Factors Influencing Consumer Buying Behavior of Beauty and Personal Care in Bahrain

Abstract

This study investigates the influence of four experiential dimensions—social, cognitive, affective, and hedonic—on consumer buying behavior in Bahrain’s beauty and personal care market. Drawing on the Theory of Reasoned Action and Social Learning Theory, the study develops and tests a conceptual framework using data collected from 385 consumers through a structured survey. Employing multiple regression analysis, the findings reveal that social experience is the strongest positive predictor of consumer behavior (β = 0.824, p < 0.001), followed by hedonic (β = 0.235, p < 0.001) and affective experiences (β = 0.112, p < 0.001). Surprisingly, cognitive experience has a statistically significant but negative influence on buying behavior (β = –0.081, p = 0.001), suggesting that rational deliberation may inhibit impulsive or emotion-driven consumption in this sector. These results underscore the dominant role of emotional and social factors in shaping purchase decisions and offer critical implications for marketers targeting beauty consumers in Gulf countries. The study contributes to both experiential consumer behavior theory and Middle Eastern consumer research, proposing strategies for personalized engagement and experience-based marketing.