Purchase Experiences of Indian Women with Facial Cream Brands: A contemporary Research

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This book narrates the evolution of the usage of beauty products among women from time immemorial. Recent data was collected from women professionals like advocates, doctors, academicians, engineers, technocrats, administrators and others residing at India and analyzed scientifically using statistical software tools. It explores the effects of the External Stimuli (Advertisement, Stores, Promotions and Celebrity Endorsement), Internal Stimuli (Consumer Attitude and Beliefs, Perception and Personality), and Source Credibility (Trust, Expertise and Attractiveness) on Purchase Experience. Findings demonstrate that external stimuli loses its importance and Source credibility gains importance where the dermatologists influence was the dependent variable .To retain the women customers, marketers have to tap the internal stimuli which consists of customer attitude, perception and personality where the age groups also have a significant impact towards the purchase experience. A womans personality plays a predominant role in purchase decision.Marketers are emphasized to trigger the personality traits by driving inner self and delighting the women customers to purchase their brand.

Publisher ‏ : ‎ Sps
Publication date ‏ : ‎ 15 August 2018
Language ‏ : ‎ English
Print length ‏ : ‎ 180 pages
ISBN-10 ‏ : ‎ 6202314478
ISBN-13 ‏ : ‎ 978-6202314473
Item weight ‏ : ‎ 240 g
Dimensions ‏ : ‎ 15.01 x 1.04 x 22 cm