UEH 

UNIVERSITY

SCHOOL OF BUSINESS

FACULTY OF MATHEMACTICS AND STATISTICS

ESSAY

Subject: STATISTICS FOR BUSINESS AND ECONOMICS

Topic: RESEARCH ON SUNSCREEN ASSUMPTION

Lecturer: Ms. Tran Ha Quyen

Class Code: 21C1STA50802908

Class: DHK47 - FNC03

Group: 2

Academic year: 2021-2025

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Group 2

Member:

Nguyen Le Tu Quyen

Dinh Su Phuong Anh

Pham Ngoc Thuy Duong

Do Le Nha Quynh

Huynh Ngoc Phuong Hien

Member Percentage of completion

Nguyen Le Tu Quyen 100%

Dinh Su Phuong Anh 100%

Pham Ngoc Thuy Duong 100%

Do Le Nha Quynh 100%

Huynh Ngoc Phuong Hien 100%

 FOREWORD
Humans love beauty, so from the past so far the need for beauty has always existed and growing.
Not only in women but in men, all have a basic awareness of beauty problems for themselves.
With the development of the global economy, there is an increase in the living standards of the
people and this creates a new start for the cosmetic market, growing skincare, ensuring
increasing demand High on everyone's self-care. Therefore, in the cosmetic market, skincare is
like a large piece of cake that businesses, large or small companies want to share. But not the
product can also survive long and become preferred, trust in consumers. The problem of how to
develop a national product has become more difficult than ever. Therefore, the research project
on sunscreen is posed to learn about how businesses are and will develop their products in a
highly competitive market. Get sunscreen products such as representing most beauty products,
and the problem is also representing the common development issue that businesses still have a
lot of concerns. And the results of this study are just one of the potential exploitation directions
in business that are not all because the development of the economy is infinite and extremely
versatile that we have to learn every day.

In the limit of economic and business statistics, we have implemented research topics "Research
on sunscreen consumption”. Thereby, in order to learn about the importance and needs of
sunscreen users at different ages.

Because this is the first project and also for the first time we have cooperated with each other so
the project we studied inevitably has many shortcomings, looking forward to her ignoring this
error. Thereby we also thank Ms. Tran Ha Quyen for guiding and instructing questions for us to
do this topic in the best way.

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 TABLE OF CONTENTS
CHAPTER 1...................................................................................................................................3
TOPIC INTRODUCTION............................................................................................................3
1.1. Research context...................................................................................................................3
1.2. Research problem statement.................................................................................................4
1.2.1. Research question...........................................................................................................4
1.2.2. Research problem...........................................................................................................5
1.3. Purpose of Research topics...................................................................................................5
1.4. Scope and Objectives of Research topics.............................................................................5
1.4.1. Scope of Research..........................................................................................................5
1.4.2. Objectives of Research topics........................................................................................5
THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS AND RESEARCH
MODEL..........................................................................................................................................5
2.1. Interpretation.........................................................................................................................6
2.1.1. Sunscreen usage.............................................................................................................6
2.1.2. The importance of sunscreen usage................................................................................6
2.2. Theoretical Basis...................................................................................................................6
2.2.1. Descriptive Statistics......................................................................................................6
2.2.2. Sampling.........................................................................................................................6
2.2.3. Quantitative Research.....................................................................................................6
2.2.4. Frequency Distributions.................................................................................................7
2.2.5. Mean, Median and Mode................................................................................................7
2.2.6. Measure of dispersion....................................................................................................7
2.2.7. Statistical Inference........................................................................................................8
2.3. Previous research results.......................................................................................................8
2.4. Research model.....................................................................................................................9
2.4.1. Suggested........................................................................................................................9
2.4.2. Hypothesis......................................................................................................................9
CHAPTER 3.................................................................................................................................10
RESEARCH METHODS............................................................................................................10
3.1. Data target...........................................................................................................................10
3.2. Data approach.....................................................................................................................11
3.3. Analytical plan....................................................................................................................12
3.3.1. Analysis methods.........................................................................................................12

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 3.3.2. Statistical tool...............................................................................................................12
3.4. Reliability and validity........................................................................................................13
4.1. Descriptive statistics...........................................................................................................13
4.1.1. Age...............................................................................................................................13
4.1.2. Gender..........................................................................................................................16
4.1.3. Regarding to under the age of 18.................................................................................16
4.1.4. Regarding to the 18-25 age group................................................................................22
4.1.5. Regarding to the age of 25 and over.............................................................................28
4.2. Statistical inference.............................................................................................................34
4.2.1. Regarding one population............................................................................................34
4.2.2. Regarding to two population........................................................................................38
4.3 Index.....................................................................................................................................41
4.4 Forecasting...........................................................................................................................42
4.4.1 Forecasting by expert....................................................................................................42
4.4.2 Forecasting by survey result..........................................................................................42
CHAPTER 5.................................................................................................................................44
PROPOSALS AND CONCLUSION..........................................................................................44
5.1. Conclusion..........................................................................................................................44
5.1.1. Importance of sunscreen for customers........................................................................44
5.1.2. Demand of customers...................................................................................................44
5.2. Suggestions.........................................................................................................................45
REFERENCES............................................................................................................................46

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 CHAPTER 1

TOPIC INTRODUCTION
1.1. Research context

With enhanced living standards, more and more people use cosmetic products to take care of the
skin as an essential need. Health and beauty awareness increases. According to the survey made
by Q & Me, more than 86% of people surveyed from 16 years and older often use skincare
products. About 40% of women over 23 years old skincare daily. Besides using skincare
products to improve their skin condition, people also pay great attention to protecting skin from
bad impacts.

One of the harmful agents to the skin is sunshine, it contains a lot of ultraviolet rays like UVA,
UVB. These ultraviolet rays through the clouds and air, clothes, glass doors ... causing a negative
impact on the skin is the cause of skin damage, causing the skin to be darkened, appearing many
wrinkles, melasma and freckles. Especially when the appearance of ultraviolet rays is almost
always, even without sunshine: in winter as well as summer, on cloudy days as well as sunny
days. So the use of sunscreen is extremely necessary to protect your own skin.

Recognizing that importance, the current sunscreen market is also growing strongly, reforming
continuously in accordance with customer needs. So businesses are increasingly facing many
difficulties in successful development in this market when competitiveness is too high, each
product is released to respond to consumer needs. This has become a concern, how do the
company's products reach a place in the sunscreen industry? Currently, some sunscreen has
created a large echo in the early stages with eye-catching and eye-catching product packaging,
etc. However, it cannot be maintained for long-term attraction, rampage sales revenue.

Therefore, businesses want to develop well in such a competitive market, learning about
potential buying objects that businesses want to focus on is extremely important. Identify the
specific customer objects that the company wants to target, thereby developing products
according to the needs and purpose of the target group. Because each person's use in each age is
different, especially for cosmetics, specifically determining the development direction for the
company's products is very important.

Since then, the “research topic on sunscreen consumption” is built to find customer needs.
Considered as a small-scale study, found the purpose of use to identify the development direction
of the product aimed at specific potential customers. Therefore, it is possible to focus on

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developing in the right direction, constantly improving their products, increasing
competitiveness in the sunscreen market

1.2. Research problem statement

1.2.1. Research question

 How often do people use sunscreen?

 When do people often use sunscreen?

 Frequency of using sunscreen/week of everyone?

 Do people often use sunscreen brands?

 Sunscreen that people often use?

 Why do people use current sunscreen?

 People's satisfaction when using sunscreen?

 How much are people ready to pay for sunscreen?

1.2.2. Research problem

The research problem here is the importance of sunscreen and user needs in each age group.

1.3. Purpose of Research topics

The main purpose our group is heading to, after analyzing the statistical data of this research,
giving producers information and recommend to them dominant products which are commonly
utilized sorted by groups of aims, age, price, etc. We also want to provide people with different
insights about the advantages of understanding their skincare products, and how to make the
most of using appropriate sunscreens for consumers’ skin.

1.4. Scope and Objectives of Research topics

1.4.1. Scope of Research

Products under study: sunscreens

Duration of the Research topics: 1 week

1.4.2. Objectives of Research topics

Objectives: People from various age who care about their skincare routine and want to join the
research topics

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 CHAPTER 2

THEORETICAL BASIS, PREVIOUS RESEARCH RESULTS

AND RESEARCH MODEL
Chapter 2 presents some important concepts, theoretical framework and research papers to build
a model of factor affecting the use of sunscreen

2.1. Interpretation

2.1.1. Sunscreen usage

In our modern society, sunscreen usage is no longer a strange thing. The value of sunscreen may
be summed in just a few words at the most basic level: it protects your skin from the sun. The
sun emits natural energy in the form of ultraviolet (UV) radiation, which can cause skin damage.
In addition, sunscreen protects your skin by acting as a cover for your skin cells.

2.1.2. The importance of sunscreen usage

What happens if you don’t put on sunscreen? The answer is simple: you'll expose your skin to
unpleasant sunburns, premature wrinkles, dark patches, and skin cancer. Skin cancer is on the
rise as a result of sun damage. According to the Skin Cancer Foundation, by the age of 70, one
out of every five Americans will have skin cancer. If you don't use sunscreen and get sunburned
frequently, you're putting yourself at risk for melanoma, a dangerous kind of skin cancer.

2.2. Theoretical Basis

2.2.1. Descriptive Statistics

Descriptive statistics summarize and organize characteristics (age, gender,..of the users of
sunscreen) of a data set. A data set is a collection of responses or observations from a sample or
entire population.

2.2.2. Sampling

We seldom conduct population surveys while conducting research since they are exceedingly
costly and time-consuming. Instead, we applied a sampling process. Sampling is the process of
selecting a group of subjects from the larger population that is being studied. We made a sample
from our university.

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2.2.3. Quantitative Research

Regarding scientific research, quantitative research plays an important role in the topic.
Quantitative research, Williams, states that “Quantitative research involves the collection of data
so that information can be quantified and subjected to statistical treatment in order to support or
refute alternative knowledge claims”. Furthermore, Williams remarked that quantitative research
starts with a statement of a problem, generating of hypothesis or research questions, reviewing
related literature, and a quantitative analysis of data. Therefore, it refers to the process of
gathering numerical data in order to understand the use of sunscreen.

2.2.4. Frequency Distributions

Tables that present data based on the frequency of how many data values fit into specific
intervals or categories are known as frequency distributions. A frequency distribution lists the
data values such as the frequency and the amount of time using sunscreen of participants along
with their corresponding frequencies. They are referred to as distributions because they show
how the observations are spread across the various categories.

2.2.5. Mean, Median and Mode

When given a set of raw data, one of the most useful ways of summarizing that data is to find an
average of that set of data. An average is a measure of the center of the data set. There are three
common ways of describing the center of a set of numbers. They are the mean, the median and
the mode and are calculated as follows.

The mean − add up all the numbers and divide by how many numbers there are. The average
helps us to study the variation of the phenomenon over time, the basic development trend of the
large phenomenon. Mean is equally important in the application of statistical analysis methods,
especially computing the average willingness to pay for sunscreen. Analyzing variation in
statistics, predicting relationships and sampling about the use of sunscreen mostly use the mean.

The median − is the middle number. It is found by putting the numbers in order and taking the
actual middle number if there is one, or the average of the two middle numbers if not.

The mode − is the most commonly occurring number.

2.2.6. Measure of dispersion

Measures of dispersion describe the spread of the data. They include the range, interquartile
range, standard deviation and variance.

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Range is the difference between the largest and the smallest value in a distribution. This is the
simplest measure of variability. For this research it is very useful, because we would want to
know in a sample the ages of youngest and oldest participants.

Standard deviation is the most important and commonly used measure of dispersion. It is the
positive square root of the mean of the squared deviations of observations from their mean.

Variance refers to a statistical measurement of the spread between numbers in a data set. More
specifically, variance measures how far each number in the set is from the mean and thus from
every other number in the set. Variance is often depicted by this symbol: σ2

Coefficient of Variation indicates how large the standard deviation is in relation to the mean.

2.2.7. Statistical Inference

Inferential Statistics makes conclusions about the wider population from which the sample was
derived using data from a sample. We need confidence that our sample properly reflects the
population since the purpose of inferential statistics is to extract inferences from a sample and
generalize them to a population. For example, when we are doing some research, we compare
using frequency between male and female to make conclusion

2.3. Previous research results

The use of sunscreen is increasingly popular and encouraged as natural indicators such as UV
rays, environmental pollution and global warming increase and bear negative signs. This is the
reason why there are a lot of surveys conducted to provide information and evaluate the use of
sunscreen by consumers recently.

The research of Effect of Sunscreen Application Under Maximal Use Conditions on Plasma
Concentration of Sunscreen Active Ingredients - Murali K. Matta, Robbert Zusterzeel,
Nageswara R. Pili (2019) gave the knowledge about how sunscreens effect when using them too
much. Twenty-four participants were randomized to using 4 sunscreen products and testing their
responses to 4 elements: Octocrylene, Ecamsule, Oxybenzone, Avobenzone

A Review of Sunscreen Safety and Efficacy by Francis P. Gasparro, Mark Mitchnick, and J.
Frank Nash shows the basic information about sunscreen and whether it protects us from UVR.
Based on the results, they assume that sunscreens block only a portion of the UVR spectrum.
Now that true broad-spectrum protection is possible, this should no longer be an issue.

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Dr. Adele Green and colleagues from the University of Queensland in Brisbane conducted a
randomized survey of 1,621 individuals aged 25 to 75 in Nambour, Queensland, in 1992. These
persons were divided into two groups: those who used sunscreen regularly, those who did not,
and those who used sunscreen on a whim. After a ten-year period of follow-up, the rate of new
melanoma detection was much lower in the group of adults who used sunscreen with SPF 15 on
a regular basis for five years.

This is the first study to show that applying broad-spectrum sunscreen on a daily basis can
lower the risk of melanoma in adults. These observations aid clinicians in emphasizing the
importance of frequent sunscreen use in the prevention of various forms of skin cancer. The
findings of the study, according to the authors, are not confined to Australians and have
ramifications for people who prefer to vacation in sunny climates.

Besides that there are also many reports by major cosmetic brands about the market for their
products including sunscreen.

2.4. Research model

2.4.1. Suggested

2.4.2. Hypothesis

Survey participants: Most cosmetic investigations used to be conducted primarily with

women, but as society has progressed, men have taken a wider interest in skin care. As a result,
hypothesis (A) is stated: Approximately 30% of study participants will be men under the age of
25.

Consumption: Old survey results together with the fluctuations in the sunscreen market make
it easy to determine that: (B) Level of sunscreen use will average between 2.5-3 (on a 5-point
scale) in the morning with strong sunlight. Regardless of the recommendations for use by

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experts: From 10am to 2pm daily is the time of strong UV rays, reuse after 2-4 hours because the
effectiveness of the cream will be less when exposed to the sun.

Variety: People are more inclined to use marketed and easily available products instead of
carefully considering whether a brand is suitable for them. The crowd effect is what it's called.
As a result, the payment for those things will be comparable. However, it will not be the same
because each age group will have varying levels of responsiveness. Hypothesis (C) implies:
Well-known cosmetic brands will be chosen, such as Anessa, Sunplay, and Innisfree. On
average, consumers will spend roughly 300.000VND on sunscreen, but the percentage of the
300,000 VND price will vary depending on age.

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 CHAPTER 3

RESEARCH METHODS
3.1. Data target

 Surveying different age groups using sunscreen. Therefore, helping businesses that have
been or are aiming for this market can come up with appropriate strategies to approach each
age-appropriate.

 Answer the question of whether income has a great influence on customers’ decision to buy
suncream. From there, enterprises that produce suncream can offer fees suitable for today’s
competitive market.

 Knowing the customer satisfaction for suncream they are using and determining the criteria
for choosing sunscreen of customers are the most accurate measure for any enterprise to
promptly improve and offer an effective solution to suitable for each customer and increase
customer satisfaction in the future.

 Knowing the number of years used to easily analyze the trend of use over the years.

3.2. Data approach

Data is collected indirectly from people nationwide through Google Survey Software Forms

Survey participants:

Age: All ages

Gender: Both male and female

How to do surveys: Fill in the online survey form

Variables Definition Scale Source

Age Your current age Nominal Survey

Gender Male/Female Nominal Survey

Level of use (1-5) Frequency of using sunscreen is Ordinal Survey

measured according to the 5th scale

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 Time of use during the day morning, noon, afternoon, evening Ratio Survey

Using year Year started using sunscreen Ratio Survey

Type of sunscreen Physical sunscreen, Chemical Nominal Survey

sunscreen, Physical + Chemical
sunscreen.

Choice criteria Criteria when you buy sunscreen Ratio Survey

Satisfaction level Ordinal Survey

Willingness to pay The amount of money you are Ratio Survey

willing to spend on the use of
sunscreen

3.3. Analytical plan

3.3.1. Analysis methods

3.3.1.1. Sampling method

Sample size: Choose the statistics error is = 0.05, confidence coefficient 90%. The sample size
is

<=> => n=97.4

Therefore, we have surveyed 110 people nationwide to implement this project

3.3.1.2. Method of collecting and processing data

Data after collecting from the online survey form, proceed to enter the data into Google Sheet.
Data is imported and conducted processing and analyzing.

3.3.1.3. Descriptive statistics method

The data after being analyzed will be presented as a table and graphs that are easy to observe,
clear, and easy to understand.

3.3.1.4 Statistical inference method

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Data is estimated and inspected, set the hypothesis then apply the formula in Statistics in
economics and business to check it is the right or wrong hypothesis. Since then, reject the wrong
hypothesis and draw conclusions

3.3.2. Statistical tool

 Google Survey Software Forms for Online Surveys.

 Formulas, tables, and diagrams are used and taught in Statistics in economics and business.

 Using Excel software to summarize and present data from the survey.

 Using Words and doc.google.com to write and statistics data from the survey.

3.4. Reliability and validity

Factors affecting reliability and accuracy of collecting data:

 Errors in the aggregation and collection of undesirable data

 The survey author did not ask precise, perplexing questions.

 Participants in the survey did not respond appropriately or in accordance with the survey's
parameters.

 The survey's breadth does not fully encompass the current social situation.

 Participants in the survey knowingly provided false information for personal reasons such as
privacy.

 How to prevent and overcome:

 Careful and thorough when collecting the data

 Extend the range and size of the sample

 Maximize the content of survey questions to minimize confusion

 Ensure absolute confidentiality for the information provided by survey participants and the
accuracy of information

 Build easy-to-understand questions and princes with reality

 Search for selective data from reliable sources

CHAPTER 4

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 RESEARCH ANALYSIS AND RESULTS
4.1. Descriptive statistics

4.1.1. Age

Graph 1: Respondents’ age graph

Table 1: Frequency of different respondents' ages

Age Frequency Relative frequency Percent frequency

16 18 0,16 16%
17 12 0,11 11%
18 34 0,31 31%
19 13 0,12 12%
20 10 0,09 9%
21 6 0,05 5%
24 1 0,01 1%
25 5 0,05 5%
26 3 0,03 3%
28 2 0,02 2%
30 2 0,02 2%
36 1 0,01 1%
44 2 0,02 2%
51 1 0,01 1%

Tota
l 110 1,00 100,00% 

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Mode = 18

Based on the survey result, we have collected a sample of 110 participants of different ages using
sunscreen. People showing the most interest in using sunscreen are aged from 16 to 20 - also
called teenagers. Especially 18-year-old participants, they make up 31% of the total. The
percentage bears a downward trend when they are older. We divided the result in three groups:
under 18, from 18 to 25 and over 25 as 25 is the age when aging begins. Highest proportion is
63% for university students (18-25 years old) since their demand for skincare is extremely high.
While the elderly often don't have time to worry about such thing, that is why over 25 group
accounts for the lowest percentage.

Graph 2 : Respondents' age groups

Table 2: Frequency of different age groups

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 Age group Frequency Relative frequency Percent frequency

Under 18 29 0,26 26%

From 18 to 25 69 0,63 63%

Over 25 12 0,11 11%

Total 110 1,00 100%

4.1.2. Gender

Graph 3: Percentage of genders participated in the survey

Among 110 participants, there are 79 females which means 72% of the total and 31 male
accounting for the rest 28%. Generally, women are more focused on self-care than men leading
to the gap in this ratio. The detailed frequency is shown in Table 3.

Table 3: Frequency of genders

Gender Frequency Relative frequency Percent frequency

Female 79 0,72 72%

Male 31 0,28 28%

Total 110 1,00 100%

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4.1.3. Regarding to under the age of 18

4.1.3.1. Level of using sunscreen

Graph 4: Number of people on 5 levels of using sunscreen (under 18 years old)

There are six levels of use from 0 to 5, from gradually not using to usually use. Just one person
said that he or she uses sunscreen at level 4 and there are seven times as many as this number
using at level 3. Notice that 6 out of 29 under-18 participants bear no interest in protecting skin
from sunlight. It is understandable for this result because teenagers are too young to figure out
which their skin types are and which product is suitable for them. Moreover, maybe they haven’t
cared about how important sunscreen is to our skin.

Table 4: Frequency levels of using sunscreen (under 18 years old)

Level Frequency Relative frequency Percent frequency

0 6 0,21 21%

1 5 0,17 17%

2 6 0,21 21%

3 7 0,24 24%

4 1 0,03 3%

5 4 0,14 14%

Total 29 1,00 100%

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4.1.3.2. Times of using sunscreen

Graph 5: Times of using sunscreen (under 18 years old)

Approximately 60% of the total said that they use sunscreen once or twice per week while the
others seem to use 3-4 or 5-7 times a week, making up for one tenth and 7% respectively. There
are also different answers, they use this product whenever they play football or go out except at
night. As mentioned above, under 18 is the age where people are too young to think about
protecting themselves from UVR, that is why the frequency of 1-2 times is extremely high while
the necessary one - 5-7 times - is the least.

Table 5: Frequency of using sunscreen (under 18 years old)

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Using time (per week) Frequency Relative frequency Percent frequency

1 - 2 times 17 0,59 59%

3 - 4 times 3 0,10 10%

5 - 7 times 2 0,07 7%

Others 7 0,24 24%

Total 29 1,00 100%

4.1.3.3. Types of sunscreen

Graph 6: The trend of choosing sunscreen (under 18 years old)

According to the survey, we can see at the age of under 18 most people have begun to care about
the sunscreen they use. Data shows that only 10% are people when using sunscreen without
learning about each type. Since then can be seen at the age of this student, everyone has had
early awareness of the importance of sunscreen. They explore clearly about sunscream to make
the right choice.

Using physical and chemical sunscreen accounts for 38%, the most compared to the rest. Most
people choose this because the advantages are summed up of both sunscreen, meeting most basic
requirements. Since then, most of them pay attention to the type of more functional, suitable for
this age of simple beauty needs.

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Besides, physical sunscreen also accounts for a similar rate of 35%. The rate of using physical
sunscreen (35%) is more than chemical sunscreen (17%) deduced they are also interested in the
use of sunscreen with a more benign ingredient, to suit the skin is young and their sensitivity.

Table 6: Frequency of types of sunscreen (under 18 years old)

Types of sunscreen Frequency Relative frequency Percent frequency

Physical sunscreen 10 0,35 35%

Chemical sunscreen 5 0,17 17%

Physical + Chemical sunscreen 11 0,38 38%

Purposeless 3 0,1 10%

Total 29 1 100%

4.1.3.4. The purpose of using sunscreen

Graph 7: Percentage of purpose of using sunscreen (under 18 years old)

The selection of sunscreen is important for an appropriate SPF / FA index (19%). Therefore, the
percentage of users choosing sunscreen based on SPF / FA index is the highest. In addition, at
the age of newly developed, everyone has a young skin. So we can see the rate of moisturizing

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ability (18%) and sensitive skin (15%), with no less concern. The sensitive skin of this age needs
gentle and proper care.

And also therefore, the choice of sunscreen with anti pollution is also interesting (13%). Besides,
interest in oil-controlling ability (13%), in accordance with puberty skin characteristics, there are
many physiological changes. The only change in this age has caused the face to produce more
oil, so they also want to find a well-alervicated sunscreen product. This age is still difficult with
money. Therefore, there is also a large proportion of people interested in the suitable prices of
sunscreen (12%).

In summary, most consumers at this age have the right level of their skin and choose suitable
products for both purpose and price. The purpose of using sunscreen besides sun protection
index, there are also appropriate effects on puberty skin characteristics.

Table 7: Frequency of the purpose of using sunscreen (under 18 years old)

The purpose of using sunscreen Frequency Relative frequency Percent frequency

Suitable SPF / FA index 13 0,19 19%

Suitable price 8 0,12 12%

Oil-controlling ability 9 0,13 13%

Moisturizing ability 12 0,18 18%

Waterproof ability 3 0,05 5%

For sensitive skin 10 0,15 15%

For dry skin 1 0,02 2%

Anti pollution 9 0,13 13%

Purposeless 2 0,03 3%

Total 67 1 100%

4.1.3.5. Willingness to pay

Graph 8: Willingness to pay (under 18 years old)

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Making money and using money at the age of below 18 is often limited, most people also depend
on family finances. So their willingness to pay is not high. Most people focus on products with
prices below 200.000 VND. Some have both used products with prices from 200.000 VND -
500.000 VND and no one uses sunscreen with a price of over 500.000 VND. This is clearly
shown in the data, in accordance with the financial conditions of the students' limits.

Table 8: Frequency of willingness to pay (under 18 years old)

Willingness to pay Frequency Relative frequency Percent frequency

Under 200.000 VND 20 0,69 69%

From 200.000 - 500.000 VND 9 0,31 31%

Over 500.000 VND 0 0 0%

Total 29 1 100%

4.1.4. Regarding to the 18-25 age group

4.1.4.1. Level of using sunscreen

Graph 9: Number of people on 5 levels of using sunscreen (18-25 years old)

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Generally, the medium level (3) is the most popular among people in the age group from 18-25
(took up 25%). More than a half of users have a high level of using equivalent to a score of 3-5
(took up 57%). Only a few users have a poor experience at level 0 (took up 9%). They are falling
into sunscreen

Table 9: Frequency of levels of using sunscreen (18-25 years old)

Level Frequency Relative Frequency Percent Frequency

0 6 0.09 9%

1 10 0.14 14%

2 14 0.2 20%

3 17 0.25 25%

4 13 0.19 19%

5 9 0.13 13%

Total 69 1 100%

4.1.4.2. Time of using sunscreen

Graph 10: Times of using sunscreen (18-25 years old)

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From the 18-25 age group, people tend to apply sunscreen 1-2 times and also the highest
percentage (45%). If the quantity of sunscreen applied were greater (5-7 times), the protection
would be improved. However, it is impossible to implement the daily application of sunscreen.
In conclusion, they are not really care about using sunscreen much, their goal are self-
development,...

Table 10: Frequency of using sunscreen (18-25 years old)

Using time (per week) Frequency Relative Frequency Percent Frequency

1-2 times 31 0.45 45%

3-4 times 19 0.28 28%

5-7 times 14 0.2 20%

Others 5 0.07 7%

Total 69 1 100%

4.1.4.3. Types of sunscreen

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Graph 11: The trend of choosing sunscreen (18-25 years old)

From this chart, it is clear that the majority of participants prefer to use physical sunscreen
combined with chemical sunscreen (took up 40%). Nearly 20 participants (took up 29%) like to
use physical sunscreen. Approximately 25% prefer to use chemical sunscreen. In conclusion,
people are gradually care about types of sunscreen and its ingredients.

Table 11: Frequency of types of sunscreen (18-25 years old)

Types of sunscreen Frequency Relative Percent

Frequency Frequency

Physical sunscreen 20 0.29 29%

Chemical sunscreen 17 0.25 25%

Physical sunscreen + Chemical 28 0.4 40%

sunscreen 4 0.06 6%
Purposeless

Total 69 1 100%

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4.1.4.4. Purpose of using sunscreen

Graph 12: Percentage of purpose of using sunscreen (18-25 years old)

In this group of age, we can see that consumers care about their facial skin condition most, which
leads to the purpose for oil-controlling ability accounting for 19%, being the top 1 choice of
choosing sunscreen. People of this age start to be concerned about the aging process, this is the
reason why they notice protecting their skin from the effect of sunlight. But moreover, people at
this group of age also care about their budget. So we can see the rate of suitable SPF / FA index
(18%) and suitable price (15%).

The sensitive skin of this age needs gentle and proper care: For sensitive skin (14%),
moisturizing ability (12%). Natural ingredients create such a relief due to the aim of using
directly on consumers’ skin, anti pollution accounting for 10%. Finally, waterproof ability ranks
at the lowest rate (9%) because this purpose is not really necessary.

In summary, most consumers at this age have the right level of their skin and choose suitable
products for both purpose and price. The purpose of using sunscreen besides sun protection
index, there are also appropriate effects on puberty skin characteristics.

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Table 12: Frequency of purpose of using sunscreen (18-25 years old)

The purpose of using sunscreen Frequency Relative frequency Percent frequency

Suitable SPF / FA index 36 0.18 18%

Suitable price 30 0.15 15%

Oil-controlling ability 37 0.19 19%

Moisturizing ability 24 0.12 12%

Waterproof ability 17 0.09 9%

For sensitive skin 28 0.14 14%

Anti pollution 21 0.1 10%

Purposeless 6 0.03 3%

Total 199 1 100%

4.1.4.5. Willingness to Pay

Graph 13: Percentage of willingness to pay (18-25 years old)

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At this group of age, people start to focus on the quality of the products instead of the price due
to their independent finance.With 200.000-500.000 there are tons of appropriate as well as high
quality sunscreens which satisfy each of consumers’ needs. We can easily see that from our data.

Table 13: Frequency of willingness to pay (18-25 years old)

Willingness to pay Frequency Relative frequency Percent frequency

Under 200.000 25 0,36 36%

From 200.000 - 500.000 35 0,51 51%

Over 500.000 9 0,13 13%

Total 69 1 100%

4.1.5. Regarding to the age of 25 and over

4.1.5.1. Level of using sunscreen

Graph 14: Number of people on 5 levels of using sunscreen (over 25 years old)

For the consumers from the age of 25, they have found out their appropriate products and
planned using it constantly and long-lastingly without trying any new products. They seem to be
loyal to the products which are suitable for their skin’s condition. The level of satisfaction is
clearly shown.

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Table 14: Frequency levels of using sunscreen (over 25 years old)

Level Frequency Relative frequency Percent frequency

1 0 0.0 0%

2 0 0.0 0%

3 3 0.25 25%

4 6 0.5 50%

5 3 0.25 25%

Total 12 1,00 100%

4.1.5.2. Time of using sunscreen

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Graph 15: Times of using sunscreen (over 25 years old)

Approximately 25% of the total said that they use sunscreen 5-7 times per week while the others
seem to use 1-2 or 3-4 times a week, pointing out that they take it seriously caring about their
skin .At the age of 25, people know exactly what to do with their skin, either truly protecting it
or not minding about the aging process.

Table 15: Frequency of using sunscreen (over 25 years old)

Using time (per week) Frequency Relative frequency Percent frequency

1-2 times 4 0.33 33%

3-4 times 5 0.42 42%

5-7 times 3 0.25 25%

Others 0 0.00 0%

Total 12 1.00 100%

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4.1.5.3. Types of sunscreen

Graph 16: The trend of choosing sunscreen (over 25 years old)

According to women's makeup needs, they need quick cream to penetrate the skin, slightly thin
and chemical sunscreen can adapt to that. Therefore, the percentage of people who choose
“Chemical sunscreen” (58%) is the highest. The percentage of people who choose “Physical +
Chemical sunscreen” is 33%, only 9% of people surveyed choose “Physical sunscreen” and none
of them choose “Purposeless”.

The percentage of “Physical sunscreen” is less because “Physical sunscreen” less responds to the
requirements that consumers over 25 are required.

Table 16: Frequency of types of sunscreen (over 25 years old)

Types of sunscreen Frequency Relative frequency Percent frequency

Physical sunscreen 1 0,09 9%

Chemical sunscreen 7 0.58 58%

Physical + Chemical sunscreen 4 0,33 33%

Purposeless 0 0 0%

Total 12 1 100%

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4.1.5.4. The purpose of using sunscreen

Graph 17: Percentage of the purpose of using sunscreen (over 25 years old)

Based on the survey, we can easily see the criteria to choose sunscreen for people over 25 years
old. It has 26% of people surveyed choose “Good waterproof ability”. When the skin starts aging
our skin become more dry and weak. In addition to protecting skin from the destruction of
sunshine, people with an age above 25 are also very attached to the problem of moisturizing
skin. About 22% of people surveyed choose SPF / FA index suitable for their skin. SPF stands
for sun protection factor so it is easy to understand when it is one of the important criteria when
choosing a sunscreen. We have to apply sunscreen every day for a long time, so the choice of
sunscreen suitable for skin and hypoallergenic is an essential criterion. Therefore, the rate of
“Benign nature ingredients” is 17%, and “For sensitive skin” is 9%.

Besides the above criteria, the price is also an important criterion to influence the selection of
sunscreen. There are 26% of people with the age of over 25 participating in the survey choose
“Suitable price”. People tend to choose sunscreen not only following their requirements but also
suitable for their financial ability.

According to the survey, none of them choose “Good oil alkalescence” (0%), “Good
moisturizing ability” (0%), “For dry skin” (0%), “Purposeless” (0%). Those who are over 25
years old, especially women, are very focused on their skin. Sunscreen is an essential object to
protect their skin. So most of them buy sunscreen for clear purposes.

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Table 17: Frequency of the purpose of using sunscreen (over 25 years old)

The purpose of using Frequency Relative Percent

sunscreen frequency frequency

SPF / FA index suitable 5 0,22 22%

Suitable price 6 0,26 26%

Good oil alkalescence 0 0 0%

Good moisturizing ability 0 0 0%

Good waterproof ability 6 0,26 26%

For sensitive skin 2 0,09 9%

For dry skin 0 0 0%

Benign nature ingredients 4 0,17 17%

Purposeless 0 0 0%

Total 23 1 100%

4.1.5.5. Willingness to pay

Graph 18: Willingness to pay (over 25 years old)

33
According to the graph, percentage of people who are willing to pay from 200.000 VND to
500.000 VND (50%) and over 500.000 VND (42%) are much larger than the percentage of
people who are willing to pay under 200.000 VND (8%). Most people over 25 have worked and
have their income, they can spend a lot of money to buy sunscreen.

Table 18: Willingness to pay (over 25 years old)

Willingness to pay Frequency Relative frequency Percent frequency

Under 200.000 1 0,08 8%

From 200.000 - 500.000 6 0,5 50%

Over 500.000 5 0,42 42%

Total 12 1 100%

4.2. Statistical inference

4.2.1. Regarding one population

We choose the variable from the level of using sunscreen among both genders with a sample of
50 participants (assuming that the variable has a standard distribution unaffected by the data) in
order to test population mean and proportion with 95% confidence.

Table 19: Showing the sample frequency for the level of participants using sunscreen.

Level of using sunscreen Frequency

34
 0 2

1 5

2 10

3 15

4 7

5 11

Total 50

According to the table we have

95% confidence level means that the degree of freedom is (n - 1) = 49 and

Interval estimate of a population mean in terms of variance unknown:

4.2.1.1. Test of population mean of both genders

Using a scale from 0 to 5 to evaluate among 50 respondents, we assume a hypothesis H0: μ ≤2 .9.
By then, we can come to the conclusion that sunscreen isn't really effective and people don't
need it to protect their skin.

Step 1: H0: μ ≤2 .9

Hα : μ> 2.9

Step 2: α =0.05

Step 3:

35
Step 4: Based on the table of t-distribution, 0.025 < p-value < 0.05 (α =0.05 ¿

Because p-value < α , rejection H0 means that participants have the level of using sunscreen
above 2.9. Then, sunscreen is trustworthy and should be highly recommended for skincare.

4.2.1.2. Interval estimation of population proportion

Among 50 respondents being researched, 33 people (approximately 67% = 0.67 = p) using

sunscreen assess the level at above 2.9.

Interval estimation of population proportion:

4.2.1.3. Test of population proportion

Reminding, we concluded that about 67% of the population assess their using level at above 2.9.
We could state the hypothesis H0: p ≤ 0.51with =0.51 of respondents assessing their using
level at above 2.9 rejected. It is concluded that the sunscreen industry must lower their
production and end up closing some of their factories since less people are using much
sunscreen.

Step 1: H0: p ≤ 0.51

Hα : p > 0.51

Step 2: α =0.05

Step 3:

Step 4: Based on the table of accumulated probability of

standard distribution

Step 5: Since p < α ,we reject H0. Now, it is clear that not only the sunscreen industry should
not lower their production but they also have to promote their work for more effective sunscreen

36
to meet the demand of customers since 67% people and even more show interest in protecting
their skin from the sun.

4.2.1.4. Test of population mean for male

We choose the variable from satisfaction level of male with a sample of 31 participants
(assuming that the variable has a standard distribution unaffected by the data) in order to test
population mean 95% confidence.

Table 20: Frequency of each level of satisfaction of male

Satisfaction level of male Frequency

1 8

2 10

3 6

4 4

5 5

Total 31

Table showing the sample frequency for the satisfaction level of male

According to the table we have

Sample size n = 31

Sample mean = =2.81

Sample variance = 0.33935

Standard deviation s = = 0,58

37
We assume a hypothesis H0: 2.7 with : Average point assessment of men's satisfaction in
using sunscreen. Hence, we can conclude that the majority of men feel satisfied with the
sunscreen he is using, businesses do not need to improve and develop this market.

Step 1: H0: 2.7

Hα : < 2.7

Step 2 α =0.05

Step 3 t = = 1,06

Step 4: Based on the table of t-distribution, 0.05 < p-value < 0.025 (α =0.05 ¿

Because p-value < α , rejection H0 means that average satisfaction level of Male is below 2.7

Not only in the cosmetic market for female, businesses should focus more, improve and develop
the cosmetic market for male.

4.2.2. Regarding to two population

4.2.2.1. Frequently used levels

Based on the survey data on using sunscreen, we divide the number of frequently used levels by
gender, including Male and Female.

The level of male and female savings is given in the table compared to the maximum level of
savings that can be 5. The survey sample consists of 31 males and 79 females.

Table 21: Frequency of level of use among 2 genders

Frequently used levels Male Female

0 7 4

1 4 11

2 6 9

3 5 20

4 4 15

38
 5 5 20

From the table above, the hypothesis poses with a confidence coefficient is 95%. Is there a
difference in the level of using sunscreen between Male and Female?

 Call = average frequently used levels of Male

 Call = average frequently used levels of Female

 = standard deviation of Male

 = standard deviation of Female

We have the following data:

Table 22: Caculating

Male Female

Sample size = 31 =79

Sample mean = 2.32 = 3.15

Sample standard deviation = 0.78 = 0.51

4.2.2.2. Interval Estimation between two population means

Confidence coefficient is 95% ⇒ α = 0,05

Calculate the degrees of freedom. Distribute t with two independent random samples

39
 = 40,47

We round down 40 degrees of freedom for a larger t value and a more conservative interval
estimate. Use a t-distribution table with degrees of freedom of 40, we found that t0,025 = 2,021

The estimated mean difference between the two population is

(-1,13;-0,53)

So the point estimate of the overall mean difference is -0,83. Marginal error is 0,3 and estimate
the interval with confidence coefficient 95% which is from -1,53 to -0,53

4.2.2.3. Hypothesis tests about the difference between two population means

After researching to evaluate the difference in customer frequency rating using sunscreen on a 5-point
scale, there is a difference: The difference between the two surveyed sexes which are Male and Female.
The difference between the mean score on a 5-point scale was used to assess the difference in frequency
levels in both sexes. We have the following population means:

- = average frequency rate on the use of sunscreen of Male

- = average frequency rate on the use of sunscreen of Female

Starting with the null hypothesis, there is a difference between the evaluation rates of sunscreen
use in both genders and gender. Males have lower ratings of sunscreen on a 5-point scale than
Females. If the evidence leads to the rejection of the null hypothesis, then we conclude that there
is a difference between the frequency rate in Male and Female and the gender Male have a low
level of sunscreen frequency rate on a 5-point scale, than Female. Therefore, the null hypothesis
and the opposite hypothesis are established as follows:

40
Confidence coefficient is 95%, level of significance

Test statistics for the hypothesis:

With the degrees of freedom:

We round down the degrees of freedom to 40

Because t= -5.48, based on the table on page , it can be inferred that p-value varies between ,
which also means that

Therefore p-value > α

4.3 Index

From our survey result, using those data, we can make a table of the number of people who
started using sunscreen each year from 2018 to 2021.

Table 23: Number of users each year

Year Number of people

2018 13

2019 21

2020 29

2021 47

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Table 4: Number of people starting using sunscreen from 2018 to 2021

Choosing 2018 as the base period, the base number of that period is 13

Index of sunscreen consumers in 2019

Index of sunscreen consumers in 2020

Index of sunscreen consumers in 2021

In conclusion, obviously, the number of people using sunscreen increased significantly and has
an upward trend annually. Compare the index of each period to the basic one, it is escalating
from 161.54% in 2019 to 361.54% in this year. The reason for this upward trend is
understandable as global warming is occured and becoming even worse time by time leading to
skin protection from UVR.

4.4 Forecasting

4.4.1 Forecasting by expert

Graph 19: Market revenue of the sun protection market worldwide from 2012 to 2025

42
According to Statista Research, the international sun care market achieved $9.3 billion in
revenue in 2020, a decline of roughly 600 million dollars. The Covid-19 outbreak and the
resulting limitations were most likely to blame. According to the Statista Consumer Market
Outlook, revenues will begin to expand again in 2021, and by 2025, global revenue from the sun
care market would reach $12.5 billion US dollars.

4.4.2 Forecasting by survey result

 Using table 14, compare the previous years we have

 2018 - 2019 : the value increased 61.5%

 2019 - 2020: the value increased 38%

 2020 - 2021: the value increased 62%

 Average % change = 53.84%

Following the above results, we can assume that value each year has an extremely expanded
trend by average 53.84%. As here, we expect the number in 2022 would be

47 x 153.84% ≈ 72. It is easy to understand this value because consumers have become more
conscious that their skin deserves all the treatment it can receive, not just in the form of
sunscreens, but also in the kind of products that help the skin cope better with sunshine in
general. One of the major drivers of the fast-growing sun care business is solar protection.

43
 CHAPTER 5

PROPOSALS AND CONCLUSION

5.1. Conclusion

As we have been presented in Chapter 1, the research problem of this chapter is .... After
analyzing the research results in Chapter 4, we draw the following conclusions:

5.1.1. Importance of sunscreen for customers

We can see that the use of sunscreen has become popular and necessary in almost every age,
gender. However, there are still differences in different groups:

 Age: The use of special sunscreen is concerned and attentive in the age group of 18-25 years
old, falling to under 18 years of age and finally the group over 25 years old - Lites most
interested.

 Gender: Females give their interest to the use of more sunscreen than males. Based on our
research, the level of satisfaction of females is likely to be greater than males. It could be
easily understood that most sunscreen advertising campaigns are aimed at women and
directed at sensitive skin. Therefore, the texture isn’t suitable for males and they would not
gain good experience in using it.

Combined with the forecast we have analyzed in Chapter 4, it can be concluded that the number
of people interested in and the use of sunscreen will increase much in the future. They are
willing to invest more for their beauty going along with the increase in quality of life.

5.1.2. Demand of customers

Demand at each age is different, we can see through the statistics described in each group in
Chapter 4:

 Under 18: Overall this age, most people have interest in their skin but not really high. There
was a closer understanding of their skin to find suitable products. They focus on the use of
benign products that do not irritate sensitive skin, functions that are suitable for puberty skin,
and a cheaper price.

44
 From 18 - 25: At this point, people had more attention than the age of 18 and were more
satisfied with the products they have chosen, so it can be seen that people have a better
understanding of their needs. At this age, people are interested in products that meet many
purposes and both prices, they focus on convenience and multi-purpose calculation.

 Over 25: People in this age group tend to be interested in anti-aging products. It makes
sense of the highest level of using sunscreen. Besides, sunscreen products can support
makeup, anti-pollution to protect facial skin, and good sun protection. At this age they are no
longer interested in the money that focuses on product quality, most of them know what they
need and are satisfied with their choice.

5.2. Suggestions

Since the conclusions have been drawn above, there will be solutions that can help businesses
grow their products in the sunscreen market:

 Enterprises need to identify customers that they want to aim for. Since then develop
professional products according to the needs of each group of subjects. Consumers often
tend to choose a product that suits themselves rather than a product that has too much use.
Although the users choose the product with many functions, however, there is generally
outstanding use in accordance with their age.

 Male customers are increasing the necessity to protect the skin from sunburns will lead to
higher sunscreen consumption. Besides, they are gradually searching for multifunctional and
advanced products. For that reason, enterprises should develop formulations, focus on their
demands and requirements that will be successful in today’s market.

45
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