Mapping Digital Marketing Analytics Literature: A Bibliometric Study of Research Trends, Gaps, and Emerging Theme

This study examined the role of perceived risk in consumer purchasing decisions regarding cosmetic products in Iringa, Tanzania. Specifically, it aimed to identify the types of perceived risks associated with cosmetic consumption, assess the extent to which perceived risk influences purchasing behavior, and explore the strategies consumers employ to manage or reduce such risks. Grounded in Perceived Risk Theory, the study adopted a convergent mixed-methods design to capture both quantitative patterns and qualitative insights into consumer behavior. Data were collected from 317 cosmetic product consumers who were selected through stratified sampling using structured questionnaires comprising closed and open-ended questions. Quantitative data were analyzed using descriptive statistics, while qualitative responses were analyzed thematically. The findings indicate that consumers perceive multiple types of risk when purchasing cosmetic products, with physical risk emerging as the most prominent concern, followed by time risk and performance risk. The results further suggest that perceived risk is associated with cautious purchasing behavior, including increased information search, ingredient scrutiny, reliance on expert recommendations, and avoidance of high-risk product categories. Additionally, consumers were found to adopt various risk reduction strategies, particularly checking product ingredients and consulting trusted sources before making purchase decisions. The findings contribute to the limited literature on perceived risk in emerging economies. Moreover, the study provides important descriptive insights into consumer risk perceptions within the Tanzanian cosmetics market and highlights the importance of product safety, transparent labeling, and consumer education. The findings offer practical implications for cosmetic companies, regulators, and policymakers seeking to enhance consumer trust and safety in emerging markets.