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A REVIEW OF LITERATURES ON FACTORS INFLUENCING FEMALE

BUYING BEHAVIOUR FOR COSMETIC PRODUCTS

Trishna Makwana and Dr. Jitesh Parmar

ABSTRACT
Consumers are in-charge of market; and to satisfy consumers, the study of
consumer buying behaviour becomes essential for every organization. It is a
process into which variety of factors will influence the consumers in purchasing
of a product. With the help of information received after studying the various
factors like, cultural, social, personal, psychological, the effect of price and
promotion, a growing number of companies today are shaping seprate offers,
services and messages to the cluster of customer and sometimes for the
individual customer, too. Cosmetics have become an integral part of women’s
fashion statement. Fashion consciousness is increasing among women day by
day. With this view point authors has written this paper to contribute to
cosmetics market. The purpose of this article is to identify different factors that
influences a female buyer while purchasing cosmetic products. To satisfy the
purpose, the review of various literatures had been conducted, which includes
the study of various articles, research papers, doctoral dissertations and books.
Thus, it was concluded that every factor directly or indirectly influencing the
female for purchasing cosmetics, only the intensity of influence differs.
Keywords: Consumer buying behaviour, Factors influencing female buying
behaviour, cosmetic products

I. INTRODUCTION
Consumer buying behaviour had always been the key of interest to the
marketers. The knowledge of consumer helps the marketers regarding how
consumer purchase and get influenced by various factors for their purchase.
Understanding consumer decision making process and its factors will help
marketers determine and plan various strategies to gain brand loyalty, expand
market share, increase in customer satisfaction etc. A consumer’s buying
behavior is influenced by cultural, social, personal and psychological factors.
Most of these factors are uncontrollable and beyond the hands of marketers but
they have to be considered while trying to understand the complex behavior of
the consumers. Consumer is the study “of the processes involved when
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individuals or groups select, purchase, use, or dispose of products, services, ideas,

or experiences to satisfy needs and desires” (Brosekhan A, Velayutham C. (n.d)).
So, consumer refers not only to the act of purchase, but also included pre and
post purchase activities. Researchers had always sought out the most
sophisticated methods of investigation given by behavioural sciences to
understand, predict and perhaps control consumer behaviour more effectively.
This article presents a review of literature, in the area of consumer buying
behaviour and specifically on factors which influences consumer buying
behaviour. The main purpose of this article is to identify different factors that
influences a female buyer while purchasing cosmetic products. This review of
literatures includes an overview of previous studies conducted on factors
influencing consumer buying behaviour.

II. INFLUENCES OF CONSUMER BUYING BEHAVIOUR

According to Kotler, Keller, Koshy, Jha. (2013) a consumer’s behaviour is
affected by three different factors: cultural, social, personal factors and
psychological factors. These factors help consumers to prefer certain products
and brands. Though many of these factors are not under the control of
marketers, but a successful consumer oriented market service provider should
work as psychologist to procure consumers (Rani, 2014).
A. CULTURAL FACTORS
Culture study generally requires a detailed examinations of the character of the
total society, including such factors as language, knowledge, laws, religions, food
customs, music, art, technology, work patterns, products, and other artifacts that
give a society its distinctive flavor (Schiffman, Kanuk, Kumar, 2010, 342).
Consumers are also getting influenced from cross-culture of different countries
(Patil H. and B. Bakkappa, 2012). To make products more tangible marketers use
product features, its appearance and whole lot of other things to match the
cultural demand of the consumers. Physical appearance is the most important
component for selecting and purchasing cosmetics (Junaid Abdullah B, Nasreen
R, Ahmed F, Hamdard J, 2013). In addition to the prevailing culture that a
person is surrounded by, subculture is also a part of culture that has a huge
impact on the way people act as consumers (Kokoi I, 2011). Subcultures include
religions, racial groups and nationalities and they make more specific
identification and socialization available for their members (Kotler et. al., 2013,
A review of literatures on factors ……..T. Makwana and Dr. J. Parmar |1 1

145). According to Schiffman, Kanuk, Kumar, (2010, 344) Culture can exist and
sometimes reveal itself at different perceived or subjective levels. The three
levels are suprantional, national and group.
Fig. 1 presents a model depicting the role that subjective culture plays in
determining consumer’s beliefs, practices, and values, which in turn impact
consumer’s social norms, attitudes, behavioral intentions, and ultimately
consumer’s behaviour. One of the research shows that while selecting cosmetics,
culture influences their selection. Cosmetics are selected in the framework of
personal culture and rituals performed. Along with that the language and symbol
on the package influences their selection. Consumers are of the opinion that
their subculture influences the cosmetics selection and they have derived
subculture from the culture of the state and religion to which they belong (Patil
H, BBakkappa, 2012).
B. SOCIAL FACTORS
Family, social roles and statuses as well as different reference groups are some of
the social factors that, in addition to culture, affect consumer behaviour (Kokoi I,
2011).
According to Kotler et. al., 2013, The family is the most important consumer
buying organization in society, and family members constitute the most
influential primary reference group. There are five roles that will be played by
family in any purchase process and those are; initiator, influencer, decision
maker, purchaser, and consumer. Kotler et. al., 2013 describes reference groups
and roles, as all the groups that have a direct (face-to-face) or indirect influence
on their attitudes or behavior and which consists of the activities a person is
expected to perform, respectively. Each role carries a status. People choose
products that reflect and communicate their role and actual or desired status in
society
For the marketers, who needs to study consumer behaviour must study
consumer socialization process. It is the process by which children acquire skills,
knowledge, attitudes, and experiences necessary to function as consumers
(Schiffman, Kanuk, Kumar, 2010, 317). Marketers need to study consumers
different stages of learning which will help them conclude on how to make
products, how to promote them and to strategize various things which will
attract consumers and close the sale.
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According to one of the study conducted in Kolhapur by Desai K. (2014),

consumers while purchasing cosmetics in spite of the impact of friends, family
members, beauticians and others, the actual decision to buy was taken by the
respondents on their own. In contrast, one of the studies also suggested that
family members consent is the major factor in the purchase of soaps (Reddy P,
Rao N. Appa, Reddy I. Lokananda, 2014). Not only in cosmetics but for FMCG
products also the social factors influence the buying behaviour of consumers.
One of the study shows that nearly 50% of women purchases are getting
influenced by word of mouth (Sonkusare G., 2013). Supporting to this study, one
more study concluded that women shoppers are high involvement shoppers who
sought their opinion of female friends and co-workers, used most of the non-
personal idea sources for shopping (Tammy R. Kinley, Bharath M. Josiam and
Fallon L., 2010).
C. PERSONAL FACTORS
A buyer's decisions are also influenced by personal characteristics. The
characteristics like; the buyer's age and stage in the life cycle, occupation and
economic circumstances, personality and self-concept, and lifestyle and values
(Kotler et. al., 2013, 150). Personal factors are the most important factors to
study because each will have direct impact upon consumers mind and most
importantly will directly affect their purchase decision.
a. Age & Stage in the life cycle: Consumers’ taste in food, clothes, furniture, and
recreation is often related to their age. Consumption is also shaped by the family
life cycle and the number, age, and gender of people in the household at any
point in time (Kotler et. al., 2013, 150). Critical life events or transitions-
marriage, childbirth, illness, relocation, divorce, career change, widowhood-will
give rise to new needs.
As this study is related to cosmetics products, age will be playing the most
important role. Different age group people prefer different brand of skin care
cosmetic product (Junaid Abdullah B, Nasreen R, 2012). Supporting to this,
Junaid Abdullah B, Nasreen R, Ahmed F, Hamdard J. (2013) also concluded that
there is a significant relationship between age and type of cosmetics products
used and age and time period of using cosmetics. According to one study
conducted by Kokoi I (2011), 20-35 and 40-60 year-old Finnish women were
rather similar in terms of the factors affecting their buying behaviour related to
facial skin care products.
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b. Occupation and economic circumstances: Marketers try to identify the

occupational groups that have above-average interest in their products and
services and even tailor products for certain occupational groups. Product choice
is greatly affected by economic circumstances: spendable income, savings and
assets, debts, borrowing power, and attitudes toward spending and saving. If
economic indicators point to a recession, marketers can take steps to redesign,
reposition, and reprice their products or introduce or increase the emphasis on
discount brands so they can continue to offer value to target customers (Kotler
et. al., 2013, 150).
There were various studies conducted to prove affect of occupation and
economic circumstances on purchase decision. There is a significant relationship
between occupation and brand loyalty & preference but there is no significant
relationship between income and brand loyalty (Dhadhal C. 2011; Wijesundera
G, Abeysekera R, 2010). As this study is related to cosmetics products and today
is the era of working women. So, occupation is going to play the most important
role while purchasing cosmetics, supporting to this one of the study concluded
that, the working respondents were more conscious of their appearance and
ready to buy high priced products as compare to housewives & students (Desai
K, 2014). Therefore, As the income level of female consumers is increasing their
expenditure for cosmetic product is also increasing (Junaid Abdullah B, Nasreen
R, Ahmed F, Hamdard J., 2013). In contrast, certain studies also concluded that
there is no significant relationship between occupation and education on price
and brand while buying skin care products (D. Lavanya, 2014).
c. Perosnality and Self-concept: Schiffman, Kanuk, Kumar (2010) share their
view by stating that personality is those inner psychological characteristics that
both determine and reflect how a person responds to his or her environment.
Marketers have intuitively felt that what consumers purchase, and when and
how they consume, are likely to be influenced by their personality factors. For
this reason, marketing and advertising people have frequently depicted specific
personality traits or characteristics in their marketing and advertising messages.
Brands also have personalities, and consumers are likely to choose brands whose
personalities match their own. Research studies have found that a strong,
positive brand personality leads to more favorable attitudes towards brand,
brand preference, higher purchase intentions, and brand loyalty, and is a way for
consumers to differentiate among competing brands.
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As materialism increases, consumers are also becoming increasingly concerned

with enhancing their self-image. Individuals develop their self-images through
interactions with other people- initially their parents, and then other individuals
or groups with whom they relate over the years (Schiffman, Kanuk, Kumar,
2010, 148). The product is a part of the consumers “self-defining” process and
consumers are likely to select a brand that is in congruence with their
personality. Self‐image congruity is a very strong predictor of consumers’ brand
preferences and a good predictor of consumer satisfaction. Consumers with
higher levels of self‐image congruity were more likely to prefer the brand and
enjoy higher levels of satisfaction with the brand as compared to those with
lower levels of self‐image congruity (Jamal A, Goode M., 2001).
Self-image does have an impact on purchase intention and purchase behaviour
in buying skincare products (Sukato N., Elsey B., 2009). The congruence
between brand personality and self-image increases not only consumer
satisfaction but also the consumer-brand relationship (Seong-Yeon Park, Eun Mi
Lee., 2005).
d. Lifestyle and Values: Lifestyle refers to a person's pattern of living in the
world as expressed in activities, interests, and opinions (Kotler et. al., 2013, 153).
Whereas according to Kokoi I. (2011), lifestyle is more related to buying
behaviour referring to the pattern of consumption habits that reflects how a
person allocates his or her time and money. Further Kokoi I. (2011) added that
even though people come from the same culture, subculture and social class and
they have the same kind of education and occupation, they may still have very
different lifestyles.
Values have a great impact on the type of buying behaviour a consumer engages
in. Consumer decisions are also influenced by core values, the belief systems that
underlie attitudes and behaviors. Marketers who target consumers on the basis
of their values believe that with appeals to people's inner selves, it is possible to
influence their outer selves-their purchase behavior (Kotler et. al., 2013, 153).
One of the studies conducted by Srinivasan R., Srivastava R., Bhanot S. (2014)
depicted the relationship between age, value and purchase behaviour towards
luxury brands and found significant difference between value and different age
groups.
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D. KEY PSYCHOLOGICAL PROCESSES

As Kotler et. al. suggested (2013, 153); four key psychological processes-
motivation, perception, learning, and memory-fundamentally influence
consumer responses. Further they added marketing and environmental stimuli
enter the consumer's consciousness, and a set of psychological processes combine
with certain consumer characteristics to result in decision processes and
purchase decisions. Therefore, it’s marketers job to understand which stimuli
will influence the purchase decision of the consumers.
a. Motivation: It is the driving force within individuals that impels them to
action (Schiffman, Kanuk, Kumar, 2010, 90). This driving force is produced by a
state of tension, which exists as the result of an unfulfilled need. Kotler et. al.,
(2013, 154), added that; three of the best- known theories of human motivation
those are going to be discussed here are those of Sigmund Freud, Abraham
Maslow, and Frederick Herzberg- carry quite different implications for
consumer analysis and marketing strategy. A motivated person is ready to act.
Satisfying all the needs and wants, overcoming to all the tensions and drive, they
will show certain behaviour that will help them into purchase decision and goal
or need fulfillment.
b. Perception: According to Kotler et. al., (2013, 156) it is the process by which
consumer select, organize, and interpret information inputs to create a
meaningful picture of the world. Kokoi I (2011) further added that before
perceiving anything, people have to first be exposed to an object and also pay
attention to it. This chain of events of exposure, attention and perceiving is
played out many times during one day. In terms of studying consumer
behaviour, people’s perceptions are more important than reality because
perceptions are what actually affect a consumer’s behaviour. Perceptions are
formed through a three stage process that consists of selective attention,
selective distortion and selective retention (Kotler et. al., 2013, 156). When it
comes to conscious and purposeful allocation of attention, people tend to notice
stimuli that relate to their current needs. A person, who wants to buy facial
cleansing milk, will most likely pay more attention to cleansing milk
advertisements than a person who is not in the need of that specific product.
People are also more likely to pay attention to stimuli that they anticipate, in
other words, more likely to pay attention to skin care products in a cosmetics
store than in a food store. A third attention grabber in terms of allocating
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processing capacity, are discounts. People are more likely to notice stimuli
whose deviations are larger compared to the normal size of the stimuli (Kokoi I.,
2011).
Selective distortion can cause a phenomenon where consumers distort neutral or
unclear information about a brand to make it more positive based on the beliefs
and expectations they have of that certain brand (Kotler et. al., 2013, 156). For
example, a consumer can see that a fairness cream from their favorite brand
seems to work better than the cream of a less familiar brand even if no
noticeable difference really exists (Kokoi I., 2011). The retaining of information
that supports attitudes and beliefs is called “Selective retention” (Kotler et. al.,
2013, 157).
c. Learning: From a marketing perspective, learning is defined as the process by
which individuals acquire the purchase and consumption knowledge and
experience that they apply to future related behaviour (Schiffman, Kanuk,
Kumar, 2010, 198). Further they added that, repeating advertising messages
about brands and their benefits, rewarding people for purchase behaviour by
selling products that provide superior benefits, getting consumers to make
associations among different brand offerings under the same brand name, and
developing brand loyalty are all elements of consumer learning. The reason that
marketers are concerned with how individuals learn is that they are vitally
interested in teaching them, in their roles as consumers, about products, product
attributes and their potential benefits; where to buy them, how to use them,
how to maintain them, and even how to dispose of them. Marketers want their
communications to be noted, believed, remembered, and recalled. For these
reasons, they are interested in every aspect of the learning process (Schiffman,
Kanuk, Kumar, 2010, 196-198). Supporting to this, Kotler et. al., (2013) wrote
that, Learning theorists believe that learning is produced through the interplay
of drives, stimuli, cues, responses, and reinforcement.
d. Memory: All types of information that consumers pass through, will get
stored in the memory. It is very important to study memory as a part of factors
influencing consumer buying behaviour, because which products or services or
brands consumer will be choosing is the result of the associations they have
made with information stored in the memory. This information can be in the
form of perception, feelings, thoughts, experiences, images etc. Consumers will
be using their memory, and choosing the products that best suits with it. The
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strength and organization of these associations will be important determinants of

the information consumers can recall about the brand (Kotler et. al., 2013, 158).
Marketers should make such types of marketing strategy that can help
consumers gain right type of knowledge, associations and experience and
maintain them in the memory. As Kotler et. al., (2013) wrote, cognitive
psychologists distinguish between short-term memory (STM)- a temporary and
limited repository of information- and long-term memory (LTM)- a more
permanent, essentially unlimited repository.

III. PRICE EFFECT

Though, all the above factors influence the most for consumer buying
behaviour, and affects majority of the consumers while taking purchase decision.
But, while discussing about consumer buying behaviour, one cannot ignore the
effect of price in consumer decision making process. So, as suggested by Kokoi I.
(2011), price is also one of the factors affecting consumer behaviour. “Price can
be defined as the thing that a consumer has to give up to buy and obtain a
certain product.” As and well written by Kokoi I. (2011); in addition to the
monetary amount a consumer pays for a product, there are also other costs
involved that affect the perception of price. These include time, cognitive
activity or elaboration and behavioural effort.
Other studies also shown price as an influencing factor in consumer purchase
decision making process. Price plays an important role in purchasing behaviour
of a skin care cosmetic products (Junaid Abdullah B, Nasreen R, 2012). Brand,
quality, price and availability are certain factors that influence consumer buying
behaviour while purchasing cosmetics products (Junaid Abdullah B, Nasreen R,
Ravichandran N, Ahmed F, 2014). Supporting to it, one of the study also
concluded as there were statistical relationships between price and brand
preference (Wijesundera G, Abeysekera R, 2010). Some studies has also shown
that females are less sensitive to price than males as far as fashion goods
purchases are concerned (Celil K, Nuri C., 2015). Out of India studies has also
shows that product price significantly influence the buying decision of cosmetic
consumers in Saudi Arabia (Sheroog A, Upendra L, Belal K., 2016). Another non-
Indian study concluded that there is a strong correlation between price and
brand loyalty (Hamza S., 2011). In contrast, a study concluded that quality is
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most important factor for purchase of cosmetics by the respondents than price
(Desai K., 2014).
Therefore, price became the most important factor to go through.

IV. MARKETING COMMUNICATIONS

Kokoi I. (2011) also suggested another factor to study while researching on
consumer buying behaviour and that factor is marketing communications.
Because, if communications done right, it can payoff huge to the companies.
“Marketing communications are the means by which firms attempt to inform,
persuade, and remind consumers- directly or indirectly- about the products and
brands they sell” (Kotler et. al., 2013, 456). There are many tools that can be
used by marketers to convey messages to consumers. So, the marketing mix
consists of eight major modes of communication: advertising, sales promotion,
events and experiences, public relations and publicity, direct marketing,
interactive marketing, word-of-mouth marketing and personal selling (Kotler et.
al., 2013, 459). In cosmetics markets, heavy advertising with famous models and
spokeswomen is often used to allure consumers to buy different products (Kokoi
I., 2011). For example, L’Oreal attracts millions of women from India by using
bollywood actors as their spokeswomen in their advertisements. By which
women who associate themselves with spokeswomen will get attracted and
make purchase decision. In other words, cosmetics companies are not trying to
sell products and brands but also an image that is associated with certain
characteristics or qualities.
Certain studies had also shown that marketing promotions plays an important
role in influencing purchase decisions of the consumers. The impact of
advertising is reasonable in creating the product awareness or brand
identification (Rao K., 2015). Advertisement and celebrity endorsement are the
important factors which play an important role in purchasing behaviour of a
skin care cosmetic products (Junaid Abdullah B, Nasreen R, 2012). Supporting to
this one of the study concluded that maximum number of women consumers are
attracted towards the marketing strategy through advertising (Sonkusare G.,
2013). Consumers today use varied ways to collect information. So, the
marketers use varied ways to reach consumers and with the help marketing
communications tools, they send information to customers. One of the study
concluded that TV and internet has impact upon receiving the information in
A review of literatures on factors ……..T. Makwana and Dr. J. Parmar |1 9

purchase decision (Desai K., 2014). Supporting to this one more study has
concluded that TV ads play the most important role while making decision for
purchasing bathing soaps (Reddy P, Rao N. Appa, Reddy I. Lokananda, 2014).
One of the study conducted on consumer’s buying and switching behaviour due
to advertisements for shampoo brands, had concluded that advertisement has
significant impact on consumers’ mind, when they buy any particular product.
The results had also shown that consumers switch to other brands after
watching endorsements (Shrivastava A, Bisen V, 2014). Therefore, it can be said
that not only the purchase decision, but the switching behaviour also get
influenced by marketing promotion tools, which makes it important to study.
So, in cosmetics industry, promotional activities have positive effects on
consumers’ purchasing behavior or brand choice (Shallu, Gupta S, 2013). While
studying about cosmetics and consumer buying behaviour towards cosmetics
products, one cannot forget the role played by beauticians. Beauticians are the
most effective source of brand awareness (Limbad S. (n.d)). So, the marketers are
going to conduct all the branding activities through marketing communication
tools.

V. CONCLUSION
Conditions of competition are changing rapidly today and companies that
strategize and react to these changes promptly and quickly are the most
successful (Brosekhan A, Velayutham C. (n.d)). Overall, it was argued that the
study of consumer buying behaviour is evolving rapidly as researchers recognize
and implement various perspectives to understand the nature of purchase and
consumption behaviour. The various factors which influence female buying
behaviour while purchasing cosmetics which had been already discussed in this
article are cultural, social, personal and psychological. Moreover, the effect of
price and marketing communication had also been discussed as factors which
influence female buying behaviour. Thus, it can be concluded that every factors
are important to study at its own, and every factor directly or indirectly
contributes its part to influence the female in its process of purchasing cosmetics;
differs only at the stage of buying and which type of products are being
purchased.
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ABOUT AUTHOR
Ms. Trishna Makwana (MBA, BBA) is pursuing Ph. D in
Marketing. She had qualified UGC-NET (Management) in the
year of 2012. Her areas of interest are consumer behavior and
communication. She is having 5 years of post graduate
teaching experience at Shrimad Rajchandra Institute of
Management and Computer Application, Uka Tarsadia
Universiry, Bardoli. She had attended many programs,
seminars and conferences for her academic development. She
had presented and published many research papers too.
Dr. JiteshParmar (Ph.D., PGDRM, MBA, BE) has total sixteen
years of Post Graduate teaching experience. He has attended
many programs for his academic development across different
states of India. He has presented many research papers in
repute conferences. His research work has been published in
many National and International Level Journals. One of his
paper won the second prize at “National Conference on
Marketing of Financial Services”, Pune. Currently he is
managing Uka Tarsadia University Examination function.