This study will be significant in a number of ways. First, it will provide scientific information regarding the factors that influence the purchasing behaviours of cosmetics consumers within the City of Riyadh. This information will be crucial to players in the market in terms of designing appropriate strategies to enhance their sales, competitive advantages and profits. The information will further help industry players to segment the market and come up with strategies to acquire and retain a particular group of consumers.
Second, the results of the study will help marketing agencies intending to avail products within the Riyadh cosmetics market to have a better understanding of consumer behaviours, especially the crucial triggers. Third, the study will add further information to the already existing scientific knowledge base. It will also provide further grounds for future, further studies on the same subject matter.
Consumers often exhibit different behaviours when selecting, purchasing, utilising, and disposing of ideas, and products to meet their needs. These actions are often underscored by motives for actions that are often specific or peculiar to an individual or a group of consumers (Hoyer, Maclnnis, Pieters, Chan and Northey, 2020). An in-depth understanding of consumer behaviour significantly determines the success and profitability of business enterprises that provide products to their customers.
Within a business entity or industry, understanding consumer behaviour is most important to marketing department or to marketers. Marketing provides a process through which marketing departments and players in the marketing industry avail products to consumers. The primary objective of a business entity is to get returns on investments and achieve their profit motives through efficient means and at a minimum cost. Consumers are divided broadly into two: business markets (business-to-business or simply B2B) and consumer markets (business-to-consumers or simply B2C) (Lantos, 2015).
Business customers are buyers who purchase products from suppliers with a view of using them as inputs in the production of other products. On the contrary, consumer buyers are entities or individuals who purchase goods and services with a view to consuming them; they use products to satisfy their own personal needs. Irrespective of the type of buyers in the market, the most important thing is to supply products to the buyers in ways that meet their specific needs at minimal costs. To achieve this, it is important that every business understands the behaviours of the buyers of its products. The knowledge is even very crucial to business entities operating in the consumer market segment. Researchers have studied the socio-economic factors affecting the way consumers behave in various cosmetics markets. In this regard, according to Sarma (2017), culture plays a significant role in the development of consumer behaviour. The scholar has contended that companies that have been able to understand cultural dynamics and nuances of the markets in which they operate have been able to develop successful ventures.
Further, according to the scholar, culture shapes the way people lead their lives. In this respect, the implication is that the cultural backgrounds determine the behaviour of consumers in the market. This position has gained support from Samli (2012), who has argued that culture determines personality, which is critical in making personal choices. The researcher has further argued that personality is crucial in purchasing decisions, thereby linking culture and consumer behaviour.