Identifying the Factors affecting the customer’s Buying Behavior: A case study of Men’s cosmetic Market in Karachi, Pakistan.

The purpose of this study was to determine various factors such as age, occupation, income, models and celebrity influence, as well as the role of metrosexuals (independent variables), which have an effect on consumers in buying men’s cosmetic products (dependent variable). Specific objectives were to study the impact of factors affecting customers buying behavior in the men’s cosmetic market, to determine the impact of appearance on a person’s success in their professional life, as well as to ascertain the age group which uses men’s products the most. A study of the literature review suggested factors which affect the buying behavior of men purchasing male cosmetic products include age, occupation, income, celebrity influence and a rise in the metrosexual phenomenon, however, the research problem pertained to a lack of knowledge on how much of these factors individually affect consumer behavior with regards to purchases. As such, the study was significant and therefore needed to be carried out to examine the impact of various factors on the buying of men’s cosmetic products. Methodology used in this study was quantitative in nature. The method of primary data collection was carried out through a close ended questionnaire administered to 50 participants. Collected data was tabulated, and the analysis was conducted with the help of SPSS. It was concluded that age, occupation, and role of metrosexuals has had a significant impact on the consumer’s buying behavior in relation to the purchase of men’s cosmetics especially in Karachi. It was found out that majority of the people believed that using men’s cosmetics helps them in succeeding in their occupation, improves their appearance , spend a sum of money on buying men’s cosmetics. This study will be helpful for new researchers to understand the impact of these various factors on consumers in buying men’s cosmetic products in Karachi, and for manufacturers to align their promotion strategies for maximum effect.