Encompassing Factors Signifying Females Buying Behaviour Towards Personal Care & Grooming Products

Abstract

Personal Care and Grooming Products (PCGP) is a flourishing industry in Pakistan. Females aging 18 years and above form majority of the consumers for this industry. The consumers behaviour, particularly of the female consumers within this sector, is of a prime interest to the practitioners and researchers. This study is explanatory in nature. It has investigated the impact of six cognitive and affective factors on the formation of consumers’ buying behaviour, directly, and in mediation with the consumers purchase intention. These factors include attitude, peer communication, escapism, flow experience, hedonic values, and utilitarian values. Data has been collected from a sample 1185 respondent. The sample consists of female consumers of the PCGP located in six cities of Pakistan including the federal and provincial capitals. The selected data been analysed using Smart PLS and SPSS. The results show that the attitude, flow experience, and utilitarian values positively, peer communication, escapism, and hedonic values doesn’t contribute towards the formation of the consumers’ buying behaviour. The same factors have been assessed for their impact on formation of the consumers’ buying behaviour through mediation of the consumers’ purchase intention. Attitude, peer communication, escapism, hedonic values, and utilitarian values contribute positively, while flow experience has insignificant contribution towards formation of the consumers’ buying behaviour, once mediated with the consumers’ purchase intention. These results are of significant value for the theorists and practitioners and guide the manufacturers and distributors of the PCGPs in Pakistan towards designing the advertisement and sales campaign specially in the context of selecting the cognitive and affective factors to be engaged on pre-launch, launch, and post-launch phase of the campaign.