THE INFLUENCE OF MICRO-MOMENTS MARKETING ON THE

CONSUMPTION OF BEAUTY PRODUCTS OF FEMALE JUNIOR HIGH

SCHOOL STUDENTS FROM FATHER LOUIS CHAUVET FOUNDATION
SCHOOL

BERDOS, DANIELA MERELO

BONGHANOY, JUBELLE ELOSPA
POMIDA, BRIDGET ANGEL BULAY-OG
 CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

The business industry plays a significant role in shaping our society and economy.

Starting from small businesses to companies, and corporations, it creates an impact on the

lifestyle of many individuals. Over the years, the business industry has adjusted to many changes

with the use of technology and the emergence of ecommerce. These advancements lead to

numerous innovations and job opportunities for many and the increase of new digital marketing

strategies that have been dominant in the business world. Furthermore, it contributed to how

entrepreneurs adjusted to the recent global pandemic and new normal that affected face-to-face

interactions among consumers and producers in marketing services and products.

As researchers and aspiring entrepreneurs, we are motivated to explore the business

industry in terms of marketing strategies that broadly affect how business owners promote their

services and products to consumers. Also, the researchers' interest in cosmetics strongly

influenced the decision-making process in the field of study. Additionally, throughout the three

years of pandemic experience, the researchers have noticed an increase in online shopping rates

and had personal experiences with purchasing items through the internet. And studying this topic

will provide an opportunity for a broad and deeper understanding of world business in

developing the researchers' analytical thinking skills to create data in digital shopping, customer

behaviours, and online marketing strategies.

Before the popularization of e-commerce, the idea of discovering, assessing, and

purchasing beauty products was valued more by consumers. However, due to the growing impact
of mobile technology and social media, the traditional way of shopping has transformed into a

practice that allows people to find products by browsing the internet using their mobile devices

(Facebook IQ, 2020). Following this vital information, it is undoubtedly evident why many

beauty industry marketers are paying greater attention to what they call digital marketing. Digital

marketing is an effective strategy now that consumers spend most of their time browsing the

internet. A statistical report by Coppola (2021) specified that there are 2.14 billion global digital

buyers as of 2021. But as digital marketing becomes prevalent, the competition among different

beauty brands is increasing. Attracting consumers in the beauty industry may be difficult because

of the number of new and existing brands launched annually (Peterson, 2022). This predicament

compels us to investigate a specific digital marketing strategy known as Micro-moments, which

has been employed by business owners. Nevertheless, just like the other approach in digital

marketing, the possibility of whether this strategy will be effective in attracting beauty product

consumers is unknown and still needs to be examined.

The term Micro-moments was originated by Google in 2015, as an intent-driven moment

that happens when a person turns to their devices to act on a need to do, know, explore, learn, or

purchase something. These moments encompass four core categories: want-to-know, want-to-go,

want-to-do, and want-to-buy. They represent instances when consumers shop through their

phones anytime and anywhere they want — and this is increasing while they are doing other

tasks (Haller et al., 2020). Micro-moments hold immense significance for marketers, offering a

vast potential to establish meaningful connections with consumers while gaining valuable

insights into the factors influencing their purchasing decisions. Additionally, three factors make

this marketing strategy significant for entrepreneurs; it attracts the users' attention at some

moments, has excellent engagements with consumers, and has an improved return on investment
(ROI) (Nair, 2023). Recently, there was a study that presented data showing a large number of

consumers experiencing the want-to-know, want-to-go, want-to-do, and want-to-buy moments.

For the want-to-know moments, more than 75 respondents agreed that they frequently do online

research without actually purchasing a product. The results of the want-to-go moments, on the

other hand, showed a close number of respondents who voted neutral and often for viewing a

product and purchasing it. Lastly, the results for both want-to-do and buy moments are identical.

(Shetty and Khadir, 2023).

Moreover, the impact of micro-moments on the beauty industry remains relatively

underexplored in the realm of research. However, some preceding studies can associate the two.

In the given previous definitions, micro-moments were interpreted as moments where consumers

shop through their phones no matter the time and location (Haller et al., 2020). By analyzing this

definition, it is observable how these mobile devices and smartphones are playing a vital role

during micro-moments and the consumer’s intention in purchasing a product. In connection with

the beauty industry, one study reported that a significant portion of respondents frequently turn

to YouTube for User Generated Content (UGC) related to beauty products (Nosita and Lestari,

2019). Furthermore, another study revealed that 33% of makeup buyers and 25% of facial skin

care shoppers discover products through their mobile phones (Facebook IQ, 2018). These

findings underscore the growing significance of micro-moments in shaping consumer

preferences and behaviors within the beauty sector.

The importance of this study is to examine how micro-moments marketing influences the

female junior high school students of the Father Louis Chauvet Foundation in their consumption

of beauty products. This study will also determine which of the four micro-moments — want to
know, want to go, want to know, and want to buy — is the most effective in influencing our

chosen respondents, particularly in their beauty product preferences and consumption patterns.

Even though the respondents are consumers, this study will benefit business owners and

marketers in the business industry. The succeeding findings will provide updated data and

information concerning the role of micro-moments in both the purchase intention and decision

making of beauty product consumers. Furthermore, the overall result of the study can be a guide

and source for future researchers who will intend to research micro-moments and their influence

on the consumer’s beauty product consumption.

The purpose of this study is to provide a detailed explanation of the influences of micro-

moments on the purchasing behavior and brand preferences of female junior high school students

in the Father Louis Chauvet Foundation. Furthermore, by analyzing the consumer behaviour of

the chosen respondents, the researchers of this study aim to provide insights for future

researchers as well as strategies for beauty companies or marketers in developing marketing

approaches using micro-moments.

Statement of the Problem

This research study intends to examine the influence of micro-moments strategy on the

beauty products consumption of female junior high school students in Father Louis Chauvet

Foundation School.

Specifically, the study aims to answer the following questions:

SOP1: How does micro-moments marketing influence the purchasing behavior and brand

preferences of female junior high school students at Father Louis Chauvet School in relation to

beauty products?

SOP2: What specific micro-moments marketing techniques are most influential in shaping the

beauty product preferences and consumption patterns of female junior high students at Father

Louis Chauvet School?

SOP3: Based on the findings of the study, what strategies can be developed to effectively utilize

micro-moments marketing on the consumption of beauty products among Female Junior High

School Students from Father Louis Chauvet Foundation School?

Review of Related Literature

The review of related literature presents both studies and literature, providing the

significant findings, existing knowledge, and gaps pertinent to the topic under investigation. It

also synthesizes preceding studies to develop a deeper understanding of the study’s area of

interest.

I. The rise of digital marketing

Desai (2019) defines digital marketing as a strategy that utilizes electronic

devices or/and the internet. In other words, this type of marketing strategy takes place when

companies sell and market their products or services via digital platforms to reach the

customers.
 Nowadays, digital marketing has played a massive role in changing how companies and

businesses communicate with their customers. The work of Puthussery (2020) stated, “Digital

marketing strategies have become more widespread and effective as online technologies

become progressively integrated into business plans as well as daily life, and as consumers

utilize digital equipment rather than accessing physical stores.”

In 2019, Kumar (2019) conducted a study that focused on the different perspectives of

consumers, companies, and 3rd party agencies in connection with the growth of digital

marketing. According to the result of the study, the data presented in Figure 3 indicated that

92% of consumers, 82% of companies, and 75% of 3rd Party Agencies strongly agree that

digital marketing is currently experiencing growth. On the other hand, Figure 4 showed that the

majority of consumer and 3rd party agencies supported by 12% of company respondents

strongly agree that the number of players in Digital Marketing will increase soon to meet the

expanding consumer needs (Kumar, 2019).

Furthermore, in 2021, a case study conducted in Malaysia showed that the application

of digital marketing among furniture manufacturers in the country has noticeably risen,

particularly during the onset of the Covid-19 pandemic (Ratnasingam et al., 2021).

Fast forward to the present year, an investigation carried out by Achig et al. (2023)

showed that there has been an increase in the number of companies that utilized digital

marketing over the past three years. According to the survey, 80% of companies use digital

marketing while 76% of them have reported an increase in sales as a result of their digital

marketing efforts (Achig et al., 2023).

II. Digital marketing strategies in the new normal

 The recent global pandemic of COVID-19 adversely affected many economies in terms of

labor, business industry, world health, environment, and transportation. These severe results

include a rise in unemployment, transportation challenges, mental and physical health diseases,

and an increase in medical waste (Adegboye, 2020). While many parts of the economy have

been negatively affected by the pandemic, some have made a profit out of it. For example,

according to O’Brien (2021), the rise of e-commerce plays a significant role in marketing

success as it allows companies to reach consumers all around the world and sell

products/services 24/7. In the article by Soolabanee (2020), some industries have also practiced

digital marketing to adapt to the new normal. These practices include increasing online

presence through websites, live streams, email campaigns, and social media interactions.

As digital marketing has become one of the important assets of the business industry in the

new normal, businesses must adapt to consumer behaviour and preferences. One of these

marketing strategies is the use of social media and other online channels. Cortiss (2023)

suggests that identifying the target audience and choosing the right online channel will build a

successful social media marketing strategy. Hall (2022) explained, “Businesses that use data-

driven (personalized) marketing strategies have five times more ROI than businesses that don’t.

As the CEO of a marketing firm, many of my decisions are made with analytics in mind.”

Additionally, Mull (2022) states that investing in Search Engine Optimization or SEO is an

effective digital marketing strategy as it increases the business’s visibility on search results that

can help its organic growth and website traffic.

III. The four micro moments and its impact to the consumer behaviour
 In 2015, Google introduced micro-moments as a game-changer for consumers and

businesses. Biloš et al. (2018) refer to this as an intent-driven moment where people turn to

their mobile devices to perform a specific need. A need could come from wanting to do, learn,

watch, discover, or buy something.

Consumers in these moments have such high expectations (Shaikh, 2021). Because they are

driven by a specific intention or purpose, consumers who engage in micro-moments usually

expect businesses to anticipate their needs promptly and accurately. On this basis, companies

should recognize the importance of being present for their audience, particularly in moments

where their service or assistance is needed the most.

Micro-moments are categorized into four types. "I want to know" moments are times when

a person is eager to learn and explore something. It may be something about news, recipe ideas,

services, or any product. Second, "I want to do" moments involve such moments when a person

is looking for a solution to a challenge, it can be tutorials or "how to do" moments. Third is the

"I want to buy" moments. These are moments when a consumer asks for help in deciding what

to buy or what products to choose. Lastly, "I want to go" moments occur when a person is

looking for a place to go or details on how to get to a certain destination (Eagle, 2019).

Consumer behavior is influenced by these particular micro-moments where consumers

have specific needs, which also play a significant role in their purchase intention or decision.

(Harika & Arravoth, 2020).

Recently, a study was conducted to link consumer behavior and micromoments. According

to its presented result, it was proven that there is a large number of consumers experiencing the

want-to-know, want-to-go, want-to-do, and want-tobuy moments. For the "want-to-know

moments," more than 75 respondents agreed that they frequently do online research without

actually purchasing a product. The results for the "want-to-go moments," on the other hand,

showed a close number of respondents who voted "neutral" and "often" — which is more than

60% — for viewing a product and purchasing it. Lastly, the results for both "want-to-do and

buy moments" are relatively the same, which is voted by more than 60% of respondents (Shetty

and Khadir, 2023).

IV. Consumer behavior in the consumption of beauty products

Consumer behaviour plays a vital role in the beauty industry as it can highly influence

customer preferences and experience satisfaction (Kim and Park, 2022). The study conducted

by Rehman and Mian (2021), suggests that the beauty industry should focus on making

products and services that can provide a flow experience to consumers as it can lead to

increased consumer buying behaviour. Additionally, companies should also make use of

hedonic and utilitarian values as they can influence consumer behaviour.

Addressing factors that can affect consumer behaviour in beauty product consumption is a

way for companies to develop an effective marketing strategy that can meet the expectations of

the customers. Anjana (2018) states that several factors can influence consumers’ beauty

product consumption. These include the brand image, advertising, quality, and price.

As many industries acknowledge the impact of technology on consumer behaviour in

beauty product consumption, it can lead to the understanding of ecommerce and online

shopping, social media, virtual try-on, and augmented reality that can be a great help to

improve business and adapt to various advancements (Arrington, 2022).

 Brand preferences can significantly affect consumer behavior in the beauty industry.

Consumers tend to develop strong attachments to specific brands and are more likely to

purchase products from those brands. Consumers are more likely to trust and purchase products

from brands that have a positive image and reputation in the market. Brand preference reflects a

desire to use a particular product or service when there are equally priced and equally available

alternatives. The cosmetics industry's dynamic landscape is profoundly influenced by various

factors that shape consumer behavior such as product quality, brand image, social media

influencers, price, and product availability. The industry's growth is caused by an increasing

demand for beauty and skincare products, not to mention the significant impact of social media

and influencers. This increase in demand promotes a competitive environment, with consumers

increasingly willing to experiment with new products to enhance their appearance. To succeed

in this evolving landscape, companies must carefully comprehend the determinants of

consumer behavior, with a focus on product quality, the cultivation of a strong brand image,

and strategic engagement with social media influencers (Rachoini, 2023).

According to an article by Chipeta in 2020, survey research can help uncover consumer

preferences such as desired brand values, brand perception, and psychographic data, which is

useful for building consumer profiles and segments. This information can be used to create

brand ideas that can be further adjusted through concept testing to gauge consumer perception.

To make sure the brand connects with what customers want, businesses need to do good

research. This research helps them understand why people buy things and what they really

need, which, in turn, makes people like their brand more. Having a clear brand identity makes

sure people remember a company no matter where they see it. Branding goes beyond just what

a company sells; it's also about building relationships with customers that can turn them into
loyal fans. At the same time, research helps businesses make smart decisions about how to

package their products, promote them, and create messages that grab people's attention, making

their brand even stronger (Chipeta, 2020).

Social media has emerged as a widely recognized platform for celebrities and influential

figures worldwide, offering accessibility to a broader audience for those who share common

perspectives. A literature review by Ma and Kwon (2021) introduced “Wang Hong” as a

strategy that has a significant impact on the Beauty and Fashion industry in China as well as in

Korea. Wang Hong means “Internet Celebrity” which refers to people who use the internet as a

platform to promote products and often monetize their popularity through advertising and

endorsements. These celebrities often share their daily lives, fashion choices, and beauty

routines, which creates a sense of familiarity and relatability among their audience. Consumers

are more likely to buy products recommended by these famous influencers because they view

them as not just distant influencers, but as trusted friends or role models.

Aside from these internet celebrities, reviews and ratings from other ordinary buyers are

also one of the highly influential factors in shaping consumer patterns and beauty product

preferences. In fact, according to a survey from PowerReviews (2021), 79% of their

respondents pay attention to the average star rating, 58% focused on the total number of

reviews, while 49% mention they check for recent review content. People often check reviews

and ratings as their initial step when considering a purchase because it provides a reassurance

that the product is worth-buying. Reviews allow potential buyers to examine a products’

performance, quality, and suitability from individuals who have already bought and

experienced the product. Meanwhile, the average star rating serves as a quick summary,

providing an at-a-glance impression of the overall customer satisfaction. This practice not only
saves consumers time but also helps minimizing the risk of dissatisfaction from making

informed decisions and trying something new.