RISKS AND FACTORS OF THE CONSUMER RELATIONS GOVERNANCE IN A COSMETIC INDUSTRY

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Abstract

The main goal of this article is to identify and discuss the factors that influence consumers’ in their choice of female cosmetic brands. The article goes on to assess the degree of importance that female consumers attach to certain factors which affect consumer choice. The study’s population, consisting of female consumers, comprised of 340 respondents. In order to achieve the paper’s objective, the researcher developed a structured questionnaire and collected and analyzed the data using Statistical Package for the Social Sciences (SPSS). The findings of the study indicate that the product quality ranked the most important factor even though other factors such as the feminine looking packaging and size of the container were also considered as influential factors in the purchase decision making process. The most influential external influence in the decision-making process was age, followed by sales discounts on the price of the product. The use of celebrities was not considered as an influential factor in the consumer decision-making process.

Keywords: Consumer Behaviour, Consumer Perception, Decision Making, Packaging Product Positioning

Received: 08.05.2017

Accepted: 17.10.2017

How to cite this paper: Phiri, M.A., & de Ponte, J. (2017). Risks and factors of the consumer relations governance in a cosmetic industry. Risk Governance and Control: Financial Markets & Institutions, 7(4-2), 260-269. https://doi.org/10.22495/rgc7i4c2art8