Abstract
The consumer decision‐making process has constantly been the subject of research in understanding the factors that influence and shape consumer choices as well as the consumer‐thought process. As the conventional consumer black box model failed to provide a comprehensive insight into the consumer mind, this paper uses two different models to analyze the drivers of personal grooming product consumption. This paper first examines the basic building blocks that form the Engel, Kollat and Blackwell model and the Hawkins, Best and Coney model. As emotions play a crucial role in consumer decision‐making process, the role of emotions is reviewed accordingly as well. Finally, the factors that drive cosmetics consumption are discussed, demonstrating the relationship between the various factors and the categories according to the consumer models.
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