The price for a desired feminine image

Abstract

This research sets out to investigate the financial approach on how much women are willing to pay to improve their looks. Dominant influence by the society and the media puts pressure on women to obtain the so culled "ideal image". In this light, the purpose of this study was to explore the monetary value that women allocate for self improving. The study overview was carried out by the use of various websites, books, reports and other printed documentations related to the subject. The research draws on 5 Maltese women who alleged that cosmetic surgery was a good investment even if it meant losing out on other things and taking risks. A qualitative small-scale design was used to gather data from the participants through semi-structured interviews. The qualitative approach was conducted to evaluate in detail the respondents' goals and expectations in view of their financial opportunity cost. The findings show that women are willing to do anything to achieve their desired image, even during the global financial crisis. The study illustrates the various cosmetic treatments available comparing local and foreign prices. The price range for cosmetic surgery varies due to multiple factors, mainly due to the surgeon's fees and the individual's needs. The results show that women do not necessarily choose the cheapest option for their treatment but are willing to pay more to obtain the optimum results. Congruent with this study is the continuous demand for such interventions locally and on an international scale. Surgeons locally are working to the fullest to try to diminish their waiting lists. Results illustrate the importance individuals' perceive in their image by some using all their savings to pay for these treatments.