16 | P a g e

My name is D’Jhonae Richards and I am a student of Immaculate Conception High School carrying out research as a requirement for my School Based Assessment (SBA). I am interested in gathering data from women who wear or used to wear ‘Maybelline Fit Me’ foundation. I would appreciate it if you would answer the following questions. The information you provide will be used only for this study. Instructions: Please tick the box next to the option you select and/or write on the lines when necessary. 1. In which age range do you fall? ( ) 20-22

( ) 23-25

( ) 26-28

( ) 29-31

( ) 32-35

2. How often do you use the foundation? ( ) Once a week

( ) Twice a week ( )Three times a week ( ) Everyday

( ) Other (please specify frequency) ______________________________ 3. What is the name of the shade you use? ___________________________ 4. a) What is your opinion of the shade you use? ( ) Matches my skin

( ) Is lighter than my skin

( ) Is darker than my skin

b) If none of the above, how does the shade compare to your skin? ________________________________________________________________________ ________________________________________________________________________ 5. How long have you been using the Maybelline Fit Me foundation? ( ) Months (please specify) ________________________ ( ) Years (please specify) _________________________ 6. Where do you purchase the Maybelline Fit Me foundation? ( ) Pharmacy ( ) Beauty Supply store ( ) Both ( ) Online 7. Have you ever recommended the Maybelline Fit Me foundation to your friends? ( ) Yes ( ) No 8. Do you use any other brand(s) of foundation? ( ) Yes ( ) No 9. a) If yes, which one(s)? ____________________ and ____________________

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b) How would you rate the quality of the Maybelline Fit Me foundation in comparison to other brands of foundation you have tried? ( ) Excellent

( ) Good

( ) Fair

( ) Poor

10. How much did you pay the last time you purchased the foundation? $ _________________ (exact or approximal) 11. How you rate the price of Maybelline Fit Me in comparison to other brands of foundation? ( ) Very expensive ( ) Expensive ( ) The same ( ) Cheap ( ) Very cheap 12. a) Have you ever seen an advertisement for ‘Maybelline Fit Me’ foundation ( ) Yes ( ) No b) If yes, was the advertisement appealing? ( ) Yes ( ) No c) What was appealing about it? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

Thank You.

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