The Factors influencing on purchase intention towards beauty care products in Jaffna District

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.