A comparison of luxury cosmetic product purchasing patterns of consumers in Africa.

Abstract

The focus of this study is on the luxury cosmetic user in Africa. Studies have proven that the once considered dying continent riddled with disease and corruption has reborn into a place of hope and opportunity. The educated emerging middle class is making well informed decisions which have led to untapped markets of expansion for companies wanting to expand their footprint. An immense amount of research needs to go into which markets within Africa to target in understanding the consumer and tailoring products to suit this aspirational consumer. This study delves into literature on the luxury cosmetic market and zones in on the African consumer, the limited literature specific to Africa was a gap identified. Four objectives were considered during research: Determining who the luxury cosmetic user is, establishing the usage and consumption patterns, understanding the purchasing frequency and determining factors that affect/influence purchase decisions. A quantitative study was conducted by the use of a questionnaire handed out across luxury cosmetic stores in Nigeria. The data’s was analysed and discussed with recommendations in relation to the buying decision process.