The purpose of this study was to determine the consumer preference affecting the buying decision of cosmetic products in selected malls in Dasmarinas City, Cavite. Specifically, the study was conducted to determine the demographic profile of the respondents; to determine the brand that consumer is willing to purchase; to identify the consumer preference affects in purchasing cosmetic products in terms of 4P’s (marketing mix); to determine which among the costumer buying process affects the costumer preference; to determine if there is significant relationship between demographic profile of the respondents and the customer preference that affects the purchasing cosmetics products in terms of 4P’s (marketing ix) and to determine if there is significant relationship between consumer preference and the consumer buying process.
This study involved three hundred ninety-two (392) respondents through purposive sampling. The respondents of the study were the consumers of District Dasmarinas and Robinson Dasmarinas, who usually used cosmetic products. Descriptive statistical tools specifically the percentage was used to determine the demographic profile in terms of sex, age, marital status and monthly salary; weighted mean was used to determine the level of consumer preference that affects the consumers buying decision in purchasing cosmetic products in terms of product, price, promotion and place. Likert scale was used to interpret the level of consumer preference that affects the consumer buying decision in purchasing cosmetic products in terms of marketing mix (4P’s). Chi-square test was used to determine the relationship between the demographic profile of respondents and the consumer preference. Chi-square test was used to determine the relationship between the consumer preference and the consumer buying process.
Result showed that the most of the respondents purchased cosmetic products were (48.98%) 18-25 years old, (91.84%) were female and commonly (75.26%) were single. Lipstick, mascara, and face powder are commonly used and preferred by consumers for beautifying themselves. While international cosmetic products such as (45.15%) for Maybelline was their preferred brand. Most of them with (56.63%) have allotted budget below P500,00 and usually saw through promotional tools such as (63.27%) on brochure or flyers and (68.88%) on social media. Most of them stated that they preferred to buy at department store with (47.19%) which they preferred location in purchasing cosmetic products.
As regard to consumer buying process, purchasing decision got the highest weighted mean if 3.45 among the five-consumer buying process. Next was the post purchased decision with the weighted mean of 3.40 percent, second to the highest rate. The rest agreed and got the same weighted mean of 3.02 such as need of recognition, information search and evaluation of alternatives.
As regard to consumer buying process, purchasing decision got the highest weighted mean of 3.45 among the five-consumer buying process. Next was the post-purchased decision with the weighted mean of 3.40 percent, second to the highest rate. The rest agreed and got the same weighted mean of 3.02 such as need of recognition, information search and evaluation of alternatives.
Furthermore, regarding on relationship between demographic profile of the respondents and consumer preference affecting consumer buying decision of cosmetic products. Age of the respondents had a significant relationship with preferred price; monthly income of respondents had a significant relationship on preferred price and product which is face product. While on marital status had significant relationship with promotion which was electronic advertisement.
Additionally, regards on relationship of consumer preference and consumer buying process, the result showed that promotion (electric and printed advertisement) and product (face) had significant relationship on need of recognition, while on information search and evaluation of alternative, only face product had a significant relationship. While in purchase decision product (face and lip) and promotion (printed advertisement) had a significant relationship. Lastly, on post-purchase product (face) and promotion (printed advertisement) had a significant relationship.
 

This undergraduate thesis aimed to determine how consumer preference affects the buying decision of cosmetic products in selected malls in Dasmariñas City, Cavite. Specifically, it examined the demographic profile of consumers, preferred brands, consumer preferences regarding the marketing mix (4Ps: product, price, promotion, place), and the stages of the consumer buying process that influence preference. The study involved 392 respondents selected through purposive sampling, using descriptive statistics, Likert scale, and chi-square test for analysis. Results showed most respondents were female, aged 18–25, and preferred brands like Maybelline. Price and promotion were significantly related to certain demographics and stages of the buying process. Key findings highlighted the influence of product and promotion on consumer decision-making, with recommendations for focusing on these aspects in marketing strategies. 

Balbuena, G. E., Baldomaro, J. L. H., Gonzales, M. K., & Orense, A. J. P. (2018). Consumer preference affecting the consumers buying decision of cosmetic products in selected malls in Dasmarinas City, Cavite (Undergraduate thesis). Cavite State University – Bacoor City Campus.