Consumers buying decision process towards cosmetics: a comparison of the generations X and Y in Durban.

Abstract

Understanding the factors influencing consumers through the buying decision process is of vital importance, most especially in recent times whereby marketing is more consumeroriented. The main purpose of this study was to compare the behaviour of two different generations (X and Y) group consumers through the cosmetics-buying decision process. However, this study used the buying model, which includes five stages; needs recognition, information search, alternative evaluation, purchase decision and post-purchase evaluation. This study used a quantitative research approach. A sample size of 379 (Westville campus and Howard college students born between 1965-1999) was determined using the probability random sampling method. Furthermore, data was collected by means of a survey questionnaire, and a satisfactory return rate of 99 per cent, or 377 questionnaires, were submitted for statistical analysis. After analysis result revealed that out of 377 respondents, the majority of them was from the generation Y with 60.2 per cent (n=227) whereas the generation X was only 39,8 per cent (n=150). Furthermore, findings indicated that through the cosmetics-buying decision process, each generation (X and Y) consumers’ needs are triggered by different motives. Most of the generation X consumers buy cosmetics products to satisfy the need to enhance beauty, whereas the generation Y is more likely to be driven by physiological needs than compared to generation X. Furthermore, the generation Y is more likely to be influenced by advertisements than compared to generation X. Findings suggested that during the cosmetics-buying decision process both generations (X and Y) consider social network platforms as a source of information, moreover the generation Y is also more likely to consider previous brands as a source of information than compared to the generation X. Findings suggested that loyalty, quality, and price are the basic criteria that generations X and Y consumers use during the cosmetics-buying decision process. However, generation Y is also partially likely to consider recommendations from sales persons. Finally, findings suggested that both generations (X and Y) use satisfaction as a basic criterion in the cosmetics-buying decision process. Nevertheless, statistical test results indicated that there are significant behavioural differences between the generation X and Y consumers during the cosmetics-buying decision process.