Determinants of Consumer Decision for the Purchase of Body Care and Cosmetic Products

Abstract

The primary objective of this research paper is to identify the determinants of decisions that affect consumers’ decisions for the purchase of body care and cosmetic products. One of the significant variables considered in this research is the extent of marketing communication. The study encompasses several other components that shape consumers' purchasing behaviour for body care products. These factors include product quality, ingredients and product safety, consumers’ own perception of the product, price, and environmental consciousness. By investigating these elements, the researchers aim to gain insights into the underlying factors that influence consumers' choices in selecting body care items. For this study, the researcher gathered data by distributing a self-administered survey questionnaire to a sample group of 500 individuals, who were selected to represent the target population. Through the survey methodology, this research was able to collect the opinions and perspectives of 437 participants about their buying habits for body care products. Additionally, the researchers utilized previous research findings related to the subject matter to enhance the comprehensiveness and validity of the analysis. By examining various factors, including marketing communication, product quality, safety, perception, price, and environmental consciousness, the researchers aim to gain insights into consumers' decision-making processes.