INVESTIGATE INFLUENCE OF MARKETING SEGMENTATION FACTORS ON CONSUMERS’ BUYING BEHAVIOR IN COSMETICS MARKET: IN GONDAR CITY

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.