Abstract
This study investigates the relationship that exists between Beauty Magazine Consumption and
beauty choice of consumers. Specifically, the intent of the study is to determine whether
consumption of beauty magazine has an impact on beauty choice among CMD students. The
study adopted survey research design and data were collected through administered
questionnaire. Data analysis was conducted using SPSS version 20 and the results were
presented in tables in frequency and percentage. The findings reveal that consumption of Beauty
Magazine has an influence on the beauty sense of CMD students. It is however, recommended
that gender roles should be evaluated by future researchers. This is to find out if the beauty
choice is influenced mostly by male or female, and to also, see if these findings could be
replicated in other departments in any other university.
1.1 Background To The study
A magazine is a periodical publication containing articles and illustrations often on a particular
subject aimed at particular readership (Mckay, 2000). Magazines are typically published weekly,
monthly or quarterly. Magazine editorials give opinions on important contemporary social,
beauty and fashion, economic, legal, political issues and intend to persuade readers to agree to a
particular point of view (Mckay, 2000).
Beauty magazines gained ground as a result of people’s quest for information and facts on how
to look beautiful. Beauty is a quality present of a thing or person that gives intense pleasure or
deep satisfaction to the mind, whether arising from sensory manifestations, a meaningful design
or pattern. Beauty is subjective because it is perceived differently. The saying that beauty is in
the eye of the beholder is used to connote that different people have different opinions about
what is beautiful.
Beauty is a regular issue of discussion for people around the world. Men and women are more
concerned about their beauty and pay much attention on how they appear (Britton, 2012) .
Beauty magazines provide solutions to people’s quest on beautiful appearance. Following the
latest technological development and advancement, it became easier to get latest information on
fashion and beauty all time.
Beauty magazines reflect the basic beliefs, values and attitudes towards beauty (Lindsey & Kim,
2014). People’s attitude and beliefs change when exposed to images that look beautiful and
attractive (Lindsey & Kim, 2014). It is not unreasonable to assert that beauty magazines place a
tremendous emphasis on appearance (Lindsey & Kim, 2014). The emergence of the beautiful
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appearance as a standard for beauty is salient in mass media. Several researchers have
demonstrated the increasing value of beautiful appearance amongst people (Sherry & Heather,
1997).
A beauty magazine is a complete source in which latest news on fashions and cosmetics trends
spread around the world (Sherry & Heather, 1997). Consumers are bombarded with beauty
magazines as they wait in line at the grocery and beauty stores, possibly to influence their choice
of beauty style. Beauty magazines try to attract potential readers by carefully selecting cover
subject and interesting stories. The study of (Malkin, Worman, & Chrisler, 1999) found out that
78% of beauty magazine covers contained some kind of message about beauty appearance. In the
content analysis, the covers of 21 popular women’s and men’s magazines were examined for
gendered messages related to appearance.
Many people don’t understand how valuable beauty magazines are to lives. While they might
have an idea as to the information beauty magazines provide, how they can be used is a
completely different idea to consider. Beauty magazines provide a sure starting point for
discussions about a great number of topics on beautiful appearance. It also educates one about
the latest trends on fashion and beauty. Also, people are better informed about the society they
live in and how it keeps changing when they consume beauty magazines.
The consumption of beauty magazine pattern has changed over time. Consumers are well
informed on the fashion trends and updates which changed their motivation behind choice of
beauty (Deepali, 2016). The influence of beauty magazine consumption on consumer sense of
beauty are widespread which is mainly on what consumers wear and what they use to adore
themselves (Deepali, 2016). The factors that influence consumer choices when they read beauty
magazines include the quality of creative information or messages contained therein, personal
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lifestyle and taste and most at times consumers’ income determine their choice of beauty when
they use beauty magazines (Deepali, 2016).
With all of this, there is a tendency that CMD students who are AUN students would love beauty
Magazines because they are creative; and basically, usage of beauty magazines may likely
influence beauty choices. The study seeks to test the influence of beauty magazines consumption
on beauty choices among CMD students; it is assumed that CMD students are always on their
phones looking at beauty and fashion styles to satisfy their information need on beautiful
appearance. Some of these magazines are: ThisDay Style, Genevieve Magazine, Ovation, City
People Magazine and Complete Fashion Magazine.
1.2 Statement of the problem
There has been a misconception of idea on the effect beauty magazine consumption has on
readers. Magazines can be seen as cultural products, they may be said to circulate in a cultural
economy of collective meanings (Jaleesa, 2013). Fashion is ever-changing phenomena that
changed for many years with the increasing influence of magazines (Jaleesa, 2013). With the rise
of the internet and more digital media tools, there are still new magazines published on a year-toyear basis and until now their influence remained.
It is wrongly believed that consuming beauty magazines is to while away time by readers at their
own leisure or while waiting at the beauty store or grocery. Despite the information contained in
beauty magazines, there seems to be a shortage of knowledge on how beauty magazines
consumption has affected the consumers’ sense of beauty.
It is hoped that even though there are economic and technical changes, beauty magazines will
remain loved by the consumer regardless of their social class. Therefore, it is the intent of this
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study to find out the extent to which magazines consumption influences CMD students’ choice
of beauty.
1.3 Objectives of the Study
The objectives of this study are to:
a) identify the categories of beauty magazines that CMD students read.
b) find out what contents in beauty magazines attract CMD students mostly.
c) determine if the consumption of beauty magazines influence the beauty choices of the
CMD students.
d) examine the extent to which beauty magazine consumption influences CMD students
beauty choices.
1.4 Research Questions
The questions that will guide this study are:
a) What categories of beauty magazines do CMD students read most?
b) What contents in beauty magazines attracts CMD students mostly?
c) Does consumption of beauty magazines influence the beauty choices of CMD students?
d) To what extent does consumption of beauty magazines influence the beauty choices of
CMD students?
1.5 Significance of the study
This study will be of help to future researchers and the academic community in this study area as
it will form a basic knowledge for them. The findings of this research work would contribute to
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improving the understanding of the effect beauty magazine consumption has on consumer beauty
choices.
The beauty magazine producers and beauty stores will find the study useful as it will give them
an insight on improving their business activities.
1.6 Scope of the study
This research focuses on online and print beauty magazine consumption in relation with
consumer choice of beauty. The study is centered on AUN students in the department of
Communication and Multimedia Design (CMD). The selection of CMD is based on the
assumption that CMD students are more likely to read online beauty magazines due to the nature
of the course of study and their exposure to the media.
1.7 Definition of Terms
Magazine: Magazine is a periodic publication on fashion, health, politics, etc which can either
be printed or electronically published for consumer usage.
Beauty magazine: This is a type of magazine that centers on fashion design and cosmetics.
Consumer: Consumer is a person who buys goods or services for personal use and not for
resale.
Choice: this is the act of choosing between two or more options.
Influence: this is the effect that something has on the way a person thinks or behaves or on the
way something works or develops
Fashion: this is how you represent your personality through the way you dress/appear
Cosmetics: products used to enhance beauty
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Consumption: this is the act of buying and using products
Contents: this refers to information contained in anything
Categories of beauty magazines: this is a type of beauty magazine with particular features in
common