A study of the factors impacting women's purchases of anti-aging skincare products
Bailey, Rena Leslie
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The purpose of this study was to discover if information sources, product attributes, and shopping orientation influence which cosmetic and skincare brand is favored by a consumer. Women who were thirty-five years or older were asked to participate in the online questionnaire. A multiple regression analysis was conducted and indicated that all three independent variables influence brand attitude. Shopping orientation had the most influence with Reputation being the most significant factor. This means women tend to buy products from the brands they believe are the highest quality and are therefore more credible. Many women also decide to purchase an anti-aging skincare product during a consultation at a cosmetics counter after the salesperson explains the benefits of using the product. With the high percentage of women receiving consultations at the department store, it is no surprise women choose to buy the luxury brands. The more expensive products are perceived to be better quality and also tend to have the more attractive containers which women are pleased to display on their bathroom counters. Limitations and implications of the study are discussed.