Significance of the Study

To the Participants

The result of this study will benefit the participants from Technological

Institute of the Philippines considering that female in particular are very picky

on choosing hair care products. Women are known to be very careful when it

comes to their hair. This will add knowledge about the preferences on

choosing hair care product. This can also be a guide for them in deciding what

to look for when it comes on deciding which products to buy.

For Hair care Experts/ Professionals

The information contained on this research will help hair care experts in

knowing the consumer’s behavior. They would be able to know the factors

that are affecting the consumer’s decision making in choosing hair care

products. Consumer decision making plays a vital role in influencing

consumer’s decision.

For Hair care Institutions

The results of this study will benefit the hair care institutions as this study will

add up to their existing knowledge about the standards of consumers when it

comes on choosing hair care products. They would be able to know what

factors make the consumers meet their expectations, thus institutions would be

able to identify what to do or what not to do when making hair care products.

For Future Researchers

This study will benefit the future researchers as this can be their guide to have

additional information about the research that they will conduct. It will

formulate a deeper understanding about the decision making of females in

purchasing hair care products.

Definition of Terms

Mass Media- It is a tool of every company that is commonly used in

marketing strategy in different ways of using like billboards, television,

internet, videos, movies, music, films, newspaper, and magazines

which are the forms of mass media.