Consumer Inclination to Purchase Personal Care Products in Salem City

Abstract

The study's goal is to assess consumers' proclivity to buy personal care items in Salem. The data for the study was collected by using direct interview with the consumers who were purchasing personal care products via an interview schedule. The study collects data from 794 consumers in different parts of Salem City. The study was commenced with the motive to test demographic profile of consumers, factors influencing consumer inclination and satisfaction of consumers while purchasing personal care products. The data was appropriately collated and analyzed using basic frequencies and percentages, exploratory factors, weighted ranking, as well as multiple regression. The study confirmed that consumer inclination mainly relies on store ambience, product quality, product promotion, product price, interest to purchase, and external influences. Consumer satisfaction was mainly influenced by the package quality, variety of product, and quality offered by the personal care products. It is concluded that several factors determine consumer inclination to procure personal care products.