UAE is positioned as among the largest known market of the cosmetic and beauty sector that is deemed to experience an increased growth over the past few years. In addition, it has also been estimated that the UAE cosmetic market might reach $35.9 billion in the 2018 year-endAl-(Abdin,Dean and Nicholson 2016). This is also deemed to grow at a yearly rate of 10% in the upcoming four years. In consideration to same, the current paper is deemed to focus on analysing the motives behind such consumption along with huge sale of makeup goods within UAE industry through evaluating the case of Sephora (Alhedhaif, Lele and Kaifi, 2016). It will also prove to be important to explore the performance of UAE cosmetic industry along with all the factors that can drive the consumption of makeup goods.
It has been revealed that the cosmetic companies in UAE are facing issues in analyzing the factors that impacts purchase intentions of consumers in the nation. In such scenario, the key to attain competitive advantage for the cosmetic businesses such as Sephora, there is an increased need for analyzing the needs, wants and buying behavior of UAE cosmetic products consumers (Alhomoud, Basil and Bondarev 2016). Consumer demand in the cosmetic industry is observed to be changing and they are greatly focused on product quality. It has also been observed that consumer purchase decision is turning out to be a complex process that is persuading the companies like Sephora to evaluate purchase behavior of UAE consumers (Ali, Saad, Ahmed and El-Haj 2015). The significance of this research is to analyze the motives including quality, price, advertising, media based on marjrting theories such as cultivation, social factor and reason action theories. This will facilitate in attaining useful research implications that can facilitate in developing useful marketing strategies for Sephora in making its cosmetic goods successful in UAE.
The aim of this research is to explore and investigate the consumer purchasing behavior factors regarding make-up in the UAE market (Ali, Ahmed and El-Haj 2015). For the reason that people are observed to have different motives behind purchase along with makeup products consumption the current research will evaluate the consumers psychology along with all the factors that can affect the factors of consumption.
Focused on the research aim of the current research, the research question set for this paper is indicated below:
Considering the aim of the research along with the developed research question, the proposed research objectives those are to be addressed are explained under:
The product industries such as make-up along with cosmetic industries needs to make sure that the marketing and presentation aspect of their companies are effective and strong (Ali, Saad, Ahmed and El-Haj 2015). Non-real figures regarding beauty used in television advertisements have generated a low esteem along with decreased confidence among females. The motivation of consumers in order to acquire a product is majorly impacted by Cultivation theory facilitates in examining the exposure of content displayed in TV along with its impact on the consumption of beauty products. The cosmetic industry of UAE is anticipated to grow at a CAGR of 4% over the years from 2018 to 2023 (Alvarez-Rivera, Llompart, Lores and Garcia–Jares 2017). Increasing demand from the youth population, increase in population of working women, increasing adoption of western lifestyle and culture along ith increasing number of salons are factors affecting growth of consumer market in UAE. In addition, increasing per capita expenditure on personal appearance along with growth in cosmetics and beauty market contributes to certain factors that is anticipated to increase demand for cosmetic products in UAE over years (Asif 2016).
Figure 1: Consumption of Cosmetic Goods by UAE Consumers
(Source:Bolk 2016)
Consumer spending on cosmetics in UAE is anticipated to increase because of increased demand of cosmetic goods. Barnes and Lea-Greenwood (2018) stated that cosmetic industry of UAE has observed several foreign entrants within the market over the last two decades. Expanding organized retail is also observed to increase demand for superior quality imported goods. It is also revealed that France, Germany, United States and United Kingdom are biggest suppliers of cosmetic goods. Belk (2014) evidenced that there are certain challenges faced by UAE cosmetic industry that includes lack of domestic production. A high number of cosmetic products demands in UAE is addressed through import from nations such as Egypt, Germany and France. In addition, imposition of import duties along with other taxes on such imported cosmetic goods has increased process for the cosmetic products (Brown and Knight 2015). While such imported cosmetic goods are reached to these end consumers, tariffs, custom duties along with freight charges gets included within cost that considerably increases overall cost of such cosmetic goods sold in UAE.
Clayton, Leshner and Almond (2015) explained that cultivation theory also served as an important theory in analyzing brand communication factors those can impact purchase decision of UAE consumers regarding cosmetic goods. It has also been gathered that cultivation theory is focused on analyzing the research strategy in analyzing the role of media within society. In addition, Dakanalis et al. (2015) also revealed that the marketing strategy is designed to analyze the media role in the society. This institutional process design explained in the theory also considers analyzing images in the media content. Moreover, the cultivation theory also facilitates markets in analyzing the ways in which exposure to the television word contributes to certain conceptions those are possessed by viewers in this world. In contrast, Dunaev, Schulz and Markey (2018) explained that in the simplest form, cultivation theory attempts to ensure if the people those watch more television compared to the people those watch less are comparable and whether are more likely to perceive real world in manner in which it can reflect highly repetitive and commo brand promotion messages.
Durst and Evangelista (2018) also stated that cultivation theory incudes underlying global estimations that the life facts rather than particular opinions or attitudes they turn out to be advertiser itmarkets driven. These researchers also revealed that viewers belonging to distinct culture, social along with political characteristics must be given suitable answers to the questions regarding beliefs, values along with practices. It was also gathered that cultivation theory analyses the mass media impact on the consumers and the long-term impacts of media includes individual impacts. Hoang, Tuan, Khanh and Duc (2016) evidenced that cultivation research serves s aa theory which analyzes media effects and in doing the same television viewing might have a long-term impact on the audiences. Their major focus relies on the impacts of viewing in viewers attitudes in comparison to the generated behavior (Hur, Kim and Kim 2014). It has also been gathered that an increased television vieweris thought to have cultivating attitudes those intend to believe that world developed by television serves as a suitable depiction of the real world.
Social factor theory can also be termed as behavior change theory as explained by Jackson and Vares (2015) that social factors impact consumer purchase behavior. It acts as aa part of buying behavior change and sustainability series that considers analyzing a behavior theory along with certain psychological traits those impacts consumers purchase behavior. These reasechers also elaborated that through being influenced by own psychological factors, consumer behavior is deeply impacted by social context. Jan and Peter (2000) stated that social psychologists believe that behavioral outcomes remain determined by the individuals acting in consideration to the socialnetworks. Moreover, it is revealed that certain proponents of “practice theory” argue that it is not the consumers those are to be enquired but the shared practices including cooking and watching TV for analyzing buying motives. Joudrey et al. (2016) indicated that commitments particularly the public ones are monitored by others can have a strong bearing on consumer behavior.
It has been elaborated that consumer are likely to hear a conversation relied on the people who is communicating. Behavioral and demographic similarities between the manager along with the audience might enhance persuasiveness. Moreover, peers can also act as effective messengers for the marketers as they tend to be the individuals they trust and respect. It has also been revealed that when a marjrting expert communicates information, consumers are likely to act on the same. According to Kim and Chock (2015) social norms offer implicit guidelines regarding acceptable consumer behavior and several researchers have revealed that individuals are greatly impacted by social; norms. Communicating consumers regarding the existing social norm also facilitates marketers in expanding injunctive norms to confirm suitable behavior of the consumers. Klassen et al. (2016) confirmed that social influence takes place at the time consumers opinion, emotion along with behavior is observed to take several forms which can be analyzed in the form of obedience, leadership, sales and marketing.
As per the views presented by Lau (2017), it has been gathered that consumer behavior serves among the most important factor that can have a considerable impact on the company. This is for the reason that this theory this facilitates in analyzing the purchasing behavior, consumer demand and preferences that further facilitates in aligning the related business operations and functions as per this theory (Lieven et al. 2015). There are several theories related with consumer behavior and one among them is “Theory of Planned Behavior” that has been explained in explaining consumer beliefs, attitudes along with intentions towards services or products those are likely to drive consumer behavior. Research conducted by Lu and Chen (2017) has revealed that the most renowned variable in the “Theory of Planned Behavior” is self-identity along with analyzing whether an individual’s self-definition has a vital role in having the same behavior. These reasechers also stated that individual’s purchase the products and brands which represent their brand identity and for this reason, products are deemed to serve as symbols to develop self-definition of consumers.
MacGregor, Petersen and Parker (2018) indicated that along with the Theory of Planned Behavior, theory of reasoned action was established in the year 1975. This explains that the consumers purchase intention on the products is not just relied on an individual’s behavioral intentions or attitude but also on certain social norms. For instance, consumers are likely to purchase beauty goods those are socially desirable and along with that they are also motivated to comply with certain social expectations. Mati? and Puh (2016) revealed that marketers can attain several lessons from “Theory of Planned Behavior” that considers at the time of marketing a product to consumers, marketers need tom associate a purchase with positive outcomes. In addition, it can also be stated that theories regarding consumer behavior deals with necessary issues such as the ways in which consumers purchase as individuals verses the way they purchase in groups. Mehmood and Hanaysha (2015) added that impulse purchasing theories represent a pool of opportunities for the marketers. Every aspects of any consumer products including the packaging along with manner in which products are displayed in store is deemed to have impact on consumers impulse control and buying behavior.
According to views presented by Meyer and Bunker (2018) it is revealed that based on the consumer behavior theories, attitudes and perception of the UAE cosmetic consumers are different towards the facial care goods along with herbal cosmetics. It has been evidenced by the researchers that motives attitudes of the emirates women towards using the cosmetic gods available in the nation includes education level, situational factors along with the personality variable like the age.Perloff (2014) explained that based on the social factor theory it has been evidenced that traditionally women use cosmetics in UAE with the motive of attaining health care and gradually such, motives are changing because of several additional benefits of using aa makeup product is advertised by cosmetic brands. In addition, researchers such as Alhomoud, Basil and Bondarev (2016) revealed that there are several psychological motives based on which the cosmetic products are marketed and demanded by consumers in UAE. Such, motives are considered to include comfort, cleanliness, variety, money, curiosity, social achievement and self-preservation. Such motives are also observed to encompass consumers the ones those purchase more cosmetics and in such case the demand gradually increases.
Alhomoud, Basil and Bondarev (2016) evidenced in their research that consumer behavior differs as anindividual in comparison to remain associated with a group. Several variables are deemed to impact purchase intention of consumers in UAE regarding cosmetic goods. Based on this theory, certain consumer motiveshave been revealed for purchasing cosmetic goods in the nation. These includedemographics, social influences, group influence, advertising impact along with internal influences. Clayton, Leshner and Almond (2015) also explored that the result, attribute along with value attached importance by female consumers exist towards choosing cosmetic goods that can facilitate in realizing the process of consumers cosmetic application. In addition, consumers in UAE indicate an increased self-brand connection towards cosmetic brands with images particularly the ones with any celebrity those they tend to admire.
From analyzing the existing literature on motives those dive consumer behavior in the cosmetic industry in UAE it has been observed that there exist certain gaps in explaining relevant facts regarding the constraints those exist in the UAE culture when it comes to shopping habits and consumer behavior (Peterson 2015). Moreover, most of the researches also had a gap in explaining the effect of brand on the consumers purchase decision along with the marketing strategies those can address specific demands of UAE consumers based on their buying motives. Focusing on such research gap, the current research will focus on identifying the motives of the consumers in UAE that impacts their purchase decision regarding cosmetic goods. This will also consider analyzing a case study of a cosmetic products company like Sephora that can reveal useful implications regarding the social factors those can have impact on the makeup consumption along with evaluating the ways in which it affects the UAE cosmetic industry (Rutter, Chalvatzis, Roper and Lettice 2018).
Research design gives the researcher an opportunity to guide the study towards accomplishing a particular target depending on the research objectives. In the words of Abd Rahman, Asrarhaghighi and Ab Rahman (2015), research design assists the researcher in providing the reference by restricting the targeted outcomes where the leftover portion of the research is conducted on the mentioned objective. Research design is mainly segregated into explanatory research, exploratory research and descriptive research. For this research, explanatory research design has been selected, which explains the cause-effect relation by estimating the possible future results of the ongoing procedure (Ruvio and Belk 2018).
The current research has focused on evaluating the motives behind the consumption of make-up products in Sephora. Therefore, this research has included a detailed overview of the factors influencing the motives behind such consumption. This implies that the research has emphasized on finding out the reasons for the buying intentions of the customers of Sephora (Schaefer et al. 2015). Hence, explanatory research design has been used for carrying out the overall research.
Along with this, the researcher has chosen secondary data for performing the entire research. This is because thematic analysis has been used as the technique by considering previous researches where the motives of customer consumption were analyzed. The past trends have helped in projecting the likely consumption trend in future for Sephora. In this context, Ahmad, Ahmad and Bakar (2018) cited that secondary data are those data, which are already accumulated and readily accessible from online sources. There are certain advantages of using secondary data and they include saving efforts and time, enhance problem understanding and provide base for contrasting the data gathered by the researcher. Moreover, secondary data are cheaper and they could be gathered more quickly than primary data, since primary data are not available or could not be gathered at all (Schivinski, Christodoulides and Dabrowski 2016).
Social Media
The social media is an active channel that have been used for the purpose of the advertising and promoting the user products. This is best suited for the cosmetic products’ promotion. Hence the data available over the social media channels like Facebook, LinkedIn, and Twitter and so on have been used by the researcher to gather data for this research study (Sephora.com. 2018). Furthermore, the reactions of the social media users over the public posts of the company shows the popularity level of the content. Again, analysis of the social media content of the organization have been really effective in order to understand what brand promotion have been undertaken by the company to endorse their product line (Shah, Sarheed and Ramesh 2017). The customer segment of Sephora that generally makes maximum purchases are online customers. It is evident from the reviews that rather than the retail stores the online customers order products more frequently and most of the reviews are high priced. This is because the bulk combo of products of Sephora are only available online. That is why, the for analyzing the brand, the online reviews of the regular as well as the new customers of Sephora over various social media platforms are most important.
In a similar way, the online reviews over the various social media sites or the online shopping sites like Amazon or Alibaba have also been one effective source for the researcher. The reviews and comments gathered from consumers of Sephora are mentioned in the Appendix. This helped in understanding the level of acceptance of the various strategies that have been adopted by the company for promotion (Tajeddini and Nikdavoodi 2014). The reviews of the customers that are posted online also shows that satisfaction level of the customers who have purchased the products of the company, online.
Theme1. Impact of social factors on the makeup consumption of Sephora in UAE
Sephora spends about US$247 million every year for the brand promotions. It is expected that the valuation would expand by USD $294 million by 2020 (Tiggemann and Zaccardo 2015). The basic postulate of the Cultivation theory relates to the holdings that the customer segment aged between 18 to 40 years which does maximum amount of online market research before buying cosmetic products from the online shopping sites of Sephora are actually enticed to believe mostly in the product values that are described over the online sites like Facebook or ecommerce websites (Tseng 2016).
The purchasing behavior of the major consumer segment of Sephora indicates that the economic slowdown did not affect the company as major bulk of purchases of Sephora products were done online. The great proof against this fact is born by the consumer reviews that indicates that the buyers have purchased Sephora products more than 10 times in a year (Veloutsou 2015). The massive promotions that the company did over the Facebook, Twitter and similar sites helped the company to ensure that people were enticed to buy the products of premium range, mostly online. Again, the availability of ecommerce of Sephora products, online, in most Asian countries helped the cause of the company. In this context, it can be cited that over Facebook, a regular consumer of Sephora based in Mumbai have stated that:
“It is very easy to order Sephora products from Mumbai. Thanks to the global ecommerce facility of Sephora, I can order the facial pack anytime now”
Figure 2: Kind of followership of Sephora over Social Media
(Source: Yeo, Mohamed and Muda 2016)
Impact of advertising and media on the sale of make products in UAE by Sephora
Online brand promotions have contributed to the sale of the cosmetic products to a great extent. There are few selected cosmetic products that have gained brand equity in the country (Yilmaz and Koço?lu 2018). On the contrary, the new range of cosmetic products that are introduced by Sephora after 2015, have been highly dependent on the online reviews over the various social media sites and the online shopping sites. In this context, the social factor theory can be highlighted also. The customer reviews of online purchases and the photos posted in the online site, Sephora Flash, indicates that the brand loyalty of Sephora have enticed the customers to order the combo product packs of the company which they could get at a discounted price from Sephora Flash only(Zhao, Yang, Xie and Wang 2017). In this context, it can be cited that one of the online reviews quotes that
“I have a bulk order from Sephora and my delivery location is not getting selected. Please help”
For the demographic group aged between 17 to 40 years, the online reviews over shopping sites, the brand endorsements over social media and other such digital promotions have been the key factor that has driven sales. For the age group ranging from 40 to 52 years, television commercials have played a great part in influencing them to buy the products of Sephora (Zhao, Yang, Xie and Wang 2017). The use of the multi-channel sales strategy has helped the company to gain the competitive advantage.
Figure 3: Review numbers over various portals (Projected View)
(Source: Zhao, Yang, Xie and Wang 2017)
Impact on the consumption motives through advertisements and promotions
The theory of reasoned action can be highlighted in this context. The theory states that any change in behavioral traits are associated with the belief that some extraordinary outcome can be achieved or any havoc change can be perceived. In case of the cosmetic company Sephora, the same principle can be linked. Most of the products of Sephora are or premium price range (Zhao, Yang, Xie and Wang 2017). Now, since the main target customers of the company are segment aged between 17 to 40 years of age, the company have mainly used the social media for promotions since, this group of customers experience maximum media exposure in the form of Facebok, Twitter and similar sites including the online shopping portals. In this context, the company dedicated a series of Facebook videos that enticed the customers to believe that high price range of the products of Sephora is owing to the purity of the ingredients used in their products. The online reviews of the customers over the ecommerce websites also substantiate the fact that the selective ingredients that are present in the Sephora products entices the online customers to buy the products mostly (Zhao, Yang, Xie and Wang 2017). In this context, a review from the Facebook post of Sephora can be upheld:
“I have ordered the herbal face pack of Sephora. The natural ingredients of Sephora products really suits my skin type”
Figure 4: Impact of brand promotion of Sephora
(Source: Zhao, Yang, Xie and Wang 2017)
Theme1. Impact of social factors on the makeup consumption of Sephora in UAE
UAE is primarily an Islamic country where 90% of the people follow Islam and the rests enjoy different religious beliefs (Alvarez-Rivera, Llompart, Lores and Garcia–Jares 2017). In this context, the social factors are considered to be one of the major factors that can influence the business practice in that country intricately. As far as the market spending of the consumers are concerned it can be stated that in UAE the consumers spent approximately US$ 247 on personal care and cosmetics. There are a series of social factors that are responsible to increase the cosmetic market in UAE indiscriminately (Alvarez-Rivera, Llompart, Lores and Garcia–Jares 2017). In this context, the first factor is identified as the age of the customers. As per the research conducted by: it can be argued that most of the cosmetic consumers in UAE are between the age of 18 to 30s. it means most of the customers are young and highly beauty conscious (Alvarez-Rivera, Llompart, Lores and Garcia–Jares 2017). As a matter of fact, the GDP of the country is increasing in a rapid pace and it is expected that at the end of the financial year of 2018 it will reach 2.5% (Alvarez-Rivera, Llompart, Lores and Garcia–Jares 2017). Moreover, the high lifestyle is also a beneficial factor that create more profit for the cosmetic industries like Sephora.Based on the social factors it can be stated that the Sephoracustomers are more drove by the quality and price effectiveness. The organic products of Sephoraare highly popular but the prices are so affordable that consumers are very fond of the Sephoraproducts.
Theme 2: Impact of advertising and media on the sale of make products in UAE by Sephora
Media also plays a crucial part in cosmetic business in UAE. According to: it can be stated that social media plays a significant role in developing the advertising of the business organization(Alhedhaif, Lele and Kaifi, 2016). As a matter of fact, the use of social media makes the multinational business organizations to penetrate in the foreign market quite effectively. Based on this understanding, it can be asserted that the role of the social media in the UAE cosmetic market is also a strategic measure that Sephora has followed. Simultaneously, Alhedhaif, Lele and Kaifi, (2016) advocated that in the UAE market the influence of the social media helps to expand the beauty market extensively that attracts the young target customers profoundly. In this regard, social media like Facebook, Instagram and Twitter are considered to be the main actor that facilitate the maximization of the consumers. It can also be seen in case of UAE cosmetic market where the customers are not only influenced by the social media marketing but also convinced by the advertisements aired on television(Alhedhaif, Lele and Kaifi, 2016). Moreover, Sephora also conducted a great number of brand campaigns followed by the sustainability measures and community engagement programs.As per the report it can be argued that media and advertisements are highly influenced the sales and production of Sephoraproducts. As far as the social media is concerned, it can be stated that it provides a strategic advantage to the Sephoraproducts because most of the males and female consumers are affected by the social media. On the other hand other media advertisements like the television and traditional promotional strategies have limited impact because most of youths are busy in doing social media rather than television.
Theme 3. Impact on the consumption motives through advertisements and promotions
In this context, the consumer behavior is also have a significant impact on the business orientation of Sephora. The company follows some theory and strategies in order to understand the behavior of the consumers (Alhomoud, Basil and Bondarev 2016). Theory of reasoned action is an important aspect that can contribute to the maximization of the customers through the channels of media releases and attractive marketing promotions. In this regard, Sephora follows the same line to attract more customers though the channels of attractive promotions. For this discounts of popular items is considered to be an important factor that the companies generally follow (Alhomoud, Basil and Bondarev 2016). In addition to this, intense advertisements and hoardings are also identified as effective enough to influence the customers. In response to this, Sephora follows both the strategic measure in order to establish its business effectively in the high competitive and volatile cosmetic market of UAE. Besides this, argued that in the UAE market there is a common trend among the customers to choose products on the basis of price (Alhomoud, Basil and Bondarev 2016). It means the UAE customers are looking for products that are high in price. Sephora knows this trend and as a result of that most of the Sephora products are comparatively high in price. Despite of that the company also follows the discount and promotion strategy (Alhomoud, Basil and Bondarev 2016).As per the thematic analysis it can be argued that the female customers are more influenced by the social media and advertising to purchase Sephoraproducts. However, the male customers are also attracted through the social media promotions but have far differences in case of televised promotions.
Discussions and Conclusion
The aim of this research is to explore and investigate the consumer purchasing behavior factors regarding make-up in the UAE market. For the reason that people are observed to have different motives behind purchase along with makeup products consumption the current research will evaluate the consumers psychology along with all the factors that can affect the factors of consumption. The findings have useful managerial implications as it cleared that since the cosmetic industry of UAE is quite large, products and cosmetic brands that sells product of various price range are available. In this context, the company dedicated a series of television commercials that enticed the customers to believe that high price range of the products of Sephora is owing to the purity of the ingredients used in their products. that there are several psychological motives based on which the cosmetic products are marketed and demanded by consumers in UAE.
Such, motives are considered to include comfort, cleanliness, variety, money, curiosity, social achievement and self-preservation. Such motives are also observed to encompass consumers the ones those purchase more cosmetics and in such case the demand gradually increases. Based on this understanding, it can be asserted that the role of the social media in the UAE cosmetic market is also a strategic measure that Sephora has followed. The findings also pointed out that despite of having social media the traditional advertisement mediums are still effective in the developing and semi-developed countries. Moreover, it was also revealed that Sephora also conducted a great number of brand campaigns followed by the sustainability measures and community engagement programs. In addition to this, intense advertisements and hoardings are also identified as effective enough to influence the customers. In response to this, Sephora follows both the strategic measure in order to establish its business effectively in the high competitive and volatile cosmetic market of UAE.
Based on the findings of the research, certain recommendations have been provided which can improve its marketingstrategies or the motives of the consumers:
Despite having several useful research implications, the current research had a limitation regarding authenticity of information which is a major restraint which generates an obstacle between the research results along with successful attainment of the research. Moreover, another limitation is that the research has just considered carrying out exploratoryresearch because of the reason that it only considers interpretation of the findings usually is judgmental. Such limitation needs to be addressed in the future research through carrying out primary research on the consumers in UAE in order to analyzethe motives based on which the marketers can develop its marketing strategies.
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