A Factor Analysis on Factors Influencing Female Buying Behavior for Cosmetic Products in Selected Cities of South Gujarat

Abstract

The present study investigates and evaluates factors influencing female buying behaviour for cosmetic products in the cities of Surat, Navsari, Valsad and Vapi. A structured questionnaire was developed and distributed among selected cities' respondents aged from 18 years and above by using quota sampling technique. The total sample which was eligible for study was 963 respondents. Data was analyzed using factor analysis and frequency analysis in SPSS version 16.0. The study provides evidence and insight on various variables used for analysis and reveals total number of 17 factors from brand and price consciousness to the belief of classic buying which were given more significance by female buyers from the cities of Surat, Navsari, Valsad and Vapi for purchasing cosmetic products.