Women consumer behavior towards skin care products in Pakistan
2016
Nizami, R.
Pakistani women are gradually becoming more self-dependent and entering the work force because of socio-economic changes in the society. This has made them more conscious about their look and appearance. To capture this opportunity not only domestic but also many multinational beauty care companies have entered the Pakistani market. However, little known is about what the women in Pakistan prefer in cosmetic related products. Thus, this study focused on understanding women consumer behavior towards skin care products. To this end, a survey of women consumers of skin care products in Lahore, Faisalabad and Islamabad cities in Pakistan was conducted. Using a questionnaire, the study collected data from 150 randomly selected women buying skin care products from different retail outlets in three cities through personal interviews. Statistical techniques were employed to analyze collected data which included frequency distributions and factor analysis. The study findings revealed that majority of women consumers used skin care products regularly in Pakistan regardless of their age. Results showed that product attributes, marketing techniques, advisory services, competition, product choice, product placement, consumer lifestyle and brand influenced the consumer purchase decision greatly. It is recommended that marketers should need to understand the demands of consumers and find ways to address their problems effectively.
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