Perception & Attitude of Pakistani Consumers towards Skincare

Research Study – Business Statistics

Sarah Khurshid 25695

Sana Kamran 25728
Muneeb Ahmed 11413

Institute of Business Administration, Karachi – MBA EVENING

Abstract:

Skincare has become an important aspect 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. This research aims to explore the
behavior and preconceived notions prevalent among consumers by analyzing the perception and
attitude level towards skincare.

Attitude is the mental state of readiness which is influenced by one’s experience and response towards
stimuli. It dictates how one sees situations and how they behave in face of certain circumstances and
situations.

Whereas perception is the process by which a person is interprets the stimuli based on their previous
experience. What a person perceives can be widely different what is the actual reality.

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 years.

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

In terms of education level, 45.3% of the respondents had a bachelor’s degree and 41.5% had a
master’s degree.

45.3% of the respondents had a bachelor’s degree and 41.5% had a master’s degree.

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 What is your topmost reason of using a skincare product?
16 15
12 11
12
8
8
4
4 2
0 1
0
No. of respondents

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s, y& lf- ld Female
s th e ta
ne a l ts en Male
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s d in Bo iv ro
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a sk
uc e p en
s Ke m
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is s ct
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To Factor

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. With the extreme pollution
and poor air quality index, there has been an uptick of skin-related issues because of which more
respondents are learning towards using the products to counter such issues rather than for aesthetic
reasons.

What influences you the most to buy a particular skincare product

18 17
16

14

12 11
No. of respondents

10
Female
8 7 Male
6
6 5
4
4 3
2

0
Brand Endorsement by an Store Location and TV ad
influencer Online Availability

Factor

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

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was important. It was interesting to observe that TV advertisements still play a role in influencing
male respondents despite the medium deemed redundant and archaic by most of the younger
generation.

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%)

What is the most important attribute you look for when choosing a skincare
product
20
18
18
16 15
14
No. of respondents

12
10 Female
8 Male
8
6
6
4 3
2
2 1
0
Active Ingredients Effectiveness Price Allergen
(Retinol, Vit C etc)

Factor

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)

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 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. Female
respondents had stronger opinions about skincare products being a luxury item with 27% strongly
agreeing it was an extravagant purchase and 10% strongly disagreeing the same.

46% of the male respondents chose neither to agree nor disagree.

Male Female
45
40
35
No. of respondents

30 22
25
20
15
10 20
5 3
2 2 4
0
Rs 1000 - 5000 Rs 5001 - 9000 Rs 9001 - 13,000 Rs 13,001 - 17,000
Amount spent per month

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 Outer Donut Chart represents total
Female Respondents (~ 29)

Inner Donut Chart represents Total

Male Respondents (~24)

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

PERCEPTION SCORES (% of Respondents)

Females n = 29 Strongly agree Agree Neutral Disagree Strongly disagree
Imported or Branded Skin Care Products have much better quality than locally manufactured products 4.2% 50.0% 37.5% 8.3% 0.0%
I believe skincare products have an expiry date 58.3% 33.3% 8.3% 0.0% 0.0%
Advertisements tend to exaggerate claims on effectiveness of the product 37.5% 33.3% 16.7% 8.3% 4.2%
Its worth shelling out extra money for a superior skin care product 0.0% 25.0% 45.8% 20.8% 8.3%

Males n = 24 Strongly agree Agree Neutral Disagree Strongly disagree

Imported or Branded Skin Care Products have much better quality than locally manufactured products 13.8% 34.5% 31.0% 17.2% 3.4%
I believe skincare products have an expiry date 34.5% 34.5% 13.8% 17.2% 0.0%
Advertisements tend to exaggerate claims on effectiveness of the product 44.8% 48.3% 6.9% 0.0% 0.0%
Its worth shelling out extra money for a superior skin care product 13.8% 55.2% 17.2% 6.9% 6.9%

ATTITUDE SCORES (% of Respondents)

Females n = 29 Strongly agree Agree Neutral Disagree Strongly disagree
I read thoroughly the information & ingredients listed on a particular skincare product 12.5% 33.3% 25.0% 20.8% 8.3%
I am open to trying new skincare brands and go out of my comfort zone 4.2% 29.2% 25.0% 33.3% 8.3%
I prefer DIY skin remedies (a.k.a desi totkas) over a regular skin care product 8.3% 29.2% 37.5% 20.8% 4.2%
Mass brands such as Nivea and Loreal are just as good as prestige skin care brands - 33.3% 45.8% 20.8% -

Males n = 24 Strongly agree Agree Neutral Disagree Strongly disagree

I read thoroughly the information & ingredients listed on a particular skincare product 10.3% 41.4% 20.7% 24.1% 3.4%
I am open to trying new skincare brands and go out of my comfort zone 6.9% 44.8% 20.7% 24.1% 3.4%
I prefer DIY skin remedies (a.k.a desi totkas) over a regular skin care product 10.3% 10.3% 37.9% 27.6% 13.8%
Mass brands such as Nivea and Loreal are just as good as prestige skin care brands 6.9% 44.8% 20.7% 27.6% -

Conclusion:

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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.

Moreover, males are more likely to be influenced by first impressions of a product then females given
the strength of the relationship between perception and attitude for each gender.

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