Consumer Buying Behavior of Aloe Vera and Papaya Natural Anti-ageing Face Creams in Batticaloa District

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.