An Empirical Investigation among Iranian Consumers with Variety Consumption Habits in Cosmetic Sector


  •  Alireza Miremadi    
  •  Shirin Toutoue    
  •  Rosa Oghani    

Abstract

This paper is the first paper that provides an in-depth discussion on the scientific methodologies that can be used
to measure and Key Factors That Influence on Consumer Consumption and Converting them to loyal customer
and various promotional activities in Iranian cosmetic product .first of all, this paper reviews the history
cosmetic industry, current status of e-purchasing and influence of culture on domestic and foreign cosmetic
products in Iran.This exploratory study sought to answer four sections related about understanding the consumer
buying behaviour in cosmetic product in Iranian market concentrated on domestic and foreign shampoo such as
Determining key factors that influence on consumer consumption and converting them to loyal customer in
Iranian cosmetic market, Influence of various promotional activities in cosmetic product, E- tailing or electronic
buying attractiveness, Critical Factors influence on Consumer Buying Behaviour and Attitudes towards Cosmetic
Product.We have initiated with exploratory research and gradually shifted to descriptive research. The instruction
method for collecting the primary data was questionnaire. In this research, a modelling framework is developed
for Marketers and their companies to deal with promotional and advertising budget constraints, therefore
selecting the precise promotional mix or integrated marketing communication (IMC) is valuable asset and equip
companies to penetrate and develop the market share in Iranian market in this competitive market
accordingly.Empirical studies have shown that the Quality, product reliability (genuine), package and variety of
distribution channels are the most influential factors for customers’ satisfaction and consumer buying behaviour
about the foreign cosmetic product (shampoos), while quality, product reliability (genuine), package, meet the
requirements and variety of distribution channels are the most influential factors for customers’ satisfaction and
consumer buying behaviour in domestic Iranian product.


This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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