Prevalence of ‘ Face Concept ’ among a Comparative Study of Unfolding the Facets in Decision Making Process of Buying Beauty Products

The focus of this paper is to explore the level of importance of the term ‘face concept’, consumers transfer in their purchase decision of beauty produ cts. The author intend differences in the consumption behaviour of highly collectivists Bangladeshi consumers’ compare to the highly individualistic UK consumers. Concept of face is acknowledged every… CONTINUE READING