Аннотация
This research-based chapter examines the factors influencing (cultural, social, personal, and psychological) the buying behavior of Kazakh women in purchasing cosmetics and the influence of marketing mix elements. The researchers used a self-administered questionnaire to collect the data after checking the reliability and validity using Cronbach alpha and KMO tests. The gathered data was coded and decoded using Microsoft Excel and the language R. The selected hypotheses were analyzed by using the Kruskal-Wallis hypothesis testing technique. The study reveals a multifaceted understanding of the factors that shape the buying behavior of Kazakhstani women in the cosmetic industry. The growing concerns regarding self-appearance and the increasing scale of the cosmetic market give customers more options for skincare and beauty products they can buy in-store and online. Finally, the corporate sector will introduce computational marketing decision-making based on identifying factors influencing Kazakhstan women's cosmetics consumers to win the target market's hearts.