IMPACT OF ADVERTISING OF SKIN WHITENING PRODUCTS OVER CONSUMER BUYING BEHAVIOUR

Abstract

The market ofskin whitening products is rising each year in Asia and the Middle-East, while some societies in the world do not even know the existence ofthe phenomenon ofskin whitening. The studies about Pakistani people’s attitude towards skin whitening products are limited. Current study tried to contribute to the scientific knowledge in this field. The aim ofthis study is to investigate the influence ofsocio-demographic factors, media factors, advertisement factors, and ethical marketing and brand image factors on the attitude towards and consumption regarding skin whitening products for women and men of Pakistan.A sample of 150 respondents was collected and with the use ofthe statistical program SPSS the most important influencing factors were determined. It appears that brand image factors have a significant impact on the attitude towards skin whitening products. The advertising factors and the ethical marketing factorsdo not have an impact on consumer’s attitude towards skin whitening products. With the use ofthe knowledge acquired from this research, skin whitening firms are provided with relevant information how to influence the attitude oftheir (potential) customers concerning skin whitening products.