Abstract:
This study investigate the Comparison of Generational Differences based on the
Determinant Factors of Skin Care Products Purchase Intention. Therefc,re objectives of
this study was to identiff the level of Culture influence, Social factors, Personal
characteristics and Psychological Factors and purchasing intention of generation X and
Y ,To identi$ the relationship between Culture influences, Social factors, Personal
characteristics, Psychological Factors and purchasing intention in generation X and Y,
To examine the impact of Culture influence, Social factors, Personal characteristics and
Psychological Factors on purchasing intention in generation X and Y. It concentrated
on Cultural Influence related to culture and social class, Social Influence related to
groups, family, role and status; Personal characteristics related to life style, economic
situation and occupation, age and lifecycle, personality and self-concept; Psychological
factors related to motivation, perception, learning, belief and attitude; Purchase
Intention related to transactional intention, preferential intention, referential intention
and explorative intention.
Structure questioners was used as the method of data collection and 284 Galle District
customers of skin care products selected as sample. Random sample method was used
to make the sampling frame of the study. Quantitative research approach was used for
this study. The data were analysed using descriptive statistics correlation and regression
analysis.
The result indicated that the purchase intention, culture influence, social factors, are in
high level and personal characteristics, psychological factors are in moderate level both
x and y generation. Also result indicated significant positive relationship among culture
influence, social factors, personal characteristics, psychology factors and purchasing
intention generation x and y. The result indicated that culture influence, social factors,
personal characteristics, psychology factors have significant influence on purchasing
intention of generation both x and y also.
As the result of this study, researcher has founded the skin care producers must give
their attention for culture influence, social factors, personal characteristics, psychology
factors while implementing their marketing strategies.
