1. A Cross-cultural comparative study between Bangladesh and the United Kingdom with regards to the purchase of cosmetics by
females
FBSE Research and Enterprise Conference 2011, Southampton Solent University
Shahina Pervin
Data analysis process and techniques Chapters 6 and 7
Factor
analysis
Mann-Whitney U Mann-Whitney U
Descriptive statistics
Chi- square
H1
P
H2
P
H3
P
H4
P
H5
N
H6
P
Findings for research
question 1-6
H1- Five extracted factors within UK and Bangladesh
Countries City Factor 1 Factor 2 Factor 3 Factor 4 Factor 5
Bangladesh Dhaka Thoughts in
cosmetics
purchase
Brand link to
social
recognition
and prestige
Skin colour
link to
authority in
society
Group
conformity
Personal-
self
United
Kingdom
Hampshire Brand link to
personal
satisfaction
Skin colour
link to
authority in
society
Group
conformity
Thoughts
in
cosmetics
Personal-
self
21
21 )(2
nn
MM
IROr +
−
=
)(
149132
03.7808.2122
+
−
= =+.95
H2- Glass rank biserial correlation for IRO* (Important referent others ) in the decision making process of buying
cosmetics
H4-Boxplot result of the differences in PDI* (Power Distance) link to brand orientation between Bangladesh and the
UK
71.
147136
)37.9356.194(2
+=
+
−
21
21 )(2
nn
MM
UAIr
+
−
=
=
H3- Glass rank biserial correlation for UAI* (Uncertainty Avoidance ) in the decision making process of buying
cosmetics
Abstract
As markets are becoming increasingly global, the need to understand consumers in different cultures is a priority. A literature
survey on the role of culture in consumer behaviour on consumers’ decision-making processes (DMP) indicated that this factor is
taking on an increasingly important role.
In the Bangladesh cosmetics market both locally produced toiletries and cosmetics and international brands play a significant role.
Traditional values are dominant in Bengali culture; however modernisation has touched its cities and suburbs. This research aimed
to provide insights into consumers’ purchase behaviour and the related decision-making process between Bangladesh and the
United Kingdom. This research is therefore focused on an examination of key cultural differences that exist between Bangladesh
and the UK in order to identify the key forces driving consumer behaviour between the two countries in regards to the purchase of
cosmetics. The results of the factor analysis on the 18 statements of attitudes on concept of face identified five individual factors
which are dominant among Bengali consumers’ decision-making process when purchasing cosmetics; namely ‘Thoughts in
Cosmetics Purchase’, ‘Brand link to Social Recognition and Prestige’, ‘Skin Colour Link to Authority in Society’, ‘Group Conformity’
and ‘Personal-self’.
The findings from the factor analysis, Mann-Whitney U test and Chi-square tests indicate the importance of the “face concept”,
Hofstede’s measures of cultural differences on consumer behaviour in the two countries. Attitudes, beliefs, group conformity
dynamics and family relationships among Bengali and British female consumers are different and consequently affect and shape
their consumption behaviour and the decision-making process. This study provides a significant contribution to the understanding
of the consumer behaviour between a Western nation and a developing nation. This study also provides a framework for creative
advertising appeal in the context of socio-cultural and ethical components applicable to South Asian countries.
H6- Mann-Whitney U test results for CFE* (Concern for environment) and CFAW*
(concern for animal welfare) between Bangladesh and the UK
CFE* CFAW*
Mann-Whitney U 9772.500 9624.500
Z -.837 -1.182
Asymp. Sig. (2-tailed) .403 .237
Exact Sig. (2-tailed) .238
Pearson Chi-Square
Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Shopping around 12.584 2 .002 .001
QR1: differences in practice of shopping around in socio-cultural terms
Mdn Mann-
Whitney U
Z P value
(asymptotic sig.
2-tailes)
P value
(exact sig
2-tailed)
r
Family British 4.00 3747.500 -10.923 .000 .000 +.72
Bengali 2.00
Friends British 3.00 6791.000 -5.359 .000 .000 +.35
Bengali 3.00
Neighbour British 5.00 5466.000 -7.385 .000 .000 +.47
Bengali 4.00
Superior British 5.00 4851.000 -7.999 .000 .000 +.52
Bengali 3.00
QR2Factors influencing the pre-purchase, actual purchase and post-purchase stages of the
decision-making process
QR3: Influential factors Price, Quality and Brand in Decision Making process of buying
cosmetics
QR4: Importance of skin colour between Bengali and British females
Nationality mdn U z P Exact sig. (2-
tailed)
r
Importance of skin colour British 5 2975.500
-10.778 .000 +.71
Bangladeshi 2
QR5: influential factors in using the right colour cosmetics
QR6: Female’s attitudes on the importance of the child’s needs versus reducing spending on
cosmetics
Nationality mdn U Z P (Exact Sig.
2-tailed)
r
Importance of
child’s needs
British 3 10553.000 -.032 .975 -.002
Bengali 2
Advertising appeals
Self-concept
Group conformity
Prestige/social
recognition
Environment
Face concept
Animal testing
and animal
ingredients
Ethical issues
Mediated personal- and
public- self
• Environmentally-
friendly
packaging
• Cruelty
free/animals test
free cosmetics
• Animal
ingredients free
• Formal IROs
(superiors)
• Informal IROS
(family, friends)
Information cuesInformation cues
Brand attributes/ benefits
Brand image /personality
Association of feeling
with brand
Linkage with brand with
peer/ group norms
Brand trial
Brand attitudes Purchase behaviour
Status/ prestige in
society
Fashion-
consciousness
Distinctiveness
Self-confidence
Right colour cosmetic
Feel presentable
Sense of freedom of
choice
Framework of Research Design
Behavioural response of cultural components in creative advertising appeals for cosmetics buying
H5- Differences in the attitudes towards fashion consciousness and important of cosmetics
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