Discuss about the Marketing Management for Industrial Growth.
Asia’s industrial growth in organic beauty products is growing in a slow pace, as there is found acute lack of mainstream retailers. In addition, there is insubstantial number of food and beauty products store chains selling natural products. Instead of having all such deficits, the Asian market of organic cosmetics is struggling with shelf space competitions for brands those are considered pseudo naturals. However, the wave of global growth in the international industry of organic beauty products has influenced the organic market of Asia in a positive way for which the sector has gain the ability to extend its span in a wider space.
In the words of Ã…Âopaciuk & Ã…Âoboda, (2013), Asia’s demographic and socio-cultural aspects are probably the main boosters for the advancement of organic beauty products industry. It is significant to consider in this context that south East Asia is the hub of the current growth in the organic personal care manufacturing sector. Domain of china and specifically Singapore has encountered a progressive development in this industry with growing demand from its domestic customers. Demographic straits have probably instigated most potentially upon this industry. For instance, organic personal care product selling shops like Bud Cosmetics and Pure Tincture has identified that bulk of their domestic customers are between the age group of twenty who are potentially cautious about the organic elements of the products. On the other hand, in China the sudden habit of putting make up, specifically among the women belonging to the age range of 20 to 30 is responsible for uplifting the organic cosmetic market. As per Kongsom & Panyakul (2016), Euro monitor’s data, the total estimated amount of China’s retail sales for personal and skincare products have reached to 185.9 billion Ren-min-bi. The organic industry for skin care products possesses a major contribution in this.
Based on Ayoub & Abdullah (2012), political instability of most of the Asiatic countries is supposed to be one of the major constraints for the development of organic beauty product industry of Asia. Reluctance of most of the government authorities in case of providing space to the organic skin care products manufacturing countries is another staple cause of slow growth of this industry. For instance, only three small retail companies carrying organic beauty products have emerged in the Singaporean market of beauty products. Nevertheless, it is a well admiring fact that it is the local government with the help of whom these three retail companies have widened up to a bigger span in a short time span (Shiau & Luo, 2012). However, in countries like India, organic beauty product selling enterprises have found a more possibilities as most of the political parties engage themselves in promoting brands selling organic products.
For domains like China, Japan and Malaysia, organic beauty products have been taken into serious account since synthetic elements of most of the artificial and chemical cosmetics proven to create serious skin problems (www.naturalproductsinsider.com ). It is a fortunate fact as legislative and administrative bodies of south East Asia become more cautious about the e-commerce, which has worked in favour for expanding the organic cosmetic business (Bhatt & Bhatt, 2015). However, legal framework for e-commerce is still lagging which may possibly prove as an obstacle for the industry of organic cosmetics.
In the Middle Eastern domain of Asia, socio-cultural aspects have played a key role in expanding organic cosmetic business. The concept of beauty for most of the Middle Eastern countries is something that should be enriched with natural herbs. Hence, perception for natural beauty in Middle Easter countries of Asia is part of culture. Most of the inhabitants are well informed about the organic beauty products. Sales rate of organic beauty products in cities like Dubai, Riyadh, Manama and Kuwait have increased 20% in the current year (Scott & Vigarâ€ÂEllis, 2014). The possible reason for such a growth is considered to be the growing demand of the consumer for cosmetics which are “chemically clean”.
As opined by Kaufmann, Panni & Orphanidou (2012), consumer’s behaviour regarding buying organic cosmetic products is subjected to the social and personal attributes. In other words, customers only take interest in buying natural skin and hair care products only when they are become aware or find the necessity to use it. In context to personal factors, it is essential to keep in mind that consumers generally do not prefer to buy same beauty products for a prolonged time. Purchasing behaviour in general alter due to change in daily diet, social status and financial background. However, it is a matter of concern that social attributes are comprised of those activities, which are performed by a particular person while belonging to a certain group.
In the words of Zhang & Kim (2013), consumer buying behaviour specifically for the female consumers, purchasing behaviour for organic cosmetics is hugely influenced by the distinct groups to which they belong. For instance, primary groups or the groups comprising people from family, friends group or group of co-workers with which the consumers interact more frequently, generally influence the minds. For example in terms of internal perspective, if a consumer’s any family member considers using organic skin care products, then naturally the consumer becomes prone to buy the same product or builds the tendency to prefer organic products only.
On the other hand, secondary groups shape consumer’s behaviour by providing informational influences by disclosing new trends in lifestyle and awareness. For instance, customers can possibly change their habit to buy non-organic cost friendly skin products when they encounter a large secondary group using natural skin care brands. In such cases, buying behaviour becomes subjected to informational influence (Bhatt & Bhatt, 2015).
Beside social aspects, according to Bhatt & Bhatt (2015), consumer behaviour is pivotally dominated by customer’s personal behaviours. Growing awareness about health and physical appearance are two prime facets those control the purchasing attributes for organic beauty products. Health consciousness prepares a consumer to take healthy actions and the motivation for keeping a healthy life instigates a person to become judgemental while buying skin care products. For instance, according to Kaufmann, Panni & Orphanidou (2012), people of Greece prefer to go through manufacturing details before acquiring a particular skin care brand. On the other hand, for European countries like UK, Greece, Germany, notion towards buying organic cosmetics develops when consumers become conscious to consume organic foods. Currently, public events for increasing people awareness about organic products are strongly shaping point views of people regarding buying organic foods and skin care goods. In Lithuania, majority of the cosmetic buyers belong to the group of health fanatics and consume a bulky amount of organic cosmetics by being motivated by health consciousness.
Based on the research of Ã…Âopaciuk & Ã…Âoboda (2013), appearance consciousness is a potential driving force that makes people interested in buying those individual products that helps to make a different image of them. Therefore, buying behaviour for particular personal care brands is an outcome of individual’s need for having satisfying personal appearance. In present times, organic cosmetics and personal care products are being purchased as interest for improving general appearance and wish to have youthful look is growing rapidly. In western countries like US, Italy, Germany, UK and Spain and in Asian and Australian zone, male’s buying behaviour towards organic and chemical free skin care and personal care products is also subjected to the essential need to have better physical appearance in public and private place.
References
Ayoub, M., & Abdullah, A. Z. (2012). Critical review on the current scenario and significance of crude glycerol resulting from biodiesel industry towards more sustainable renewable energy industry. Renewable and Sustainable Energy Reviews, 16(5), 2671-2686.
Bhatt, R., & Bhatt, K. (2015). Analyzing Psychographic Factors Affecting Green Purchase Intention. Journal of Contemporary Research in Management, 10(1), 45.
Kaufmann, H. R., Panni, M. F. A. K., & Orphanidou, Y. (2012). FFactors Affecting Consumers’green Purchasing Behavior: An Integrated Conceptual Framework. Amfiteatru Economic, 14(31), 50.
Kongsom, C., & Panyakul, V. (2016). Production and Market of Certified Organic Products in Thailand. World Academy of Science, Engineering and Technology, International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 10(8), 2455-2459.
Ã…Âopaciuk, A., & Ã…Âoboda, M. (2013, June). Global beauty industry trends in the 21st century. In Management, Knowledge and Learning International Conference (pp. 19-21).
Natural/Organic Cosmetics Market in Asia to Hit US$1 Billion by 2017. (2016).Naturalproductsinsider.com. Retrieved 24 September 2016, from https://www.naturalproductsinsider.com/blogs/beauty-perspectives/2015/08/natural-organic-cosmetics-market-in-asia-to-hit-u.aspx
Pervin, S., Ranchhod, A., & Wilman, M. (2014). Trends in cosmetics purchase: Ethical perceptions of consumers in different cultures. A cross country comparative study between South Asian and Western consumers. Journal of Customer Behaviour, 13(1), 57-72.
Scott, L., & Vigarâ€ÂEllis, D. (2014). Consumer understanding, perceptions and behaviours with regard to environmentally friendly packaging in a developing nation. International Journal of Consumer Studies, 38(6), 642-649.
Shiau, W. L., & Luo, M. M. (2012). Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior, 28(6), 2431-2444.
Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68-79.
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