Factors Influencing Consumer Buying Behavior: A Study on Cosmetic Products in Dhaka City
Showrav, Dewan Golam Yazdani
Iqbal, Mohammed Masum
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Abstract: Cosmetics also known as make-up Int 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, slnn moisturizers, perfumes, lipsticks, shampoos, toothpastes, after shave, soap and deodorants. Independent Variab les were chosen afler 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 infiuence on conmme r purchase decision. Factor analysis was used to find out major factors from those variabler The research results showed that three major factors named as conmme r perce ption, external infiuence and psychological motive infiuence purchase decision of cosmetic products in Dhaka city. This result can guide marketers to understand the purchase behavior of cosmetic product users ofBangladesh which will also help them in better segmenting this market and implementing marketing mix more e]fectively.