Correlational Study

LYCEUM OF THE PHILIPPINES-LAGUNA
Km 54 National Highway, Brgy. Makiling, Calamba City

HIGH SCHOOL DEPARTMENT
“Look Better, Feel Better”: A Correlational Study Between Makeup Brand Loyalty and its User’s
Level of Confidence
A thesis presented to LPU-Laguna High School Department

In partial fulfillment of the requirements for
Inquiries, Investigation, and Immersion
Ayo, Shane Kathleen G.

Capil, Floyd R.
Collaga, David O.
Hernandez, Arabela P.
Mendoza, Danice Clydeiline C.
Narciso, Paul Adrian F.
Yoo, Miju
May 2021
Abstract
In every culture, the population is required to meet a certain standard of beauty. There are
individuals that think outside the box to push the edge as far as they can, yet there are universal
standards that most people agree are fair within the context of their society. In most civilizations,
these behavioral boundaries are referred to as societal norms (Tagai, 2016).
The researchers conducted this study to be able to determine if there is a significant

relationship between makeup brand loyalty and its user’s level of confidence. The current research
was carried out to know how wearing of makeup can boost someone’s confidence. This
correlational study was conducted on 101 women aging 18-25 years old who reside in the
Philippines. Data were collected by a valid and reliable questionnaire, consisting of two variables:
level of confidence of women and brand loyalty of women. These two variables have a high
correlation since the result of the r - value is 0.41. there is also a significant relationship between
the two variables since the p – value is 0.00. The findings indicated that there is a significant
relationship between makeup brand loyalty and its user’s level of confidence.
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Table of Contents
Abstract.................................................................................................................................................. 1
Chapter 1............................................................................................................................................... 3
INTRODUCTION.................................................................................................................................... 3
Background of the Study.................................................................................................................... 3
Research Gap.................................................................................................................................... 6
Research Objectives.......................................................................................................................... 7
Research Hypotheses........................................................................................................................ 7
Significance of the Study....................................................................................................................7
Scope and Delimitation...................................................................................................................... 8
Definition of Terms............................................................................................................................. 8
Chapter 2............................................................................................................................................. 10
REVIEW OF RELATED LITERATURE................................................................................................10
Perception of Beauty........................................................................................................................ 10
Beauty’s Role in Confidence............................................................................................................ 11
Facial Cosmetic Products................................................................................................................. 12
Perceived Quality in Makeup............................................................................................................ 13
Brand Loyalty................................................................................................................................... 14
Conceptual Framework.................................................................................................................... 16
Chapter 3............................................................................................................................................. 17
METHODOLOGY................................................................................................................................. 17
Research Design.............................................................................................................................. 17
Data Gathering Method.................................................................................................................... 17
Sampling and Respondents............................................................................................................. 18
Data Gathering Instrument............................................................................................................... 19
Data Analysis................................................................................................................................... 19
Ethical Consideration........................................................................................................................... 20
Chapter 4............................................................................................................................................. 21
RESULTS AND DISCUSSIONS.......................................................................................................... 21
Table 1. Level of Confidence of Women..............................................................................................23
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Table 2. Brand Loyalty of Women........................................................................................................25

Table 3. Correlation of Brand Loyalty and Its User’s Level of Confidence............................................26
Chapter 5............................................................................................................................................. 27
CONCLUSION AND RECOMMENDATIONS.......................................................................................27
Conclusions...................................................................................................................................... 27
Recommendations........................................................................................................................... 28
REFERENCES.................................................................................................................................... 30
APPENDICES...................................................................................................................................... 34
Curriculum Vitae............................................................................................................................... 35
Data Gathering Instrument............................................................................................................... 42
Grading Sheet.................................................................................................................................. 46
List of Figures
Figure 2. Makeup brand/s Used by the Respondents 21

Figure 3. Most Preferred Makeup Brands by The Respondents 22
List of Tables
Table 1. Level of Confidence of Women 23

Table 2. Brand Loyalty of Women 25
Table 3. Correlation of Brand Loyalty and its User’s Level of Confidence 26
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Chapter 1
INTRODUCTION
Background of the Study
There is a level of attractiveness that the population is expected to satisfy in every

culture. There are those that step outside of the box to expand the envelope as it can, but
within the framework of their culture, there are universal principles that most tend to believe
are fair. These behavioral limits are known as societal norms in most societies (Tagai,
2016). In the United States, it has also become a cultural standard for women to wear
makeup. Many women wear facial makeup to accentuate their attraction and beauty. Based
on the nature of interpersonal contexts, an emphasis on femininity, and recent social
makeup patterns, makeup may range from natural to glamorous (Fardouly, & Rapee,
2019). It is an accepted process for women to wake up in the morning and add cosmetics
to their hair, along with conventional beauty practices, to hide blemished areas and
strengthen attractive ones. Depending on the person, this is a process that might take five
minutes or more than an hour. At any period in their lives, a huge part of this culture wears
makeup, but there are those who still do not (Nho et al., 2018).
During the times of Prehistoric years, humans use natural pigments in plants and
fruits as body paint. And only become noticeable at the time of 4000 BC, when Egyptians
utilized the use of; Malachite, a copper carbonated pigment, dark grey mineral called black
kohl and crushed charcoal (Coleman, 2020). These components give the signature look for
Egyptians, like the eye makeup. Through the years, makeup continues to evolve in a
positive way. From only having it as eye makeup, at 1000 BC, face powder and red lipstick
are created and used as a form of distinctiveness. And at hundred BC, such cosmetic
products circulated and spread in the entire empire of the Romans (History of Cosmetic,
2020). Though, like other goods and services, these products also experienced the process
of extinction, but its defensive resistance to survive still flourished. Making it continue to
thrive the industry of cosmetics around the world. And give birth to different makeup brand
products and up till the present day, it continues to grow and be the successful brands of
the generation. And to earn the loyalty of people of different ages.
Products such as blushers, powder and mascara are only few products name, which
have been adopted by woman to make their appearance better looking. As couple of years
passes through, it became popular with the name cosmetic products that have been used
to make a man or woman feel and appear more appealing. The practice of beautifying
oneself does exist even the ancient times, it is on the early 1500 B.C. In ancient Egypt, it is
already common of having painting around the eyes having different colors and has kohl
used to darken the eyelashes and eyebrows (Diamond & Diamond, 2018). The appearance
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had a direct correlation to the spiritual identity based to their beliefs and settled tradition.
The usage of makeups and other cosmetic products are not only to appear more attractive,
but also by putting colors made from paint around their eyes, it is possible for them to ward
off evil spirits. Egyptians adopted cosmetics to use for religious purposes (Mellor, n.d.).
A massive demand and employment of cosmetic product in all part of Europe started
after 100 years. It is a decision of the Roman Empire carried through the use of cosmetics
(Diamond & Diamond, 2018). In the present era social status can reflect through the
appearance which makes makeup essential. The beliefs of the Greeks with regards on
makeup was changed since they adopted the practice of using cosmetic products like
makeup. (Mellor, n.d.). The usage of cosmetic products spread and evolve around the
world as the time pass by. By the year of 1900s the companies of cosmetics had improved
a wealth of new products that will improve the experience when it comes to cosmetics and
created new ideas related to the business for themselves. Even if cosmetics had already
existed and continue to grow even after couple of centuries, it was still commonly used by
highly sophisticated users. Back to the 1950’s there were a lot of products that were not
considered acceptable to the society. Considering the social basis for woman, wearing
makeup results for not being a nice and becoming a mean girl (Diamond 4 & Dia-mond,
2018). The laborers who performed and worked out in the fields are always had darker tone
of skin, which has an implication that it was thought more pretty to have pale color of skin,
which is an indication earning money and did not have to work hard (Mellor, n.d.). On the
1970’s the industry of makeups and other cosmetics began to introduce to the market more
variety of products and color options and combinations. By not wearing those products
indicates simplicity while using it shows beauty to the society (Diamond & Diamond, 2018).
From the past 5 years the industry had increased the output created by the fourfold from
1958 up to 1980 (Wilder, 2014).
In the Philippines, the cosmetics industry continued in having encouraging growth,

according to the Chamber of Cosmetic Industry in the Philippines (CCIP). Well-fragmented
and highly saturated cosmetics in the market of Philippines is a concept adopted by the
county from foreign companies. According to CCIP, foreign brands established a long-term
loyal following amongst consumer in the country and takes advantage of it. These foreign
products are considered as high quality of products but are also have higher price
compared to its competitors. Filipino consumers are quality conscious but also price
conscious, and a consumer would rather purchase an imported good if there is a little price
difference than buying locally manufactured product. European brands, especially with
designer labels belongs to the high-end, and therefore, expensive market segment is the
most popular not only to the country but globally (Krillov, 2018.)
Imported brands just like Avon (for its imported products line), Max Factor, Mary Kay
Cosmetics, Maybelline, Dial and Lander Products, Shiseido, Fullerton (Sara Lee), L’Oreal,
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Kanebo, and numerous other brands. Aside from known products of foreign companies,
cosmetic manufacturers in the country are starting to be famous to the country. It includes
Avon Philippines, Cherry Laboratories, Colgate Palmolive Philippines, Johnson & Johnson
Philippines, Jemica Cosmetics Manufacturing, S A Goldon Philippines Corporation, and
Splash Corporation/Hortaleza Beauty Center (HBC). Meanwhile, Korean products are
gaining popularity in the Philippine market unlikely for products of China given associated
with toxic contents in cosmetics (Federal Food and Drug Administration, 2019).
Cosmetics remained to the present years as a performer that is dynamics within

personal care and specially to the beauty care in the Philippines in 2019, it benefits coming
from the increase in the product numbers available all-over facial make-up such as eye
make-up and lip products to be more precise, it includes lower price options offered through
drugstores and even in supermarkets. The department stores continued to expand and
reach a large scale of consumer resulting to gain of sales and further massive value share
within the Colour cosmetics in 2019, as it appeals to the consumers because of the
popularity of makeup and other cosmetics (Federal Food and Drug Administration, 2019).
Euromonitor International's Colour Cosmetics in Philippines continue to offer a

comprehensive guide to the standard size and shape of the market when it comes to the
national level. Providing the retail sales data 2015-2019 which is the updated sales, it
allows consumer to specify the sectors driving growth (Jackson, 2019). The increase of the
population and declination of unemployment rates are driving the continuous growth of the
cosmetics industry in the Philippines, considering the image-consciousness of consumers
are increasingly opting for products related to makeup and skin products. The value share
of the Philippines in the Asia-Pacific (APAC) region decreases ranging from 2.1% to 1.8%
from 2018-2019, this is due to the projected faster growth and advancement of cosmetics
products comparing to the other leading countries in the South East Asia and even around
the world (Wilson, 2019).
Knowing and deeply understanding the purposes or reasons why women purchase
cosmetics including personal level can result to a better analyzation of their usage and
buying habits. Known Brands of makeup like Maybelline, Kjaer Weis and Neutrogena
create top selling products such as liquid lipstick and contouring which becomes trends to
consumer. The “YSL Beauty” is also one of the top cosmetics companies around the world
that inspire women, they believed that one beauty is essential, and no one should ever be
without (Pointers, 2015).
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Research Gap
This study determined if there is a connection or relationship between brand loyalty

and the level of confidence of women among ages 18 – 25 years old, who have enough
experience and already tried and explored different makeup brands available here in the
Philippines. Those makeup brands could be made internationally or locally manufactured.
In addition, the study provided data about the most trusted makeup brands for women, in
order for them to have insights on what makeup brands have the qualities that most of the
women give their interest in. In addition, this study examined the pattern of brand loyalty,
whose respondents are the women from the Philippines who are hardcore loyal or
switchers of cosmetic products. From the theoretical point of view, this research promoted
the consumer literature of confidence and loyalty, providing the empirical evidence to
support relationships between brand loyalty, full satisfaction of the consumers and level of
confidence in a context of cosmetic products that they use. Previous studies tackled about
how wearing of makeup can boost someone’s confidence. Thus, this study determined if
there is a relationship between makeup brand loyalty and the level of confidence of a
woman.
Research Objectives
The objective of this study sought to determine if there is relationship between makeup
brand loyalty and its user's level of confidence.
Specifically, this paper sought to address the following objectives:
1. To determine the makeup brand used by the respondents.

2. To determine the most preferred makeup brand by the respondents.
3. To assess the loyalty of women to a certain makeup brand.
4. To identify the level of the confidence of the women who use certain makeup
brands.
5. To identify whether there is a significant relationship between makeup brand
loyalty and its user’s confidence.
Research Hypotheses
The following hypotheses were formulated to guide this study:
H 0 = There is no significant relationship between makeup brand loyalty and its user’s
level of confidence.
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H A = There is significant relationship between makeup brand loyalty and its user’s level
of confidence.
Significance of the Study
The findings and results of this study can benefit the following individuals in
discovering if there is a relationship between the confidence level of its users and their
loyalty to a certain makeup brand, especially for the women aging 18-25 years old who
reside in the Philippines.
Women. The results may serve as a motivation in boosting their self-esteem and for them
to believe in their own beauty, with or without makeup. Through this study, it will help them
realize if they truly know themselves and also, they would be able to know the possible
outcome of using a specific makeup brand and their level of confidence, by discovering if
there is a significant relationship between the two.
Families. The findings of this study can make them understand why their family members
have different levels of self-confidence and for them to support their love ones in any way
possible. It could also serve as a guide in determining if a relationship exists between the
confidence level of women in their families and the specific makeup brands that they are
currently using.
Influencers. The results can make them be aware of the makeup products that they will
promote and recommend to people.
Brand Developers. Through this research, it can provide them feedbacks about their
makeup products, to recognize if their brands are known by people for its promising results,
and for them to know if their products need improvement or not.
Future Researchers. The results can be beneficial for them and it can serve as a basis of
their study for future research purposes.
Scope and Delimitation
The study mainly focused on the confidence level of women in the Philippines who
are using their desired brand of makeup products. The respondents for this research were
women only, whose age are ranging from 18 – 25 years old and have enough experience
or knowledge on different makeup brands. The researchers utilized the online survey
questionnaires which is the main source in data gathering. Furthermore, this study
delimited all the men who are living in the Philippines, for the study only wanted to
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determine the women’s loyalty on makeup brands and their level of confidence. The men
were delimited from the study in order to have a fair perspective on brands of makeups and
for a higher chance of getting an accurate and precise data.
Definition of Terms
Cosmetic Product - Cosmetic is a product that you apply to one’s body, to be more attractive,
or change the way they look. Like hair dyes, make-up, perfume, and skin care cream.
Malachite - popular with its green color. Malachite is commonly you see in African sources.
Some people recognize Malachite as protection from evil.
Melanin - it gives color and protection to sunlight. Also, it is a dark substance in the skin, eyes,
and hair of human and animals.
Pale skin - Pale skin is abnormal lightening skin. It can be whole body or specific parts of the
body. The cause of pale skin is having low blood or decreasing of blood.
Pigment - Pigment gives the color of skin, hair and eyes. Black people have more melanin
than white people.
Makeup - Cosmetic such as lipstick or powder that applied to the face. used to enhance or

alter the appearance.
Confidence - Level of belief that the person is good enough, and willingness to ask questions.
Brand Loyalty - The tendency of consumers to continuously purchase one brands products

over another.
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Chapter 2
REVIEW OF RELATED LITERATURE
Perception of Beauty
According to Godina and Zadorozhnaya (2016), facial appearance has strong

societal consequences for people, even more for women than for men. This study shows
that women who are found unattractive are also stigmatized, since they are more likely to
indulge in illegal activity. Although there is very little evidence that possessing a certain
facial style makes you more likely to commit a crime, there are a variety of studies that
support the fact that specific facial assumptions exist that will lead one to equate those
facial features with a specific crime.
If getting seemingly unappealing characteristics would bring about the perception

of an individual to be socially deviant, it would also be crucial to analyze if the opposite
assumption is correct. In a study conducted by Nakamura and Watanabe (2019), which
assessed the amount of confidence people had for more attractive individuals, they found
that at the first encounter, certain individuals with a higher attractiveness rating were
considered to be more trustworthy. Unfortunately, in this product and appearance-
oriented society, the old adage, "don't judge a book by its cover," seems to have lost its
appeal. In how individuals judge not just people, but themselves, beauty has become an
over- whelming influence.
In today's culture, it is not shocking for women to contend with one another. What
is fascinating is the fact that men seem to be more competitive based on skill and
intelligence, where women are considered competitive based on appearance and
physical appearance (Patcas et al., 2019). It may seem on the surface that women are
just vainer, but is that really the case? That physical presence has an effect on many
aspects of life is undeniable. It is capable of "influencing the social influence we have or
are deprived of, including the jobs we seek, the income we earn, the clubs we join, the
individuals we marry, the connections we make, and the colleges we enter (Brierley et
al., 2019).
Beauty has proved to be linked to social aptitude quite generally. People who are
found more appealing are often believed to have better social abilities and are found to
have less depression and social anxiety issues than unattractive individuals (O’Connor &
Gladstone, 2018). They found that overall high ratings of physical attractiveness were
specifically linked to expecting success in social contexts in a study conducted by
Davison and McCabe (2011), which linked physical attractiveness to anticipated
success. Observers as well as individuals testing themselves were included in this
research. The outcomes in both classes were identical when the association between
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attractiveness and the expectation of success was tested. This says a lot about the
concept of appearance and the influence it is assumed to have on a person, because
usually a large part of everyday life is all social circumstances.
Beauty’s Role in Confidence
Women are mostly bombarded by the picture of what the society seems to dictate
the standards of beauty resulting to most of women to feel inadequate and their
perception about confidence and it put pressure for the women to do the things to be
called beautiful. The body is also a basis of the society of liking and disliking a person
it is because of deviation from beliefs and norms on the appearance where in evidence
prove that it caused anxiety, insecurity and low self-esteem. The media plays a big role
to the concept of beauty since people intend to reflect anything said in television, radio
and social media which is very common to encounter societal perceptions of the female
body. Additional to it is that body of woman in an image and her satisfaction is influenced
by the exposure to the idea that are commonly seen in fashion magazines (Scott, 2016).
In the present generation, most of the teenagers are inclined with makeups and
other cosmetic products especially women. They are using cosmetic products to hide or
cover the flaws on the body, mostly in the faces. The frequency with the usage of
cosmetic products and level of self-confidence has a moderate correlation having a
person value of
0.68. This supports the study of Davis (2013) and Berry (2010) that women have the
tendency to become more confident and boost their self-esteem if they are using
cosmetic products. Unfortunately, the result of usage of cosmetic products and level of
self- confidence implies that there is a weak correlation. It is also supporting the claims of
Aquino J. (2017) that of choosing what cosmetics to wear lies on their own decision or
personal based and based on the results (Aquino, 2017).
The consumption of facial cosmetics may help to boost a sense of confidence of

a woman in terms of how she viewed her appearance thus making her more self-assured
about the idea that confidence is achieved or gained when physical appearance matches
the situation. Some of known cosmetic products are whitening cream, mascara, makeup
and lipstick. Also, it is not only adults who consume cosmetics but even students can't
avoid trying cosmetic products because their fellow classmates and relatively close
friends are criticizing them when they have an acne and flawed skin (Rajajeyakumar,
2016). Student, especially the girls think that looking good and feeling beautiful allows
them to communicate and express themselves more effectively with other people.
Cosmetic products are usually seen as a way to improve feminine beauty ideals and
serve to help woman to show to the society that they are capable of its beauty
expectations (Rajajeyakumar, 2016).
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To gain self-confidence, women use cosmetic products however, when it comes

to choosing and why it is needed to wear cosmetics does not indicate that it can give
self- confidence to its users. That is the reasons why the researchers conclude that
cosmetic products like lipsticks and makeups can boost self-confidence when using it
without considering why and what is intended of use because it depends on their own
perception and decision as a woman and cannot be dictated by any other factors. Lastly,
minority gain self-confidence when using cosmetic products which should be appropriate
on their age and situations (Aquino, 2017).
Facial Cosmetic Products
According to Eckert et al., (n.d), facial cosmetics are used for highlighting and
defining facial features such as eyes, lips, cheekbones, nose and jaw. Such products are
commonly used by women to create and have their signature look. Which make them
much noticeable and become a form of distinctiveness from most of the people. By this,
women and other genders that uses such products gain more confidence than people
who do not wear makeup. In addition, these are also used to hide imperfections in an
individual’s face; blemishes, freckles, pimples, redness, dark spots, and other unwanted
skin problems (Tuansi, 2015).
Which is why facial cosmetics from different brands are form with different uses
and formulation or raw materials. Each product has its own kind of uniqueness and
purpose. But according to Cosmeticsinfo.org (2016), all of those products share common
purpose: to define a person facial features and create attractiveness. Most common
facial cosmetics that are used by women and other gender for everyday living are
foundation, eye makeup, lipstick and blush.
Foundation is used to cover; uneven skin tone, blemishes, dark spots either
under the eyes or on other parts of the face, blackheads and whiteheads, and other skin
flaws (Eckert et al., n.d). The next product is totally different form foundation for eye
makeup are commonly use or its solely purpose is to give highlight and provide higher
definition to the eyes (Cosmeticsinfo.org, 2016). Like how mascara, eyeliner, eyebrows
and eyeshadows are use. Mascara provides longer and thicker lashes which create a
focus towards the eye (Cambridge Dictionary, 2021). It makes the eyes much bigger and
much define. Which also how an eyeliner is use, it gives a darker shade under the eyes
and creating a focus towards the eyes. Meanwhile, eyebrows are used to define and
provide a thicker look of the hair there. Though eyeshadow provide a different
characteristic: color, that gives different vibes, look, and vibrant (Cosmeticsinfo.org,
2016).
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If eye makeup is created to highlight and define a person’s eye feature, lipsticks
are for lips definition. Lipsticks have many kinds. It may come in cream, matte, tint, gloss
and etc. Although all are made to give different colors for peoples lips still, each lipstick
has its difference and kind of uniqueness. Like for cream lipsticks, it looks like a slightly
matte and glossy form but are easy to remove because of its formula, cream: a lipstick
with higher content of wax as its raw material (Zee, 2018). According to Zee as well,
matte lipstick is the one that is opposite from gloss lipstick. If gloss is an eye-catching
lipstick for its noticeable shine, matte is an exact opposite of it. For matte lipstick are the
one that are shine free or in other words, it has no shine at all that creates a dry looking
lip. Lastly, lip tint, commonly used by teens, a startup lipstick. An in between formulation
of gloss and lipstick that can also be used as an eyeshadow and as a blush (Miller,
2021).
Perceived Quality in Makeup
According to Chandra and Keni (2019), perceived quality is the perspective of a

customer towards a particular brand. This is a judgement on the products characteristics,
color, shape, size, smell, feel, taste and etc. Those characteristics that can be
determined and be noticed by humans six (6) senses. It enables a customer to have prior
knowledge about the product other than getting information from influencers and in
product reviews. Though having platform nowadays that provides information about
makeup may affect the perceived quality of an individual when it comes to final
purchasing of a particular product of a certain brand. Influencers and Reviews will
surface at this, by providing good or bad traits, characteristics, and reviews about a
certain product (Falletta, 2013). And if a consumer is not yet familiar with a certain
product; reviews, comments and recommendations from influencers who have more
knowledge about the product will be a credible source especially for beginners in the
makeup industry.
Though take note that according to Stylidis et al., (2019), having a good
perceived quality on a particular makeup product or brand depends on a person’s
preference towards products. every individual has their own kind of preference, and skin
tones have a huge role when it comes to this. When it comes to choosing a particular
(basic) makeup product; foundation, lipstick and eyebrows, colors should be properly and
appropriately be chosen according to the skin tone of an individual have (instructables,
2017). For having an unaligned skin tone and color or shade of makeup may affect the
overall look of a person using it.
Price may also affect customers perception towards the product, makeup. Most
people prefer to buy luxury brands of makeup, not only that those particular brands
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improve their confidence for being able to afford such high-end brands and be part of
people with such luxurious set of collection of makeup brands at their home. But luxury
also means that, for people, the product used or uses good quality raw materials and
produce quality goods and services for the customers. But this may be disregarded as
well once popular and known makeup brands surface and produce quality products that
reached the standard set by luxurious brands. This, known brands, may create higher
sales volume and sales for creating a product that provides the perceived quality of most
people and having it purchase in an affordable price that most people can buy (Shapouri,
2016).
Chase (2019), said, long time ago, more than 50% assets of global population
finding specific makeup that reflect their skin. Finally, the beauty industry finds that the
stock-standard “Light/Medium” and “Dark/Medium” shade are not compatible to anyone
(Guthrie & Kim, 2012). Cosmetic is one of the consumer goods that have high
competition. For consumer, brand is very important when they are buying makeup.
Expected to give some useful information how companies design their promos in market
for the costumer. Skulocal (2017), a costumer shopping experience, customer in a
positive are more likely
to pick extra. Sometimes the placement of the product or cosmetic affect. And also, how
product or cosmetic are ell arrange, because it will affect the perception of the consumer
toward the product.
Brand Loyalty
Brand loyalty is the consumer's preference to purchase a particular brand in the

category of products. It happens as buyers see that the brand delivers the right product
functionality, photographs, or quality at the right price. This understanding may result in a
repeat purchase resulting in loyalty. Brand Loyalty is also linked to the desire and
commitment of the consumer to the brand. It can occur because of a long history of
product use and confidence that has grown as a result of long-term us (Ghani & Ishak,
2013). According to Jacoby and Chestnut, brand loyalty is a feature of psychological
decision- making, evaluative processes, as the biased, behavioral reaction, articulated
over time, by some decision-making unit, in relation to one or more alternative brands
from a collection of such brands (Jacoby & Chestnut, 1978, as cited in Ishak & Ghani,
2013). A lot of studies have been studying customer satisfaction for the last three
decades. From two perspectives: allegiance to behavior and allegiance to attitude
(Bandyopadhyay & Martell, 2007, as cited in Nam, Ekinci & Whyatt, 2011). Allegiance to
behavior is the type of consumer loyalty, which results in a simple replication of the
buying behavior, without any mental and/or psychological factors supporting the action,
and without any specific preference for the purchased product (Warleta, 2016). Attitudinal
loyalty is when, regardless of a positive brand choice, a client continues to be loyal (a
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brand satisfies main practical and/or emotional expectations or the client has an
emotional brand affiliation). Attitudinal loyalty does not inherently amount to behavioral
loyalty and does not necessarily mean that the client is a big buyer of the company (A
Guide to Citation, 2016) in Ipsos Encyclopedia.
A particular level of income corresponds to a different perception and position

towards the commitment to the brand (Kumar & Advani, 2011). Loyalty to a brand is
significant for the growth of brand value. Kumar & Advani (2011) conducted a research
that reveals that customers display strong distinction in their understanding about the
marketing technique of retailers, in relation to customer-based brand equity. The study
showed that customers have three income classes (low, middle and high). The principle
of Barrera (2010) is that "a brand is a bunch of practical and emotional qualities that
gives assurance about a special and welcomed experience." Higgins (2012) bring up that
people do not buy goods or services, they buy brands. It also includes that the diversity
among branded and unbranded products rest in their capacity to serve the customers for
they are known as the producers of social personality.
According to Fanaras (n.d.), brand loyalty also lasts a lifetime and for future
generations, even transfers. According to Joshua Miller (2020), the value of brand loyalty
is that it can be a major gain if a company can develop a solid client base that has been
committed to their product. Creating a foundation like this does not happen immediately.
It requires company-to-consumer engagement and continued production of quality
products and services. Price would still be a consideration but is regarded by a loyal
audience as a "trusted" or "preferred" brand could prove to win out over all else, including
price (Miller, 2020).
Companies' ability to compete purely on price has become challenging in this

highly competitive setting. As a result, most businesses today understand the value of
delivering outstanding customer service. Customer happiness and loyalty are important
in today's world for business success and continuity (Rashid et al., 2014). In retail,
ensuring a happy and loyal customer is essential to the company's development and
survival. Creating customer satisfaction and loyalty gives a company a long-term
competitive advantage over its rivals. (Kursunluoglu, 2014). Granting customer
satisfaction and loyalty offers a long-lasting advantage to companies over their rivals
(Kursunluoglu, 2014). Customers that are pleased and satisfied are the company's
advantages, for the positive reviews boost the credibility of the business and reduce the
expense of attracting new customers. Conversely, there are opposite impacts on client
disappointment. (Amoopour, 2014). Grigsby (2016) stated that loyalty is when the
consumers become the customers and admire the brand enough by continuously buying
15
for their own personal use and even recommending it to their peers and loved ones. As
indicated by Yee, C. Y., and Mansori, S., (2016), brand loyalty is described as
maintaining preferable long-term relationships to a particular product or service and it
often involves a level of dedication with regards to the nature and quality of a brand, that
results to both positive attitudes and repeated purchases. Salim Khraim (2011) assumes
that customers may also be loyal to the brand because of economical and psychological
factors that are related to high switching barriers that make it expensive or hard for the
customers to change. Because of the fulfillment that the brand gives, the customers
would want to continue the relationship with the brand. Furthermore, Sasmita and Mohd
Suki (2015), found out that the fondness with the product and the consistency of
purchasing it are the main attributes of the loyal customers, whereas the significance of
loyal customers often thought of acting as knowledge channels, informally connecting
companions, relatives, and other potential buyers of the product.
Conceptual Framework
Figure 1.0. The Predictor-Criterion Framework of the study
The Conceptual Framework of the study showed the Predictor-Criterion Model (PC
Model) whereas, the independent variable was the makeup brand loyalty of women who are
18-25 years old, which served as the main factor that influenced the women’s level of
confidence. While the dependent variable was the level of confidence, which was measured
using the Self-Esteem and Physical Attractiveness Questionnaire of International Personality
Item Pool. The findings in this assessment determined if there is a significant relationship
between the confidence level of women and their loyalty to a certain makeup brand.
16
Chapter 3
METHODOLOGY
Research Design
The main objective of the study was accomplished using a correlational research
design that determined whether there is a significant relationship between makeup brand
loyalty and its user’s level of confidence. The purpose of using a correlational research
design was to assess the prevalence of variables and their relationships, as well as to
predict events based on current data and information.
According to Creswell (2012), researchers in correlational study design use the

correlation statistical test to define and measure the degree of association (or
relationship) between two or more variables or sets of scores. It is used to find out how
two or more variables relate to each other. It also allows the prediction of connection
between variables.
The correlational research design was done to demonstrate if the loyalty of

women to a certain makeup brand affected their level of self-confidence, considering that
they have their own views and beliefs among themselves and the makeup products that
they usually use. Furthermore, the research study was quantitative in nature since it was
analyzed through a statistical data that merely focused on deciding whether a significant
relationship exists between these two variables. This research design was used to
generalize a population sample on whether a woman’s makeup brand loyalty influenced
the confidence level that she has.
Data Gathering Method
The collection of data began with specification of criteria that are needed for the
respondents. This was achieved by limiting the scope, analyzing properly and setting the
necessary requirements in order to get respondents who meet all the criteria, for its
purpose was to attain the three objectives of the research study. The sampling method,
which determined the proper process for obtaining the appropriate respondents, was
confirmed after setting the criteria for the respondents. The research obtained the
required number of respondents who would participate in the study and its specified
criteria, through the application of the sampling technique. After the approval of the
instructor, an online survey questionnaire was made by the researchers. The data
gathering was conducted online. The online standardized questionnaire was distributed
to the women around the Philippines, along with the consent form at the first page.
Through the consent form, it was explained in that part that anyone who wished to
proceed with the questionnaire needed to agree to the terms for they would be part of the
17
study. Rest assured that their confidentiality and anonymity are protected. After the
agreement, the respondents proceeded to the actual questionnaire. Pearson Correlation
was used in determining the statistical data based on the answers of the respondents in
the standardized questionnaire. This statistical tool was performed since the study
sought to find out if there is a significant relationship between the confidence level of
women and their loyalty to a certain makeup brand.
Figure 2. Data Gathering Process Chart
The figure above shows the step-by-step process of the data gathering that was
conducted by the researchers. This chart presents the summarization of all the things that
were done in order to gather data. They set first the criteria that are needed in order to
accomplish the objectives of the study. After that, an online survey questionnaire was made
using google forms. Lastly, the survey questionnaire was distributed to every possible
participant.
Sampling and Respondents
The researchers used the purposive sampling technique that obtained the 101
respondents of the study. The purposive sampling was conducted for it is a type of non-
probability sampling that sets standards, so the researchers were able to choose the
needed respondents for the study. The respondents of the study were women who live in
the Philippines, for it is the main qualification set by the researchers. The researchers
had set criteria for the respondents that would be only answered by them if they passed
all of it. The respondents who answered the survey questionnaire were women whose
age ranges from 18 to 25 years old, who use makeup products and have enough
experience or knowledge on different makeup brands.
18
Data Gathering Instrument
The researchers gathered information from the respondents, through the usage
of a standardized questionnaire. It was necessary to identify what specific brands do the
respondents use. Their loyalty was recognized through this type of questionnaire. The
level of confidence was determined using the standardized questionnaire, for it was also
the key to distinguish how confident a respondent is with or without makeup. The
makeup brands were enumerated in a random order wherein the respondents had
pinpointed the makeup brands that they had used and the makeup brand who they gave
their loyalty to.
The standardized questionnaire determined as well if the respondents were willing to

remain loyal to the brand, or if they were planning to try other brands of cosmetic
products, specifically makeup. Maybelline, Colourette, Vice Cosmetics, Avon Cosmetics,
Ever Bilena, Careline, Etude House, L'Oreal, BYS, Dior, MAC Cosmetics, Chanel, Kylie
Cosmetics, Ellana Mineral Cosmetics, The Happy Skin and The Face Shop are the
preferred makeup brands identified by the respondents from the questionnaire. The
standardized questionnaire was digitally made due to the pandemic. The online platform
such as messenger, was used to distribute the online questionnaire around the
Philippines. Since it was an online form, it became more accessible for the respondents
of the study.
Data Analysis
The data gathered were the responses of the 101 respondents which was done
through online distributions of standardized questionnaire, also known as survey
questionnaire. This data determined every respondent’s preference on makeup brands,
the way they looked at themselves and if they built loyalty from those particular brands.
In addition to that, it also determined if there will be a significant relationship or none
between the two variables: Brand Loyalty and Level of Confidence. Those responses
were analyzed to link any recognition on each statement, whether a lot of people
answered these on a particular scale; strongly disagree, disagree, agree, and strongly
agree. It then led on using a statistical treatment that enables to measure a statistical
relationship, which is the Pearson’s Correlation. This statistical treatment answered the
main objective of the study which was to identify whether there is a significant
19
n( Σ xy )−( Σ x)( Σ y )
r=
√ [ n Σ x − ( Σx ) ]−[n Σ y −( Σ y ) ]
2 2 2 2
Pearson's Correlation Coefficient is the formula presented above. It is used to

quantify the relationship between the variables, which was denoted by the letter r. Where
in, the closer the Pearson's correlation, r, is to either positive 1 or negative 1, depends on
whether the link between the variables is positive or negative. Moreover, if the r-value is
close to 1, the relationship between the variables is likely to be positive, as higher levels
of one variable are correlated with higher levels of another variable. However, if the
correlation value of r is close to 0, it indicates a weak or a non-existent relationship
between the two variables (Laerd Statistics & Sullivan, n.d.).
Ethical Consideration
Before proceeding to the questionnaire, the researchers will provide a consent form
to the potential respondents. This is to inform the respondents about the research that will be
conducted. The soul’s purpose of this consent is to give the respondents a choice to decide
whether they will participate or not in the study. In addition to that, those data that will be
gathered will be only use for the purpose of the study. By this, the data gathered will not be
distributed or shared to be able to protect the anonymity and trust of the respondents. The
reason why the researchers will have names as optional and other personal information will
not be included, however, there will be a need for contact information in case of problems
that the researchers might encounter. But that information will only be for an academic
purpose. Also, in the form, the researchers will have an explanation about the said study,
why is it being conducted, why potential respondents are being invited to participate in the
study and discuss the benefits and the possible risk that they will get on the result of the
research.
20
Chapter 4
RESULTS AND DISCUSSIONS
This section contains data that is equipped towards fulfilling the purpose of the study,
which is to determine the makeup brand loyalty and its user’s level of confidence. After the data
gathering method has been facilitated through the use of the survey questionnaires, the
researchers generated the different results for further analysis of the two variables. The data
accumulated answered the five research objectives: (1) to determine the makeup brands used
by the respondents, (2) to determine the most preferred makeup brand by the respondents, (3)
to assess the loyalty of women to a certain makeup brand, (4) to identify the level of confidence
of women, and (5) to identify whether there is a significant relationship between makeup brand
loyalty and its user’s level of confidence.
Makeup Brand/s Used by the Respondents
Maybelline (20.09%) 89
Careline (15.12%) 67
Ever Bilena (12.42%) 55
Vice Cosmetics (9.26%) 41
Colourette (7.90%) 35
L'Oreal (6.32%) 28
The Face Shop (6.09%) 27
Etude House (5.42%) 24
BYS (3.61%) 16
MAC Cosmetics (3.61%) 16
Avon Cosmetics (2.71%) 12
Others
0 10 20 30 40 50 60 70 80 90 100
Others Avon Cosmetics (2.71%)MAC Cosmetics (3.61%)BYS (3.61%)

Etude House (5.42%)The Face Shop (6.09%)L'Oreal (6.32%)Colourette (7.90%)
Vice Cosmetics (9.26%)Ever Bilena (12.42%)Careline (15.12%)Maybelline (20.09%)
Figure 2. Makeup Brand/s Used by the Respondents
The chart above shows the makeup brand/s that the respondents used. The
brand that is most used by the respondents is Maybelline with a frequency count of 89 and
making up 20.09% of the responses. The second most used brand by the respondents is
21
Careline with a frequency count of 67 and making up 15.12% of the responses. The third
most used brand is Ever Bilena with a frequency count of 55 and making up 12.42% of the
responses. These are the top three most used brands by the respondents.
This supports the study of Kim and Min (2014) stated that brand popularity is
founded on the theory that customers favor products with high popularity claims because
they believe the high popularity claim translates to higher quality. Brand appeal may be
fueled by both low prices and good quality. Price is likely to have a negative impact on brand
choice if the product is not a prestige good since high costs put buyers at greater financial
risk.
Most Preferred Makeup Brand by the Respondents
Maybelline (46.53%) 47
Careline (11.88%) 12
Colourette (9.90%) 10
Vice Cosmetics (5.94%) 6
Ever Bilena (4.95%) 5
Etude House (4.95%) 5
MAC Cosmetics (3.96%) 4
L'Oreal (2.97%)3
BYS (1.98%)2
Others
05 10 15 20 25 30 35 40 45 50
Others BYS (1.98%) L'Oreal (2.97%)MAC Cosmetics (3.96%)

Etude House (4.95%) Ever Bilena (4.95%) Vice Cosmetics (5.94%)Colourette (9.90%)
Careline (11.88%) Maybelline (46.53%)
Figure 3. Most Preferred Makeup Brand by the Respondents.
The chart above shows the most preferred makeup brand by the respondents.
The brand that is most preferred by the respondents is Maybelline with a frequency count of
22
47 and making up 46.53% of the respondents. The second most preferred brand is Careline
with a frequency count of 12 and making up 11.88% of the respondents. The third most
preferred brand is Colourette with a frequency count of 10 and making up 9.90% of the
respondents. These are the top Three most preferred brand of the respondents.
According to Stylidis et al., (2019), a person's choice for items determines

whether or not a cosmetics product or brand has a good perceived quality. Every person has
their own set of preferences, and skin tones play a significant influence in this. Price may
also affect customers perception towards the product, makeup. As well as it can create
higher sales volume and sales for creating a product that provides the perceived quality of
most people and having it purchase in an affordable price that most people can buy
(Shapouri, 2016).
Table 1. Level of Confidence of Women

Statements Mean Interpretation
1. I am satisfied with my appearance. 3.27 Agree
2. I am that person of worth, at least the equal of others. 3.29 Agree
3. I feel confident when I wear makeup. 3.38 Disagree
4. I feel some positive energy when people compliment 3.41 Agree

my face every time, I wear makeup.
5. At times, I feel attractive not wearing any makeup. 3.08 Agree
6. There are specific time and places that I feel confident 3.38 Agree
when wearing makeup.
7. I feel like makeup helps to hide my flaws. 3.10 Agree
8. I feel that makeup is a necessity for women. 2.35 Agree
9. I feel conscious when I have makeup. 2.41 Agree
10. I feel that wearing makeup did not change my 2.28 Agree
appearance.
Composite Mean 2.99 Agree

Legend: 1.0-1.49: Strongly Disagree; 1.5-2.49: Disagree, 2.5-3.49: Agree, and 3.5-4.0: Strongly Agree
The table above shows the level of confidence of women. After calculating the mean of
each statement, the results show that the statement with the highest mean is Statement 4, which
23
states, “I feel some positive energy when people compliment my face every time, I wear makeup.”
with a weighted mean of 3.41. This means that most of the respondents agree with this statement.
This also supports the study of Davis (2013) and Berry (2010) that women have the tendency to
become more confident and boost their self-esteem if they are using cosmetic products.
Oppositely, the statement with the lowest mean is Statement 10, which states, “I feel that wearing
makeup did not change my appearance.” with a weighted mean of 2.28. This means that most of the
respondents disagree with this statement.
24
Table 2. Brand Loyalty of Women

Statements Mean Interpretation
1. This makeup brand would be my first choice. 3.14 Agree
2. I consider myself loyal to this makeup brand that 3.07 Agree

satisfies me the most.
3. I will not purchase from the competitors even if my 2.25 Disagree

preferred make up brand is not available at the store.
4. I frequently buy this makeup brand. 2.97 Agree
5. I intend to keep purchasing products from this makeup 3.08 Agree

brand.
6. I recommend this make up brand to someone who 3.28 Agree

seeks my advice.
7. I deal with this makeup brand because I want to, not 3.28 Agree
because I have to.
8. I will stick to this make up brand that satisfies me than 3.19 Agree
the brand that is famous.
9. I have a positive emotional relation to this make up 2.76 Agree

brand, and I feel attached to it.
10. I am committed to this makeup brand and it will never 2.64 Agree
change.
Composite Mean 2.97 Agree

Legend: 1.0-1.49: Strongly Disagree; 1.5-2.49: Disagree, 2.5-3.49: Agree, and 3.5-4.0: Strongly Agree
The table above shows the brand loyalty of women. After calculating the mean of each
statement, the results show that the statement with the highest mean is Statements 6 and 7,
with a weighted mean of 3.28. This means that most of the respondents agree with this
statement. On the other side, the statement with the lowest mean is Statement 3, with a
weighted mean of 2.25. This means that most of the respondents disagree with this statement.
In this table, it can be seen that the weighted mean for each of the statements produced
a composite mean of 2.97. The researchers discovered that majority of the women are loyal to
certain makeup brands, for the reason that the data or their answers imply a quite high
percentage of answers that indicate their agreement. This means most of them agree to the
statements stated in the provided survey questionnaire.
25
Table 3. Correlation of Brand Loyalty and Its User’s Level of Confidence

Variable R-value P-value Interpretation
Brand Loyalty and Level of Confidence 0.41 0.00 Significant
Legend: Significant if P-value is less than 0.05 level of significance
The table above shows the correlation of makeup brand loyalty and its user’s level of
confidence. Pearson-r was used to calculate the correlation between these two variables with
the use of their mean scores. This resulted in an r-value of 0.41, implying that the two variables
have a high correlation. It also resulted to a p-value of 0.00, indicating that there is a significant
relationship between two variables. 𝐻𝑜 = There is no significant relationship between makeup
brand loyalty and its user’s level of confidence. 𝐻𝑎 = There is a significant relationship between
makeup brand loyalty and its user’s level of confidence. As a result, the study's null hypothesis,
that there is no significant relationship between makeup brand loyalty and its user’s level
of confidence, is rejected.
Summary of Findings
The aim of this study was to achieve the five objectives. The first objective is to determine
the makeup brands used by the respondents. The data revealed that majority of the respondents
commonly use Maybelline that has a frequency of 89 and percentage of 20.09%, next is Careline
that has a frequency of 67 and percentage of 15.12%, and Ever Bilena that has a frequency of 55
and percentage of 12.42%. The second objective is to determine the most preferred makeup brand
by the respondents. The data revealed that among all the makeup brands that were included in the
data, Maybelline is the most preferred makeup brand of the respondents, with a frequency of 47 and
percentage of 46.53%. The third objective is to assess the loyalty of women to a certain makeup
brand. The data was calculated and the loyalty of the respondents to a certain makeup brand yield a
composite mean of 2.99, with an interpretation of “Agree”. This shows that the respondents agree to
the statements that pertains to their makeup brand loyalty. The fourth objective is to identify the level
of confidence of women. The data was calculated and the level of confidence of the respondents
yield a composite mean of 2.97, with an interpretation of “Agree”. This shows that the respondents
agree to the statements that pertains to their level of confidence. The last objective is to identify
whether there is a significant relationship between makeup brand loyalty and its
user’s level of confidence. Through the application of Pearson-r, it yield a correlation coefficient of
0.41, which states that there is a high correlation between the two variables. It also yield a p-value of
0.00, which means that there is a significant relationship between makeup brand loyalty and its
user’s level of confidence. With these results, the null hypothesis is rejected for it states that there is
no significant relationship between makeup brand loyalty and its user’s level of confidence.
26
Chapter 5
CONCLUSION AND RECOMMENDATIONS
In this chapter, conclusions and recommendations were made based on the objective
and findings in the study. In the conclusion part, it contains the summary or wrap up of main
points on the results or outcomes of the study. Whether the research objectives were either
acknowledged or not with the findings on the study. Furthermore, recommendations and
suggestions are also stated in this section. Whereas it contains aspects for improvement and
betterment are revealed in this part for future studies and group of people.
Conclusions
This study was conducted in order to determine if there is a significant relationship

between makeup brand loyalty and its user’s level of confidence. Mainly, it gathered data from 18-25
years old female respondents and to those who have enough experience and knowledge in different
makeup brands. These given criteria were utilized to ensure that brand loyalty in makeup brands is
already established within the respondents.
The data for the first and second research objective were gathered by utilizing a
categorical form of answering. Where in, brands such; Maybelline, Careline and Ever Bilena ranked
as the top brands from the respondents, gaining high frequency count as the most preferred and
used makeup brands. As observed, these mentioned brands have the perceived quality of most
consumers when it comes to makeup products, still, despite the quality it imparts the products still
comes in an affordable price. This may be supported by Krillov’s (2018) statement that Filipino
consumers are quality conscious but are also price conscious. To specify, this consumer expects
high quality products for a cheap price which leads them to purchase these brands in the country.
The third objective was gathered by utilizing a questionnaire in Likert scale. This
measures how loyal are the respondents to a certain makeup brand. With this, it was found out that,
there is an agreement on most of the statements which implies that most consumers have their
loyalty to these mentioned makeup brands. It was also determined that, loyalty on certain makeup
brands was taken into consideration when purchasing products. As stated by O’Connor and
Gladstone (2018), the loyalty of the Filipino makeup consumer belongs to brands that provides
products that meet their demands and expectations. Thus, the mentioned brands have those
features or quality in its products to be able to gain loyalty from the consumers.
For the fourth objective, based on the findings, it was identified that majority of women has
high level of confidence when using certain makeup brand. This was shown in the statistical
findings, where in, high number of respondents agreed to most of the statements for the level of
27
confidence questionnaire. Using that certain makeup brand is linked to social aptitude of the
consumer. (O’Connor & Gladstone, 2018).
As a result, there is a significant relationship between makeup brand loyalty and its users’
level of confidence. With these findings, it is safe to conclude that makeup brand consumers (with
their respective brand loyalty) gain higher level of confidence than to those people who are not loyal
to any certain brand. This is supported by Aquino’s (2017) claim, that minority gain self-confidence
when using cosmetic products. This is because consumers tend to use a certain brand when they
gain more compliments or good feedback from people. Which then increases the level of confidence
of customer when wearing makeup from a certain brand. This understanding may result in a
repetitive purchase of the brand resulting in loyalty (Ishak and Ghani, 2013).
Recommendations
The title of this research is “Look Better, Feel Better”: A Correlational Study Between
Makeup Brand Loyalty and its User’s Level of Confidence. With the findings of the study, the
researchers acknowledge that there are gaps that could be fulfilled by future researchers who
would like to explore in the same topic. These recommendations can also be taken into
consideration by the following group of people.
Future researchers
This is a good start for fulfilling other studies about the makeup brand loyalty and the
level of confidence of women. Based on the data that was gathered by the researchers, makeup
brand loyalty has a significant relationship to its user’s level of confidence. So, for the future
researchers, they can consider a study about “the different factors that affect the makeup brand
loyalty and the confidence level of women”.
The future studies can utilize different types of questionnaires since this study only used
one standardized questionnaire with questions or statements that are in Likert scale. The future
researchers can also use different survey platforms for the respondents to access this survey
forms without having any account and to have wide variety of respondents. Moreover, in this
study the researchers only use messenger as a platform for distributing the survey forms. With
this, it is recommended for future researchers to use different platforms such as twitter,
fakebook, pages and more. This is to widely spread out the survey questionnaires and acquire
more respondents. In terms of respondents, the study only utilizes women who are 18-25 years
old by this, expanding the age range of the respondents from 25 and above is commended to
the future researchers. Also, this study also recommends including or focus on LGBTQ+ as the
respondents in future research studies.
28
Women
This study sought to find if the loyalty of women to a certain makeup brand affected their
level of confidence. Through this study, it gave them an idea on how useful or useless makeup
is when it comes to their level of confidence. This study also proved that wearing makeup gave
women a high level of confidence, in which they can express their feelings through makeup. The
researchers recommend them to appreciate their self a lot more, further boost their self-esteem
through makeup, and believe in their own beauty no matter what.
Influencers
The results revealed that the makeup brand loyalty of women gave them a high level of
self-confidence. This implies that their level of confidence can be determined on what makeup
brand they are devoted to. Therefore, the researchers recommend that the influencers will
promote more promising makeup products to the people, in order to develop the loyalty of
women to a certain makeup brand who are just starting to use cosmetics such as makeup.
Families
This study discloses to why their family members have different levels of self-confidence
and for them to support their loved ones in any way possible and this study found out that there
is a relationship between the confidence level of women in their families and the specific
makeup brands that they are currently using. Based on the findings the family members should
admit that they have different levels of self-confidence and to support their loved ones in any
way possible.
Brand developers
Based on the finding it was assumed that brands like Maybelline, Careline and etc.
acquire most frequency as the most used and most preferred brands by the respondents. These
brands share common characteristics They have the quality, but it comes with affordable price
that most consumers can afford. With this, we recommend to other brands to improve the
quality of the makeup product they offer but still give it in an affordable price like what these
mentioned brands does.
29
30
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APPENDICES
35
Curriculum Vitae
36
37
38
39
40
41
42
Data Gathering Instrument
Research Questionnaire
Good day! We are the researchers from Grade 12 - Greatness, and we are conducting a
research study titled “Look Better, Feel Better”: A Correlational Study Between Makeup
Brand Loyalty and its User’s Level of Confidence. We have conducted this study because
women nowadays already have enough experience in using makeup, and they are
confidently wearing it. Thus, the objective of the study is to determine if there is a significant

I have fully acknowledged all the information discussed before the data collection process. I
understand that my participation is voluntary, and I am free to withdraw at any time, without
giving any reason. I agree freely to take part in this study by signing this document.

_______________________ ______________________
Signature Date Signed

Name (Optional): ________________
Contact No. / E-mail: ________________

Instructions: Kindly check (✔) the box that corresponds to your answer.

Do you wear makeup?

□ Yes 
□ No

If yes, what brand/s of makeup do you usually buy and use?

□ Maybelline 
□ Vice Cosmetics
□ L’Oreal
□ BYS
□ Careline
□ Kylie Cosmetics
□ Other brands (specify): ____________

Among all the makeup that you used, what brand do you prefer the most? Choose
only one brand.
43
□ Maybelline
□ Vice Cosmetics
□ L’Oreal
□ BYS
□ Careline
□ Kylie Cosmetics
□ Other brands (specify): ____________

Instructions: Kindly check (✔) the box that corresponds to your answer.
44
1  2  3  4 

SD D  A  SA 

Confidence

I am satisfied with my appearance.
I am that person of worth, at least the equal of others.
I feel confident when I wear makeup.
I feel some positive energy when people compliment my face
every time, I wear makeup.
At times, I feel attractive when not wearing any makeup.
There are specific time and places that I feel confident when
wearing makeup
I feel like makeup helps to hide any flaws.
I feel that makeup is a necessity for women.
I feel conscious when I have makeup.
I feel that wearing makeup did not change my appearance.

Loyalty

This makeup brand would be my first choice.
I consider myself loyal to this makeup brand that satisfied me the
most.
I will not purchase from the competitors even if my preferred
makeup brand is not available at the store.
I frequently buy this makeup brand.
I intend to keep purchasing products from this makeup brand.
I recommend this makeup brand to someone who seeks my
advice.
I deal with this makeup brand because I want to, not because I
have to.
I will stick to this makeup brand that satisfies me than the brand
that is famous.
I will try some makeup brands, but I will come back to this brand
that satisfies me.
I have a positive emotional relation to this makeup brand, and I
feel attached to it.
I am committed to this makeup brand, and it will never change.

SD = Strongly Disagree     D = Disagree     A = Agree SA =Strongly Agree

45
Start the next part of the Appendices on a new page (Ctrl+Enter)
46
Grading Sheet
SCORES
CRITERIA Maximum
of 5 points
Preliminary Pages and Appendices
The title page, table of contents, abstract, and appendices are complete,
error-free and laid out and formatted perfectly.
Chapter 1 Introduction
The introduction gave a clear view of the objective, and background of the
research. It is free from any error in grammar, mechanics, and formatting.
Chapter 2 Review of Related Literature
The review of related literature was derived from credible and dated sources.
It was well-written, paraphrased, and has no trace of plagiarism.
Chapter 3-4 Methodology, Results & Discussion
The methods stated in Chapter 3 are congruent with data presented in
Chapter 4. All interpretations were unbiased and objective.
Chapter 5 Conclusion & Recommendations
The conclusion is brief yet comprehensive. It wraps up the research very well.
Recommendations are written to help the individuals stated in the research.
TOTAL
47

Correlational Study

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LYCEUM OF THE PHILIPPINES-LAGUNA

Km 54 National Highway, Brgy. Makiling, Calamba City

A thesis presented to LPU-Laguna High School Department

Ayo, Shane Kathleen G.

The researchers conducted this study to be able to determine if there is a significant

Table 2. Brand Loyalty of Women........................................................................................................25

Figure 2. Makeup brand/s Used by the Respondents 21

Table 1. Level of Confidence of Women 23

There is a level of attractiveness that the population is expected to satisfy in every

In the Philippines, the cosmetics industry continued in having encouraging growth,

Cosmetics remained to the present years as a performer that is dynamics within

Euromonitor International's Colour Cosmetics in Philippines continue to offer a

This study determined if there is a connection or relationship between brand loyalty

Specifically, this paper sought to address the following objectives:

1. To determine the makeup brand used by the respondents.

The following hypotheses were formulated to guide this study:

Significance of the Study

Scope and Delimitation

Makeup - Cosmetic such as lipstick or powder that applied to the face. used to enhance or

Brand Loyalty - The tendency of consumers to continuously purchase one brands products

According to Godina and Zadorozhnaya (2016), facial appearance has strong

If getting seemingly unappealing characteristics would bring about the perception

Beauty’s Role in Confidence

The consumption of facial cosmetics may help to boost a sense of confidence of

To gain self-confidence, women use cosmetic products however, when it comes

Facial Cosmetic Products

Perceived Quality in Makeup

According to Chandra and Keni (2019), perceived quality is the perspective of a

Brand loyalty is the consumer's preference to purchase a particular brand in the

A particular level of income corresponds to a different perception and position

Companies' ability to compete purely on price has become challenging in this

Figure 1.0. The Predictor-Criterion Framework of the study

According to Creswell (2012), researchers in correlational study design use the

The correlational research design was done to demonstrate if the loyalty of

Data Gathering Method

Figure 2. Data Gathering Process Chart

Sampling and Respondents

Data Gathering Instrument

The standardized questionnaire determined as well if the respondents were willing to

Pearson's Correlation Coefficient is the formula presented above. It is used to

Makeup Brand/s Used by the Respondents

Others Avon Cosmetics (2.71%)MAC Cosmetics (3.61%)BYS (3.61%)

Figure 2. Makeup Brand/s Used by the Respondents

Most Preferred Makeup Brand by the Respondents

Vice Cosmetics (5.94%) 6

Ever Bilena (4.95%) 5

Etude House (4.95%) 5

MAC Cosmetics (3.96%) 4

Others BYS (1.98%) L'Oreal (2.97%)MAC Cosmetics (3.96%)

Figure 3. Most Preferred Makeup Brand by the Respondents.

According to Stylidis et al., (2019), a person's choice for items determines

Table 1. Level of Confidence of Women

2. I am that person of worth, at least the equal of others. 3.29 Agree

3. I feel confident when I wear makeup. 3.38 Disagree

4. I feel some positive energy when people compliment 3.41 Agree

5. At times, I feel attractive not wearing any makeup. 3.08 Agree

7. I feel like makeup helps to hide my flaws. 3.10 Agree

8. I feel that makeup is a necessity for women. 2.35 Agree

9. I feel conscious when I have makeup. 2.41 Agree

Composite Mean 2.99 Agree

Table 2. Brand Loyalty of Women

2. I consider myself loyal to this makeup brand that 3.07 Agree

1  2  3  4 