Factors Affecting the Purchase Behaviour of Cosmetic Products: A Study Among Female Consumers in Oman

الملخص

The major purpose of this research is to investigate the key elements that impact the purchase behaviour of female consumers in Oman, particularly in the cosmetics business. The study intends to look at the links between self-image, environmental concerns, buying habits, age, and the impact of social media on purchase decisions. Although earlier research has focused on individual aspects of consumer behaviour, this study aims to fill the information gap by investigating how these factors interact to influence the purchase choices of females in Oman. Results indicate product attributes including skin suitability, price, and safety are more influential on buying decisions than age, self-image, or social media influence. Surprisingly, social media influence, self-image, and environmental concerns did not emerge as the main factors influencing the purchase behaviour of females consumers living in Oman. The findings underline how complex and varied the consumer behaviour is, and how marketers and cosmetic manufacturers need to take a comprehensive approach that takes note of both individual preferences and current market conditions.