A Study on Motivational Factors Influencing the Purchase of Personal Care Products

Abstract

Your hair tells a lot about you. Make sure it's telling the right story.""Your hair is the statement you make without saying a word." - Adriana Li.

Fast Moving Consumer Goods are the requisite for all of us.  Before buying any products or availing any services, consumers consider many factors that can influence their decision to buy the product or avail the services. The motivational factor plays an important role in the purchase decision of a product, especially related to personal care products, because beauty look prefer by all. The present study was undertaken by the researchers to determine the purpose, awareness, and motivational factors of the use of hair oil and shampoo which also come under green marketing. Using a convenience sampling technique, data were collected from areas with a sample size of 252, and statistical tools such as simple percentage, simple ranking technique, and correlation were applied. Internal factors such as trust, nourishment, and reduced hair fall, and external factors such as Quality, Price, Loyalty and Ingredients were considered to understand the motivational factors for consumers to buy hair oil and shampoo.Owing to climate change, environmental consciousness, and the effects of pollution, consumers now prefer to consume green products as well as Green Marketing products.