Effect Of Psychological Factors On Consumer Buying Behavior Of Cosmetic Products Among Female Cosmetics Consumers In Bole Sub City, Addis Ababa
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Date
2017-06-09
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Addis Ababa University
Abstract
In the present time, cosmetic products are one of the products that are highly advertised and
commercially promoted products around the world. Concurrently, consumers’ buying behaviors
of cosmetic products are influenced by several factors including social, environmental, personal
and psychological factors. The purpose of the current study is to assess the effects of
psychological factors on female consumer buying behavior of cosmetic products in cosmetics
and estimate the roughly expenses of cosmetic consumers in cosmetics shops in Bolie Sub-city,
Addis Ababa. A cross sectional survey method data collection paired with two stage sampling;
simple random sampling in selecting the cosmetics shops and non-probabilistic purposive
technique of sampling using close ended Self-Administered Questionnaires produced data of 161
respondents, after conducting pilot study from 30 respondents in advance. Results the
quantitative data outcomes on the estimates of monthly expenses showed a range of 600 to 800
Birr. The correlation analysis indicated that psychological factors are strongly related with the
customers purchasing decision-making processes. The regression analysis on the effect of
psychological factors on purchasing decisions processes produced Pearson’s correlation
coefficients R=0.669 with p-values of 0.001(two tailed). Besides, regression analysis results
showed 47.5% (R2=0.475, p=0.002) prediction power of attitude and perception; but, t-test
output indicated that learning and motivation lack predicting power of consumers purchasing
decision processes. Nonetheless, the insights derived from the current research, the results are
only generalizable to the participants of this study because of the research limitations in the
sampling process and use of non-probabilistic sampling method
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Keywords
decision-making processes, decisions processes