JSS-43-1-001-1807-15-Chiweshe-N-Tx[1].pmd © Kamla-Raj 2015 J Soc Sci, 43(1): 1-8 (2015) Youth Consumer Behaviour: A Case of Beauty Product Consumption Shayna Amaidas1 and Nigel Chiweshe2 University of KwaZulu-Natal, School of Management, IT and Governance Pietermaritzburg, Private Bag X01, Scottsville 3209, South Africa Telephone: +27 33-2605355, E-mail: 1, 2 KEYWORDS Advertising. Brand Image. Brand Relationships. Generation Y. Self-image. Beauty Products ABSTRACT When consumers go grocery shopping, their baskets end up filled with specific branded products. Why? These products carry a brand name which is a promise to deliver on sought aspects by the consumer.The beauty product industry is one of the fastest growing industries in the world and a multibillion-dollar market on the African continent.This paper sought to offer insights to consumption influenced by brand image and self-image in the context of the African beauty product market with special attention given to South AfricanGenerationY females. A quantitative research design was adopted in order to fulfil the objective of this investigation into brand and self-images influence on consumption behaviour of the youth. A questionnaire was used to obtain insights from 200 females within the age group 18-22. The key findings suggested post-exposure to adverts influences appearance satisfactions.The findings further revealed that these female consumers may doubt the claims made in adverts however, they regard these communications as being reflective of their desired self-images and hence consume these beauty products. Recommendations that arose from this study were that marketers in their pursuit to profitably satisfy consumer needs would be advised to make use of realistic depictions of beauty and models in order to further guide the consumption of their branded products. Address for correspondence: Mr. N. Chiweshe School of Management, IT and Governance, University of KwaZulu-Natal, Pietermartizburg Campus, KwaZulu-Natal, 3209, South Africa Telephone: 27-33-2605355 E-mail: Chiweshen@ukzn.ac.za INTRODUCTION In modern popular culture, body image norms are preserved in the various forms of advertis- ing, by preferential selection of “good looks” in companion-selection, and by the association of reduced aptitude in individuals not portraying “accepted” body proportions. This issue of idealized images in advertising is so prevalent in society that young females have little chance of escaping messages that communicate these idealize dimages (Wan et al. 2013: 37). Further, the portrayal of beauty in beau- ty product advertising seems to be one-sided which has a direct positive influence on con- sumers’ behaviour (Dittmar et al. 2009; Grabe et al. 2008; Yamamiya et al. 2005) which can in- clude personal, social, cultural and psychologi- cal factors of an individual’s life. Questions relating to brand image and the advertising of beauty products in a South Afri- can context of Generation Y females have been limited in coverage yet this is a large, growing and profitable segment which in principal repre- sents a potentially viable target. This, in an era where the beauty product market for items such as synthetic hair on the African continent has a value of seven billion dollars with countries such as South Africa, Nigeria and Cameroon spend- ing one billion dollars (Euromonitor 2014). Therefore, deeper insightsinto the consum- er behaviour of Generation Y females in South Africa, who on being exposed to advertising of various brands and their associated images,tend to construct various images of ‘self’ that can shape their consumption behaviour. Objective The paper sought to provide insights on brand and self-images’ influence on consump- tion behaviour of the youth. Theoretical Concepts Branding A brand is a name, term, sign, symbol, or design, or a combination of these items intend- 2 SHAYNA AMAIDAS AND NIGEL CHIWESHE ed to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competitors (Keller 2008: 2). In other words, a brand may be viewed as an assortment of both tangible and intangible at- tributes, represented in a trademark, which may generate influence and value (Kotler and Arm- strong 2010: 255). In the absence of brands, con- sumers would be unable to differentiate one product from another (Ponsonby-Mccabe and Boyle 2006: 179). Brand Image Several definitions exist regarding the term ‘brand image’, the most common one being that a brand image may be defined as, “the set of beliefs, ideas, and impression that a person holds regarding an object” (Kotler 2001: 273). Similar- ly, Aaker (1991: 109), Zhang (2015: 58) and Biel (1992: 8), considered brand image to be, “a clus- ter of attributes and associations, usually orga- nized in some meaningful way”. Keller (1993: 3) instead deliberated brand image as, “a set of perceptions about a brand as reflected by brand associations in a consumer’s memory.” Brand Image and Beauty Products Meenaghan (1995: 23) is of the belief that, “there is no objective reality and that people trade in the realms of perception and image”. The area of marketing involves the relationship between consumers and business and therefore brand images have formed an important aspect in current times. A variety of reasons for this increased emphasis on brand image in market- ing can be suggested (King 1991: 43; Parker 1991: 22; Chung et al. 2012: 352): Marketing’s increasing cognizance of the behavioural aspects of consumer decision- making; Affluent society’s predilection with sym- bolic rather than purely functional aspects of products; An increasing variety of relatively homo- geneous products often involving high product complexity and confusing messag- es which increase consumer reliance on the image aspects of products; The fact that technological innovation, in- creasingly susceptible to rapid imitation, may no longer offer previous levels of sus- tainable competitive advantage. In the beauty product industry, appearance is everything and hence, similarity between a brand’s image and a consumer’s self-image (self- concept) can have significant effects on con- sumers’ brand evaluations and purchase inten- tions (Wan et al. 2013: 44). Promotional messages that encourage con- sumers to think about their own self-image while evaluating a brand magnify the effects of brand images this is further supported by Festinger’s social comparison theory which states that indi- viduals evaluate themselves whenever they ex- perience some form of comparison (Wan et al. 2013: 38). . Generation Y Females Generation Y according to Velentine and Powers (2013: 597) is a unique and influential consumer segment where there has been limited understating of their consumer behaviours. Gen- eration Y, also known as the Echo Boomers or Millenials (Belch and Belch 2010: 137), are the children of the Baby Boomers generation and were born after 1979. Generation Y females trea- sure individuality though they still want to be deemed as part of the group (Yarrow and O’Donnell 2009: 137). Consumers between the ages of 18 and 22 are the demographic most con- cerned about image and lifestyle trends and in- fluenced by, “what’s hot and what’s not” (Gluck 2009). In terms of spending power, they have more money to spend than consumers of the same age groups but from previous generations (Morton 2002; Mafini et al. 2014: 1). This seg- ment of consumers is heavily influenced by tech- nology such as the internet and has significant- ly ‘evolved’ from previous generations thus pre- senting a challenge in targeting them (Valentine and Powers 2013: 597). Self-image (Self-concept) Evidence supports the assertion that attrac- tive people portrayed in various marketing com- municationsaffect female consumers’ global per- ceptions of their own facial attractiveness and body (Englis et al. 1994). This view is further supported by the findings of Smirnova (2012: 1242), which states that advertisements influ- ence how women understand their bodies. Ac- cording to Sharp et al. (2014: 482) there has been a noticeable acceleration in the demand for cos- YOUTH CONSUMER BEHAVIOUR 3 metic surgery driven primarily by body image concerns influenced by socio-cultural influenc- es such as media through programmes such as Extreme Makeover and Embarrassing Bodies and advertising. Sharp et al. (2014: 484) study indicated that there was a positive correlation between inter- nalization, comparison and body dissatisfaction. Catalin and Andreaa (2014: 104) and Hosany and Martin (2015: 685) state that generally consum- ers will tend to select a brand that is congruent with their self-image. Baumann et al. (2015: 21) and Hosany and Martin (2015: 685) further state that the image portrayed by the brand can be an extension of the self-image. Brands can be regarded as a source of personal reassurance and indicate to others the kind of person they are. Consumer-Brand Relationships and Marketing Communication In their exploration of the emotional signifi- cance of the relationships between consumers and brands, Reimann et al. (2011) suggest that close relationships are motivated by rapid self- expansion; this being the acquisition of resourc- es, perspectives and identities that enhance one’s ability to accomplish goals. With rapid self- expansion, emotional arousal increases (Aron et al. 2000; Schmit 2011) and as such, brands can give consumers “ideal selves” to aspire to, since the presentation of self through possessions allow consumers to differ from what may be their “real selves” (Malär et al. 2011). Female Images in Marketing Communication Young women are frequently exposed to messages and images that reinforce the body ideal, which become the standards (Wan et al. 2013: 37). They are made to feel as if their phys- ical beauty determines how they and others judge their overall value (Smirnova 2012: 1242; Lykins et al. 2014: 404). These perceptions seem to result from a socialization process that be- gins at a very early age, continues throughout childhood, and is reinforced in adolescence (Berger and Luckman 1966; Smirnova 2012: 1242). A heightened awareness of other people’s perspectives, along with a need to shape their own identity and conform to group expectations, results in more attention to the social aspects of being a consumer, making choices and consump- tion (John 1999). Research to date, reports that some children, adolescents and young women are prone to in- ternalization, high levels of body focus, a high degree of body size dissatisfaction, body image distortions, eating disorders and related self- perception and self-esteem issues partly as a result of the negative effects of thin media mod- els (Halliwell and Dittmar 2004; Dittmar and Howard 2004a; Dittmar and Howard 2004b; Th- ompson and Stice 2001; Lykins et al. 2014). Cattarin et al. (2000) examined the effects of media-driven images of attractiveness on the level of body image and mood disturbance amongst females. Their findings suggest wom- en experience distress (in terms of anger, anxiety and depression) when viewing media images that reflect the current societal bias towards thin- ness and attractiveness. Similarly, Stice and Shaw (1994) found exposure to ultra-thin models in advertisements and magazine pictures produced depression, stress, guilt, shame, insecurity and body dissatisfaction in female college students. According to Festinger’s (1954) social com- parison theory, individuals engage in self-eval- uation whenever they encounter a comparative other. That is, information about the compara- tive other is used as a basis for assessing their self-view. The key to understanding how wom- en relate to advertising is to understand how they relate to themselves and the image they hold of their self when exposed to certain adver- tising images; whether the advertising makes them feel good or bad, which may then influ- ence their propensity to buy the product. Sec- ondly, is how women see the models that are used in the adverts, and again how that makes them feel about themselves (Borland and Akram 2007). Mask et al. (2014) in their study of how por- trayals of women convey another ideal that wom- en with little self-determination feel obliged to follow, revealed that adverts featuring thin fe- male athletes engaged in various activities of- fered greater body dissatisfaction than adverts bearing normal weight athletes Effects of Beauty Product Advertisements In South Africa, the invasion of American and European images of beauty has severely impacted the concept of what it is. They brought 4 SHAYNA AMAIDAS AND NIGEL CHIWESHE images which are very different to what beauty was known to be before, and therefore our imag- es of beauty have been internationalized and this is reflected in the way that young women aim to look today. Driving the public’s concep- tion of beauty by sending powerful messages about physical perfection everywhere we turn, the media is considered the most influential edu- cation medium in existence today (Hoffmann 2009). The media’s influence, combined with peer pressure and the heightened self-consciousness of young females can create an unflattering im- age in the mirror that’s simply not what everyone else sees (Webb 2005; Webb et al. 2013: 369). The average woman sees 400 to 600 adver- tisements per day and by the time she is 17 years old, she has received over 250,000 commercial messages through the media (Croft 2011). Val- entine and Powers (2013: 605) in their study of Generation Y values and lifestyle segments re- vealed that females in this generational cohort respond better to the visual aspects of market- ing communication. With Generation Y females being predisposed to peer pressure and the de- sire to fit in, the marketing work behind the beau- ty industry is fiercely and intensely well thought out to influence consumption behaviour of beau- ty products. Advances in digital technology make it pos- sible for anyone with a computer and image- manipulation software to cut, paste, enhance, airbrush or otherwise alter a wide range of imag- es. Digital techniques are so popular that it is becoming difficult to distinguish between real photography and digital imaging (Kershaw 2004). METHODOLOGY For this research, the sample of the study was drawn from females studying from the age of 18-22 at a tertiary institution in the KwaZulu- Natal province. The data was collected through the use of self-administered questionnaires over a two-month period. Non-probability sampling, in the form of purposive sampling was used.This form of sampling refers to the selection of candi- dates that are in the best position and provide the most relevant and applicable information re- quired (Welman and Kruger 2005: 52). Two hundred females between the ages of 18 and 22 responded to the questionnaire. The figure of 200 respondents was inline with sam- ple sizes related to Generation Y research as ex- pressed by Mafini et al. (2014: 1) who cited sim- ilar sample sizes in research conducted by Bakewell and Mitchell (2004), Drake-Bridges and Burgess (2010), Durvasula et al. (1993), Kim (2003), and Kwan et al. (2008) (Table1). RESULTS AND DISCUSSION How Do Female Youth Consumers Perceive Beauty Product Brand Images? From the literature presented earlier, it has been established that an image is the mental construct developed by the consumer on the basis of a few selected impressions among the flood of the total impressions. Such impres- sions are gained when viewing marketing communications. Table 2 indicates the extent to which con- sumers believe the statements or claims made in beauty product advertisements. Although the majority of respondents were neutral on the sub- ject, a close second, with thirty-six percent dis- agree that the statements or claims made in beau- ty product advertisements are believable. Find- ings in Table 2 indicates that a significant per- centage of consumers experience doubt with re- gards to the statement or claims made in beauty product advertisements, which can (from litera- Table 2: Beliefs in the statements/claims made in the advertisement about beauty products Frequency Percent Cumulative percent Valid Highly 2 4 12.0 12.0 disagree Disagree 7 2 36.0 48.0 Neutral 7 5 37.5 85.5 Agree 2 8 14.0 99.5 Highly agree 1 . 5 100.0 Total 2 0 0 100.0 Table 1: Respondent profile Frequency Percent Cumulative percent Valid White 1 7 8 . 5 8 . 5 Black 8 6 43.0 51.5 Indian 9 3 46.5 98.0 Coloured 4 2 . 0 100.0 Total 2 0 0 100.0 YOUTH CONSUMER BEHAVIOUR 5 ture) negatively affect the image of a brand. Ce- bisa (2007), Sharp et al. (2014: 484), Catalin and Andreaa (2014: 104), Hosany and Martin (2015: 685) and Baumann et al. (2015: 21) state that when customers purchase products, they also pur- chase the benefits associated with products. Though they may express doubt there is still the aspect of social comparison with the displayed image. Does a Female’s Subsequent to Being Exposed to Images of the ‘Ideal’ Beauty through Advertising, are Females’ Self-Image Affected? Table 3 revealed that thirty-four point give percent of the respondents were only moderate- ly satisfied with their appearance. Consumers’ satisfaction largely depends on the way they perceive themselves as well as themselves com- pared to the advertisement (Wan et al. 2013: 37; Sharp et al. 2014: 482; Webb 2005; Webb et al. 2013: 369) Table 4 indicated a p-value of less than 0.000 when appearance satisfaction and feelings post- exposure to a beauty product advertisement were correlated. This p-value is less than 0.05 and indicates a statistically significant correlation. The Pearson correlation coefficient (r–value) of -0.427 indicates a medium correlation between appearance satisfaction and one’s feelings post- exposure to beauty product advertisements. The way in which respondents feel after see- ing a beauty product advertisement depends negatively on respondents’ satisfaction with their appearance (Wan et al. 2013: 37; Smirnova 2012: 1242; Sharp et al. 2014: 482). The more satisfied one is with her appearance, the less inadequate she will feel after being exposed to a beauty prod- uct advertisement. From the answers to the key questions above, it can be concluded that the advertising of beauty products provides inconsistent out- comes in relation to the usage, purchase and expenditure decisions of Generation Y female- sand hence their consumer behaviour. This con- clusion is in line with various image-related stud- ies by Henderson-King and Hoffman (2001), Table 4: Correlations for a combination of factors Correlations Appearance Importance of Believability Definition Feelings post satisfaction appearance of claims of beauty exposure Appearance Pearson 1 0.092 0.141 * - 0 . 0 3 2 -0.427 ** Satisfaction Correlation Sig. (2-tailed) 0.194 0.046 0.657 0.000 N 2 0 0 2 0 0 2 0 0 2 0 0 2 0 0 Importance Pearson .092 1 .214** .124 .020 of Appearance Correlation Sig. (2-tailed) .194 .002 .081 .779 N 2 0 0 2 0 0 2 0 0 2 0 0 2 0 0 Believability Pearson .141* .214** 1 .091 -.085 of Claims Correlation .141* .214** 1 .091 -.085 Sig. (2-tailed) .046 .002 .200 .233 N 2 0 0 2 0 0 2 0 0 2 0 0 2 0 0 Definition Pearson -.032 .124 .091 1 .171 * of Beauty Correlation Sig. (2-tailed) .657 .081 .200 .015 N 2 0 0 2 0 0 2 0 0 2 0 0 2 0 0 Feelings Pos Pearson -.427** .020 -.085 .171 * 1t Exposure Correlation Sig. (2-tailed) .000 .779 .233 .015 N 2 0 0 2 0 0 2 0 0 2 0 0 2 0 0 *. Correlation is significant at the 0.05 level (2-tailed).**. Correlation is significant at the 0.01 level (2-tailed). Table 3: Respondents’ satisfaction with own ap- p e a r a n c e Frequency Percent Cumulative percent Valid Not at all 5 2 . 5 2 . 5 Slightly 1 6 8 . 0 10.5 Moderately 6 9 34.5 45.0 Mostly 6 2 31.0 76.0 Very satisfied 4 8 24.0 100.0 Total 2 0 0 100.0 6 SHAYNA AMAIDAS AND NIGEL CHIWESHE Mills et al. (2002), Myers and Biocca (1992), Hawkins et al. (2004), Stice and Shaw (1994) as cited by Wan et al. (2013: 37). Beauty product advertisements that focus on the differences between consumers’ actual and ideal self, influ- ence consumers to make decisions to fit in with the images of “ideal beauty” by purchasing and using the beauty products promoted. Managerial Implications Advertisements for beautyproducts seem to make consumers feel that their current attrac- tiveness levels are different from what they would ideally like them to be (Wan et al. 2013: 37; Sharp et al. 2014: 482). In order to shape con- sumer behaviour in terms of beauty products, it is proposed marketers provide realistic models in their communication to Generation Y females. This will allow for trust to be gained from con- sumers, thereby increasing the brands’ image and allowing for positive perceptions. CONCLUSION This paper presented the findings from both the literature review and the empirical survey on Generation Y female consumption behaviour and self-images, focusing on beauty productadver- tisements. The credence of beauty product ad- vertising is veiled by exaggeration, retouching and reconstructed perfection and as such the female images represented in the various forms of media have moved from the spotlight and glam- our into research studies. These idealized fe- male stereotypes affect young females’ self-es- teem, confidence, body image and self-identity, especially given the fact that advertising mes- sages are being received by a much younger audience these days. The paper has endorsed that the brand im- ages of beauty product brands are vital in pro- moting consumer behaviour in terms of usage, purchasing and expenditure as well as embed- ding the image of the company through truthful and unexaggerated advertising. Consumers’ self- images are closely related to consumer behav- iour or perceptions in that individuals tend to buy products that could enhance their self-con- cept and they avoid those that do not. RECOMMENDATIONS The study focused on a limited number of Generation Y consumers and in the future, a broader study should be conducted to offer gen- eralizability. The influence of product attributes of the beauty products was not examined in terms of the influence the communication of this has on consumer behaviour of Generation Y female con- sumers. A focus on particular brands could offer greater insights into the actual influence they have on self-image and ultimately consumption. Structural equation modelling was used to reveal which constructs actually shape the con- sumer behaviour of Generation Y female con- sumers when it comes to beauty products where image is an area of concern. The desire to ex- press self-image through brands can be investi- gated to offer implications for marketers of prod- ucts consumed by Generation Y females. A gen- der comparative study would be of value to as- certain if there are any differences in relation to male and female self-image and consumption behaviour of beauty products. The various generational cohorts of consum- ers can be studied to offer greater insights on how marketing communication impacts on self- image and ultimately consumption behaviour of beauty products. Studies on the motivational differences in moderating Generation Y female’s responses to media body ideals could be exam- ined to offer marketing practitioners avenues to further communicate their brands. REFERENCES Aaker DA 1991. Managing Brand Equity. New York: Macmillan. Aron A, Norman CC, Aron EN, McKenna C, Heyman RE 2000. Couples’ shared participation in novel and arousing activities and experienced relationship qual- ity. Journal of Personality and Social Psychology, 78(2): 273-284. Baumann C, Hamin H, Chong A 2015. The role of brand exposure and experience on brand recall- Prod- uct durables vis-a-vis FMCG. Journal of Retailing and Consumer Services, 23: 21-31. Belch GE, Belch MA 2012. Advertising and Promo- tion: An Integrated Marketing Communications Perspective. 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