BUILDING A BEAUTIFUL BRAND: A Study of the Marketing Techniques Influencing Young Adults’ Purchasing Behaviors in the Skincare Cosmetics Industry

Abstract

This paper investigates the impact of different marketing techniques on the brand attitude and purchasing behaviors of young adult skincare consumers. Various marketing techniques were separated into three categories: Information Sources, Product Attributes, and Shopping Orientation. The effectiveness of marketing techniques was measured by the brand associations generated from each marketing technique. An exploratory factor analysis was conducted to identify key factors within each marketing influence category. Multiple regression models confirmed all three of my hypotheses: Marketing tactics in Information Sources, Product Attributes, and Shopping Orientation all have statistically significant relationships with brand attitude. The strongest factor was Reputation from the Shopping Orientation category, which means that consumers’ brand attitude about their favorite brands depends heavily on their prior beliefs about the brands’ credibility, social responsibility, and product quality. The next strongest factor was Reliability from the Information Sources category, which indicates that consumers increase brand attitude when advertisements are credible are relatable. The third influential factor was Low-Price Point, and this factor held a negative relationship with brand attitude. When a product has a low price, this decreases consumers’ brand attitude. This suggests that consumers prioritize product quality over quantity, and they are willing to pay a higher price to access premium products.