A STUDY ON COMPARISON OF GENERATIONAL DIFFERENCES BASED ON DETERMII{ANT FACTORS OF SKIN CARE PRODUCT PURCHASE INTENTION; WITH SPECIAL REFERENCE TO 4EVER SKIN hIATURALS (PVT) LTD

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.