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Scrutiny Analysis on Consumer Buying Behavior and Integrated Marketing Communication Strategy in Iranian Cosmetic Sector

Author Affiliations

  • 1 Graduate School of Management Sharif University of Technology, International Campus, IRAN

Res. J. Recent Sci., Volume 4, Issue (10), Pages 16-24, October,2 (2015)


Today’s Mascara of eye makeup products is a popular cosmetic item for all generations because it can greatly change the impression of eye look by applying it to eyelash directly. So in this paper for the first time we focus on the increasing trendtowards buying more different types of cosmetics, and more specifically Mascara in Iran in the recent years. Furthermore we focus on integrated marketing communication concept, in order to provide assessment of Iranian consumer buying behavior along with the best configuration of promotional package for mascara product which in turn has influential impact on consumer satisfaction, branding, improving sales and gaining further market share. The main purpose of this exploratory is to gain comprehensive frame work for marketers in cosmetic industry, this frame work could guide marketers about the proper promotional activities about mascara product and aware us from the most influential factors of Iranian consumer buying behavior.this study have initiated with exploratory research which use qualitative data and then gradually shifted to descriptive research with respect to the quantitative data. The instruction method for collecting the primary data was questionnaire. However, having a website and online shopping for a business is important and it could help to bring products or services to the right people and to reach the target audience, but according the survey, there is not much interest in online shopping in Iran Empirical studies have shown Quality, reliability, packaging and price are the most important factors that impact on consumer satisfaction about the Mascara.


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