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Archives of Business Research – Vol. 10, No. 2
Publication Date: February 25, 2022
DOI:10.14738/abr.102.11492. Eshra, N., & Beshir, N. (2022). Marketing Mix Elementa Effect on Egyptian Consumers Buying Behavior for Cosmetics. Archives of
Business Research, 10(02). 235-243.
Services for Science and Education – United Kingdom
Marketing Mix Elementa Effect on Egyptian Consumers Buying
Behavior for Cosmetics
Dr. Nevine Eshra
Doctor of Marketing in Arab Academy for Science
Technology and Maritime Transportation, Alexandria, Egypt
Dr. Noha Beshir
Doctor of Marketing in Arab Academy for Science
Technology and Maritime Transportation, Alexandria, Egypt
ABSTRACT
Cosmetics play vital roles and have an impact on consumers everyday survives on
constructing one self-esteem and confidence. Young consumers have become
beauty aware and charming in the beauty lifestyle. Demand for cosmetics is
dynamic in Egypt but, less consideration keen to the cosmetic industry in the
literature. One main issue faced by marketers is their changing behavior, tastes, and
preferences. Marketers are trying to deal with their behavioral changes and
understanding their decision-making factors correctly and accurately. Therefore,
the study purposes to examine the impact of product, price, promotion, and place
on buying behavior of Egyptian consumers of makeups. The research is a
descriptive research, with the survey conducted through questionnaire. The
sampling technique used was convenience, with 120 samples achieved. The
empirical results confirm that marketing mix elements overall have positive
relationship with consumer buying behavior for makeup in Egypt. Also, price is the
only marketing mix element that have significant positive impact on consumer
buying behavior for makeup in Egypt.
Keywords: Marketing mix, Egypt, Cosmetics, Buying Behavior.
INTRODUCTION
In market concern or customer focus, before organization provide product or service it must
first determine what is a prospective customer demand? An organization to reach its overall
objectives has required to plan and accurate control of tasks technique with precise
management. For being success of marketing Plan, 4p (place, price, promotion, product)
marketing should take need and desires of customers into consideration (Manafzadeh et al,
2012).
Organizations can enterprise their objectives and improve their performance in short term and
long term by using marketing mix (Bahador, 2019). An operational marketing strategy essential
through business where they want to be in the long-term base that is why marketing strategies
are known as the continuous process. The marketing mix is a method which define marketing
success for the business itself, and construct satisfaction to particular market segments or
consumers.
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Today’s consumer surfaces a growing variety of choice in the services and products they buy.
They are constructing their choice on the base of their perceptions of quality, service and value.
Nowadays one of the top and vital sectors are the beauty and personal care sector and there is
a lot of future chances in this sector. The increasing trend of diverse cosmetic, skin, beauty, hair
care products etc. Cosmetics are a kind of product which are used for improving and altering
the appearance, or even creating personal confidence. They are mostly used by women
(Vidhyajawahar & Tamizhiyothi, 2016).
This study basically emphases on four elements of cosmetic marketing mix which are product,
price, place, and promotion. Therefore, this research tries to explore the impact of cosmetic
marketing mix elements on buying behavior of Egyptian consumers.
This study introduces in the following section, a theoretic structure and research hypotheses
that are constructed on buying behavior and marketing mix literature review. Then, research
method also study results are conversed, then conclusion, limitation and future research.
LITERATURE REVIEW
Marketing Mix
Marketing mix consist of four main elements (product, price, place and promotion 4P’s) each of
these elements have several activities. Marketing mix is "a set of tools intervention in the
market” (Indumathi and Dawood, 2016). Marketing mix is often aimed to effect consumer
decision-making and cause profitable exchanges (Munusamy and Hoo, 2008). 4P’s from
viewpoint of customers is 4C. 4C contain cost, customer value, communication, and
convenience. Product price is the customer payment to response the problem. Customers are
proposed to deliver appropriate product and they needed appropriate communication to
understand the product (Gilaninia et al, 2013). The marketing mix is an instrument that will
define marketing success for the business itself, and all of this is proposed to provide
satisfaction to particular market segments or consumers (Panjaitan et al, 2019).
Product
According to (Munusamy and Hoo, 2008) a product can be existing to a market for acquisition,
consideration, consumption, or use that might satisfy a want or need. Product value forms
sellers’ position and impacts consumer buying decision (Nguyen et al, 2015). Product is a
physical thing with tangible characteristic, can be used to meet customer needs and wants.
Product is categorized by brand, quality, durability, packaging, design, and comfort (Indumathi
and Dawood, 2016). Azzam and Ali (2019) found that the product's quality, information, brand
name and package has a significant positive relationship on consumers' buying behavior.
Nguyen et al, 2015 showed that in frozen food sector the most important factor that affects
consumer buying decision is the product. Vidhyajawahar and Tamizhiyothi (2016) found that
product has a statistical relationship with the brand preference of female consumers. The
characteristics of beauty products such as ingredients, package, and smell play a significant
role. The elements are estimated by the consumer depend on his/her own views, values and
past experience. Therefore, the following hypothesis has been established:
H1: Product has positive effect on consumer buying behavior.
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Eshra, N., & Beshir, N. (2022). Marketing Mix Elementa Effect on Egyptian Consumers Buying Behavior for Cosmetics. Archives of Business Research,
10(02). 235-243.
URL: http://dx.doi.org/10.14738/abr.102.11492
Price
Price defines how much profit will be achieved by the company from selling its products and
because of that it is one of the critical success of a company (Brata et al, 2017). The price refers
to the quantity of payment given by a person to use a product (Gilaninia et al, 2013). Before
customer make his buying decision, he makes evaluation and comparison among different
brands to choose which one is best from his point of view and have a wonderful confidence in
the value or advantage they get from their preferred brand. Only loyal customers do not mind
to pay premium price for their preferred brand. The best way to build customer satisfaction is
to compare perceived cost with price (Anjana S S, 2018). The price of the product may change
depend on the economic states and consumer perceptions. It could affect the perceived value
of a brand. Many consumers use price as a sign of the quality of the brand which is a vital
element in purchasing decision (Vidhyajawahar & Tamizhjyothi, 2016; Payson &
Karunanithy,2016; Anindityo et al, 2017; Panjaitan et al, 2019; Asdi & Putra, 2020). Therefore,
the following hypothesis has been established:
H2: Price has positive effect on consumer buying behavior.
Promotion
Promotion is all activities supposed to connect and promote products or services to the target
market. It contains activities such as advertising, branding, corporate identity, sales
management, public relation, exhibitions and special offers. Promotion must be attractive, rise
attention, give the customer a motive to select your product rather than others, and tell a
message (Bahador, 2019). Rasool & Mahmood, 2018 showed that sales promotion has short
term effect, as a result services provider need to do a constant survey to create long term
relationship with new customers attained through sales promotion period. Sales Promotion has
a significant and positive effect on consumer purchasing decisions (Indumathi and Dawood,
2016). Anjana (2018) stated that advertising have greater impact on customer buying decision.
Vidhya and Ramesh, (2017) found that in cosmetics sector sales promotion and advertisement
are the main influencing factor in selecting natural cosmetic products. On the other hand, there
is a significant and strong influence of promotional mix on consumer buying behavior of natural
cosmetic products. Anindityo et al, 2017 mentioned that promotion through word of mouth has
the most influence towards consumer decision process. Melovic et al, 2020 stated that modern
media as a promotion tools have the most significant impact on consumer perception.
Therefore, the following hypothesis has been established:
H3: Promotion has positive effect on consumer buying behavior.
Place
Place consists of two parts: 1) channel of distribution, which is defined as the approaches and
procedure that are used to help products or services reach customers (Isoraite,2016) Most
producers are indirectly in contact with the end user, to reach a better product or service
placement they use the services of an intermediary. So, the marketing intermediary produces
the marketing or distribution channels which direct all stage of the flow of goods or services,
from production to consumption, and this forms the base of distribution (Brkanlic et al, 2020)
and 2) market logistics. It means “activities involved in moving goods from the seller to the
consumer”. The process includes transportation, storage, warehousing and inventory
management. So, the agents of the process are a producer, intermediaries and consumers (Abd
Hafiz and Ali, 2018). Many studies stated that place has a significant effect on consumer
purchasing decision (Panjaitan et al, 2019; Asdi & Putra, 2020; Wongleedee, 2015). However,
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Arthur et al, 2019 showed that place did not has a significant influence. Munusamy & Hoo, 2008
found that place strategies do not influence consumer motives. Therefore, the following
hypothesis has been established:
H4: place has positive effect on consumer buying behavior.
A theoretical framework was suggested according to literature review (Figure 1). The
relationship between marketing mix elements and consumer buying behavior are illustrates in
the framework.
Cosmitics specially make-up are very important for all women all over the world. Make-up is
every women secret of beauty, this study trying to find what element of marketing mix effect
women buying behavior to her make-up in Egypt?
Figure 1. the suggested research model
METHODOLOGY
The is a descriptive study, consumers were used for collecting primary data. A survey technique
has been used for data collection with structured questionnaire. Female consumers in
Alexandria were used to distribute questionnaire among them. Sampling method were
convenience sampling. Sample size for the data collection is 120 women.
Grounded on adaptation and selection of existing validated scales in the literature relating to
purchasing behavior and marketing mix a survey instrument was developed. To indicate
consumers’ perceptions on various marketing mix elements all independent variables were
measured by a 5-point Likert scale (Dmour et al, 2013; Yoo et al, 2000; Indumathi and Dawood,
2016).
DATA ANALYSIS
In this study the researcher tries to determine that, to what extend the relationship between
marketing mix and consumer buying behavior. There are many statistical analysis technics are
used to achieve the objective of the hypothesis which are correlation analysis, regression, and
one-way Anova.
Scale Cronbach Alpha No. of Items
Consumer Buying Behavior 0.750 11
Product 0.632 9
Price 0.673 9
Place 0.856 4
Promotion 0.678 5
Product
place
Promotion
Price
Consumer Buying
Behavior
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Eshra, N., & Beshir, N. (2022). Marketing Mix Elementa Effect on Egyptian Consumers Buying Behavior for Cosmetics. Archives of Business Research,
10(02). 235-243.
URL: http://dx.doi.org/10.14738/abr.102.11492
Cronbach’s Alpha was used to test the reliability of measurement, which measures internal
consistency of reliability (Hair et al., 2006). For most research objectives a Cronbach’s Alpha
above 0.7 is considered acceptable (Bennett and Allen, 2012). Table 1 showed that there is good
internal consistency of measurement scales because the Cronbach’s Alpha for research
variables ranged from 0.856 to 0.750.
RESULTS
Hypotheses Testing
Relationship between marketing mix and buying behavior
To determine type of relationship between variables the Pearson correlation was used.
Variables Number Person Correlation Sig.
CBB-Product 120 -0.038 0.00
CBB-Price 120 0.035 0.00
CBB-Promotion 120 -0.139 0.00
CBB-Place 120 -0.121 0.00
According to the results that shown in Table 2, there is a negative significant relationship
between consumer buying behavior and product, promotion and place while there is a positive
significant relationship between consumer buying behavior and price.
To investigate the relative impact of marketing mix elements on Egyptian consumer buying
behavior a multiple regression was done. The results of the regression were illustrated in the
table below:
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .272a .074 .042 .17534
a. Predictors: (Constant), Promotion, Price, Product, Place
ANOVAa
Model Sum of SquaresDf Mean Square F Sig.
1
Regression .283 4 .071 2.299 .063b
Residual 3.535 115 .031
Total 3.818 119
a. Dependent Variable: ConsumerBB
b. Predictors: (Constant), Promotion, Price, Product, Place
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
T Sig.
B Std. Error Beta
1
(Constant) 2.096 .156 13.415 .000
Product .154 .108 .416 1.430 .155
Price .076 .068 .161 1.126 .263
Place -.029 .077 -.179 -.371 .711
Promotion -.088 .076 -.450 -1.156 .250
a. Dependent Variable: ConsumerBB
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The regression output results are summarized in table 3. It is found that marketing mix
elements overall have positive relationship with consumer buying behavior for makeup in
Egypt (R=0.272).
However, based on the adjusted R square value of 0.074, these dimensions explain 7.4% of
variance of dependent variable which is consumer buying behavior.
It is obvious that independent variable with higher level of ß has higher impact on dependent
variable; therefore, study results revealed that the element of product has significant impact on
consumer buying behavior with t-statistic 1.430 and significance level is 0.155, which is less
than P-value 0.01 and the Beta value (ß= 0.416, sig<.01) is the most influential element on
consumer buying behavior followed by price with Beta value (ß=0.161, sig<.01), t-statistics
1.126 and significant at 0.263.
Moreover, promotion has shown the third influential element with t-statistics -1.156 and level
of significance is 0.250. Since the Beta value is greater than 0.01, while place has shown the last
influential element with t-statistics -0.371 and level of significance is 0.711. Since the Beta value
is greater than 0.01.
The results supported the second hypothesis that price has significant positive effect on
consumer buying behavior, while the rest of hypothesis are rejected as product, place, and
promotion have significant negative effect on consumer buying behavior. Thus supporting that
price is the only marketing mix element that have significant positive impact on consumer
buying behavior for makeup in Egypt.
DISCUSSION AND CONCLUSION
The marketing mix has a main role in persuading customers to buy products or services offered
by the market; therefore, the marketing mix is a tool that will demonstrate the level of
marketing success. A product is provided to attain the company's goals by meeting the needs
and desires of consumers. If the product or process is developed, the market's sales process can
be started.
price structure is a change in a set of material related to increase or improve resources and
combine resources into a new structure or product description that is more productive,
influenced by the process of applying it, to gain a competitive advantage. New consumers can
be attracted through Sales promotion as one of the marketing communications tools, and in
same time it can be used to encourage more consumers to try new products. Consumer
behavior refers to end-consumers' buying behavior - individuals and households buying goods
and services for personal consumption. Marketers must take into consideration the several
factors that affect consumers and realize how consumers make buying decisions (Asdi & Putra,
2020).
Generally, this study offers visions into how marketing mix elements influence consumers’
perception on makeup industry and how these factors influence their buying behavior. The
multiple regression analysis confirms a significant relationship between marketing mix
variables and consumer buying behavior on makeup industry in Egypt. The objective of this
research is to examine the influence of product, price, promotion and place on consumer buying
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Eshra, N., & Beshir, N. (2022). Marketing Mix Elementa Effect on Egyptian Consumers Buying Behavior for Cosmetics. Archives of Business Research,
10(02). 235-243.
URL: http://dx.doi.org/10.14738/abr.102.11492
behavior. The statistical result confirms that product had a significant influence on consumer
buying behavior of makeups (t=1.430, p=.416) followed by price (t=1.26, p=.161). This result
supported by few scholars (Azizpour et al, 2016; Wagh, 2021).
Based on the result analysis and discussion that has been described, it can be concluded as
follows:
• The product is the most influential element and has significant negative effect on
consumer buying behavior for makeup in Egypt. This shows the better the quality of
products, it does not necessary the purchasing decision become better.
• The price has significant positive effect on consumer buying behavior for makeup in
Egypt.it shows more and more discounts and better pricing policy, it will increase the
purchasing decisions become better.
• Promotion has significant negative effect on consumer buying behavior for makeup in
Egypt. It shows the better promotion is done, it does not necessary the purchasing
decision become better.
• Place has significant negative effect on consumer buying behavior for makeup in Egypt.
It shows the better location, it does not necessary the purchasing decision become
better.
Accordingly, producers and retailers of cosmetic products should consider that good price is
critical element in order to keep their consumer.
LIMITATIONS AND FUTURE RESEARCH
Findings of this study are limited to Alexandria city and should be careful of overgeneralization.
The study is limited to influence of four elements of marketing mix on consumer buying
behavior of cosmetic products and should take into consideration another element such as
(people, physical evidence....)
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