Vol. 7 No. 2 (2022): Turkish Journal of Marketing

Investigating purchase intention for skin care products in Bangladesh: The role of personal factors

Samir DAS
MBA, Department of Marketing, University of Barishal, Barishal-8254, Bangladesh
Md. Mahiuddin SABBIR
Assistant Professor, Department of Marketing, University of Barishal, Barishal-8254, Bangladesh
Fatema-Tuz ZOHORA
Assistant Professor, Department of Marketing, University of Barishal, Barishal-8254, Bangladesh,
Md. Shahinur RAHMAN
Lecturer in Marketing, Department of Business Administration, Northern University of Business and Technology, Khulna

Published 06/25/2022


  • Purchase Intention, Self-İmage, Ageing Effect, Physical Attractiveness, Skincare Products
  • Satın Alma Niyeti, Benlik Imajı, Yaşlanma Etkisi, Fiziksel Çekicilik, Cilt Bakım Ürünleri

How to Cite

DAS, S., SABBIR, M. M., ZOHORA, F.-T., & RAHMAN, M. S. (2022). Investigating purchase intention for skin care products in Bangladesh: The role of personal factors. Turkish Journal of Marketing, 7(2), 72–84. https://doi.org/10.30685/tujom.v7i2.154


This study investigates how personal factors influence buying intention for skincare products in Bangladesh. This study employs a structured questionnaire to gather information from a sample of 318 respondents. Multivariate analysis (e.g., factor analysis, multiple regression) was used to examine the data. The study’s outcomes revealed that three personal factors: self-image, ageing effect, and physical attractiveness, have a significant impact, while the health consciousness factor does not have a considerable influence on consumers' intention to buy skincare goods. The study adds value in two unique areas; First, it reaffirms the importance of personal considerations in skin care product purchases in Bangladesh. Second, it supplies marketers with information to help them better understand consumers' purchase intention for skincare goods.


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