Exploring the Connection Between Self-concept and Consumer Behavior Concerning Beauty Products in Spain: Market Research for KOSÉ Beauty Group

Abstract

This research explores the intricate relationship between self-concept and consumer behavior within the realm of beauty product consumption among Spanish women. Self-concept, encompassing dimensions like self-image and ideal self, significantly influences consumer choices in the beauty product market. Beauty ideals, body image, and social media play pivotal roles in shaping self-concept, especially in an era marked by pervasive social comparison processes. The study adopts an interpretive and inductive approach, employing qualitative research methods, including focus groups analyzed through thematic analysis. The qualitative analysis software Nvivo is used to code participants answers and find patter between themes. The findings reveal that self-image and ideal self are significantly influenced by physical and societal factors. Body weight, skin imperfections, body curves, and skin tan emerge as key concerns, shaped by societal beauty standards and social comparisons. Social media's influence on participants' selfimage and ideal self is undeniable, highlighting its impact on self-concept. Personal Beauty Values (PBV) scale is used to cluster participants according to their motivation to seek socially defined beauty ideals. Later, this serves as a reference point to elaborate further on each group according to their consumer behaviour habits towards beauty products. Additionally, several avenues for future research are suggested. These include expanding the participant sample to include more diversity, conducting crosscultural analyses, exploring the psychological aspects of self-concept, and conducting in-depth analyses within each PBV group to uncover nuanced relationships between PBVs and consumer behavior.