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

ISBN-13: 9786202314473 / Angielski / Miękka / 2018 / 180 str.

G. Rajini; G. Madhumita

Opis

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 dermatologist's 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 woman's 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.

O autorze

Rajini, G.
Dr.G.Rajini,Professor & Head- MBA(Integrated) and Dr.G.Madhumita,Associate Professor at Vels Institute of Science,Technology and Advanced Studies are from Chennai, India.The former is author of many books and research articles (Co-authored some with the latter), Journal editorial board member and recipient of distinguished faculty award.