An Alliance between Brand Awareness & Purchase Decisions for Facial Cream Brands Among Women Professionals – A Path Analysis Approach

Abstract

A woman at any age group likes to restore their youth and excellent complexion, a large part of them has started to use facial cream brands. Facial cream brands facilitate our personality by protecting ailment of skin. A cream shall helps us to whitening the colour of the skin and add moisture protect our skin (1). The study is designed such a way to understand the women’s external & internal stimuli through brand awareness and source credibility variables by forming purchase intention, purchase decisions leading to analysis the purchase experience of the women professionals. A conceptual research model was designed for the study. The sample size of 734 women professionals were collected and they were classified as advocate, doctor, academicians, engineering and technology, administrators & others. The data was analysed by using Analysis of Moment Structure (AMOS 18.0). A structural equation path analysis was computed. The model depicts that it is fit one.