SSRN Id3202939

The Factors Influencing on Purchase Intention towards

Beauty Care Products in Jaffna District
Janany, E
e_janani@yahoo.com
Research Follower
University of Jaffna
Shivany, S
shanshivany@yahoo.com
Senior lecturer
University of Jaffna Sri Lanka
Abstract
beauty has been a dominant theme in western art, in which an "ideal beauty" is a person who is
admired, or possesses features widely attributed to beauty in a particular culture. Since prehistoric era,
both males and females are consuming beauty care products in their own. Females also relate beauty
care products as anti- aging agents so they always demand a perfect beauty image from a single
product. Lack of literature enriched theories in cosmetic purchase and factors, this study identified the
factors influencing purchase intention towards beauty care products. After the end of prolonged war
purchase intention towards cosmetics products has been improved, and need to
have a clear picture on the factors influencing purchase intention on beauty care products. This study
collected data from 200 women customers on the influence of factors on purchase intention towards
cosmetic products. factors influencing on purchasing intention beauty care products were identified
firm the literatures and explored to a special context. such variables, as Age, Civil status, Brand,
Income, Education, Product knowledge, Price, Promotion, Past experiences, Product quality and Word
of mouth. were explored through EFA analysis in SPSS, this study revealed that the Brand, Education,
Price and Civil status which are mostly influencing on purchase intention through the ranking variable
brand has been identified as most influencing factor for the purchase intention towards beauty care
products.
Key words: beauty care products, purchase intention, Exploratory Factor Analysis
Introduction
Beauty is based on what the viewer feels and getting attraction towards a person look and personality.
It is differing from person to person. Skin, face, hair, body are determining a person appearance and
beauty. Nowadays most people pay attention on concerning their beauty. Particularly women always
concerning on their beauty. As a result, the beauty care products usage among women in Jaffna is
dramatically increasing. This is because of the increasing self-awareness of women due to post war
situation, increasing number of working women, education, increased number of beauty parlours
furthermore most of the women want to become fashionable.
All women deserve to be appreciated, respected, and admired. When a woman improves her
appearance, an amazing thing happens. People begin to pay attention to her, listen to her, seek her
company, ask her opinion. women become more confident, and this makes her look even better! As
her confidence grows, so does the respect she receives – at work, at home, everywhere. As her
insecurity falls away, she becomes more daring, self-assured, courageous; she finds she can
do anything. Her life improves in every way. For the 30 years of civil war Jaffna women haven’t been
consider the beauty as their concern because they thought of their survival in the country. But now
they are very much concern on beauty and related aspects, and women are now thinking on variety of
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beauty care products. Knowing what factors influencing on their purchase decision is a lacking
research topic on this phenomenon.
Background of the study

Beauty is a characteristic of a person, place, object or idea that provides a perceptual experience of
pleasure, meaning or satisfaction. Collins English Dictionary says beauty is the combination of all the
qualities of a person or thing that delight the senses and please the mind. Dated from the ancient time,
beauty has been a dominant theme in western art, in which an "ideal beauty" is a person who is
admired, or possesses features widely attributed to beauty in a particular culture. Since prehistoric era,
both males and females are consuming beauty care products in their own. Females also relate beauty
care products as anti- aging agents so they always demand a perfect beauty image from a single
product. Marketers even use females as symbol to promote enhanced features of their products as firm
believe is, higher is the satisfaction from any brand, greater is the economic return associated with that
brand (Yu, 2007). Females do have psyche to look superior while having price comparison and brand
prestige description of their own selected brand so they always try to decide radically about their
chosen beauty care product (Johnston and Taylor, 2008). Selection of beauty care products by females
is also reflected as a stance of female’s personality. Type of personality is related in the use of beauty
care product and it is generally considered if a female is using same product since a long time she is
brand conscious and she will appear at lower level of new product adaptability. “Up-to-dated” females
try new products once after their immediate launch while showing their socially aware attitude
(Andrew, 2011). There are about 30 local beauty care products. Sri Lanka's cosmetic industry is
growing at a rapid pace over the recent years. However, Sri Lankan cosmetic industry should grow for
the benefit of the manufacturers across the country (Kumarasinghe,2014). Nowadays The Natures
secret, 4ever, Oriflame industries are well reputed manufactures in Sri Lanka. Even though there are
lot of beauty care products also importing from abroad but mostly those are very expensive products.
Research Gap
Uchenna Cyril Eze, Monash University, Chew-Beng Tan, and Adelene Li-Yen Yeo, (2012) studied
product image, product knowledge, and brand image emerged with a significant influence on intention
to purchase cosmetics. Hamza Salim Kharaim(2011) indicated that brand name has shown strong
correlation with brand loyalty. The research results showed that there is positive and significant
relationship between factors of brand loyalty. Montojula Suvattanadilok (2013) revealed that
Promotional Marketing and perceived quality as marketing mixes did not contribute to consumer
intention to buy skin whitening products. Nguyen Thi Anh Hong (2013) studied Brand image attract
the attention of buyer towards Nivea products which belongs to Product Information and Brand Image
dimension are deleted because of the value is disappear when we test the Rotated Component Matrix.
The final results come up with 5 components that contributing to factors affecting women purchasing
decision toward Nivea skin care products. The five components are named quality and price;
motivation and attitude, purchasing advisor and family; culture and personality. Anjali Sharma, Shruti
Bhola, Shweta Malyan and Neha Patni (2013) indicated, quality and price are the two main parameters
for which women may switch from one brand to another brand. Brand image is the major cause; which
women choose while purchasing beauty product. Saima Ulfat (2012) explained a strongest relation of
brand consciousness and price sensitivity along with satisfaction and females’ association with their
selected beauty care products. Sharmila Pudaruth , Thanika Devi Juwaheer , and Yogini Devi Seewoo
(2015), studied the Gender-based differences in understanding the purchasing patterns of eco-friendly
cosmetics and beauty care products in Mauritius.
Research Problem
Review of literature on this context clearly revealed that this context should be examined further.
Because, no body clearly defined what is the identify the factors influencing on beauty care products.
There are few researchers had conducted researches to identify the factors influencing on beauty care
products in other countries, but they are quite inconsistent in their findings to come a conclusion with
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regard this. In spite that these studies have produced an impressive literature on the identify the factors
influencing on beauty care products, there are deficiencies, and these deficiencies have impeded the
further development of the research in this context. Moreover, in Jaffna Municipal Council area,
Researcher could not find any reported evidences in this context.
These facts lead the researcher to the research problem that is focused on this study is defining the
influence of factors (Age, Civil status, Brand, Income, Education, Product knowledge, Price,
Promotion, Past experiences, Product quality, Word of mouth) on beauty care products. Therefore,
this study intends to identify the factors influencing on purchase intention of Jaffna Municipal Council
area customers. Because Nowadays in Jaffna beauty care products and beauty parlors dramatically
increasing. Earlier war situation women exposed their less attention on purchasing beauty care
products and concerning on their beauty. In war situation they had to fulfill their basic needs. Most of
the people struggled at that time. So demand on the beauty care products was very low. But Nowadays
women concentrate on their beauty with huge expectation. Mostly women concern on their beauty. So
beauty parlors and different varieties of cosmetic items are demanded in Jaffna region. Within 03
years there are lot of beauty parlors developed in Jaffna (Pilot study). The researcher can easily
identify the factors influencing on purchase intention towards beauty care products. Therefore, to
know the real factor influencing the purchase of beauty care product is a significant study for the
current marketing context. Therefore, the following research questions were formulated. Based on the
research problem, the findings of past researches and through literature review, the following research
question is formulated:
1. What are the factors influencing on purchasing the beauty care products in Jaffna municipal council
area?
Objectives of the study

In this research, in line with the problem statement a few objectives are outlined as the guiding
principal to this study. The research objective is the answer to a question, what will be the result of this
research, the main objective of this research is
• To identify the factors which influence on purchasing beauty care products in Jaffna municipal
council area.
• Identify the factors which are most influencing on purchasing the beauty care products
Factors Influencing on purchasing intention
Age: Meng and Pan (2012) suggested that the perceived information utility of beauty care product
advertising is the most significant factor in engaging young female consumers' interests and desire to
try beauty care product. Kokoi (2011) indicated that 20-35 and 40-60 year-old women were rather
similar in terms of the factors affecting their buying behavior related to beauty care products.
Civil status: Kumaravel and Vikkraman (2013) mentioned that the majority of respondents are
married and purchasing personal care product in urban areas by considering quality product at
reasonable price. Kokoi (2011) found that women who had children were more favorable toward the
use of natural ingredients in beauty care products than women who did not have children. Furthermore,
the marital status majorities first preference was whether the brand is suited for the skin. (Wijesundera
and Abeysekera, 2010).Hamed et al. (2010) found that beauty care product users believed that lighter
skin tone plays a role in self-esteem, perception of beauty and youth, marriage and employment
opportunities when compared with nonusers.
Brand Name: Brand Name Famous brand names can disseminate product benefits and lead to
higher recall of advertised benefits than non-famous brand names (Keller, 2003). There are many
unfamiliar brand names and alternatives available in the market place. Consumers may prefer to trust
major famous brand names. These prestigious brand names and their images attract consumers to
purchase the brand and bring about repeat purchasing behavior and reduce price related switching
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behaviors (Cadogan and Foster, 2000). According to Kohli and Thakor (1997), brand name is the
creation of an image or the development of a brand identity and is an expensive and time consuming
process. The development of a brand name is an essential part of the process since the name is the
basis of a brand’s image. Brand name is important for the firm to attract customers to purchase the
product and influence repeat purchasing behavior. Consumers tend to perceive the products from an
overall perspective, associating with the brand name all the attributes and satisfaction experienced by
the purchase and use of the product.
Income: Abdullah et al. (2013) found that income level of female consumers is increasing their
expenditure for beauty care product is also increasing as McConnell and Brue (1999) mentioned that
high income also affects the type of products that consumers want to buy. Chao and Schor (1998)
stated that income status is positively associated with the propensity to engage in status-purchasing.
Education level: Wijesundera and Abeysekera (2010) found that the education qualifications
and occupation with brand preference varies which marketing organizations can direct marketing
campaigns specifically addressing to the different qualification levels and occupation categories.
The study found that the education of people who are mostly graduates or post graduates are
the consumers of either popular or middle end categories of personal care products which is the most
important target group for all the major players in the personal care segment (Sudhakar and Rani,
2013). Berkholz et al. (2010) refereed that consumers must be educated about the consequences of
their choices which encourage people to change their attitudes and habits, improvements in terms of
their living standards and be communicated, especially the money-and time-saving aspects.
Product Knowledge: Kempf and Smith (1998), who advise, that customers with big levels of
product knowledge are more suggestive and knowledge able than those who have small levels of
product information. Customers product information have familiar like feature that influence all phase
in the conclusion progression (Bettman and Park, 1980).
Customers with greater level of product information have good developed and more multifaceted
schema with well formulated conclusion criterion (Marks and Olson, 1981).
Price: According to Cadogan and Foster (2000), price is probably the most important
consideration for the average consumer. Consumers with high brand loyalty are willing to pay a
premium price for their favored brand, so, their purchase intention is not easily affected by price.
Price consciousness is defined as finding the best value, buying at sale prices or the lowest price choice
(Sproles and Kendall, 1986). Consumers’ satisfaction can also be built by comparing price with
perceived costs and values. If the perceived values of the product are greater than cost, it is observed
that consumers will purchase that product. Loyal customers are willing to pay a premium even if the
price has increased because the perceived risk is very high and they prefer to pay a higher price to
avoid the risk of any change (Yoon and Kim, 2000).
Customers have a strong belief in the price and value of their favorite brands so much so that they
would compare and evaluate prices with alternative brands (Keller, 2003).
Promotion: Advertising is a non-personal presentation of information in mass media about a

product, brand, company or store. It greatly affects consumers’ images, beliefs and attitudes towards
products and brands, and in turn, influences their purchase behaviors (Lovelock, 2010).
According to Clow (2010), promotion is an important element of a firm’s marketing strategy.
Promotion is used to communicate with customers with respect to product offerings, and it is a way to
encourage purchase or sales of a product or service. Sales promotion tools are used by most
organizations in support of advertising and public relations activities, and they are targeted toward
consumers as final users.
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Past Experiences: Bentlar and Speckart, 1979 there is an argument among the researchers that
consumer‟s previous behavior can have offered better predictions of behavioral intentions. Delgado-
Ballester and Munuera-Aleman (2005) build-up that the believe developed through past experience
becomes a crucial part of existing purchase and name the consumer as loyal furthermore serves as
brand equity in future. Swami et al. (2009) in a survey of 287 men and women in London found that
earlier experience was significant and certainly predicted enthusiasm to purchase products.in their
study on intention to buy fake versus genuine things found that consumer prefered original items over
fake apart from their products experience.
Product Quality: Product Quality encompasses the features and characteristics of a product or
service that bears on its ability to satisfy stated or implied needs. In other words, product quality is
defined as “fitness for use” or ‘conformance to requirement” (Russell and Taylor, 2006).
Consumers may repeat the purchase of single brands or switch around several brands due to the
tangible quality of the product sold. Material is important in product quality because it affects the hand
feel, texture and other performance aspects of the product. Further, consumers relate personally to
color, and could select or reject a product because of color. If the color does not appeal to them or
flatter their own color, they will reject the product. Functional attributes in cosmetics include quick-
dry, breathable, waterproof, lightweight, and finally, durability. For instance, some consumers use
cosmetics for work and some for leisure and sports, as they need a lot of movement, while durability is
an important consideration in purchasing cosmetics.
Word of Mouth: The word of mouth (WOM) is “the informal transmission of ideas,
comments, opinions, and information between two people, neither one of which is a marketer”. Two
subjects are involved in WOM one who “gains information about behaviors and choices”: the receiver
and the second who “increases his/her confidence in the personal product or behavior choice by
persuading others to do the same” (Blackwell et al., 2006, p. 533). WOM gives reliable and
trustworthy information about products sometimes more than the formal communication. “The more
positive information consumers get about a product a product from peers, the more likely they will be
to adopt the product”. 'Quantitative research is a formal, objective, systematic process in which
numerical data are used to obtain information. This research method is used: to describe variables, to
examine relationships among variables, to determine cause-and-effect interactions between variables
(Burns N, Grove SK (2005). Quantitative Research used measurable data to formulate facts and
uncover patterns in research. Quantitative data collection methods were much more structured than
Qualitative data collection methods. Quantitative data collection methods include various forms of
surveys – online surveys, paper surveys, mobile surveys and kiosk surveys, face-to-face interviews,
telephone interviews, longitudinal studies, website interceptors, online polls, and systematic
observations.
Therefore, in this research researcher used Quantitative methodology. It was appropriate to collect the
data and analyze the variable with providing questionnaire.
Research design
A research population is also known as a well-defined collection of individuals or objects known to
have similar characteristics. All individuals or objects within a certain population usually have a
common, binding characteristic or trait (Explorable, 2009). The target population of this study was the
women who use beauty care products in Jaffna Municipal area. In this research the beauty care
products and cosmetics female users were targeted in the Jaffna Municipal area.
A Sample is a segment of the population selected to represent the population as a whole.

Ideally, the sample should be representative and allow the researcher to make accurate estimates of the
thoughts and behavior of the larger population (Kothari1985). Researcher used a survey questionnaire
to collect 200 valid responses from women who consumes beauty care products within Jaffna
Municipal council area. 43 questions were developed to collect information on this research study.
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A convenience sample was one of the main types of non-probability sampling method. A
convenience sample was made up of people who were easy to reach. So that Researchers have selected
the convenience sampling technique. It was easy to collect the information from women in Jaffna
Municipal area. Hardcopy questionnaire survey was the method of collecting data from respondents.
Questionnaires were distributed through women from beauty parlous, Cosmetics shops, University
students and friends within the Jaffna municipal area.
All data collected were in the form of primary data. The questionnaire design took into
consideration all relevant factors generated from the literature review. Section A of the questionnaire
concerns the demographic profile while Section B solicits responses on the key constructs for the
conceptual frameworks. The constructs were operationalized with multiple elements as follows: Age
(4 questions), Marital status (3 questions), Brand image (4 questions),
Monthly Income (4 questions), Education degree (3 questions), product knowledge (2 questions),
Price (7 questions), Promotion (5 questions), Past experiences (2 questions), product quality (6
questions), and word of mouth (3 questions). I used a 5-point Likers scale to measure the variables
where 1= Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, and 5 = Strongly Agree. Likert
scale is used to measure how strongly subjects agree and disagree with statements. I used a
convenience sampling method to select the participants for this study because there was no available
database or directory to serve as a population frame.
Data Analysis
To identify the influencing factors on purchasing intention towards beauty care products researcher has
Eleven variables. Through the exploratory factor analysis, the variables were reduced into four. The
analysis of the variables for factor analysis has been explained as follows.
Cronbach alpha is most widely used method for checking the reliability of scale. Before
applying factor analysis, testing of the reliability of the scale is very much important and this is done
by determining the association in between scores obtained from different administration of the scales.
It may be mentioned that its value varies from 0 to 1 but, satisfactory value is required to be more than
0.6 for the scale to be reliable (Malhotra, 2002; Cronbach, 1951).
In the present study, researcher uses Cronbach’s Alpha scale as a measure of reliability. Its
value is estimated to be 0.697 (Malhotra, 2002; Cronbach, 1951) for total dimensions. If the reliability
value is compared with the standard value alpha of 0.6, it could be found that the scales used by this
study are highly reliable for factor analysis. After checking the reliability of scale, an examination of
the correlation matrix reveals moderately significant correlations between some of the variable.
In addition to the testing reliability of the variables, researcher tested whether the data so collected is
appropriate for factor analysis or not. The appropriateness of factor analysis is dependent upon the
sample size. According to them, as communalities become lower the importance of sample size
increases. In this regard communalities of the variable have been shown below. From table 1 it is
clear that a sample size of 200 as used in the present study is good for a suitable factor solution
because all communalities are above 0.5 except one (Age) (see table 2)
Table 1 KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .665

Bartlett's Test of Sphericity Chi-Square 140.933
Significance .000
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Table 2
Communalities
Factors Initial Extraction
Age 1.000 .473
Civil status 1.000 .796
Brand 1.000 .665
Income 1.000 .613
Education 1.000 .658
Product Knowledge 1.000 .789
Price 1.000 .896
Promotion 1.000 .645
Past Experiences 1.000 .650
Product Quality 1.000 .730
Word of mouth 1.000 .670
Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy is still another useful method to show the
appropriateness of data for factor analysis. KMO statistics varies from 0 to 1. Kaizer (1974)
recommends that the value of KMO should be greater than 0.5. Field (2000) stated that the value of
KMO 0.5 to 0.7 are moderate, 0.7 to 0.8 are good, and 0.8 to 0.9 are superior. In the present study, the
value of KMO for overall matrix is 0.665 from Table 1 and thereby indicating that the sample taken to
process the factor analysis is statistically significant. This test should be significant that is having a
significance value less than 0.05. The table 1 above shows that the test value of chi-square 140.933(P=
0.000<0.05) is highly significant indicating that the data is appropriate for the factor analysis in the
present study. This means that the correlation matrix is not an identity matrix. There is perfect
relationship with itself and there is no relationship with other variables.
After examining the reliability of the scale and testing appropriateness of data as above, next, it was
carried out factor analysis to identify the most influencing factors. For this purpose, researcher
employed Principal Component Analysis (PCA) followed by the Varimax rotation, when the original
dimensions are analyzed by the PCA in this regards have been revealed in table 4.6.
Table 3 Total variance explained after Extraction

Components Initial Eigenvalues
Total % of Variance Cumulative %
1 2.983 27.121 27.121
2 1.868 16.985 44.106
3 1.210 10.996 55.102
4 1.125 10.224 65.326
5 .776 7.056 72.382
6 .678 6.165 78.548
7 .625 5.681 84.228
8 .597 5.430 89.658
9 .477 4.334 93.992
10 .386 3.512 97.504
11 .275 2.496 100.000
Extraction Method: Principal Component Analysis
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From the Table 3. it could be seen that four components extracted from the analysis with an Eigen
value of greater than one which explained 65.326 percent of the total variance. One method to reduce
the number of factors to something below that found by using the greater than one rule is to apply the
scree plot test. In this test, Eigen values are plotted against the factors arranged in descending order
along the X-axis. The number of factors that correspond to the point at which the function so
produced appears to change slope, is deemed to be the number of useful factors extracted. In this
regard the figure 1 has shown the useful factors.
Figure 1
From the figure 1 it is clear that this data set let to the conclusion that the first four components should
be accepted. The rotated (varimax) loadings for the four components are presented in table 6 below.
Table 4: Total Variance Explained After Rotation

Component Eigen Value Percentage of Cumulative
(Dimensions of Variance Explained Percentage of
Micro Credit) Variance Explained
1 2.425 22.045 22.045
2 2.355 21.410 43.456
3 1.208 10.984 54.440
4 1.198 10.887 65.326
Source Field Study
Extraction Method: Principal Component Analysis
In this regard the rotated components matrix Four factors for purchasing intention could be explained
that the Eigen value for each factor is greater than 1.0 (2.42, 2.35, 1.20, 1.19)
which means that each factor can explain more variance than a single variable. The cumulative
percentage of variance explains by One factor is 22.045(%) per cent. In other words, more than
65.326(%) per cent of the common variance shared by Four factors can be accounted or explained by
these Brand, Education, Civil status, Price factors. Based on the above results, the construct validity is
established.
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Table 5 Rotated Component Matrix
Dimensions
Name of Dimensions Group 1 Group II Group III Group IV
Age .661
Civil status .883
Brand .702
Income .628
Education .802
Product Knowledge .720
Price .936
Promotion .673
Past Experiences .743
Product Quality .718
Word of mouth .678
Source: Field of study

Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 7 iterations
Each of four components groups listed in table 6 is labeled according to the name of the value that
loaded most highly for those measures of variable of Price. The higher the factor loading, the more
would its test reflects or measures as factor 1 However, the brand getting the highest loading and
suitable for the group become the title of each group of dimensions.
Factor 1 – This indicator was represented by Five variables with factor loadings ranging from 0.628 to
0.702 They were Income, Age, Promotion, Word of mouth, Brand This indicator accounted for
45.45% of the rated variance.
Factor 2 – This indicator was represented by Four variables with factor loadings ranging from 0.718
to 0.802 They were Product quality, Product knowledge, past experiences, Education This indicator
accounted for 36.36% of the rated variance.
Factor 3– This indicator was represented by One variable with factor of 0.883 It was Civil status. This
indicator accounted for 9.09% of the rated variance.
Factor 4 – This indicator was represented by One variable with factor of 0.936 It was Price. This
indicator accounted for 9.09% of the rated variance. Factor ranking was done by multiplying the
rotated component coefficient matrix, and correlation coefficient matrix (see table 6). And factors were
ranked based on the factor scores’ ranks.
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Table 6 : Ranking of Factors
Key variables No. of rotated Output Factor Rank
Variables component Score
coefficient
matrix* and
correlation
coefficient matrix.
Factor 1 Age 0.661*0.284 0.187724 0.967289 1-brand

Brand Brand 0.702*0.320 0.22464
Income 0.628*0.263 0.165164
Promotion 0.673*0.289 0.194497
Word of 0.678*0.288 0.195264
mouth
Factor 2 Education 0.802*0.371 0.297542 0.966323 2-Education
Education Product 0.720*0.307 0.22104
knowledge
Past 0.743*0.333 0.247419
experiences
Product 0.718*0.279 0.200322
Quality
Factor 3 Civil status 0.883*0.736 0.649888 0.649888 4-price
Civil status
Factor 4 Price 0.936*0.794 0.743184 0.743184 3-civil status
Price
Findings of the study

Any research is carried out truth. Based on the presented data and data analyzed, finding identified.
The conducting this research Eleven factors: Age, Civil status, Brand, Income, Education, Product
knowledge, Price, Promotion, past experiences, Product quality and Word of mouth were considered.
200 samples were selected each were given to questionnaire which contained 43 questions. Each
respondent were women who uses the beauty care products item only considered in this study. The
collected data were applied in SPSS and Exploratory Factor Analysis(EFA) was undertaken. Finally,
the researcher identified four factors which most influencing factors: Brand, Education, Price and Civil
status.
In connection with the demographic factor, the result represents All respondents were women.
A majority of the respondents were in the age group 20-35(80%) Most of the respondents were
married women (56.7%) Moreover most of the respondents earn income within the range of below Rs.
10,000- Rs. 30,000 (76.7%).
This study revealed that the Brand, Education, Price and Civil status which are mostly
influencing on purchase intention. Brand: Dr.Hamza Salim Kharaim(May 2011) study revealed that
brand name was shown strong correlation with brand loyalty. Montojula Suvattanadilok(2013) study
revealed that Brand association was the most significant factor. Anjali Sharma, Shruti Bhola, Shweta
Malyan and Neha Patni (2013) study revealed that Brand image is the major cause, which women
choose while purchasing beauty product. Saima Ulfat (2012) The findings of this study has a strongest
relation of brand consciousness. The above studies revealed that brand was the most influencing factor.
The same result found in this research. Education: Any studies were not founded that education was
the most influencing factor on purchasing the beauty care products (Pilot study). Price: Uchenna Cyril
Eze, Chew-Beng Tan and Adelene Li-Yen Yeo (2012) study revealed that Price was not significant
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influence on purchasing decision. Montojula Suvattanadilok(2013) study revealed that Price as a most
influencing factor to buy, product perceived as expensive and reasonable price to buy. Nguyen Thi
Anh Hong(2013) study revealed that price had a strong association with the buyer behavior of women.
Saima Ulfat (2012) The findings of this study has a strongest relation of price sensitivity. The above
studies revealed that price was the most influencing factor except one research finding. The same
result found in this research. Civil status: no studies conform the influence of civil status on
purchasing the beauty care products.
Conclusion and managerial implication

There were so many factors influencing on purchasing intention when purchase a product. But the
researcher only considered Eleven variables which were Age, Civil status, Brand, Income, Education,
Product knowledge, Price, Promotion, Past experiences, Product quality and Word of mouth.
Therefore, in future, to decide to conduct this research various other factors should also be taken into
consideration.
Further, this research only covered the women who using the beauty care products in the Jaffna
Municipal council area such as some of the beauty parlors, Shops relating to selling the beauty care
products and also some of the University of Jaffna students. Therefore, in future it would be decided to
conduct the research by considering a wide area. Further extension of sample size will be able to
represent the whole population.
Among the Eleven Factors Brand, Education, Price and Civil status had the most influence on
purchase intention towards beauty care products. However, brand image has always been the focus of
many consumers when making a purchase. They tend to go for top brands more than for products with
lower brand image because they perceive that products with top brand image have better quality.
Consumers in the 21st century are well-educated in terms of their requirements of a product they
intend to purchase. Price also plays a part in influencing consumers’ purchase intention. Civil status
also influences on purchasing beauty care products. Most of the married women participated in this
research. Nowadays Married women mostly concentrates on their beauty. In addition, findings from
this study would be useful to researchers, who may want to conduct related studies in the future. This
paper could serve as a frame of reference to other researchers.
This study suggests the marketers, manufacturers and beauticians to develop their strategy and
enhance their business by concentrating the four factors. As a result brand was the most significant
factor influencing on purchase decision. They can develop the strategies and build up the brand
loyalty, brand quality, reasonable prices for the brand and attractive advertisements towards on the
brands to differentiate the beauty care products among competitors. Marketers should pay more
attention on brands because it is the major factor influencing on purchase decision of the beauty care
product users.
Education also the most influencing factor on purchasing decision in this study. Nowadays
most of the people are educated. And mostly they are interested in viewing web pages, Social media
and magazines. The marketers can create the pages which is more available in the web pages and
attractive advertisements also can be created to persuade them on more purchasing ideas.
Price also mostly influencing on the purchase decision. Marketers are recommended to enhance their
pricing strategies and to be aware on providing the beauty care products by giving discounts, offers,
reasonable prices, low pricing strategies to enhance the purchasing decision o the beauty care product
users.
Civil status of women also mostly influencing in this study. Researcher recommends the
marketers, manufacturers and beauticians to concern the segment product moreover by considering the
married women and unmarried women. Unmarried women mostly concerns on whitening beauty care
product to show their rich look, more beauty and self-image. So there will be more segmented product
can be made for unmarried women. Furthermore, nowadays married women also increasingly concerns
on their beauty to show the young look. And married women who have children mostly concern on
their health and want to use natural beauty care products. In this view there will be lot of segments can
Electroniccopy

be done in future. Researcher suggest the above strategies to enhance the marketing opportunities in
future according to the analysis of this study.
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The Factors Influencing on Purchase Intention towards

Background of the study

Objectives of the study

Factors Influencing on purchasing intention

Promotion: Advertising is a non-personal presentation of information in mass media about a

A Sample is a segment of the population selected to represent the population as a whole.

Table 1 KMO and Bartlett’s Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .665

Table 3 Total variance explained after Extraction

Table 4: Total Variance Explained After Rotation

Source: Field of study

Factor 1 Age 0.661*0.284 0.187724 0.967289 1-brand

Findings of the study

Conclusion and managerial implication

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