ISSN: 2320-5407 Int. J. Adv. Res.

5(7), 1-9

Journal Homepage: - www.journalijar.com

Article DOI: 10.21474/IJAR01/4686

DOI URL: http://dx.doi.org/10.21474/IJAR01/4686

RESEARCH ARTICLE
THE DIMENSIONS OF BUYER BEHAVIOUR IN THE PURCHASE OF COSMETICS IN CHENNAI.

V. Nithya1 and Dr. A. Kumudha2.

1. Research Scholar, Bharathiar University Coimbatore.
2. Professor – PSGR Krishnammal College for Women Coimbatore.
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Manuscript Info Abstract
……………………. ………………………………………………………………
Manuscript History Grasping Buyer Behavior is what a Marketer has to do. No wonder,
the study of buyer behavior has become very vital now. So there is
Received: 1 May 2017 need to identify the dimensions of the buyer and decode the consumer
Final Accepted: 3 June 2017 behavior. This study attempts to provide a view towards buyer
Published: July 2017 behaviour. A sample of 82 female cosmetic users was selected. The
results confirm with what has been largely theoretical ideas of
Key words:- linkages between the buyer characteristics and the importance that
Buyer Behavior, cosmetics, Buying they place on different criteria during the decision-making process.
Motives, Buying Habits.
The results are supported with the analysis that has been made with
the data gathered during the study.

Copy Right, IJAR, 2017,. All rights reserved.

……………………………………………………………………………………………………....
Introduction:-
The old adage says „Give a lady what she wants‟ serves as an evergreen statement on the smart marketing.
Marketing is certainly understanding „the lady‟, and creating a customer out of her through understanding. The
question is how does one understand what a lady would want and what buying behavior she would have. The
cosmetics brand has to deliver the relevant value to the buyer. The value is what the consumer considers or
presumes as the value, and the cosmetic seller has to go by her choice and deliver her the value she seeks. To
accomplish this target the cosmetics brand, need to understand its consumers fully about their preference and
behavior.

Consumer does not go by set rules in her buying Decision:-

When a buyer takes a buying decision, no rigid rule binds her. Sometimes she takes the decision on the spot. In
some cases she decides after a long search, after evaluating the various alternatives available, after reassuring herself
with the opinion of those who have already purchased the product. Sometimes, the buyer goes to a shop after taking
decision to buy a product, but does not buy it! For apparent reason, she postpones the purchase or even drops the
idea or may switch the decision to purchase some other product!

Consumers are characterized by greater amount of complexity. Due to the environment they operate and the
knowledge and awareness they possess. They also cope with the information overload, they enjoy with multitude of
choices. The choices often confuse them. The sales environment is also complex with large number of competitors
in the cosmetics segment.

Corresponding Author:- V. Nithya.

Address:- Research Scholar, Bharathiar University Coimbatore. 1
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Buying Motives And Buying Habits:-

Sangeeta Sahney, Koustab Ghosh, Archana Shrivastava (2013), from the perspective of the seller, it is the
attempt on the seller‟s part to attract and persuade the prospect to conduct the purchase decision-making process,
and ensure satisfaction and loyalty. From the perspective of the buyer,online purchase behavior is the degree to
which consumer access, browse, shop and transact and repeat the behavior with the revolution in the very basics of
transaction from a physical store format to a non-store one. It is important to understand the factors that could
motivate Indian consumers to indulge in online buying.

Nizar Souiden, Mariam Diagne (2009), clarify the impact of personal variables(self-image consciousness, ageing
effects,physical attractiveness, state of health), socio-cultural variables(ie. Beliefs, life style) and marketing variables
(ie. Advertising, purchase situation). Consumers motivations and attitudes differ among markets when the product is
at different stages of the lifecycle.

Tracy Scelzo, Dawn Lerman (2009), the unique pressures of growing up as a little emperor in achanging society
are widely reflected in product usage and the ways in which ease the tension and anxiety associated with the
pressure of maintaining expectations from friends , family and society.

Gerard Cliquet, Jean-Philippe Croizen (2002), exploratory study of several cosmetics retail companies operating
in the French market seem to indicate that developing services is the best way of retailing business independence
and resisting predators.

Sharmila Pudaruth, Thanika Devi Juwaheer, Yogini Devi Seewoo (2015), identified that the purchasing patterns
for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely:
“Women lifestyles, self-image health and economic considerations”, “ethical consumerism among females”,
“Pharamacological essence of green cosmetics and beauty care products”, “visual appeal and physical cues in
cosmetics stores”, “Price-conscious decisions and effective promotion”, “belief on ethical claims in green messages,
“ brand image and usage experience” and “sales representatives and social influences”. The behavioral intension and
referral of female customers is primarily derived from factors related to “ Women lifestyles, self image, health and
economic conditions”.

Vesselina Dimitrova, Mariana Kaneva, Teodoro Gallucci (2009) indicate that the role of the customers in the
cognitive process of knowledge accumulation for the specific and rare aromatic rose products is captive, based on a
new learning for the nature of the product and application of integrated marketing ideas for the product development
and promotion.

J.Michael Weber, Julie Capitant De Villebonne (2002), suggests that a difference should exist due to
psychological factors, social influences, and the purchase situation.

Amanda Coley, Brigitte Burgers, (2003), affective process components (irresistible urge to buy, postivebuying
emotion and mood management) and cognitive process components (cognitive deliberation and unplanned buying)
significant differences were also found between men and women in the frequency with which the product categories
were purchased on impulse.

Eun Joo park, Eun Young Kim, Judith Cardona Forney (2006), Fashion involvement and positive emotion had
positives effects on consumers fashion-oriented impulse buying behavior with fashion involvement having the
greatest effect. Hedonic consumption tendency was an important mediator in determining fashion-oriented impulse
buying.

George P. Moschis, Leah Bovell (2013) shows the differences in the way older consumers respond to various
marketing offerings. They vary widely by psychographic characteristics that are based on aging, life changing events
and circumstances older consumers have experienced.

Review Of Literature:-
Liz barnes, Gaynor lea, Greenwood, Margaret Bruce Lucy Daly (2006), states the buying practices for fast
fashion, namely, a combination of global and local suppliers. Trust is an important factor in the supplier-retailer

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relationship to ensure fast delivery at an agreed quality and integration of key internal activities and processes to
facilitate the speed of buying decisions that may be required.

Dominic F.Wilson, (2000), states the buyer behavior literature between the contexts of consumer markets and
organisational markets has lead to a split approach to the development of buyer behavior theory.

John F.Tanner, Jr.(1990), states the need for industrial marketers to undertake buyer behavioral choices, which are
affected by various factors, concludes that the development of a successful marketing strategy requires the accurate
prediction of buyer bahvior.

John Ramsay, BeverlyWagner, Stephen Ketty (2013), defines to improve performance through an enhanced
ability of organisations as buyer to influence supplier behavior by modifying aspects of their own behavior. It should
be particular interest to all organisations with buyers with vey low levels of power trying to improve the
responsiveness of more powerful suppliers.

Susan Sproule, Norm Archer (2000), states about the buyer behavior framework. A fruitful application area for
software agents is in the area of e-commerce, where potential buyers can easily be overwhelmed by the flood of
information that is available, thus potentially making less than optimal purchasing decisions.

R.R.Dholakia (1979), suggests that the buying behavior decision is influenced by extra-personal pervasion and the
intra-personal influence of a buyer‟s personal behavior. Suggests that the creative design of marketing is dependent
on an understanding of these two processes, which, it revealed could lead to a remarkably different response.

Sam Swallow, (1971) states, it is often assumed that the behavior patterns of the domestic consumer and the
industrial buyer are fundamentally different. The industrial buyer is not buying for himself but for his organization.
He therefore makes his decisions in relation to his organisation‟s objectives and behaves as a logical animal. He
buys to tight specifications and is equipped to judge the reasonableness of prices.

Antonis Simintires Adamantios, Diamantopoules Judith Ferriday (1997), explains about the pre-purchase
satisfaction on the first –time buyers and its likely impact on buying behavior. Indicates that pre-purchase
satisfaction can be distinguished from anticipated satisfaction and that it helps to predict first-time purchases.

George A Luffman (1974), explains the aspects of the communication process, which relate to the conditions
determining the alertness of the individual buyer to marketing communicative and the manner in which he/she
searches the market. Identifies the extent of market search by buyers.

Rui da Silva, Gary Davis, Pete Naude (2002), states the influence of certain retail buyer characteristics, how the
buyers approach and their buying task.

Objectives Of The Study:-

 To know the buying motives of the cosmetic users.
 To know the buying habits of the cosmetic users.

Hypothesis Of The Study:-

H1: Buying motives influences buyer responses.
H2: Buying Habits influences the buyer responses.

Research Methodology:-
Target Population:-
The study targeted the 82 (Women Cosmetic Users) Respondents in Chennai. The population of study consisted of
women Cosmetic users in Chennai. Cosmetic products and their users on a daily basis, what are their buying
motives and habits to choose their products? A survey study was adopted.

Data Collection:-
The data was collected using questionnaires. A set of selected questions was used to collect data from the
respondents in the sample population. These include close-ended questions. Each item of the questionnaire was

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developed to address a specific objective of the study.

Response:-
The total of 82 questionnaires administered during the study, Demographic Characteristics, 
the profile of the
respondents is looked upon in terms of Age, Level of education, Marital Status, Average Monthly Income and
Frequency of Shopping, the researcher sought to establish these characteristics from the respondents.

Data Analysis:-
The statistical tool has used to analyze the data collected for the study. The SPSS was used. Chi-square, Anova was
applied to the study.

Chi-Square:-
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Monthly spending 85 100.0% 0 0.0% 85 100.0%
Age * why do you use 82 96.5% 3 3.5% 85 100.0%
cosmetics
Age * Where do you buy 82 96.5% 3 3.5% 85 100.0%
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 221.392a 30 .000
Likelihood Ratio 156.366 30 .000
N of Valid Cases 85

Chart showing Respondents monthly spending towards cosmetics

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Income* Monthly spending

Chi-Square Tests Table No:3
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 122.724a 30 .000
Likelihood Ratio 71.836 30 .000
N of Valid Cases 85

Chart showing Respondents Monthly spending towards cosmetics

Age*why do you use cosmetics

Chi-Square Tests Table No:4
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 44.572a 12 .000
Likelihood Ratio 50.184 12 .000
N of Valid Cases 82

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Age*where do you buy Cosmetics

Chi-Square Tests Table No:5
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 13.468a 12 .336
Likelihood Ratio 16.873 12 .154
N of Valid Cases 82

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Chart showing where do the respondents buy their cosmetics.

Anova:-
Anova is tested for the Brand Impression and the factors that influence the band impression
Anova Table showing Brand Impression and its variables
Sum of df Mean Square F Sig.
Brand Impression Squares
This is one of the best brand 7.625 5 1.525 2.495 .069
cosmetics products, I could have 11.000 18 .611
bought 18.625 23
This brand hasn‟t worked out 1.650 5 .330 1.760 .302
well as, I expected .750 4 .188
2.400 9
This brand is exactly what I need 1.917 5 .383 2.208 .121
2.083 12 .174
4.000 17
I am satisfied with my decision 7.828 5 1.566 2.180 .125
8.617 12 .718
16.444 17
In general I have strong interest 9.000 2 4.500 9.000 .022
in this brand 2.500 5 .500
11.500 7

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Findings and Discussions:-

Buying Motives & Habits:-
 From the analysis, it is identified that the main buying motive of the cosmetics is that all age category of the
respondents state that they are used to or it‟s a habit of using the cosmetics
 Majority of them also state that to boost the confidence level is also the reason they use the cosmetics.
 In the age group of 35-40 agree that buying motive of cosmetics is to groom themselves.
 From the analysis, it is identified that majority of them buy the cosmetics from the departmental stores. The
next option that all age group mentioned was that they use all the sources like (online, cosmetics outlet brand
shop) for buying the cosmetics.
 Its been identified that age group of 30-34 spend more on the cosmetics monthly.
 Respondents, who‟s monthly income was more than Rs.20000, spent more on cosmetics
 The brand impression and its related factors state that the respondents are satisfied with the decision they made
on the cosmetics brand, they felt that this could be one of the best brands they have bought. They also agree
that, the cosmetic brand that they bought for them worked well, as expected. They have strong interest on the
brand that they have chosen for them.

Conclusion:-
All purchase situations are not uniform. And, the level of consumer involvement in the purchase varies, in line with
the buying situation. There are high-involvement as well as low involvement buying situations. The situations vary
essentially on account of the difference in the products and what it takes on the part of the consumer to arrive at the
buying decision. The situations in which the consumers are placed also impact their shopping behavior. There is
always a tradeoff between time to be spent and price to be paid, in the transaction. The values of time and money
vary from consumer to consumer. This has enhanced the need for them to shop their cosmetics in the departmental
store and online stores as well. Their characteristics differ and needs differ and their shopping behavior is
accordingly distinct in cosmetics buying behavior.

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