Business Statistics

ASSIGNMENT

Sarah Khurshid 25695

Sana Kamran
Muneeb Ahmed

Institute of Business Administration, Karachi

Abstract:

Skincare has become an important aspects in people’s lives with usage of skincare products increasing
both among males and female consumers. With the number of different brands available in the market,
consumers are now overwhelmed with choices available.

Research Methodology

A cross sectional study was conducted among adults residing in Pakistan. The criteria for selecting
participants were:

1. Aged 16 and above.

2. User of skincare products
3. Pakistani Citizens

53 responses were recorded. A 21-question survey was created on Google forms which was then
distributed via link on various social media platforms i.e., WhatsApp, Instagram, and Facebook. The
questionnaire was divided into three parts:

1. Socio-demographic factors
2. Perception of consumers
3. Attitude of consumers towards skin care

The survey was designed in a manner that measurable results can be obtained using Likert scale,
question/answer format.

Demographics:

Among the respondents, 54.7% were female and 45.3% were male. The average age of the respondents
was 26.85 ± 4.31.

75.5% of the respondents reported to be single, 22.65% married and 1.9% Divorced.

45.3% of the respondents had a bachelor’s degree and 41.5% had a master’s degree. 50.9% of the
respondents stated they use skincare products mainly to address skin related issues followed by 35.8%
stated they use to keep their skin healthy and young.

The brand of the skincare product was important to 52.8% of the respondents, 24.5% were influenced by
the store location and online availability whereas 17% believed that endorsement by an influencer was
important.

Most important attribute that respondents looked for choosing a skincare product was its effectiveness
(62.3%) followed by Active Ingredients (20.8%) and finally price (15.1%)
Results:

The correlation between attitudes and perception was identified via Pearson’s correlation with 95%
confidence interval. It was concluded there is weak relationship between perception and attitude among
females (r=0.043) and moderate positive relationship between perception and attitude among males (r =
0.2792). The correlation between perception and attitude for the population sample was found to be
positive (r = 0.152)

Perception & Attitude

4.5

3.5

2.5

1.5

0.5

0
2.5 3 3.5 4 4.5 5

Spending pattern and its relationship with gender was analyzed using the Chi-Square test. The value was
found to be significant since the chi-square calculated value is greater than the critical value, rejecting our
null hypothesis: that spending pattern and gender are independent variables.

Average attitude scores were higher among females. Perception scores of male and female members were
almost at par with female being slightly higher.

Conclusion:

There is a gender bias when it comes to spending on skin care, with women leading with higher
expenditures. Advertisers can either improve their targeting of women or tailor advertisements that would
appeal more towards women and their concerns.