Abstract:
The present study relates to consumer preference on natural anti-ageing face creams in Sri
Lankan cosmetic industry. It is one of the current trends that natural anti-ageing products are
being converted to value added forms due to high customer orientation. Among the value added
products, Aloe Vera and Papaya natural anti-ageing face creams are two of the excellent
products which have emerged in modern cosmetic industry. Importantly, the industry needs to
determine the values of their existing products and requirements of potential customers. This
will be important to develop and validate a diverse array of metrics to comprehensively capture
the attitudes and feelings of modern cosmetics consumers in Sri Lanka. This study aimed to
explore the product attributes considered by consumers when purchasing Aloe Vera and Papaya
natural anti-ageing face creams through online shopping channels in Batticaloa district. This was
done using a conjoint analysis of consumer preferences based on data collected from 130 online
consumers along with purposive sampling technique. Socio-cultural factors affecting purchasing
behavior of Aloe Vera and Papaya natural anti-ageing face cream were determined using
descriptive and Multinomial Regression analysis. Results revealed that volume and ingredients
are the most important attributes of natural anti-ageing face cream. Further, if a new anti-ageing
cream will be introduced to customers, the best product attribute combination is a tub container
Papaya day cream with 100 mL pack. In addition, working location, health consciousness, skin
allergic interactions, skin allergic symptoms, skin type of consumer and the usage duration of
one face cream tube or tub were the most important determinants of purchasing behavior of
Aloe Vera and Papaya natural anti-ageing face creams.
