Lifestyle, Quality Meaning, and Self-Care Involvement as Determinants of Cosmetic Purchase Decisions
DOI:
https://doi.org/10.31328/bmb.v7i1.959Keywords:
Lifestyle, Product Quality Perception, Consumer Involvement, Self-care Practices, Purchase Decision, Cosmetics, PhenomenologyAbstract
This literature study aims to analyze the role of lifestyle as a frame of reference, consumer meaning of product quality, and the degree of involvement in daily self-care practices in shaping cosmetic purchase decisions from a phenomenological perspective. The method used is qualitative library research with a thematic synthesis approach following systematic literature review procedures. The results indicate that lifestyle functions as a lens coloring how consumers view beauty and assess products aligned with personal values. The meaning of product quality is subjective and influenced by the product's relevance to adopted lifestyles. The degree of involvement in self-care practices determines the intensity of information search, depth of product evaluation, and loyalty to specific brands. Highly involved consumers have lengthy and careful decision processes. Low involvement consumers tend to be more spontaneous and price sensitive. These three aspects are interconnected in forming unique consumption experiences for each individual. Understanding these dynamics is essential for manufacturers to design strategies aligned with consumer frames of reference. This study contributes theoretically to enriching consumer behavior literature through a phenomenological perspective and practically provides foundations for cosmetic manufacturers in developing segmentation strategies based on lifestyle rather than mere demographics.
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