Perception of Women Skincare Cosmetics Buyers Regarding the Relative Importance of the Major Place / Distribution Components–A Study

Dr. Chitralekha H. Dhadhal

Volume : III, Issue : VII, July - 2014

Perception of Women Skincare Cosmetics Buyers Regarding the Relative Importance of the Major Place / Distribution Components–A Study

Dr. Chitralekha H. Dhadhal

Abstract :

This paper aims to find out the perception of women skincare cosmetics users regarding the relative importance of the sub–components of Place/ Distribution–Related Factors Influencing the Purchase of Skincare Cosmetics Products namely, Wide Availability of the Brand in Stores and Sufficient Number of Brand Outlets.For the purpose of analyzing the relative significance of Distribution Related Factors, the Two factors, namely, Wide Availability of the Brand in Stores and Sufficient Number of Brand Outlets were put forth before the respondents with a request to rank them 1 and 2 in order of Importance. It was found that Wide availability of the and in stores was perceived as the most important factor affecting the purchase of skincare cosmetics followed by Sufficient Number of Brand Outlets at second place. Based on the findings; the paper also suggests various marketing strategies to marketers of skincare cosmetics to ensure a strong loyalty base.