Chapter 4

RESULTS AND DISCUSSION

The researchers examined The Consumer Behavior in Purchasing Whitening

Soap: Perceived by the Selected Students in Polytechnic University of the Philippines

Santa Rosa Campus. This contains the interpretation, analysis and presentation of the

qualitative data gathered in this research study. Primary goals drove the collection of the

data and subsequent data analysis and the following objectives were accomplished. The

researchers grasped information perception and consumer behavior in purchasing

whitening soap of selected students in Polytechnic University of the Philippines – Sarta

Rosa Campus The following figures were the interview results from the consumers and

users of whitening soap. The discussion provides responses to the specific research

problems of the study.

1. How does your gender affect your decision in purchasing whitening soap?

Gender Affecting Consumer in Purchasing Whitening

43%
57%

Affect Doesn’t Affect

Figure 2. Percentage of the Consumers’ Decision on the Effects of Gender in

was much more concerned on their skin rather than males. Some whitening soaps were

exclusive for females and some male were quite vain and desired to have a lighter skin.

Moreover, 43% of the respondents said that gender doesn’t matter because everyone

could buy and use whitening soap.

In Lippa’s “Gender Nature and Nurture” 2nd Edition (2012), gender refers to

“classes of noun designated as masculine, feminine or neuter in some languages.” The

words gender and sex both have conceals awareness for the state of being male or

female but typically used in slightly different ways. Gender Identity Theory is the

marketing literature that tends to treat biological sex as the sole determinant of gender-

related behaviors an essential use. Martin and Halverson said that gender schema

theory explains how individuals construct their gender identities to interpret their own

experiences and experiences of others.

2. What is whitening soap based on your perception?

Whitening Soap Based on Consumer Perception

15%
8%

78%

Whitens Skin Confidence Other Benefits

Figure 3. Percentage of the Consumers’ Perception on Whitening Soap

20
 The chart above showed how respondents perceived and defined whitening

soap. Almost 77% of the respondents defined the whitening soap as whitener and can

lighten the skin while 15% of them defined that whitening soap could moisturized skin

and gave other benefits and functions and the other 8% defined the whitening soap

could boost self-confidence.

Based on the article entitled “How Does Skin Lightening Soap Differ from Skin

Lightening Creams?” by Suzzy (2013), skin whitening soap is the foundation of any good

skin lightening regimen. Skin whitening soaps also work to gently exfoliate the skin,

sloughing off dead skin cells and revealing new healthy skin that’s just hiding

underneath, helping whiten skin faster.

3. How does your knowledge help you in purchasing whitening soap?

Knowledge of Consumers in Purchasing Whitening Soap

5%

95%

It Helps Doesn't Help

Figure 4. Percentage of Consumers’ Knowledge in Purchasing Whitening Soap

The chart showed that 95% of the respondents said that their knowledge about

whitening soap was a great help and served as a basis on how they chose a good

21
quality product that suited on their skin type and make them wise in purchasing what

kind of product to buy. On the other hand, 5% of them said that the knowledge they had

about whitening soap cannot help them in purchasing because it was not effective.

According to Helen’s “Glutathione Soaps – The Good, The Bad, And Some Tips

for Skin Whitening” (2015), the benefit of glutathione is important to the body since it

removes free radicals, helps slow aging process, and prevents other diseases. Applying

this to the skin is said to constrain the production of melanin, thus achieving the

lightening effect and minimizing skin discoloration. It helps improve the skin complexion

and tone. Using the glutathione in soap form, it is believed to not cause harmful side

effects compared to IV. They also include additional ingredients that are good for the

skin, like Vitamin A, C, and E. Some also have moisturizing ingredients. For the

disadvantages, there is some debate to its real effectiveness, since it can make the skin

lighter by a number of shades. A lot of them melt quickly. Some users experience drying

out of the skin, so use of moisturizers/lotion/cream is recommended.

4. What are your intentions in purchasing whitening soap?

Intention of Consumers in Purchasing Whitening Soap

38%

63%

Whitening Self Confidence

Figure 5. Percentage of Consumers’ Intention in Purchasing Whitening Soap

22
 The chart showed that 62% of the respondents purchase whitening soap to

whitens their skin while 38% of them also said that their reason in purchasing whitening

soap was to have a self-confidence, to blooming and glowing skin, and to maintain their

youthful look. The other 2% of the respondents said that they were not the one who

bought the said whitening soap because they were already contented with their skin

complexion.

According to Alfajora (2013), Filipinos see fair skin and young skin, as one of the

standards of beauty and being attractive has become a basis of being accepted in the

society because most people will judge you by the way you look. It seems like there is

discrimination within our society. Frankie, a blogger from Skin Beautiful Blog, has stated

a few considerations of why it is so important to be beautiful. She said, “Attractive people

are more likely to have dates and have many friends” and “attractive people are 2-5

times more likely to be hired for a position” while “unattractive people are most likely to

be assumed or accused of committing a crime.” Advertisements are also one of the

factors that made us think that fair skin is beautiful.

5. What kind of buyer are you in purchasing whitening soap?

Kinds of Buyer in Purchasing Whitening Soap

15%
28%

57%

Habitual Buying Behavior Dissonance Buying Behavior Complex Buying Behavior

23
 Figure 6. Percentage of Kinds of Buyers in Purchasing Whitening Soap

The chart above showed that 57% of the respondents were dissonance-kind of

buyers which is meant by having highly involvement with an expensive, in frequent, or

risky purchase but see little difference among brands. Meanwhile, 28% of the

respondents were complex-kind of buyers who were not doing any effort in purchasing

whitening soap, also they only buy when the product recommended. On the other hand,

15% are habitual-kind of buyers for they purchase whitening soap that they were

consistently using. These three types of consumer buying behavior based on the degree

of buyer involvement and degree of differences among brands were explained by

Armstrong and Kotler in 2012.

According to Stern, impulse buying theories present an ocean of opportunities for

marketers. Every aspect of a product, from the way the packaging catches the eye to the

way the product is displayed in the store, has an impact on a consumer’s impulse

control. Marketers who can capture the impulsive thought and close the sale will have

the most success.

6. What promotional activities attract you to purchase whitening soap?

Promotional Activity that Attracts Consumers

30%

70%

Tv Commercials and Advertisements/Reviews Word of Mouth/Sales Talk

24
Figure 7. Percentage of Promotional Activity that Attracts Consumers to Purchase
Whitening Soap

The chart above showed that the most effective promotional activities that

attracted the consumers in purchasing whitening soap. 70% out of respondents believed

that TV commercials, social media advertisements and video reviews were the most

effective and attractive promotional activities. And the other 30% said the “word of

mouth” or testimonials attracted them in purchasing whitening soap. Tanner (2012)

emphasized that sales promotion are activities that supplement a company’s advertising,

public relations and personal selling efforts. The goal of sales promotion is to persuade

customers to act quickly and make larger purchases.

According to Philippines Daily Inquiry (2014), the effectiveness of promotion lies

on the impact of message on the consumer, when they are making a purchase decision

similar in their mainland or hometown where they grew up and acquired some customs.

Moreover, Dr. Flores (2012) said that there is critical success factor. First advertising

and promotion to maintain a competitive edge in the industry, players spend millions on

industry. Second is pricing with present economic slowdown people eat out but with a

low budget.

7. How does the price affect your satisfaction in purchasing whitening soap?

Price Affects Consumer in Purchasing Whitening Soap

30%

70%

Affect Doesn’t Affect

25
 Figure 8. Percentage on the Effect of Price in Purchasing Whitening Soap

In this figure, it showed the effect of the price in consumers when they purchased

whitening soap. Most of the respondents said that the price affects their purchasing

behavior because some of the respondents were price conscious. But most of them

were willing to purchase regardless of the price. According to them, expensive whitening

soap was considered effective and has a high quality.

Based on Griffin (2016), pricing is cost-based, demand-based or competition-

based. In cost-based pricing, the consumers set the prices purely on product costs and

the desired profit without considering the demand. In demand-based, consumer

research helps to ascertain the acceptable price range, and then the consumer can

determine the profit and cost requirements within that range. In competition-based

pricing, the consumer will set the prices based on their competitors. Depending on

customer loyalty or brand differences, the consumer might be selling at above or below

market price.

According to Sarakolee (2012), one of the best pricing methods is value-based

pricing or say value optimized pricing in which price is set primarily but not exclusively

based on perceived value to customers, but neither cost of product, market price,

competitor price nor historical price

26