Effective Factors on Purchasing Intention of Cosmetics and Health Products in Tehran City

Reza Azizpour, Tayebeh Abbasnejad and Malihe Siyavooshi

International Journal of Academic Research in Business and Social Sciences, 2016, vol. 6, issue 11, 449-458

Abstract: Marketing managers are interested to know more about consumers' purchasing intention in order to increase their new or current products or services' selling. Thus, the related information in terms of consumers' intention can be important in marketing decision makings. Several factors are effective on the consumers' intention. This study aimed to search the effective factors on consumers' intention for buying cosmetics and health products in Tehran city. In this study a descriptive-survey method is used. Accordingly, situational, psychological, personal, socio-cultural, marketing mix and many other factors were covered and the gathered data was analyzed by 22end version of SPSS software. Statistical population includes all consumers of the products in Tehran city. The applied sampling method was random and the statistical population was infinitive, so the sample size determined up to 410 people. The data was gathered via questionnaire, with five-option` likert spectrum which included 34 items (main and demographic). Validity and reliability criteria were at least in acceptable range. Among 410 questionnaires, 394 were filled and returned to researcher. Data analysis was done in two levels of descriptive as well as inferential. Results showed significant affect of all the four factors on the consumers' intention to buy cosmetics and/or health products in Tehran city.

Keywords: Marketing Mix; Psycho-personal Factors; Emotional factors; Socio-cultural Factors; Situational Factors; Cosmetics and Health Products (search for similar items in EconPapers)
Date: 2016
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