An Analysis of The Impact of Skincare Product Marketing on Customer Behavior in Pakistan

Abstract

The principal aim of this study was to assess the impact of significant advertising attributes on consumers' hygiene product purchasing decisions. Information was obtained for this study from a representative sample of 428 individuals residing in various areas around Malaysia through the use of self-administered questionnaires. A rigorous screening and purification procedure was used to make sure the collected data was appropriate for use in SPSS analysis. The conclusions were reached after analyzing the outcomes of multiple thorough examinations. Numerous approaches were used in this inquiry, such as hypothesis testing, frequency testing, reliability testing, and exploratory and confirmatory factor analysis, among others. Structural equation modelling was utilized to determine whether or not the suggested model could be successfully implemented. The study's findings indicate that two specific elements of advertising—advertisement utility and advertisement characteristics—showed statistically significant positive effects on consumers' purchasing habits. These factors include the utility and qualities of the advertisement. An attempt was undertaken to find a nested model that could efficiently ascertain the attributes of adverts that significantly improved their usefulness. In order to accomplish this, a hierarchical model that could accurately detect these features was sought after. The study's conclusions have a big impact on public policy, especially for Malaysia's health and cosmetics sectors. The results of this study are expected to be integrated into the marketing tactics utilized by a skincare brand.