Factors of Purchase Intention for Cosmetic Product-An Empirical Evidence among Indian Consumers
In a tropical dry country like India the use of cosmetic product like deodorant is indispensable. Though deodorant is one of the important cosmetic product not many studies have been conducted so far to explore the factors that leads to a purchase of deodorant. The current study aims at finding what the customers look for while purchasing a cosmetic product such as deodorant.Further, analyses the relationship between socio economic factors and purchase intention of cosmetics. A structured online survey is carried out and 304 responses were received. Thedata set isanalyzed using SPSS 21. Exploratory factor analysis is conducted to identify the key factors that culminate in a purchase of deodorant. Anordinal logistic regression is conducted to analyze relationship between socio-economic factors and purchase intention factors.The findings indicate that product quality, price and promotional variables play significant impact in purchase decision. Age and Education are the main contributors among socio economic factors that influence the purchase of deodorant.