FACTORS INFLUENCING CONSUMER DECISION MAKING FOR PERSONAL CARE PRODUCTS

Abstract

Personal care products are part of our everyday life and it is a large
industry. It is very important for marketers to know what consumers give
importance to when they buy these products. It will help them to produce,
design and promote products focusing consumer’s need and attract more
consumers. This work is a cross-sectional survey which focuses on choice
opinions of consumers of Dhaka city. Primary data were collected from 300
people using a 15 item questionnaire with 5 point Likert scale. Analysis shows
mean rank of 6 factors (Specialized product, M = 3.953, rank 1 to word of mouth,
M = 2.200, rank 6), significant difference in one tailed t test between male and
female in factor 1- specialized products (tc = 4.702 > tt = 1.65) and different mean
rank among people from 5 different professions (for student, service holder and
businessman, rank 1 - specialized products; for unemployed and housewife, rank
1 - characteristics of product). Present study also explored opinions of people
having different education levels but did not find any significant difference.