Personal Care Products: A Study on Women Consumer Buying Behaviour

The present paper focused on the buying behaviour of women consumers regarding personal care products. The study of consumer behaviour is the most important factor for marketing of any goods and services and it involved understanding the consumer mindset and their views on of personal care products. A survey of 172 respondents was carried out with structured questionnaire. The questionnaire included general demographic questions as well as some specific questions to study the consumer buying behaviour of personal care products consumers. The data was analysed by the descriptive statistics, percentages, ANOVA analysis and Correlation by using SPSS 23.0 Version. The results of ANOVA analysis reveal that demographical factors of respondents having significant mean difference with buying personal care products, products factors like Brand Name, quality, price, Brand Loyalty, Affordability, Recommendations of Sales People and Previous Usage Experiences are significant impact on consumer buying behaviour and influence factors like Brand Ambassadors and Family & Friend references are great impact on buying mode of women respondents and the results of correlation analysis indicates that marital status, education having strong association with buying of personal care products. Product factors like brand loyalty, brand name and quality of product having strong relation with respondents buying behaviour and Brand Ambassadors and Family & Friend references also show positive relation with buying personal care products.