Factors that influence consumer behavior in the purchase of cosmetics products in Uganda

Abstract

This research examined factors that influence consumer behavior in the purchase of cosmetic products in Uganda taking a case study of Makerere University main campus. The study was carried out with the main objective being to find out factors that influence consumer behavior in the purchase of cosmetics products in Uganda with the specific objectives being; i) to establish the relationship between demographic factors and purchase of cosmetics products, ii) to establish the relationship between market factors and the purchase of cosmetics products, iii) to assess the influence of social-economic factors in the purchase of cosmetics products The study adopted a cross – sectional design with a sample size of 113 respondents comprising of undergraduate students of Makerere University main campus from School of Statistics, School of Economics, School of Engineering, School of Education and School of Law. They were selected using cluster sampling technique and simple random sampling was used to select respondents (students) and analysis was done using SPSS at both Univariate and Bivariate level. The results of the study revealed that there was a significant relationship between demographic factors like age, market factors like quality and purchase of cosmetics products at 0.05 level of significance hence the researcher rejected the null hypothesis. The study revealed that there was no significant relationship between personal income (up keep level) and purchase of cosmetics products, culture and purchase of cosmetics products since probabilityis greater than 0.05 hence not rejecting the null hypothesis. This revealed that many people do not know what their cultures talk about on such cosmetics. The researcher recommends that cosmeticscompanies should set prices of their products at the same level in the same areas of sale so that the different retailers in the same place can sale the same product at the same price. Gender and age are key determinants of the choice and preference for cosmetics products. Therefore, dealers in cosmetics products should provide age and gender tailored products. Consumers prefer cosmetics products which are of good quality so firms and companies should invest in ensuring their products are of good quality, in order to attract and maintain consumers. Accessibility and packaging is also another major concern of consumers therefore cosmetic companies should diversify their market presence and improve on their way of packaging.