ASSIGNMENT 02 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 31: Statistics for management

Submission date 12 November,2021 Date received (1st Submission)

Re-submission date Date received (2nd Submission)

Student Name Pham Hoang Nam Student ID GCD 191255

Class No. GBD0805A Assessor Name THAOPUP

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I understand that making a false declaration is a form of malpractice.
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 Assignment 1 : Statistics for management

Assessor’s Name: Pham Uyen Phuong Thao

Name:Pham Hoang Nam
ID:GCD191255
Class:GBD0805A
Word count:6721 words

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Contents
I.Introduction................................................................................................................................. 5
1.1 Background of the topic ........................................................................................................ 5
1.2 The reasons why you choose topic ..................................................................................... 5
1.3 Objective of the topic .......................................................................................................... 6
1.4 Research questions .............................................................................................................. 6
1.5 scope of the topic ................................................................................................................. 6
1.6 Structure .............................................................................................................................. 6
2.1 customer behaviour ............................................................................................................. 7
2.2 The factors affecting purchasing behaviour. .................................................................... 7
2.2.1 Brand ............................................................................................................................. 7
2.2.2 Material ......................................................................................................................... 7
2.2.3 Advertisement. .............................................................................................................. 8
2.2.4 Price ............................................................................................................................... 8
2.2.5 Packaging ...................................................................................................................... 8
III. Research model and research hypotheses ............................................................................ 9
3.1 Research model .................................................................................................................... 9
IV. Methodology ............................................................................................................................ 9
4.1 Research methods ............................................................................................................... 9
4.2 Data collection method...................................................................................................... 10
4.3 questionnaire...................................................................................................................... 10
4.4 Analytical techniques .......................................................................................................... 13
4.4.1 Descriptive statistic ...................................................................................................... 13
V. Data analysis............................................................................................................................. 15
5.1 Descriptive statistics ............................................................................................................ 15
5.2.1 Hypothesis ........................................................................................................................ 24
5.2.2 Inferential statistics .......................................................................................................... 24
Conclusion ..................................................................................................................................... 29
Appenix ......................................................................................................................................... 32

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I.Introduction

1.1 Background of the topic

In the globalization era, improvement of technology, science, society, economy and education
provide people to have better standard of living and styles. Relating to the development of
purchasing power in consumers and market trend that people become more conscious of hygiene
and beauty (Souiden & Diagne, 2009). Because everyone wants to look young, beautiful,
attractive, and healthy. So, the strong development of the skincare industry has been accelerated
this decade. Besides, the increasingly diverse skincare products not only develop strongly for
women but also for men.

According to L’Oréal Report (2010), it showed the changing of men’s perception in UK towards
their personal appearance is positively growing for acceptance by a new generation. 80 percent of
men in UK who have the age range between 18-29 year old, are most men who consume the
grooming products for their routine, not only special occasion. “Men’s interest for their appearance
showed in their point: thus, it is approximately 64.6% to take care of their skin, 73.8% to pay
attention more likely on hair, and 31.8% like trying novelties. Moreover, 38.7% pointed they
dedicated time to look after of themselves. These numbers permit us to see clearly higher about
men’ interest, especially who have age range less than 25 years old, and the percentage of interest
on appearance reduce slowly when age’s increasing (Blanchin et al, 2007). With a survey of 150
Asian women, all of them buy and use skincare products and make regular purchases once a month
(Sabharwal et al,2014).

Then, it can be seen that using cosmetics is becoming more and more popular, so understanding
consumer behaviour and factors affecting their decision to buy facial skin care products is
extremely necessary and meaningful for Vietnamese cosmetic enterprises. This study aims to find
and clarify the factors that determine which behaviours of customers decide to buy skincare
products and the strong development of skincare popularity in life.

1.2 The reasons why you choose topic

The research team wanted to find a topic that was close and people met every day. So, the
researchers found that skin care using skincare is very popular and has strong interest in quality to
the market. group decided to choose the topic. To investigate the psychology and decision-making
factors of skincare purchases in the survey area of college students.

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1.3 Objective of the topic

The main purpose of this topic is that this report will make statistics and consider customers' choice
thoughts about skin care. Analyse consumer buying behaviour for skin care products with the
target audience. student in Danang. Then, the study will suggest brands from the survey to know
the strengths and weaknesses of product purchasing factors, thereby improving the service quality
of skin care products.

1.4 Research questions

The research team formulated questions for the Research questions with the following purposes:

What are the factors of skincare products that affect purchase?

What buying factors of skincare products do customers care about the most?

How can the buying factors get the best customer satisfaction?

What are the benefits of each buying element to customers?

What factors should cosmetic businesses rely on to best reach customers?

1.5 scope of the topic

This study investigates the customer's skin care buying behavior within the University of Danang,
including the following scopes: Customer behaviour and factors affecting purchasing
behavior such as Brand, price, material, Packing, Advertisement.

The survey was conducted from October 9, 2021 to October 18, 2021 and we use the google forms
tool to support and ensure no cost because the survey subjects are students of the university in da
Nang city.

This study used both quantitative and qualitative methods to collect and systemize information
and knowledge. In addition, quantitative as a basis for evaluation and analysis of skincare shopping
behaviours of customer.

1.6 Structure

The report will have 3 main parts; First, the introduction will make statistics about the behavioural
factors of customers' skincare purchase decisions and clarify them with the goal, scope, why
choose the topic, main questions of the research paper. Secondly, Literature review does Be clear

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about the elements of the article such as Customer behaviour and factors affecting purchasing
behavior. Finally, Methodology includes research methods, tools for data collection, scales, data
analysis tools, and reliability and validity testing.

II. Literature review

2.1 customer behaviour

Consumer buyer behaviour is considered to be an inseparable part of marketing and Kotler and
Keller (2011) state that consumer buying behaviour is the study of the ways of buying and
disposing of goods, services, ideas or experiences by the individuals, groups and organizations in
order to satisfy their needs and wants. According to Blackwell et al (2006) consumer buying
behaviour is itself is a complex, dynamic issue which cannot be defined easily and commonly.
Therefore, the concept of consumer buying behaviour has been defined in different ways by
different researchers.

2.2 The factors affecting purchasing behaviour.

2.2.1 Brand

The definition of Aaker introduces the important aspect of a linkage between a customer and a
brand, whereas, view a brand as “a name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors.” (Kotler and Keller,2016). Another definition of a brand is given by
Kapferer, Jean-Noël (Kapferer & et al,2012) He understands the brand as “a name that symbolizes
a long-term engagement, crusade or commitment to a unique set of values, embedded into
products, services and behaviors, which make the organization, person or product stand apart or
stand out.” (Kapferer & et al,2012).building a trademark or identification of a distinctive image to
the products. During the intensive competition in many markets, the word ‘brand’ is primarily
considered as main element as competitive advantage to differentiate it from others if the company
has reputed brand as a commercial application (Clifton, 2004). Besides, brand name communicates
product image which connect to certain values. So the name should correspond to its positioning.

2.2.2 Material

According to BanTon (2021), Raw materials are materials or substances used in the primary
production or manufacturing of goods. Raw materials are commodities that are bought and sold
on commodities exchanges worldwide. Traders buy and sell raw materials in the factor

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market because raw materials are factors of production, as are labor and capital. Cosmetics raw
materials are based on natural, synthetic or extracted roles of raw materials, heating processes,
stirring and emulsified mixed chemical substances. Cosmetic Raw Materials is based on various
materials and ingredients perform in accordance to the chemicals and its key functionalities. The
properties and uses of the cosmetic materials are generally possible to be divided into two
categories. The first is the principal raw ingredient of cosmetics. The primary function of cosmetics
is that they are made in large proportion in cosmetic preparations. These substances play a role in
a number of cosmetic formulations, stable or given color, aroma, and other characteristics, but
they are vital. Natural cosmetics raw materials are available for every product.

2.2.3 Advertisement.

Adverting is one of promotional activity to inform and activate the public in order to rise up the
product sales. There are many forms of these promotions such as press, television, internet,
sponsoring, public relation and sale promotions (Moungthong et al, 2008). Regarding to
someone’s skin care market, the marketers have to consider who your target are, and what you
want to communicate to them. Therefore the messages should promote about personal hygiene,
improving the skin, antiaging, solving skin problems, attractiveness, good looking, self confidence
or even modernity trend (Miller, 1997). Furthermore, many firms as Unilever, Axe, Tag, Gillette,
etc, are capturing the young people as target by playing up the messages between their brand’s
images with gender. So their ad campaigns are alike which is prominently simple: “using the
products, then women will find you irresistible” (Antoinette, 2005)

2.2.4 Price

According to Nurul Haq (2018), The price of a good or service is very influential on customer
satisfaction. Consumers use the price as a consideration in determining the purchase of a product,
when should the purchase be made and how much the need for products purchased in accordance
with the ability of consumer purchasing power.

2.2.5 Packaging

According to Rahimniya et al. (2012), in their research stated that the product label and packaging
are representative of the manufacturer and act as the carrier of the company's advertising messages
and slogans. Yang (2004), says that the right packaging makes a difference between companies.
Companies know about the need for proper packaging and how small changes in packaging lead
to their bottom line. Therefore, now companies are completely focused on different aspects of

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packaging and thus to achieve high productivity and profitability. is the combination of the science,
technology, art and fashion to protect and keep the products to customers that involve with the
considerations of products attribute, distribution, storage, use, sale, production, cost, public image,
customers, etc. (Soroka, 2002). For products, marketer has to pay attention on the package design
because package is the first thing that customer sees, so it should present product in an enviable
and suitable way to draw the customer’s attention. The vital points that should be realized carefully
are the form, the smell and colors of packaging. All that criteria on package can be seen as sensory
marketing to capture the male customer (Blanchin, 2007).

III. Research model and research hypotheses

3.1 Research model

Figure 1-research model

IV. Methodology
4.1 Research methods
Quantitative research is expressed in numbers and graphs. It is used to test or confirm theories
and assumptions(streefkerk,2017). This type of research can be used to establish generalizable
facts about a topic.Common quantitative methods include experiments, observations recorded as
numbers, and surveys with closed-ended questions (streefkerk,2017).

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Qualitative research is expressed in words. It is used to understand concepts, thoughts or
experiences(streefkerk,2017). This type of research enables you to gather in-depth insights on
topics that are not well understood. Common qualitative methods include interviews with open-
ended questions, observations described in words, and literature reviews that explore concepts and
theories(streefkerk,2017).
This study focuses on using quantitative research to obtain results of evaluation, measurement,
updating and data analysis. Qualitative research helps researchers synthesize old information to
form questions.
4.2 Data collection method
The study used both primary and secondary data. The researchers used an information survey
method to collect data with a table of 26 research questions about determinants of consumer buying
behavior for skin care products of university students in da nang. The researcher has divided it into
two parts. The first part is demographic data. And the second part asks case questions about The
factors affecting purchasing behavior and researcher used a scale of 1 to 5 for each question, with
ratings ranging from (1) Totally disagree; (2) Disagree: (3) Normal: (4) Agree; and (5) Full consent
of the customer.
It was created by Google Forms and published online with the link:
https://docs.google.com/forms/d/e/1FAIpQLSexMiWd8MDzbXmQ344iyuLTQ6NXqeoVpFT_Z
Z1lchK-GtSKiQ/viewform
4.3 questionnaire
1.Demographics
1. What is your gender?
• Male
• Female
• Other
2. How old are you?
• Under 18
• 18 - 25
• 25 – 35
• 35 – 50
• Over 50
3. What is your current occupation?
• Student
• Beauty blogger
• You Tuber
• Model

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• Other
4. Where do you usually buy your skincare products?
• The supermarket
• The convenient stores
• Online
• Other
5. Do your job require having healthy skin?
• Yes
• No
6. What is your monthly income?
• Under 5,000,000 VND
• 5,000,000 VND – 10,000,000 VND
• 10,000,000 VND – 20,000,000 VND
• Over 20,000,000 VND
7. How much did you spend monthly on skincare product?
• Under 500,000 VND
• 500,000 - 1,000,000 VND
• 1,000,000 VND - 3,000,000 VND
• 3,000,000 VND - 5,000,000 VND
• Over 5,000,000 VND
8. Where did you obtain information about the skincare products?
• Social Media Advertisement
• Beauty magazine
• Friends
• Relative
• Other
9. Which country do you usually use products from?
• Vietnam
• South Korea
• America

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 • Other
10. How often do you use skincare products?
• Once a week
• Twice a month
• Every quarter
• More
2. The factors affecting purchasing behavior

Content REFERENCES
BRAND
I buy famous foreign brand products like Mac,Tom ford, etc (Anjana, 2018)
because they are big brands.
I buy less well-known domestic skincare products because (Anjana, 2018)
they are cheaper and suitable for people in each place
I prefer to buy skincare products from multiple brands (Anjana, 2018)
MATERIAL
I always choose organic products because they are (Surakiatpinyo, 2016)
reliable od product, suitable for all skin types
I choose chemical products because their effects are strong (Surakiatpinyo, 2016)
and suitable for people with thick skin.
I choose physical products because they are mild and cause (Surakiatpinyo, 2016)
little skin irritation
I pay special attention to the ingredients of my skin care (Surakiatpinyo, 2016)
products before I buy them
ADVERTISEMENT
I trust the skincare product promoted by celebrities and idols (Dr. Vahidreza Mirabi, 2015)
I believe the product that been advertised on social media (Dr. Vahidreza Mirabi, 2015)
PRICE
I often buy cheap products, although its use is not high, but it (Dr. Vahidreza Mirabi, 2015)
is suitable for my pocket
I usually spend a lot of money on skin care products because (Dr. Vahidreza Mirabi, 2015)
I think the value of the money goes hand in hand with the
product's performance

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I usually buy at the average price, because I think it will (Dr. Vahidreza Mirabi, 2015)
not be too expensive but the use will be more or less
PACKAGING
I purchase skincare products based on the shape and size (Anjana, 2018)
of the product
I only used skincare products based on the type of (Anjana, 2018)
cont iner (spray, bottle, tube,...)
Shopee always meets my shopping needs (Fikri et al., 2020). (Anjana, 2018)
I am satisfied with the standards that Shopee is operating (Anjana, 2018)
4.4 Analytical techniques
4.4.1 Descriptive statistic
Mean: The mean of a data set is the average of all the data values.

∑ 𝒙𝒊: Sum of the values of the n observations n: Number of

observations in the sample Mode: The mode of a data set is the value
with greatest frequency.

𝑴𝒐= 𝑿𝑴𝒐 ⟺ 𝒇𝑴𝒐= Max (𝒇 )

Median: The median of a data set is the value in the middle when the data items are arranged in
ascending order.

• For an odd number of observations:

• For an even number of observations:

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Variance: The variance is the average of the squared differences between each data value and the
mean.

The variance is computed as follows for sample:

In which: 𝒙̅ : Mean of a sample

n: Observations of a sample

Standard deviation: The standard deviation is computed as follows:

The standard deviation for a sample:

S = √𝑺𝟐

Inferential statistics illustrating the differences between population and sample based on different
sampling techniques and methods:
1. One sample T-test: Estimation and Hypotheses testing.

Interval Estimate of :

where: 𝒙̅ is the sample mean;

1– is the confidence coefficient;

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 The value of the student (t) probability distribution with n – 1 degrees of freedom;

S is the sample standard deviation; n is the

sample size.

Hypotheses testing:

Null Hypotheses 𝑯𝟎 Alternative Value testing Rejecting Null

Hypotheses 𝑯𝒂 Hypotheses 𝑯𝟎

𝝁 = 𝝁𝟎 𝝁 ≠ 𝝁𝟎 t=

𝝁: The value of a constant; 𝒙̅ :

mean of the sample data; n:
Sample size; s:
Sample standard deviation;

: The value of student (t) probability distribution table with degrees of Freedom DF = n - 1

P-value approach:

If 𝜶 ≥ p-value, can’t accept the null hypothesis (Ho), and the alternative hypothesis (Ha) maybe
correct.

If 𝛂 < p-value, can’t reject the null hypothesis (Ho), and the alternative hypothesis (Ha) maybe
correct.

V. Data analysis
5.1 Descriptive statistics
a. Data of research sample

Measure Age Frequency Percentage %

Gender Male 88 54,3
Female 72 44,4
Other 2 1,2
Age Under 18 27 16,7

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 18-25 102 63,0
25-35 28 17,3
35-50 4 2,5
Over 50 1 0,6
Occupation Student 115 71,0
Beauty blogger 14 8,6
Youtuber 9 5,6
Model 15 9,3
other 9 5,6
Monthly income Under 5,000,000 VND 74 45,7
5,000,000- 65 40,1
10,000,000VND
10,000,000- 17 10,5
20,000,000VND
Over 20,000,000 VND 6 3,7
Frequency of using Everyday 79 48,8
skincare
Once a week 64 39,5
Once a month 17 10,5
other 2 1,2
Monthly spending on Under 500,000 VND 49 30,2
skincare product
500,000 – 1,000,000 76 46,9
VND
1,000,000-3,000,000 22 13,6
VND
3,000,000-5,000,000 6 3,7
VND
Over 5,000,000 VND 9 5,6
Total 162 100,0
Figure 2-Data of research sample

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Through the survey, the research team has obtained information about the data of research sample
including: Gender, Age, occupation, Monthly income, Frequency of using skincare, Monthly
spending on skincare product. With the number of surveys is over 162 people .

There is a male rate of 88 people, respectively 54.3%. female is 72 people, respectively 44.4%,
and the other gender has 2 people, respectively, 1.2%.

Then, Age is divided into 5 age milestones with under 18 being 27 people, respectively 16.7% .
from the age of 18-25 is 107 people, corresponding to 63.0%. From the age of 25-35, it is 28
people, corresponding to 17.3%. From the age of 35-50, it is 4 people, equivalent to 2.5%. From
over 50 years old, it is 1 person, corresponding to 0.6%.

The occupation of survey participants is the majority of students with 115 people, equivalent to
71%. Model has 15 participants, corresponding to 9.3%. Beauty blogger has 14 participants,
respectively 8.6%. In the end, youtuber has 9 participants respectively 5.6% and the rest are other
professions.

The monthly income of the survey participants with the majority of less than 5 million VND with
74 people and 45.7% respectively. Those with an income of 5-10 million VND ranked second with
65 people, respectively 40.1. % .Finally, 17 people have an income of 10 million dong -20 million
dong, equivalent to 10.7% and the rest are people with income over 20 million dong.

Finally, the amount of money people spend on skincare in a month falls at the most at 500,000
VND -1 million VND with 76 people, equivalent to 46.9%. next, under 500 thousand VND is 49
people, equivalent to 30.2%. From 1 million VND -3 million VND is 22 people, equivalent to
13.6%. The remaining 3 million VND-5 million VND is 6 people, respectively. 3.7% and the
remaining 9 people are over 5 million VND, respectively 5.6%.

B. Descriptive Statistics

1.Advertisement

Advertisement Advertisement
question 1 question 2
N valid 162 162
missing 0 0
Mean 3,14 3,04
Median 3,00 3,01

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 mode 3 3
Std.deviation 1,004 0,972
Variance 1,008 0,944
Table 1-table of descriptive statistics(advertisement)
The above data describes in detail the opinion of survey participants with advertising factors
affecting skincare purchase behavior.The variable ''advertisement 1- I trust the skincare product
promoted by celebrities and idols'' has a meaning. ,median ,mode ,std deviation and variance are
3.14;3.00;3;1,004;1,008, respectively. So, this variable has a little dispersion, this shows that
people are interested in the products advertised by celebrities but not too strong because having a
mean value of 3.14 between 3 and 4 is still acceptable. so this survey is temporarily acceptable
when the survey has a scale from 1 to 5. In addition, the Mode value is 3, the Mean value is also
3.00, showing that nearly 50% of the respondents surveyed choose level 3. Because the
respondents to this survey are of different ages, educational attainment and monthly income. With
the variable ''advertisement 2 -I believe the product that has been advertised on social media'' There
is mean ,median ,mode , std.deviation , variance is 3.04; 3.01; 3; 0.972; 0.944 respectively. This
variable, survey participants have a very low mean value when 3.04 is too close to 3 with a scale
of 1-5, it shows that 3 is too average, so it is difficult to choose because consumers do not
appreciate the products. Products appear rampant on social networks too much, leading to
information interference, making the survey on social media advertising's influence on purchase
always in the average range, not too strong.

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The highest value variable ''advertisement 1- I trust the skincare product promoted by celebrities
and idols'' shows a clear graph with the curve in the graph showing the mean value of the variable
with a value of 3.14. As for the advertisement value variable 2, only the average value of the
variable is 3.01. That shows that the participants are more interested in the skincare products used
by celebrities, which directly affects the information choosing skincare products to buy from
consumers.

2.Brand
Brand question Brand question Brand question
1 2 3
N Valid 162 162 161
Missing 0 0 1
Mean 3.33 3.18 3.41
Median 3.00 3.00 4.00
Mode 4 3 4
Std. Deviation .897 .932 .912
Variance .805 .868 .831
Table 2-table of descriptive statistics (brand)
Clearly describe the brand's 3-question survey on consumer buying behavior with skincare. The
variable"Brand question 1 - I buy famous foreign brand products like Mac,Tom ford, etc because
they are big brands"Mean,median,mode,std.deviation,variance is 3,33;3;4;0.897 respectively
;0.805. Next, the variable ''"Brand question 2 - I buy less well-known domestic skincare products
because they are cheaper and suitable for people in each place"There is mean, median , mode, Std.
Deviation , variance is 3.18 respectively; 3.00; 3; 0.932; 0.868.

Finally, the variable "Brand question 3 - I prefer to buy skincare products from multiple brands"
has mean, median, mode, Std. Deviation, variance are 3.41 respectively; 4.00; 4; 0.912; 0.831.
Brand's questions with the least dispersion appear to be good surveys of the study. For questions
1 and 3, mean values of 3.33 and 3.41 are higher than average. Clear comments and mode 4
participants are all interested in famous brands and have more choice with many brands, this is
also what the report is about when figuring out what brands need to consumers. towards. Question
2 has a mode and median of 3 and a mean value of 3.18, showing that the brand is not too important
when your income is average when the majority of survey participants are students with an
unstable income. It means that brand is not an issue when buying skin care products, and

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consumers only pay for the product if they think the price is cheap and reasonable. On the other
hand, for people with high budget income, that also affects shopping. They believe that big brands
will have more quality product lines, safer in product selection.

The highest value variable "Brand question 3 - I prefer to buy skincare products from multiple
brands" because there is a curve in the graph that shows the mean value of the variable as 3.41
which is the highest and most obvious in the 3 questions. It also helps us to see that the skincare
product market is in balance when customers prefer to buy products from many brands, helping
the market to grow more and more and consumers are not dependent on brands but brand is the
first place that consumers look at and step toward product selection.

3.Material

Material Material Material Material

question 1 question 2 question 3 question 4
N Valid 161 161 162 162
Missing 1 1 0 0
Mean 3,55 3,16 3.47 3,65
Median 4.00 3.00 3.00 4,00
Mode 4 3 3 4

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 Std. Deviation .758 .901 .782 .851
Variance .574 .811 .611 724
Table 3-table of descriptive statistics ( material)
First, The variable'' material question 1-GoI always choose organic products because they are
reliable.od product, suitable for all skin types''Mean , median, mode, Std. Deviation, variance are
3.55 ; 4.00; 4; 0.758; 0.574. Then, The variable'' material question 2 -I choose chemical products
because their effects are strong and suitable for people with thick skin.'' There is mean , median,
mode, Std. Deviation, variance are 3.16 respectively; 3.00; 3; 0.901 ;0.611. Then , THE variable
''material question 3- I choose physical products because they are mild and cause little skin
irritation' 'There is mean , median, mode, Std. Deviation, variance are 3.47 ; 3.00; 3; 0.782 ; 0.611.
Finally, the variable ''material question 4 - I pay special attention to the ingredients of my skin care
products before I buy them.'' has mean , median, mode, Std. Deviation, variance are 3.65 ; 4.00 ;4
; 0.851 ; 0.724. There is Std. deviation , low variance represents a low deviation of the participants'
answers which helps in better survey quality.

The highest value variable ''material question 4 - I pay special attention to the ingredients of my
skin care products before I buy them.'' because there is an amplitude curve with the highest mean
value of 3.65 representing people Consumers clearly care about the ingredients that make up
skincare products and choose clearly.

4.Price

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 Price question 1 Price question 2 Price question 3
N Valid 162 162 161
Missing 0 0 1
Mean 3.11 3.18 3.28
Median 3.00 3.00 4.00
Mode 4 3 4
Std. Deviation .897 .932 .912
Variance .805 .868 .858
Table 4-table of descriptive statistics(price)
firstly, the variable ''price question 1 -I often buy cheap products, although its use is not high, but
it is suitable for my pocket'' has Mean, median, mode , Std. Deviation, variance are 3.11; 3.00; 4;
0.897; 0.805. Second, the variable'' price question 2 -I usually spend a lot of money on skin care
products because I think the value of the money goes hand in hand with the product's performance''
has Mean, median, mode , Std. Deviation, variance are 3.18 ; 3.00; 3; 0.932; 0.848.Thirdly, the
variable ''price question 3 -I usually buy at the average price, because I think it will not be too
expensive but the use will be more or less'' has Mean, median, mode , Std. Deviation, variance are
3.28 ; 4.00; 4; 0.912; 0.858. Survey participants rate the importance of price to purchasing
decisions when the mean value is clearly higher than 3.

The highest value variable ''price question 3 -I usually buy at the average price, because I think it
will not be too expensive but the use will be more or less'’ The majority of survey participants are

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students and have an income of less than 5 million, so it shows that price has a great influence on
participants' purchasing decisions and using skincare products.

5.Packaging

Packaging question 1 Packaging question 2

N valid 162 161
missing 0 1
Mean 3,27 3,23
Median 3,00 3,00
mode 3 3
Std.deviation 0,992 0,963
Variance 0,984 0,928
Table 5-table of descriptive statistics (packaging)
Firstly,the variable ‘’Packaging question 1- I purchase skincare products base on the shape and
size of the product.’’ Has mean, median, mode, Std.deviation variable are 3,27;3,00;3; 0,992;
0,984.Secondly,the variable’’ packaging question2 -I only used skincare products based on the
type of container (spray, bottle, tube,...)’’ has mean ,median ,mode, Std. deviation ,variance are
3,23; 3,00; 3; 0,963; 0,928. Packaging factors are of medium interest to participants when the mean
value falls close to 3, which helps the survey to not obtain clear results.

23
The highest value variable ‘’Packaging question 1- I purchase skincare products base on the shape
and size of the product.’’ because the curve of the histogram has a clearer mean value of 3.27 and
helps the surveyor to get good results for what packaging needs to develop.

5.2.1 Hypothesis

(Ho)1: The brand does influences on the purchasing behavior for skin care product of citizens Da
Nang (μ=3.5)

(Ho)2: The material does influences on the purchasing behavior for skin care product of citizens
Da Nang (μ=3.5)

(Ho)3: The advertisement does influences on the purchasing behavior for skin care product of
citizens Da Nang (μ=3.5)

(Ho)4: The price does influences on the purchasing behavior for skin care product of citizens Da
Nang (μ=3.5)

(Ho)5: The packaging does influences on the purchasing behavior for skin care product of citizens
Da Nang (μ=3.5)

5.2.2 Inferential statistics

1.Brand

(Ho)1: The brand does influences on the purchasing behavior for skin care product of citizens Da
Nang (μ=3.5)

(Ha)1: The brand does not influence on the purchasing behavior for skin care product of citizens
Da Nang (μ≠3.5)

One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
Brand question 1 162 3.33 .897 .071
Brand question 2 162 3.18 .932 .073
Brand question 3 161 3.41 .912 .072

One-Sample Test

24
 Test Value = 3.5
95% Confidence Interval of
Mean the Difference
t df Sig. (2-tailed) Difference Lower Upper
Brand question 1 -2.451 161 .015 -.173 -.31 -.03
Brand question 2 -4.384 161 .000 -.321 -.47 -.18
Brand question 3 -1.254 160 .212 -.090 -.23 .05
Table 6-one sample T test of brand
According to the result of the one sample T test, we have confidence interval of 95% ,so α= 0.05
. It can be seen that the sig value of brand question 2 is less than α= 0.05 and . Besides, brand
question 3 has a p-value of 0.197 > α. So, we can't reject Ho with brand questions 2 and 3.
Moreover, so brand questions 2 and 3 are Ha after mean of brand question 2 is 3.18<3.5 so brand
questions 2 and 3 are Ha.Then, Brand question 1 > α so the brand question is Ho.

2.Material

(Ho)2: The material does influences on the purchasing behavior for skin care product of citizens
Da Nang (μ=3.5)

(Ha)2: The material does not influence on the purchasing behavior for skin care product of citizens
Da Nang (μ≠3.5)

One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
Material question 161 3.55 .758 .060
1
Material question 161 3.16 .901 .071
2
Material question 162 3.47 .782 .061
3
Material question 162 3.65 .851 .067
4

One-Sample Test

25
 Test Value = 3.5
95% Confidence Interval of
Mean the Difference
t df Sig. (2-tailed) Difference Lower Upper
Material question 1 .780 160 .437 .047 -.07 .16
Material question 2 -4.769 160 .000 -.339 -.48 -.20
Material question 3 -.503 161 .616 -.031 -.15 .09
Material question 4 2.308 161 .022 .154 .02 .29
Table 7-table of one -sample of material
According to the result of the one sample T test, we have confidence interval of 95% ,so α= 0.05.
We have material question 2 is less than α= 0.05

According to the result of the one sample T test, we have confidence interval of 95% ,so α= 0.05.
we have material question 2 is less than α= 0.05.The rest of the questions are all above α= 0.05.So
we have material question 2 of Ha and the remaining questions are Ho.Finally, The material maybe
influences on the purchasing behavior for skin care product of citizens of Da Nang (μ=3.5)
3.Advertisement
(Ho)3: The advertisement does influences on the purchasing behavior for skin care product of
citizens Da Nang (μ=3.5)
(Ha)3: The advertisement does not influence on the purchasing behavior for skin care product of
citizens Da Nang (μ≠3.5)

One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
Advertisement question 162 3.13 1.004 .079
1
Advertisement question 162 3.01 .972 .076
2

One-Sample Test
Test Value = 3.5

26
 95% Confidence Interval of
Mean the Difference
t df Sig. (2-tailed) Difference Lower Upper
Advertisement question -4.695 161 .000 -.370 -.53 -.21
1
Advertisement question -6.388 161 .000 -.488 -.64 -.34
2
Table 8-table one sample of advertisement

According to the result of the one sample T test, we have confidence interval of 95% ,so α= 0.05.
we have advertisement question 1 and 2 are less than α= 0.05, which means that Hypothesis Ho is
not accepted for all variables The advertisement maybe does not influence on the purchasing
behavior for skin care product of citizens Da Nang (μ≠3.5)

4.Price
(Ho)4: The price does influences on the purchasing behavior for skin care product of citizens Da
Nang (μ=3.5)
(Ha)4: The price does not influence on the purchasing behavior for skin care product of citizens
Da Nang (μ≠3.5)

One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
Price question 1 162 3.01 .949 .075
Price question 2 162 3.22 .944 .074
Price question 3 162 3.28 .858 .067

One-Sample Test
Test Value = 3.5
95% Confidence Interval of
Mean the Difference
t df Sig. (2-tailed) Difference Lower Upper
Price question 1 -6.623 161 .000 -.494 -.64 -.35
Price question 2 -3.829 161 .000 -.284 -.43 -.14
Price question 3 -3.297 161 .001 -.222 -.36 -.09
Table 9- table one sample of price

27
 According to the result of the one sample T test, we have confidence interval of 95% ,so α= 0.05.
we have price question 1,2 and 3 are less than α= 0.05 , which means that Hypothesis Ho is not
accepted for all variables.So, (Ha)4: The price maybe does not influence on the purchasing
behavior for skin care product of citizens Da Nang (μ≠3.5)
5.Packaging
(Ho)5: The packaging does influences on the purchasing behavior for skin care product of citizens
Da Nang (μ=3.5)
(Ha)5: The packaging does not influence on the purchasing behavior for skin care product of
citizens Da Nang (μ≠3.5)

One-Sample Statistics
Std. Std. Error
N Mean Deviation Mean
Packaging question 1 162 3.27 .989 .078
Packaging question 2 161 3.23 .963 .076

One-Sample Test
Test Value = 3.5
95% Confidence Interval of
Mean the Difference
t df Sig. (2-tailed) Difference Lower Upper
Packaging question 1 -3.018 161 .003 -.235 -.39 -.08
Packaging question 2 -3.559 160 .000 -.270 -.42 -.12
Table 10-table one sample of packaging

According to the result of the one sample T test, we have confidence interval of 95% ,so α= 0.05.
we have packaging question 1 and 2 are less than α= 0.05 , which means that Hypothesis Ho is not
accepted for all variables.So, (Ha)4: The packaging maybe does not influence on the purchasing
behavior for skin care product of citizens Da Nang (μ≠3.5)

The report has the brand and material factors that can affect citizen's skincare buying behavior in
Danang when there are satisfaction variables Ho and the factors of price ,advertisement and
packaging do not have much influence on the purchasing behavior of citizens. citizen's skincare in
danang when there is no satisfying variable Ho and all is Ha.

28
Conclusion
The survey was conducted on 162 participants from citizens of Danang with the aim of finding the
factors that influence the buying behavior of skincare products. The survey was successfully
conducted and built into a complete report. In the process of studying and doing the test, the
reporter learned reading skills from the instructor and found clearer documents for them. research
purpose. Secondly, gradually familiarize yourself with supporting tools such as Spss to learn and
practice more in-depth knowledge of statistics. Finally, the article will convey the message the
purpose of the article brings and can be show what the doer has learned and done in the process of
doing the test.

29
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Appenix
It was created by Google Forms and published online with the link:
https://docs.google.com/forms/d/e/1FAIpQLSexMiWd8MDzbXmQ344iyuLTQ6NXqeoVpFT_Z
Z1lchK-GtSKiQ/viewform
4.3 questionnaire
1.Demographics
1. What is your gender?
• Male
• Female
• Other
2. How old are you?
• Under 18
• 18 - 25
• 25 – 35
• 35 – 50
• Over 50
3. What is your current occupation?
• Student
• Beauty blogger
• You Tuber
• Model
• Other
4. Where do you usually buy your skincare products?
• The supermarket
• The convenient stores
• Online
• Other
5. Do your job require having healthy skin?
• Yes
• No

32
 6. What is your monthly income?
• Under 5,000,000 VND
• 5,000,000 VND – 10,000,000 VND
• 10,000,000 VND – 20,000,000 VND
• Over 20,000,000 VND
7. How much did you spend monthly on skincare product?
• Under 500,000 VND
• 500,000 - 1,000,000 VND
• 1,000,000 VND - 3,000,000 VND
• 3,000,000 VND - 5,000,000 VND
• Over 5,000,000 VND
8. Where did you obtain information about the skincare products?
• Social Media Advertisement
• Beauty magazine
• Friends
• Relative
• Other
9. Which country do you usually use products from?
• Vietnam
• South Korea
• America
• Other
10. How often do you use skincare products?
• Once a week
• Twice a month
• Every quarter
• More

Content REFERENCES

33
BRAND
I buy famous foreign brand products like Mac,Tom ford, etc (Anjana, 2018)
because they are big brands.
I buy less well-known domestic skincare products because (Anjana, 2018)
they are cheaper and suitable for people in each place
I prefer to buy skincare products from multiple brands (Anjana, 2018)
MATERIAL
I always choose organic products because they are (Surakiatpinyo, 2016)
reliable od product, suitable for all skin types
I choose chemical products because their effects are strong (Surakiatpinyo, 2016)
and suitable for people with thick skin.
I choose physical products because they are mild and cause (Surakiatpinyo, 2016)
little skin irritation
I pay special attention to the ingredients of my skin care (Surakiatpinyo, 2016)
products before I buy them
ADVERTISEMENT
I trust the skincare product promoted by celebrities and idols (Dr. Vahidreza Mirabi, 2015)
I believe the product that been advertised on social media (Dr. Vahidreza Mirabi, 2015)
PRICE
I often buy cheap products, although its use is not high, but it (Dr. Vahidreza Mirabi, 2015)
is suitable for my pocket
I usually spend a lot of money on skin care products because (Dr. Vahidreza Mirabi, 2015)
I think the value of the money goes hand in hand with the
product's performance
I usually buy at the average price, because I think it will (Dr. Vahidreza Mirabi, 2015)
not be too expensive but the use will be more or less
PACKAGING
I purchase skincare products based on the shape and size (Anjana, 2018)
of the product
I only used skincare products based on the type of (Anjana, 2018)
cont iner (spray, bottle, tube,...)
Shopee always meets my shopping needs (Fikri et al., 2020). (Anjana, 2018)
I am satisfied with the standards that Shopee is operating (Anjana, 2018)

34
35