Effect Of Psychological Factors On Consumer Buying Behavior Of Cosmetic Products Among Female Cosmetics Consumers In Bole Sub City Addis Ababa

In the present time, cosmetic products are one of the products that are highly advertised andrncommercially promoted products around the world. Concurrently, consumers’ buying behaviorsrnof cosmetic products are influenced by several factors including social, environmental, personalrnand psychological factors. The purpose of the current study is to assess the effects ofrnpsychological factors on female consumer buying behavior of cosmetic products in cosmeticsrnand estimate the roughly expenses of cosmetic consumers in cosmetics shops in Bolie Sub-city,rnAddis Ababa. A cross sectional survey method data collection paired with two stage sampling;rnsimple random sampling in selecting the cosmetics shops and non-probabilistic purposiverntechnique of sampling using close ended Self-Administered Questionnaires produced data of 161rnrespondents, after conducting pilot study from 30 respondents in advance. Results thernquantitative data outcomes on the estimates of monthly expenses showed a range of 600 to 800rnBirr. The correlation analysis indicated that psychological factors are strongly related with therncustomers purchasing decision-making processes. The regression analysis on the effect ofrnpsychological factors on purchasing decisions processes produced Pearson’s correlationrncoefficients R=0.669 with p-values of 0.001(two tailed). Besides, regression analysis resultsrnshowed 47.5% (R2=0.475, p=0.002) prediction power of attitude and perception; but, t-testrnoutput indicated that learning and motivation lack predicting power of consumers purchasingrndecision processes. Nonetheless, the insights derived from the current research, the results arernonly generalizable to the participants of this study because of the research limitations in thernsampling process and use of non-probabilistic sampling method

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