Shampoo Case Study

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Abstract: The purpose of the study is to examine the factors that affecting the purchasing behavior of a consumer.

1. Introduction: Consumer goods are products that are purchased for final consumption by the average consumer. It can be called as finished goods; consumer goods are the end result of production and manufacturing. Cosmetic products are also one kind of consumer goods. Cosmetic products are defined as any substances or preparations that are intended to be placed in contact with the various external parts of the human body (epidermis, hair system, nails, lips, eyes and external genital organs) or with the teeth and the mucous membranes of the oral cavity (Wikipedia). Shampoo is one kind of cosmetic product. It
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For those who are able to identify the difference, these consumers are using it based on its brand-name and thus do not put other important criteria into consideration. There are also consumers who purchase based on its value for money, quality, availability, packaging, spokesman, aroma, fashion & status and so forth. Marketers sometimes find it difficult to find out the main factors that influence consumer purchasing decision. The intention to purchase shampoo is thus influenced by different types of factors such as social(outside influence on purchase decision either directly or indirectly), cultural(consumers-culture, sub-culture, social class), psychological(motivation, perception, attitudes, beliefs), personal (activities, interests, opinions, demographics)factors and it is important for researchers to discover the real or most influential factor that control consumer purchasing behavior. The aim of the research is to find out what are the factors that influence consumer behavior in buying consumer goods. We select shampoo as the consumer good so we make research to identify purchasing factors of …show more content…
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