Examining how Pakistani cosmetic product advertising affects consumer behavior

Abstract

The major purpose of this research was to examine the extent to which influential advertising aspects influence the purchasing decisions that consumers make with relation to hygiene goods. This study utilized self-administered questionnaires to obtain data from a representative sample of 428 persons residing in various areas around Malaysia. The sample was comprised of individuals from several different regions. The screening and purification of the data was a rigorous process that was utilized in order to guarantee that the data would be suitable for use in SPSS analysis. In order to arrive at conclusions, an analysis of the results collected from a large number of comprehensive examinations was performed. There were a number of different techniques that were utilized in this inquiry. These methodologies included exploratory and confirmatory factor analysis, hypothesis testing, frequency tests, and reliability tests. A structural equation modeling approach was utilized in order to ascertain whether or not the proposed model could be successfully implemented. According to the findings of the research, two specific features of advertising, namely advertisement utility and advertisement characteristics, had favorable influences on the purchasing behavior of consumers that were statistically significant. These are the features of advertisements and the usefulness of the product. Creating a hierarchical model that was capable of precisely recognizing the properties of advertisements that significantly boosted their utility was the goal of this project. The pursuit of a hierarchical model that is capable of accurately identifying these features was the means by which this was ultimately accomplished. The conclusions of this study have significant repercussions for public policy, particularly in the country of Malaysia's health and cosmetics industries. It is recommended that a cosmetics company apply the findings of this research to their marketing strategy in order to maximize their effectiveness.