An Empirical Study on the Influence of Independent Marketing Variables on the Purchasing Decision of Selected Personal Care Products

In the latest few decades, one of the most indispensable objectives of manufacturing firms is to identify how the consumer will respond to various marketing strategies for achieving their ultimate goal of selling. The study of consumer behavior became a concern of marketers, as they may learn how consumers choose their goods and services required to meet multiple needs and the factors that influence their choice. The present study focuses on the influence of independent marketing variables such as advertising, sales promotion schemes, attractive packaging, brand loyalty etc on purchasing decision of selected personal care products. The primary data collected using a structured questionnaire from 150 respondents of different age groups was statically analyzed. The results revealed that the implementation of sales promotion schemes and proper advertisement plays significant role in consumer purchase decisions. However, majority of the respondents in the study considered price to be the single most important and deciding factor in the purchase of branded personal care products. This study necessitates the application of suitable sales-promotion instruments, together with aggressive advertising strategies that could results in increased brand loyalty of personal care product manufacturers.