Abstract:
Cosmetics have developed and grown with human origins and played various important roles
like to prepare for combat, heightened the excitement of courtship, and adorned the dead before
the funeral. The purpose of this study was to investigate factors influence on consumers’ buying
behavior in cosmetics segment market: In Gondar city. It was found that there are different
factors like geographic, behavioral, psychological and demographical influencing on the buying
behavior of the cosmetic consumers, either positively or negatively which include age, gender,
occupation, income, personality, motivation and other behavioral variables. Quantitative
methods were used to successfully carryout the study and a total of 384 participants from Piassa,
Arada, Maraki and Azezo sub cities were selected via employing convenience sampling. The
descriptive analysis was undertaken to describe the characteristics of the variables which were
collected using questionnaire from 356 of returned responses. And explanatory analysis was
used to test the research hypotheses, and to explain the nature of variables relationship. The
result of the study revealed that the varying degree of influence towards consumers’ buying
behavior among the major geographic, behavioral, psychological and demographical factor
variables. It is found that the psychological factors had a significant influence on consumer
buying of cosmetic products in Gondar city, followed by behavioral, demographic and
geographic factors, respectively. And finally possible recommendations to tackle the problems in
relation to the buying behavior of cosmetic market consumers in Gondar city were implicated.
