Factors influencing consumer buying behavior : a study on cosmetic products in Dhaka city
Showrav, Dewan Golam Yazdani
Mohammed Masum, Iqbal
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Abstract: Cosmetics also known as make-up kit are care stuffs used to enhance or maintain appearance or odor of the person’s body. In twenty first century the use of cosmetic is common phenomenon throughout the world. The purpose of this study is to investigate factors that have impact on consumer purchasing behavior of cosmetic products in Dhaka city, Bangladesh. In this research cosmetic means personal care products. These include, skin moisturizers, perfumes, lipsticks, shampoos, toothpastes, after shave, soap and deodorants. Independent Variables were chosen after reviewing relevant and related literature of previous studies. A random sampling survey methodology was followed and 321 completed sample responses were collected for the study. Statistical tool SPSS 20.00 was used for data analysis. Descriptive statistics was implemented in order to describe the demographic characteristics; ten independent variables have been tested to find out their influence on consumer purchase decision. Factor analysis was used to find out major factors from those variables. The research results showed that three major factors named as consumer perception, external influence and psychological motive influence purchase decision of cosmetic products in Dhaka city. This result can guide marketers to understand the purchase behavior of cosmetic product users of Bangladesh which will also help them in better segmenting this market and implementing marketing mix more effectively.