Topic: “To Find Out the Main Factors Affecting Purchase Decision of Anti Ageing Products with Reference to Olay”

The market for anti ageing products and services has being growing rapidly for the past decade. Demand for anti ageing products and services are driven by several important social and economic factors including: demographic changes, social attitudes, health care structure, delivery and prices, and the state of scientific research on ageing.

There has always been a need to look good in human history it dates back from Vedas, the need is still there and has no sign of getting fulfilled, the vital aspect of beauty and health according to social and scientific standards is good refulgent skin, keeping that in mind the research has been conducted and the topic of study was “to find out the main factors affecting purchase decision of anti ageing products with reference to OLAY”.

The research was conducted mainly in Uttar Pradesh and on females above 30 years of age. The sample size was of 100. The time of survey was one month and the primary data was collected through a structured questionnaire. The secondary data is collected through various websites, journals and magazines. The research tool applied was Factor Analysis.

The findings of the research is that 37% the people surveyed said that they come to know about OLAY through television advertisements and there are basically six factors which affect the purchase decision of the customers which are core attributes, modes of promotion, reference groups, brand recall, age influenced factors and affinity to purchase.