Lebogang Saule
Abstract
The cosmetic and beauty industry is a significant sector across the globe even in a context of a developing country. Like most sectors, which do not sell essential goods or services, it was impacted by Covid-19. Literature suggests and confirms that advertising plays a critical role in the growth of the beauty and cosmetics industry, but limited research has been conducted since the era of the pandemic. The purpose of this research is to understand the relationship between the forms of advertising (print, digital and broadcasting media) on consumer purchasing behaviour. This study intends to contribute to the gap in consumer behaviour literature in relation to the cosmetic and beauty industry by determining the influence of the forms of media within a developing economy setting.
A descriptive, cross-sectional and qualitative research approach was employed, utilizing a semi-structured interview guide as the chosen research instrument. Data were gathered through face-to-face interviews, specifically targeting women residing in Pretoria. Screening questions pertaining to their involvement, such as frequency of makeup usage, were utilized during the interviews.
The results suggest that different forms of advertising influence the consumers’ behaviour at different points. A key finding is that digital media contributes significantly and was seen to be the most influential in causing consumers to make a final purchase. Recommendations for future research and managerial implications are provided.