Factors influencing the buying behaviour of face care products among youth

Improved technology, better education, advancement in science and economic growth has provided people with a chance to better standard of living. With increased purchasing power & influence of media made people more conscious towards beauty, hygiene and better life style. The study focuses on identifying the important factors considered by the customers while purchasing face care products. A self designed questionnaire is designed to collect the information form the respondents. Total sample size for the study is 200. The survey is conducted among the college students in the Pathanamthitta district, Kerala. For identifying the important factors affecting the purchase decision the respondents were asked to rank seven factors from 1 to 7 based on the importance. Rank 1 means most important and rank 7 means least important. Garrett Ranking technique is used. Influence of advertisement on the consumer behaviour of youth is also analyzed. The results of the study indicate that female consumers give the prime importance to the brand name of the product followed by ingredients and advertisements respectively. Male consumers give the most importance to brand name followed by advertisement and price respectively.