Factors Affecting Consumer Satisfaction of Skin Care Products; An Empirical Analysis of Undergraduate Females in Pakistan

Abstract

Aim of the Study: In professional settings, an attractive appearance is often essential. Therefore, cosmetics are a common practice to enhance one's appearance. Globalization has increased competition in the cosmetic business, requiring the right marketing strategies to appeal to consumers. In recent years, there has been growing attention to skincare products in personal care and other areas related to fashion. The purpose of this study is to examine the influence of some important factors such as Brand Image, Product Price, Product Quality, and Digital Marketing on Consumer Satisfaction with skincare products.

Methodology: This study adopts a quantitative research approach, collecting primary data through the distribution of online questionnaires to 150 respondents (undergraduate females of Pakistan) who have used skincare products of different brands.

Findings: The findings reveal that price, product quality, and digital marketing have a significant impact on consumer satisfaction, while reports are insignificant on brand image.

Conclusion: This study provides valuable insights for firms, enabling them to enhance their brand management strategies based on the findings. By referencing these results, businesses can gain a competitive advantage over their rivals.