Noorul Ain Ansari

About Author: Noorulain Ansari is the student of Bachelor in Textile Designing (Hons) from Asian Institute of Fashion Designing (Iqra University, Karachi, Pakistan). This paper was written as her research work.

“Implication Of Replicated Branded Cosmetic Products On Consumer”

Table of Contents
CHAPTER 1
INTRODUCTION
1.1. Overview
1.2. Research Objectives
1.3. Research Questions
1.4. Research Problems
1.5. Rationale of Study
1.6. Focus of the Research
CHAPTER 2
LITERATURE REVIEW
2.1. Social Media – the new world of selling
CHAPTER 3
RESEARCH METHODOLOGY
3.2. Dimensions of Research
3.3. Time Orientation
3.4. Data Collection
3.5. Sample Split
3.6. Data Reliability
3.7. Data Analysis
REFERENCES
CHAPTER 1
INTRODUCTION

1.1. Overview
As the beauty and cosmetics industry continues its global growth sprout, there is more of everything, more of competition from new entrants in luxury and mass prestige, more distribution channels, replication of brands and more customer touch points. While similar issues are plaguing most other industries, beauty is different. As quoted by different people that the time has now passed when consumers were in fact intrigued by the brand alone. Luxury and mass market cosmetic products are known to be endorsed with celebrities to promote and enhance their usage and awareness in the eyes of the consumers making them like and be aware of the different products present in the market as well (Hill and Lee, 2012). But since the cost and pricing strategies for these brand are quite high, the concept of replicated brands have come about.
A replicated brand is one in which the name of the brand remains the same however the quality of the product being offered by it a lipstick or a liner is not at par with that of the quality of the actual brand at hand. Replicated brands in essence have the same packing and printing, same ingredients mentioned along with the same shape of the product container other than the fact that the material applied is clearly B grade comparatively. It can be said that in today’s day and age there are two kinds of consumers present in the market. The first type are loyalists who stick to their preferred brands and do not deviate from them no matter what. The others are inept users. For them the name of the brand doesn’t matter as long and the product is present in the color or fragrance of their preference and liking (Priest, 2005). These sort of consumers are in fact the ones targeted for sales of replicated brands for they may be aware of the brand name but may not be willing to pay the higher actual cost for this (Kapner, 2008).
The social media is the key grounds where these products are sold in bulk. Different online deals can be seen on varying online selling pages that specific and highly different deals of all replicated products. Key products that are seen being sold online are under the name of Lo’real, Maybelline and Lancome to name a few.
1.2. Research Objectives
The objective of this research is to highlight the following:
1. To identify the market for replicated cosmetic products and their usage of the same
2. To evaluate the impact that replicated cosmetic products have on the overall consumer market
3. To evaluate how social media can be used to promote replicated brands online
4. To comprehend the future market of replicated brands in comparison to authentic ones.
1.3. Research Questions
The research questions noted for this study are noted to be as follows:
1. What is the market for replicated cosmetic products and their usage of the same?
2.What degree of impact do replicated cosmetic products have on the overall consumer market?
3. How can social media be used to promote replicated brands online?
4. What is the future market of replicated brands in comparison to authentic ones?
1.4. Research Problems
Cosmetic brands are such that they will never lose essence in the market even when the market is saturated and well settled. However over the past few years with the increase in prices for expensive branded products, replication of different brands have taken place so that different classes can afford the same. With this research we need to understand how consumers respond to replicated cosmetic brands along with how social media has added to the growth of these brands and their sales as well.
1.5. Rationale of Study
The rationale behind this study is to understand and evaluate the market for replicated products and how in totality have these second grade products taken over the actual main brand. It also looks at the world of social media that is very well the key base of promoting these products and is the main source from where they are sold as well.
1.6. Focus of the Research
The focus of research is mainly replicated products and the attraction that they hold for consumers when they go to purchase cosmetics as per their need. It thus gives an outlook of the world of social networks that is the main source of sales and revenue generation for the same.
CHAPTER 2
LITERATURE REVIEW
2.1. Social Media – the new world of selling

Social Media is like an online arena that allows different people and companies across the global to intermingle and apply this facility for reaching out to their target audience regarding various purposes. Social media has expanded over the past few years and has grown into a gigantic field where different companies try to stake their claims for gaining more business and revenue. Within this domain, different activities and functions exist that emphasize the essence of this medium (Kollmuss and Agyeman, 2002). Some of these mediums are Social Networks (Facebook), Blogging (e-blogger, Twitter), Media sharing (YouTube), User Generated content (amazon.com) etc.
Different businesses are seen campaigning online and trying to get one on one consumer insights for different products/services or generating new ideas for advertising them as well. So these mediums within the umbrella of social media, allow many competitors to get involved so that they can challenge each other for new and improved concepts (Shaw, et. al., 2007). These competitors are namely top multinationals, artists, celebrities’ even schools and colleges who compete with each other to gain a share of their required target audience’s attention.
The increasing flow of blogs and tweets, key social networks and different media sharing sites have also created an impact on the more traditional ways of advertising (Television, Print and radio). Within Pakistan, the steady growth of Social Media on the face of the advertising front has led many to believe that it shall soon take over the traditional methods. This is because companies are beginning to realize that social media, as a base for advertising, offers not only convenience but also cost effectiveness and the ability to gain feedback (e.g. through blogs) right away rather than waiting for results to be projected as compared to the traditional ways (Shen, et. al., 2012).
However, with the application of this forum, it is noted that there are many issues present the most prevailing of which is that individuals are rapidly accepting and applying the world of “digitization” and “social media” especially where branded goods are concerned, however this is also given an avenue of replicated brands to be sold on this forum as well. These brands are noted to present attractive packages, color combinations and price deals that consumers without having an actual desire for that product may end up making the purchase for the same as well (Thompson and Coskuner-Balli, 2007). Replicated brands have grown within the masses to a great extreme. It has been promoted just as the authentic brand itself however it is a well known point that the brands are indeed replicated to the point of being called fake as well.
CHAPTER 3
RESEARCH METHODOLOGY
The research methodology that is applied for this research is based on both Qualitative and Quantitative study so as to quantify the statements that shall be generated from the consumers during the open ended questionnaire session. The data shall be present evaluated in tables and charts to highlight the key insights and observations that that be gained from both the research procedures to be applied.
3.2. Dimensions of Research
The research shall be carried out in the form of a causal comparative research study as it needs to evaluate the relation between the actual and replicated cosmetic brands and how they tend to create a perception of worth in the minds of the consumers at hand.
3.3. Time Orientation
This is typically a onetime study and so it is going to take place in a specified time frame only. This can be justified with the fact that the research is in part to be done with a particular sample set that shall not be used at a later time or date.
3.4. Data Collection
Data Collection for this research has been done with the aid of both open and close ended questionnaires that shall be sharing consumer responses that shall lead to insight generation to be presented in the form of tables and graphs.
3.5. Sample Split
The target population for this research is based on a sample of students belonging to AIFD. It shall be targeted to females and hence will be female centric only. The sample size for the same has been taken in at 250 respondents. This is a clear cut sample that tends to give a fair outlook of the target market sampled. It will get a fair and un biased result for the research with insights that will be relevant to the study and will support it for further research if needed.
3.6. Data Reliability
Authentication of Data is important for any research, so keeping this in mind, data reliability for this particular research will be done so through the use of random sampling to validate the results that shall be sought.
3.7. Data Analysis
Data analysis will be done with tables and graphs to highlight and present all the research findings and insights that shall be sought out. It will be done so with the aid of the excel sheet where raw data will be compiled and evaluated.

REFERENCES
1. Hill, J. & Lee, H., 2012, Young generation Y consumers’ perceptions of sustainability in the apparel industry Journal of Fashion Marketing & Management, Vol. 6 No. 4, pp. 477- 491. doi: 10.1108/13612021211265863
2. Kapner, S., 2008, Prada Goes Shopping – For Money, Fortune, Vol. 158, no. 3, September 1, pp. 30-38.
3. Kollmuss, A. & Agyeman, J., 2002, Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?. Environmental Education Research, Vol. 8 No. 3, pp. 239-260.
4. Priest, A., 2005, Uniformity and Differentiation in Fashion, International Journal of Clothing Science and Technology, Vol: 17, No. 4, pp. 253 – 263.
5. Shaw, D., Shiu, E., Hassan, L., Bekin, C. & Hogg, G., 2007, Intending to be ethical: An examination of consumer choice in sweatshop avoidance, Advances in Consumer Research, Vol. 34 No. 2, pp. 31-38

6. Shen, B., Wang, Y., Lo, C.K.Y. & Shum, M., 2012, The impact of ethical fashion on consumer purchase behavior, Journal of Fashion Marketing & Management, Vol. 16 No. 2, pp. 234-245. doi: 10.1108/13612021211222842

7.Thompson, C. & Coskuner-Balli, G., 2007, Enchanting Ethical Consumerism: The Case of Community Supported Agriculture, Journal of Consumer Culture, Vol. 7 No. 3. pp. 275– 303.

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