ADVERTISING BEAUTY IN BEAUTIFICATION PRODUCTS: EVIDENCES FROM ‘FAIRNESS CREAMS’

Abstract

Customers' purchasing behavior refers to the choices they make and the actions they take when using and purchasing things. This paper investigates the effects of several factors on consumers' purchasing decisions. The key elements that affect consumer purchasing behavior include perceived economic situation, age, extrinsic cues like brand (advertising, and perceived price), and intrinsic cues like perceived quality, perceived worth, and perceived risk. The most significant factors that influence customers' purchasing intentions are included in the current study, including price, brand concentration, and brand recognition. This study explores some interesting topics, such as how customers are influenced, how they react to a product, how they became familiar with a product, why they ignore or don't buy a product, and how to develop strong customer relationships, using a variety of descriptive data collected from various sources. A number of significant recommendations were sent to the practitioners based on the findings.