Analysis on Consumer Behaviour of Women Cosmetics

Smuggling goods is one the challenges of Iran in the way of development. This study aims to focus on analyzing the behavior of shoppers and consumers in respect to smuggled cosmetics and to target females in this regard. The study uses quantitative method to answer the given research questions. The statistical Sample consists of 20 female university students chosen from Hazrat-e-Maasoomeh University (Qom) in year 2019. The research data in the qualitative phase are analyzed through interviewes. In the quantitative section, 15 samples are selected purposively. Quantitative data collection tool is a researcher-made questionnaire. The data are analyzed by AHP pairwise comparison using SPSS software. The results show that three parameters of marketing mix of smuggled goods, government’s role and consumer’s desire are the most important issues in studying the reason of consuming the smuggled cosmetics.