Factors Influencing Consumer's Perception of Cosmetic Products : a Case of Consumers in Nairobi

Abstract

The study sought to investigate the factors that influence consumer's perception of cosmetic products. The study focused more on the marketing consumer and environmental factors. The outcome of this study was intended to help cosmetic providers within the industry and policy makers to address consumers· needs more effectively. The objective of this study was first to establish consumer's perception of cosmetic products. The second objective was to determine factors that are important in influencing consumer's perception and choice of cosmetic products. And thirdly to identify demographic factors that explain consumer s perception of these products. In order to achieve the above objectives, primary data was collected using semi -structured questionnaires whose respondents were Nairobi residents. From each household selected, only one person- a consumer of cosmetic products was interviewed. This data was analyzed using mean scores and standard deviations while data presentation was made in tables.