Analysis of Women Consumer Behavior for Purchasing “Oriflame” Cosmetic Product: Phenomenology

Abstract

The desire to be the perfect, to innovative is human nature. Caring about their body and their physical aspect is very important to women. The application of cosmetic has become a social phenomenon in Indonesian people lives. Over time, attitudes and habits are changing as social structures metamorphose, as new and different technologies affect the market. There are a lot of international cosmetic brand in Indonesia but this study focuses on “Oriflame”. The purpose of this study is to analyses the purchasing behavior of postgraduate students at the State University of Malang Indonesia, to determine the main reason for their choice. This study used qualitative research and data were obtained by interview and documentations. The results show that personal factors have an influence towards customer’s behavior when purchasing cosmetic products. The main factors attract women consumers in Oriflame are discount, product quality and price. The main reason consumers are using Oriflame is the quality that satisfies their needs, trust worthy brand.