The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments

Price is considered one of the most important attributes in consumer’s choice. On the other hand, consumer’s knowledge about price tends to be imprecise. This study aims at providing new insights analyzing consumers’ perception of retail store brand (focused on Skin Care Products) comparing with two other skin care products, a premium, and a popular national brand. Second, to analyze the association price versus quality variables in the purchasing decision process. Third, to demonstrate the influence of both, unconscious and cognitive process during the purchase choice intention. Through Neuromarketing tools and protocols (quantitative and qualitative), the study exposes participants to a blind test of the three products and asks participants to talk about their sensory impressions like scent, feelings, and products texture. Using facial electromyography (EMG) and eye-tracker devices we measured consumers’ responses when we introduced price and brand name variables, by this way comparing unconscious and cognitive responses. The findings showed that an unconscious decision could be change when new variables were revealed. The study showed how conscious price variable was the major influence in their purchase intention.

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Generation Z: The Purchase Intention of Green Skin Care Products

11th GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES - Global Conference on Business and Social Sciences Proceeding ◽

10.35609/gcbssproceeding.2021.12(83) ◽

2021 ◽

Vol 12 (1) ◽

pp. 83-83

Author(s):

Ying San, Lim ◽

Phing Cai ◽

Andy Hong ◽

Tuan Hock, Ng ◽

Ying Zhee, Lim

Keyword(s):

Purchase Intention ◽

Theory Of Planned Behaviour ◽

Good Condition ◽

Skin Care ◽

The Body ◽

Growing Up ◽

Care Industry ◽

Generation Z ◽

Skin Care Products ◽

The Way

The cosmetics and toiletry industry has growing up very fast. In 2016, the total global revenue cosmetics industry amounted to USD$444 billion. According to Lee, Goh, & Noor ( 2019), the skincare products dominated the cosmetics and toiletry market with a market value of approximately USD$ 120 billion. Between 2012 and 2019, the global skincare market expanded by 41.8 percent, and by 2025, it is expected to be worth $189 billion (Ledesma, 2020). The skin is the largest organ in the body, hence, many people will find ways to protect it, one of the way people are using to protect the skin is to apply any supplement on skin to keep the good condition of the skin. However, according to Cunningham (2014), the used of chemical items in the cosmetic skin care industry is extremely unregulated. For example, Parabens that cause breast cancer are found in cosmetics. The chemical used in the skin care products had rise the attention of the users to start to pay attention on the ingredient of the skin care products. One of the way people are using in order to avoid the harmful chemical in skin care products is to to choose skin care with natural ingredient (Espitia, 2020), this happend especially among the younger consumers (Boon et al., 2020; Hsu et al.,2017). The green skincare industry is growing rapidly. Green skin care, according to previous studies (Fauzi & Hashim, 2015; Hsu et al., 2017), is any skin care products which can preserve or enhance the natural environment by conserving energy or resources and decreasing or eliminating the usage of harmful agents, pollution, and waste. Studies showed there is an increasing in the consumption of green skincare products and toiletries by 45%, from a peak of RM 1.6 billion (in 1998) to RM 2.2 billion (in 2010), with sales estimated to exceed $1.1 billion in 2010 among young people (Boon et al., 2020). Keywords: Green Skin Care, Generation Z, Theory Of Planned Behaviour

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The Relationship between Product Quality and Purchase Intention on Women’s Skin Care Products in Sri Lanka, with Special Reference to Anuradhapura District

Shanlax International Journal of Management ◽

10.34293/management.v8i2.3314 ◽

2020 ◽

Vol 8 (2) ◽

pp. 85-89

Author(s):

Thilini Nadeesha Senavirathne ◽

V Kumaradeepan

Keyword(s):

Sri Lanka ◽

Special Reference ◽

Product Quality ◽

Purchase Intention ◽

Skin Care ◽

The Body ◽

Purchasing Intention ◽

The Relationship ◽

Skin Care Products ◽

Beauty Products

Most women liked to keep their appearance in superb condition, and not enough consideration was given to the harm and dangerous effects being made to the body and the person. The problem was the basis for the research. This study attempted to gain knowledge about product quality towards purchase intention on Women’s skin care products in Sri Lanka with special reference to Anuradhapura District. Based on the literature review, the study found out that most of the product quality was strongly related to purchasing intention procedure. This research was an exploratory type of research with a qualitative prospective, and the population of the study consisted of above 15 years old women of the Anuradhapura District. Data collection has been undertaken as an anonymous survey for a week. Randomly selected the lady customers who use beauty products and attend to beauty centers located in Anuradhapura District. A total of 150 questionnaires were distributed to female cosmetic consumers aged between 15-65. Statistical package for social science (SPSS) 16.0 are used for statistical analysis, and the survey analyzed descriptively using tables, frequencies, and percentages. The research results showed a positive and significant relationship between product quality and purchase intention on women’s skin care products in Sri Lanka. Further suggestions were provided by the researcher.

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Understanding purchase intention of university students towards skin care products

PSU Research Review ◽

10.1108/prr-11-2018-0031 ◽

2019 ◽

Vol 3 (3) ◽

pp. 161-178 ◽

Cited By ~ 1

Author(s):

Jia En Lee ◽

Mei Ling Goh ◽

Mohd Nazri Bin Mohd Noor

Keyword(s):

Brand Loyalty ◽

Purchase Intention ◽

Brand Management ◽

Structural Model ◽

Perceived Quality ◽

Skin Care ◽

Brand Awareness ◽

Content Type ◽

Brand Association ◽

Skin Care Products

Purpose The purpose of this paper is to examine the factors which will contribute to consumers’ purchase intention on skin care products. Four factors, namely, brand awareness, brand association, perceived quality and brand loyalty, were included in this study. Design/methodology/approach In total, 150 sets of self-administered questionnaires were distributed to students in a local private university in Melaka. Convenience sampling was used and data collected were analysed using SmartPLS to perform the measurement model and structural model. Findings Findings have showed that there are positive relationships between brand awareness, brand association, perceived quality and brand loyalty and consumers’ purchase intention towards skin care products. Furthermore, it is concluded that perceived quality is the most significant factor in influencing consumers’ purchase intention. Originality/value Firms are able to benefit from this study by formulating their brand management tactics referring to the findings to have competitive advantage over their competitors.

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