Mirror, mirror on the wall : An investigation into consumer behavior and consumption of image altering products and services in an Irish context

McGrath, Conor (2013) Mirror, mirror on the wall : An investigation into consumer behavior and consumption of image altering products and services in an Irish context. Masters thesis, Dublin, National College of Ireland.

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Abstract

Consumers invest considerable amounts of their income in clothing, cosmetics and treatments to preserve or renew their attractiveness. “In 2009 the Irish cosmetic surgery market was valued at €50 million, this figure has reduced slightly due to recessionary times, but cosmetic clinics in Ireland find business is still booming” (O’Callaghan, 2013). A study into the consumer behaviour in relation to image in Ireland is reported here.

Quantitative results are shown to highlight the behaviour and preferences of Irish consumers. It is shown that Irish consumers portray a number of similarities to that of international examples as shown in the literature. It is identified that a high level of social comparison exists before a purchase decision is made. Consumers use friends as their main source of influence in which they base their perception of beauty. Consumers show high levels of low self-esteem as a result of exposure to television and other media. Where body satisfaction is low product consumption is high.

Irish consumers behave in a similar fashion to that of international examples. Consumers are prone to marketing, media and friends when it comes to identifying a self-concept.

Item Type:	Thesis (Masters)
Subjects:	B Philosophy. Psychology. Religion > Psychology > Body image H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	21 Nov 2013 15:17
Last Modified:	21 Nov 2013 15:17
URI:	https://norma.ncirl.ie/id/eprint/846

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