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标题：RELATIONSHIP BETWEEN VARIETY-SEEKING, STATUS CONSUMPTION, MEDIA INFLUENCE AND FEMALE GENERATION Y STUDENTS’ ATTITUDE TOWARDS BEAUTY PRODUCTS
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作者：Riané C Dalziel ; Natasha de Klerk
期刊名称：International Journal of Social Sciences and Humanity Studies
电子版ISSN：1309-8063
出版年度：2018
卷号：10
期号：1
页码：257-273
出版社：Social Sciences Research Society
摘要：Beauty products, or cosmetics, form part of the fashion industry, which, with an estimated annual value of 1.2 trillion USD, represents a significant portion of the global economy. Beauty products consist of any product used to care for, clean and enhance the beauty of the human body and include skin-care, lotions, creams, perfumes, nail polish, eye and facial makeup, lipsticks, hair colours, permanent waves, deodorants, mouthwashes and bath oils. The cosmetic industry is also highly lucrative in South Africa, estimated to be worth R27.35 billion at the retail level and R19.69 billion at the manufacturing level in 2017. The Youth, currently classified as members of the Generation Y cohort (individuals born between 1986 and 2005), represent an important current and future market segment for a variety of industries, including the cosmetic industry, and understanding their attitude towards beauty products is likely to be crucial in ensuring the sustained success and growth of this industry. As such, the purpose of this study was to determine the relationship between variety-seeking, status consumption, media influence and female Generation Y students’ attitude towards beauty products. Self-administered questionnaires were used to collect the data from a convenience sample of 610 students registered at the campuses of three higher education institutions (HEIs) in the Gauteng province. The data were analysed using principle component factor analysis, descriptive statistics and Pearson’s ProductMoment correlation analysis.The findings indicate a significant positive relationship between variety-seeking, status consumption, media influence and South African female Generation Y students’ attitude towards beauty products. These findings suggest that mass media advertising remains an important avenue for influencing this generation of female consumers and that cosmetic brands need to focus on their status appeal. Furthermore, product lines need to be wide enough to accommodate variety-seeking behaviour and mitigate brand-switching behaviour.
关键词：Fashion; beauty products; attitude; female Generation Y; South Africa