Advertising's Influence on Uzbek Youth’s Cosmetic Purchasing Behavior: A Case Study in Uzbekistan

Abstract

Purpose – This research investigated the impact of advertising on young consumers' purchasing behavior in Uzbekistan's cosmetic sector.

Design/methods/approach –Using a quantitative approach, the study examined how diverse advertising channels and strategies influenced decision-making among individuals aged 18-29. Anchored in decision-making theory, the conceptual framework examined cognitive and behavioral pathways through which advertising affected purchase intentions and actual consumer behaviour. Data were obtained through structured questionnaires administered to 100 young consumers in major urban centres across Uzbekistan. Statistical analyses, including regression and correlation techniques, assessed associations among advertising exposure, brand awareness, perceived value, and purchase decisions.

Results demonstrated significant positive associations between advertising frequency, message content, and purchasing behaviour in the cosmetic product category. Digital advertising platforms, particularly social media and influencer marketing, exerted substantially more influence on purchase decisions than traditional channels. The study also identified mediating factors—including peer influence, perceived product quality, and price sensitivity—that shaped the relationship between advertising and purchasing behaviour

Findings – These findings offered practical implications for cosmetic brands targeting young consumers in emerging Central Asian markets while contributing to academic discourse on advertising effectiveness in non-Western cultural settings.