Factors Influencing Consumer Buying Behavior of Beauty and Personal Care

The research investigates the factors affecting consumers’ buying behavior in the personal care and beauty sector, with a particular emphasis on the influence of cognitive experience, affective experience, social experience, and aspects of hedonic on consumers’ decision-making process. Primary data was gathered using a questionnaire, guided by quantitative research methods. Total sample of n = 385 women, using a convenience sampling method. Data gathered from questionnaire was tested using statistical package for social science where reliability tests. The findings pose significance for personal care and beauty by guiding them in tailoring their offerings to meet customer preferences, leading to increased customer loyalty and satisfaction. The study shows significance in all variables: (a) social experience influences with β1 = 0.715, (b) cognitive experience influences with β2 = − 0.088, (c) affective experience influences with β3 = 0.117 and (d) hedonic aspects subsequently with β4 = 0.221. Retailers can make substantial changes in their unique selling prepositions and marketing campaigns integrating new methods of generating engagement with the audience and understanding consumer dynamics. The research adds the literature on customer buying behavior, as little research has been conducted in Middle East Region on this topic. The study can offer a valuable insight into the influence of social and cultural factors on consumer buying behavior, like attitudes toward personal and beauty care, religious beliefs, and social norms.