TY - JOUR
T1 - Consumers’ Attitudes Towards Body Aesthetics and Cosmetic Procedures: Evidence From Bangladesh
AU - SALEH, Abu
AU - Khan, Irfan
AU - Rahman Chaudhury, Umaira
PY - 2017/10/1
Y1 - 2017/10/1
N2 - Cosmetic procedures for aesthetical purposes are relatively new in Bangladesh, and only very few studies have been conducted to identify consumers’ attitudes to this industry. Bangladesh is a developing country with the potential to become one of the largest economies in the world. It is being heavily influenced by perceptions of beauty as portrayed by the entertainment industry in Europe, United States and India. Their popular motion pictures, drama serials, beauty pageants, fashion houses and cosmetic companies are encouraging consumers to look perfect and the ideal body image for people in Bangladesh is increasingly depicted. The purpose of this research is to understand the key factors influencing consumers’ perceptions and attitudes towards cosmetic procedure. The investigation revealed that mass media, social environment and individual factors are the most significant drivers influencing consumers’ attitudes. This study adds to the literature on marketing, and provides in-depth insights into how consumers’ beliefs are constructed.
AB - Cosmetic procedures for aesthetical purposes are relatively new in Bangladesh, and only very few studies have been conducted to identify consumers’ attitudes to this industry. Bangladesh is a developing country with the potential to become one of the largest economies in the world. It is being heavily influenced by perceptions of beauty as portrayed by the entertainment industry in Europe, United States and India. Their popular motion pictures, drama serials, beauty pageants, fashion houses and cosmetic companies are encouraging consumers to look perfect and the ideal body image for people in Bangladesh is increasingly depicted. The purpose of this research is to understand the key factors influencing consumers’ perceptions and attitudes towards cosmetic procedure. The investigation revealed that mass media, social environment and individual factors are the most significant drivers influencing consumers’ attitudes. This study adds to the literature on marketing, and provides in-depth insights into how consumers’ beliefs are constructed.
KW - Consumer Attitude
KW - Consumer behaviour
KW - Body aesthetics
KW - Cosmetic procedures
KW - Plastic surgery in Bangladesh
UR - http://www.mendeley.com/research/consumers-attitudes-towards-body-aesthetics-cosmetic-procedures-evidence-bangladesh
U2 - 10.18374/JIBE-17-3.9
DO - 10.18374/JIBE-17-3.9
M3 - Article
SN - 1544-8037
VL - 17
SP - 81
EP - 86
JO - Journal of International Business and Economics
JF - Journal of International Business and Economics
IS - 3
ER -