The Factors Influencing on Purchase Intention towards Beauty Care ...

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situation, increasing number of working women, education, increased number of beauty parlours furthermore most of the women want to become fashionable.
 

The Factors Influencing on Purchase Intention towards Beauty Care Products in Jaffna District Janany, E [email protected] Research Follower University of Jaffna Shivany, S [email protected] Senior lecturer University of Jaffna Sri Lanka Abstract beauty has been a dominant theme in western art, in which an "ideal beauty" is a person who is admired, or possesses features widely attributed to beauty in a particular culture. Since prehistoric era, both males and females are consuming beauty care products in their own. Females also relate beauty care products as anti- aging agents so they always demand a perfect beauty image from a single product. Lack of literature enriched theories in cosmetic purchase and factors, this study identified the factors influencing purchase intention towards beauty care products. After the end of prolonged war purchase intention towards cosmetics products has been improved, and need to have a clear picture on the factors influencing purchase intention on beauty care products. This study collected data from 200 women customers on the influence of factors on purchase intention towards cosmetic products. factors influencing on purchasing intention beauty care products were identified firm the literatures and explored to a special context. such variables, as Age, Civil status, Brand, Income, Education, Product knowledge, Price, Promotion, Past experiences, Product quality and Word of mouth. were explored through EFA analysis in SPSS, this study revealed that the Brand, Education, Price and Civil status which are mostly influencing on purchase intention through the ranking variable brand has been identified as most influencing factor for the purchase intention towards beauty care products. Key words: beauty care products, purchase intention, Exploratory Factor Analysis Introduction Beauty is based on what the viewer feels and getting attraction towards a person look and personality. It is differing from person to person. Skin, face, hair, body are determining a person appearance and beauty. Nowadays most people pay attention on concerning their beauty. Particularly women always concerning on their beauty. As a result, the beauty care products usage among women in Jaffna is dramatically increasing. This is because of the increasing self-awareness of women due to post war situation, increasing number of working women, education, increased number of beauty parlours furthermore most of the women want to become fashionable. All women deserve to be appreciated, respected, and admired. When a woman improves her appearance, an amazing thing happens. People begin to pay attention to her, listen to her, seek her company, ask her opinion. women become more confident, and this makes her look even better! As her confidence grows, so does the respect she receives – at work, at home, everywhere. As her insecurity falls away, she becomes more daring, self-assured, courageous; she finds she can do anything. Her life improves in every way. For the 30 years of civil war Jaffna women haven’t been consider the beauty as their concern because they thought of their survival in the country. But now they are very much concern on beauty and related aspects, and women are now thinking on variety of www.theinternationaljournal.org  >  RJSSM  :  Volume:  07,  Number:  04,  August  2017                                                  

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beauty care products. Knowing what factors influencing on their purchase decision is a lacking research topic on this phenomenon.

 

Background of the study Beauty is a characteristic of a person, place, object or idea that provides a perceptual experience of pleasure, meaning or satisfaction. Collins English Dictionary says beauty is the combination of all the qualities of a person or thing that delight the senses and please the mind. Dated from the ancient time, beauty has been a dominant theme in western art, in which an "ideal beauty" is a person who is admired, or possesses features widely attributed to beauty in a particular culture. Since prehistoric era, both males and females are consuming beauty care products in their own. Females also relate beauty care products as anti- aging agents so they always demand a perfect beauty image from a single product. Marketers even use females as symbol to promote enhanced features of their products as firm believe is, higher is the satisfaction from any brand, greater is the economic return associated with that brand (Yu, 2007). Females do have psyche to look superior while having price comparison and brand prestige description of their own selected brand so they always try to decide radically about their chosen beauty care product (Johnston and Taylor, 2008). Selection of beauty care products by females is also reflected as a stance of female’s personality. Type of personality is related in the use of beauty care product and it is generally considered if a female is using same product since a long time she is brand conscious and she will appear at lower level of new product adaptability. “Up-to-dated” females try new products once after their immediate launch while showing their socially aware attitude (Andrew, 2011). There are about 30 local beauty care products. Sri Lanka's cosmetic industry is growing at a rapid pace over the recent years. However, Sri Lankan cosmetic industry should grow for the benefit of the manufacturers across the country (Kumarasinghe,2014). Nowadays The Natures secret, 4ever, Oriflame industries are well reputed manufactures in Sri Lanka. Even though there are lot of beauty care products also importing from abroad but mostly those are very expensive products. Research Gap Uchenna Cyril Eze, Monash University, Chew-Beng Tan, and Adelene Li-Yen Yeo, (2012) studied product image, product knowledge, and brand image emerged with a significant influence on intention to purchase cosmetics. Hamza Salim Kharaim(2011) indicated that brand name has shown strong correlation with brand loyalty. The research results showed that there is positive and significant relationship between factors of brand loyalty. Montojula Suvattanadilok (2013) revealed that Promotional Marketing and perceived quality as marketing mixes did not contribute to consumer intention to buy skin whitening products. Nguyen Thi Anh Hong (2013) studied Brand image attract the attention of buyer towards Nivea products which belongs to Product Information and Brand Image dimension are deleted because of the value is disappear when we test the Rotated Component Matrix. The final results come up with 5 components that contributing to factors affecting women purchasing decision toward Nivea skin care products. The five components are named quality and price; motivation and attitude, purchasing advisor and family; culture and personality. Anjali Sharma, Shruti Bhola, Shweta Malyan and Neha Patni (2013) indicated, quality and price are the two main parameters for which women may switch from one brand to another brand. Brand image is the major cause; which women choose while purchasing beauty product. Saima Ulfat (2012) explained a strongest relation of brand consciousness and price sensitivity along with satisfaction and females’ association with their selected beauty care products. Sharmila Pudaruth , Thanika Devi Juwaheer , and Yogini Devi Seewoo (2015), studied the Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius. Research Problem Review of literature on this context clearly revealed that this context should be examined further. Because, no body clearly defined what is the identify the factors influencing on beauty care products. There are few researchers had conducted researches to identify the factors influencing on beauty care products in other countries, but they are quite inconsistent in their findings to come a conclusion with www.theinternationaljournal.org  >  RJSSM  :  Volume:  07,  Number:  04,  August  2017                                                  

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regard this. In spite that these studies have produced an impressive literature on the identify the factors influencing on beauty care products, there are deficiencies, and these deficiencies have impeded the further development of the research in this context. Moreover, in Jaffna Municipal Council area, Researcher could not find any reported evidences in this context. These facts lead the researcher to the research problem that is focused on this study is defining the influence of factors (Age, Civil status, Brand, Income, Education, Product knowledge, Price, Promotion, Past experiences, Product quality, Word of mouth) on beauty care products. Therefore, this study intends to identify the factors influencing on purchase intention of Jaffna Municipal Council area customers. Because Nowadays in Jaffna beauty care products and beauty parlors dramatically increasing. Earlier war situation women exposed their less attention on purchasing beauty care products and concerning on their beauty. In war situation they had to fulfill their basic needs. Most of the people struggled at that time. So demand on the beauty care products was very low. But Nowadays women concentrate on their beauty with huge expectation. Mostly women concern on their beauty. So beauty parlors and different varieties of cosmetic items are demanded in Jaffna region. Within 03 years there are lot of beauty parlors developed in Jaffna (Pilot study). The researcher can easily identify the factors influencing on purchase intention towards beauty care products. Therefore, to know the real factor influencing the purchase of beauty care product is a significant study for the current marketing context. Therefore, the following research questions were formulated. Based on the research problem, the findings of past researches and through literature review, the following research question is formulated: 1. What are the factors influencing on purchasing the beauty care products in Jaffna municipal council area? Objectives of the study In this research, in line with the problem statement a few objectives are outlined as the guiding principal to this study. The research objective is the answer to a question, what will be the result of this research, the main objective of this research is • To identify the factors which influence on purchasing beauty care products in Jaffna municipal council area. • Identify the factors which are most influencing on purchasing the beauty care products Factors Influencing on purchasing intention Age: Meng and Pan (2012) suggested that the perceived information utility of beauty care product advertising is the most significant factor in engaging young female consumers' interests and desire to try beauty care product. Kokoi (2011) indicated that 20-35 and 40-60 year-old women were rather similar in terms of the factors affecting their buying behavior related to beauty care products. Civil status: Kumaravel and Vikkraman (2013) mentioned that the majority of respondents are married and purchasing personal care product in urban areas by considering quality product at reasonable price. Kokoi (2011) found that women who had children were more favorable toward the use of natural ingredients in beauty care products than women who did not have children. Furthermore, the marital status majorities first preference was whether the brand is suited for the skin. (Wijesundera and Abeysekera, 2010).Hamed et al. (2010) found that beauty care product users believed that lighter skin tone plays a role in self-esteem, perception of beauty and youth, marriage and employment opportunities when compared with nonusers. Brand Name: Brand Name Famous brand names can disseminate product benefits and lead to higher recall of advertised benefits than non-famous brand names (Keller, 2003). There are many unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust major famous brand names. These prestigious brand names and their images attract consumers to purchase the brand and bring about repeat purchasing behavior and reduce price related switching www.theinternationaljournal.org  >  RJSSM  :  Volume:  07,  Number:  04,  August  2017                                                  

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behaviors (Cadogan and Foster, 2000). According to Kohli and Thakor (1997), brand name is the creation of an image or the development of a brand identity and is an expensive and time consuming process. The development of a brand name is an essential part of the process since the name is the basis of a brand’s image. Brand name is important for the firm to attract customers to purchase the product and influence repeat purchasing behavior. Consumers tend to perceive the products from an overall perspective, associating with the brand name all the attributes and satisfaction experienced by the purchase and use of the product.

 

Income: Abdullah et al. (2013) found that income level of female consumers is increasing their expenditure for beauty care product is also increasing as McConnell and Brue (1999) mentioned that high income also affects the type of products that consumers want to buy. Chao and Schor (1998) stated that income status is positively associated with the propensity to engage in status-purchasing. Education level: Wijesundera and Abeysekera (2010) found that the education qualifications and occupation with brand preference varies which marketing organizations can direct marketing campaigns specifically addressing to the different qualification levels and occupation categories. The study found that the education of people who are mostly graduates or post graduates are the consumers of either popular or middle end categories of personal care products which is the most important target group for all the major players in the personal care segment (Sudhakar and Rani, 2013). Berkholz et al. (2010) refereed that consumers must be educated about the consequences of their choices which encourage people to change their attitudes and habits, improvements in terms of their living standards and be communicated, especially the money-and time-saving aspects. Product Knowledge: Kempf and Smith (1998), who advise, that customers with big levels of product knowledge are more suggestive and knowledge able than those who have small levels of product information. Customers product information have familiar like feature that influence all phase in the conclusion progression (Bettman and Park, 1980). Customers with greater level of product information have good developed and more multifaceted schema with well formulated conclusion criterion (Marks and Olson, 1981). Price: According to Cadogan and Foster (2000), price is probably the most important consideration for the average consumer. Consumers with high brand loyalty are willing to pay a premium price for their favored brand, so, their purchase intention is not easily affected by price. Price consciousness is defined as finding the best value, buying at sale prices or the lowest price choice (Sproles and Kendall, 1986). Consumers’ satisfaction can also be built by comparing price with perceived costs and values. If the perceived values of the product are greater than cost, it is observed that consumers will purchase that product. Loyal customers are willing to pay a premium even if the price has increased because the perceived risk is very high and they prefer to pay a higher price to avoid the risk of any change (Yoon and Kim, 2000). Customers have a strong belief in the price and value of their favorite brands so much so that they would compare and evaluate prices with alternative brands (Keller, 2003). Promotion: Advertising is a non-personal presentation of information in mass media about a product, brand, company or store. It greatly affects consumers’ images, beliefs and attitudes towards products and brands, and in turn, influences their purchase behaviors (Lovelock, 2010). According to Clow (2010), promotion is an important element of a firm’s marketing strategy. Promotion is used to communicate with customers with respect to product offerings, and it is a way to encourage purchase or sales of a product or service. Sales promotion tools are used by most organizations in support of advertising and public relations activities, and they are targeted toward consumers as final users.

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Past Experiences: Bentlar and Speckart, 1979 there is an argument among the researchers that consumer‟s previous behavior can have offered better predictions of behavioral intentions. DelgadoBallester and Munuera-Aleman (2005) build-up that the believe developed through past experience becomes a crucial part of existing purchase and name the consumer as loyal furthermore serves as brand equity in future. Swami et al. (2009) in a survey of 287 men and women in London found that earlier experience was significant and certainly predicted enthusiasm to purchase products.in their study on intention to buy fake versus genuine things found that consumer prefered original items over fake apart from their products experience. Product Quality: Product Quality encompasses the features and characteristics of a product or service that bears on its ability to satisfy stated or implied needs. In other words, product quality is defined as “fitness for use” or ‘conformance to requirement” (Russell and Taylor, 2006). Consumers may repeat the purchase of single brands or switch around several brands due to the tangible quality of the product sold. Material is important in product quality because it affects the hand feel, texture and other performance aspects of the product. Further, consumers relate personally to color, and could select or reject a product because of color. If the color does not appeal to them or flatter their own color, they will reject the product. Functional attributes in cosmetics include quickdry, breathable, waterproof, lightweight, and finally, durability. For instance, some consumers use cosmetics for work and some for leisure and sports, as they need a lot of movement, while durability is an important consideration in purchasing cosmetics. Word of Mouth: The word of mouth (WOM) is “the informal transmission of ideas, comments, opinions, and information between two people, neither one of which is a marketer”. Two subjects are involved in WOM one who “gains information about behaviors and choices”: the receiver and the second who “increases his/her confidence in the personal product or behavior choice by persuading others to do the same” (Blackwell et al., 2006, p. 533). WOM gives reliable and trustworthy information about products sometimes more than the formal communication. “The more positive information consumers get about a product a product from peers, the more likely they will be to adopt the product”. 'Quantitative research is a formal, objective, systematic process in which numerical data are used to obtain information. This research method is used: to describe variables, to examine relationships among variables, to determine cause-and-effect interactions between variables (Burns N, Grove SK (2005). Quantitative Research used measurable data to formulate facts and uncover patterns in research. Quantitative data collection methods were much more structured than Qualitative data collection methods. Quantitative data collection methods include various forms of surveys – online surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews, telephone interviews, longitudinal studies, website interceptors, online polls, and systematic observations. Therefore, in this research researcher used Quantitative methodology. It was appropriate to collect the data and analyze the variable with providing questionnaire.

Research design A research population is also known as a well-defined collection of individuals or objects known to have similar characteristics. All individuals or objects within a certain population usually have a common, binding characteristic or trait (Explorable, 2009). The target population of this study was the women who use beauty care products in Jaffna Municipal area. In this research the beauty care products and cosmetics female users were targeted in the Jaffna Municipal area. A Sample is a segment of the population selected to represent the population as a whole. Ideally, the sample should be representative and allow the researcher to make accurate estimates of the thoughts and behavior of the larger population (Kothari1985). Researcher used a survey questionnaire to collect 200 valid responses from women who consumes beauty care products within Jaffna Municipal council area. 43 questions were developed to collect information on this research study. www.theinternationaljournal.org  >  RJSSM  :  Volume:  07,  Number:  04,  August  2017                                                  

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A convenience sample was one of the main types of non-probability sampling method. A convenience sample was made up of people who were easy to reach. So that Researchers have selected the convenience sampling technique. It was easy to collect the information from women in Jaffna Municipal area. Hardcopy questionnaire survey was the method of collecting data from respondents. Questionnaires were distributed through women from beauty parlous, Cosmetics shops, University students and friends within the Jaffna municipal area. All data collected were in the form of primary data. The questionnaire design took into consideration all relevant factors generated from the literature review. Section A of the questionnaire concerns the demographic profile while Section B solicits responses on the key constructs for the conceptual frameworks. The constructs were operationalized with multiple elements as follows: Age (4 questions), Marital status (3 questions), Brand image (4 questions), Monthly Income (4 questions), Education degree (3 questions), product knowledge (2 questions), Price (7 questions), Promotion (5 questions), Past experiences (2 questions), product quality (6 questions), and word of mouth (3 questions). I used a 5-point Likers scale to measure the variables where 1= Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, and 5 = Strongly Agree. Likert scale is used to measure how strongly subjects agree and disagree with statements. I used a convenience sampling method to select the participants for this study because there was no available database or directory to serve as a population frame. Data Analysis To identify the influencing factors on purchasing intention towards beauty care products researcher has Eleven variables. Through the exploratory factor analysis, the variables were reduced into four. The analysis of the variables for factor analysis has been explained as follows. Cronbach alpha is most widely used method for checking the reliability of scale. Before applying factor analysis, testing of the reliability of the scale is very much important and this is done by determining the association in between scores obtained from different administration of the scales. It may be mentioned that its value varies from 0 to 1 but, satisfactory value is required to be more than 0.6 for the scale to be reliable (Malhotra, 2002; Cronbach, 1951). In the present study, researcher uses Cronbach’s Alpha scale as a measure of reliability. Its value is estimated to be 0.697 (Malhotra, 2002; Cronbach, 1951) for total dimensions. If the reliability value is compared with the standard value alpha of 0.6, it could be found that the scales used by this study are highly reliable for factor analysis. After checking the reliability of scale, an examination of the correlation matrix reveals moderately significant correlations between some of the variable. In addition to the testing reliability of the variables, researcher tested whether the data so collected is appropriate for factor analysis or not. The appropriateness of factor analysis is dependent upon the sample size. According to them, as communalities become lower the importance of sample size increases. In this regard communalities of the variable have been shown below. From table 1 it is clear that a sample size of 200 as used in the present study is good for a suitable factor solution because all communalities are above 0.5 except one (Age) (see table 2) Table 1 KMO and Bartlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Chi-Square Significance

.665 140.933 .000

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Table 2 Communalities Factors

Initial Extraction

Age 1.000 Civil status 1.000 Brand 1.000 Income 1.000 Education 1.000 Product Knowledge 1.000 Price 1.000 Promotion 1.000 Past Experiences 1.000 Product Quality 1.000 Word of mouth 1.000

.473 .796 .665 .613 .658 .789 .896 .645 .650 .730 .670

Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy is still another useful method to show the appropriateness of data for factor analysis. KMO statistics varies from 0 to 1. Kaizer (1974) recommends that the value of KMO should be greater than 0.5. Field (2000) stated that the value of KMO 0.5 to 0.7 are moderate, 0.7 to 0.8 are good, and 0.8 to 0.9 are superior. In the present study, the value of KMO for overall matrix is 0.665 from Table 1 and thereby indicating that the sample taken to process the factor analysis is statistically significant. This test should be significant that is having a significance value less than 0.05. The table 1 above shows that the test value of chi-square 140.933(P= 0.000  RJSSM  :  Volume:  07,  Number:  04,  August  2017                                                  

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From the Table 3. it could be seen that four components extracted from the analysis with an Eigen value of greater than one which explained 65.326 percent of the total variance. One method to reduce the number of factors to something below that found by using the greater than one rule is to apply the scree plot test. In this test, Eigen values are plotted against the factors arranged in descending order along the X-axis. The number of factors that correspond to the point at which the function so produced appears to change slope, is deemed to be the number of useful factors extracted. In this regard the figure 1 has shown the useful factors.

 

Figure 1

From the figure 1 it is clear that this data set let to the conclusion that the first four components should be accepted. The rotated (varimax) loadings for the four components are presented in table 6 below. Table 4: Total Variance Explained After Rotation Component Eigen Value Percentage of (Dimensions of Variance Explained Micro Credit) 1 2.425 22.045 2 2.355 21.410 3 1.208 10.984 4 1.198 10.887 Source Field Study Extraction Method: Principal Component Analysis

Cumulative Percentage of Variance Explained 22.045 43.456 54.440 65.326

In this regard the rotated components matrix Four factors for purchasing intention could be explained that the Eigen value for each factor is greater than 1.0 (2.42, 2.35, 1.20, 1.19) which means that each factor can explain more variance than a single variable. The cumulative percentage of variance explains by One factor is 22.045(%) per cent. In other words, more than 65.326(%) per cent of the common variance shared by Four factors can be accounted or explained by these Brand, Education, Civil status, Price factors. Based on the above results, the construct validity is established.

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Table 5 Rotated Component Matrix Dimensions Name of Dimensions Group 1 Group II Age .661 Civil status Brand .702 Income .628 Education .802 Product Knowledge .720 Price Promotion .673 Past Experiences .743 Product Quality .718 Word of mouth .678

 

Group III

Group IV

.883

.936

Source: Field of study Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Rotation converged in 7 iterations Each of four components groups listed in table 6 is labeled according to the name of the value that loaded most highly for those measures of variable of Price. The higher the factor loading, the more would its test reflects or measures as factor 1 However, the brand getting the highest loading and suitable for the group become the title of each group of dimensions. Factor 1 – This indicator was represented by Five variables with factor loadings ranging from 0.628 to 0.702 They were Income, Age, Promotion, Word of mouth, Brand This indicator accounted for 45.45% of the rated variance. Factor 2 – This indicator was represented by Four variables with factor loadings ranging from 0.718 to 0.802 They were Product quality, Product knowledge, past experiences, Education This indicator accounted for 36.36% of the rated variance. Factor 3– This indicator was represented by One variable with factor of 0.883 It was Civil status. This indicator accounted for 9.09% of the rated variance. Factor 4 – This indicator was represented by One variable with factor of 0.936 It was Price. This indicator accounted for 9.09% of the rated variance. Factor ranking was done by multiplying the rotated component coefficient matrix, and correlation coefficient matrix (see table 6). And factors were ranked based on the factor scores’ ranks.

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Table 6 : Ranking of Factors Key variables No. of rotated Output Variables component coefficient matrix* and correlation coefficient matrix. Factor 1 Brand

Factor 2 Education

Factor 3 Civil status Factor 4 Price

 

Factor Score

Rank

Age Brand Income Promotion Word of mouth Education Product knowledge Past experiences Product Quality Civil status

0.661*0.284 0.702*0.320 0.628*0.263 0.673*0.289 0.678*0.288

0.187724 0.22464 0.165164 0.194497 0.195264

0.967289

1-brand

0.802*0.371 0.720*0.307

0.297542 0.22104

0.966323

2-Education

0.743*0.333

0.247419

0.718*0.279

0.200322

0.883*0.736

0.649888

0.649888

4-price

Price

0.936*0.794

0.743184

0.743184

3-civil status

Findings of the study Any research is carried out truth. Based on the presented data and data analyzed, finding identified. The conducting this research Eleven factors: Age, Civil status, Brand, Income, Education, Product knowledge, Price, Promotion, past experiences, Product quality and Word of mouth were considered. 200 samples were selected each were given to questionnaire which contained 43 questions. Each respondent were women who uses the beauty care products item only considered in this study. The collected data were applied in SPSS and Exploratory Factor Analysis(EFA) was undertaken. Finally, the researcher identified four factors which most influencing factors: Brand, Education, Price and Civil status. In connection with the demographic factor, the result represents All respondents were women. A majority of the respondents were in the age group 20-35(80%) Most of the respondents were married women (56.7%) Moreover most of the respondents earn income within the range of below Rs. 10,000- Rs. 30,000 (76.7%). This study revealed that the Brand, Education, Price and Civil status which are mostly influencing on purchase intention. Brand: Dr.Hamza Salim Kharaim(May 2011) study revealed that brand name was shown strong correlation with brand loyalty. Montojula Suvattanadilok(2013) study revealed that Brand association was the most significant factor. Anjali Sharma, Shruti Bhola, Shweta Malyan and Neha Patni (2013) study revealed that Brand image is the major cause, which women choose while purchasing beauty product. Saima Ulfat (2012) The findings of this study has a strongest relation of brand consciousness. The above studies revealed that brand was the most influencing factor. The same result found in this research. Education: Any studies were not founded that education was the most influencing factor on purchasing the beauty care products (Pilot study). Price: Uchenna Cyril Eze, Chew-Beng Tan and Adelene Li-Yen Yeo (2012) study revealed that Price was not significant www.theinternationaljournal.org  >  RJSSM  :  Volume:  07,  Number:  04,  August  2017                                                  

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influence on purchasing decision. Montojula Suvattanadilok(2013) study revealed that Price as a most influencing factor to buy, product perceived as expensive and reasonable price to buy. Nguyen Thi Anh Hong(2013) study revealed that price had a strong association with the buyer behavior of women. Saima Ulfat (2012) The findings of this study has a strongest relation of price sensitivity. The above studies revealed that price was the most influencing factor except one research finding. The same result found in this research. Civil status: no studies conform the influence of civil status on purchasing the beauty care products.

 

Conclusion and managerial implication There were so many factors influencing on purchasing intention when purchase a product. But the researcher only considered Eleven variables which were Age, Civil status, Brand, Income, Education, Product knowledge, Price, Promotion, Past experiences, Product quality and Word of mouth. Therefore, in future, to decide to conduct this research various other factors should also be taken into consideration. Further, this research only covered the women who using the beauty care products in the Jaffna Municipal council area such as some of the beauty parlors, Shops relating to selling the beauty care products and also some of the University of Jaffna students. Therefore, in future it would be decided to conduct the research by considering a wide area. Further extension of sample size will be able to represent the whole population. Among the Eleven Factors Brand, Education, Price and Civil status had the most influence on purchase intention towards beauty care products. However, brand image has always been the focus of many consumers when making a purchase. They tend to go for top brands more than for products with lower brand image because they perceive that products with top brand image have better quality. Consumers in the 21st century are well-educated in terms of their requirements of a product they intend to purchase. Price also plays a part in influencing consumers’ purchase intention. Civil status also influences on purchasing beauty care products. Most of the married women participated in this research. Nowadays Married women mostly concentrates on their beauty. In addition, findings from this study would be useful to researchers, who may want to conduct related studies in the future. This paper could serve as a frame of reference to other researchers. This study suggests the marketers, manufacturers and beauticians to develop their strategy and enhance their business by concentrating the four factors. As a result brand was the most significant factor influencing on purchase decision. They can develop the strategies and build up the brand loyalty, brand quality, reasonable prices for the brand and attractive advertisements towards on the brands to differentiate the beauty care products among competitors. Marketers should pay more attention on brands because it is the major factor influencing on purchase decision of the beauty care product users. Education also the most influencing factor on purchasing decision in this study. Nowadays most of the people are educated. And mostly they are interested in viewing web pages, Social media and magazines. The marketers can create the pages which is more available in the web pages and attractive advertisements also can be created to persuade them on more purchasing ideas. Price also mostly influencing on the purchase decision. Marketers are recommended to enhance their pricing strategies and to be aware on providing the beauty care products by giving discounts, offers, reasonable prices, low pricing strategies to enhance the purchasing decision o the beauty care product users. Civil status of women also mostly influencing in this study. Researcher recommends the marketers, manufacturers and beauticians to concern the segment product moreover by considering the married women and unmarried women. Unmarried women mostly concerns on whitening beauty care product to show their rich look, more beauty and self-image. So there will be more segmented product can be made for unmarried women. Furthermore, nowadays married women also increasingly concerns on their beauty to show the young look. And married women who have children mostly concern on their health and want to use natural beauty care products. In this view there will be lot of segments can

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be done in future. Researcher suggest the above strategies to enhance the marketing opportunities in future according to the analysis of this study.

 

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