A Study on Factors Influencing Purchase Behaviour of Skin Care Products

The present study is an attempt to figuring out what influences people to buy the skincare products. The global skincare market was forecast to continuously rising. Today people are well informed about skincare, and there is high influence of social media. The objective of the study is to examine the socio-economic conditions of consumers of skin care products and to identify the factors determining the purchase behavior of skincare products. This study examine different factors influencing the demand for skincare products which are dermatologist consultation, previous experience, weather or climate , social media, brand ambassadors and celebrities , attractive packaging and presentation, product quality, brand or company reputation and price .All these factors have less or more influence on purchasing decision of skincare products. The study provides an insight into consumer’s preferences and behavior. Most of the respondents are like to use home remedies for their skincare, it indicates that natural or organic ingredients will increase the demand for skincare products. So the companies should consider adding home remedies benefits into their product and advertising them. The study shows the dynamic nature of consumer preferences in the skincare market.