tedious for the researcher. Therefore, the technical nature of the study also limits the study under
Advertising is essentially to fulfil the traditional desire of firms to reach the ever increasing
population so that their products may receive optimum exposure. The role of advertisement; to
increase sales revenue and profits of the local firms and increase the demand for goods, has been
falling apart. (Sundarsan, 2007). Most increase in product sales, especially, cosmetic products
have been attributed to other factors like taste; long term use of a product and users
unwillingness to switch products. This has raised numerous questions as to why cosmetic firms
still do advertise their products. Advertising has been a subject for debate either on one pretext or
another for decades at the beginning of the 19th century. People showed little interest but it later
became a fertile topic for research at the turn of the 19th century. (Sharma and Sharma, 2009).
This study therefore seeks to find out the role advertising play in the consumer buying behaviour
of cosmetic products with emphasis to its users in and Malaysia . We are considering cosmetic
product because we believe it satisfies the conditions of commodities on which it is effective to
advertise. There are a lot of cosmetic products which are differentiated but serve the same
purpose. Again these products are believed to have intrinsic qualities which can only be known
after it has been used and lastly, some consumers attach strong emotions to the end products of
these good and use it to improve their social status.
1.4 Objectives and Overview of Approach
Identify the factors affecting customer behavior toward advertisement
To study the demographic profile of the customer’s behavior toward advertisements
identify the effect of emotional response on consumers buying behavior.
ascertain the effect of environmental response towards brand on consumer buying
determine the effect of Brand awareness on consumer buying behavior
identify the effect of sensory stimulated advertising on consumer buying behavior.