Factors Influencing Purchase Behaviour of Millennial Generation Towards Personal Care Products

The consumer Purchase behaviour has emerged as a hot topic for the marketers of today. Keeping that in mind, the study aims to identify the major factors that determine millennial generation’s purchase of personal care products. Millennials are the young consumers of 18 – 32 years and are considered as the most powerful consumers of today. To achieve the objectives of the study, the primary data has been conveniently collected from 200 young millennials of Chandigarh, Mohali and Panchkula. Further, it has been analysed using Exploratory Factor Analysis. The study revealed that there are six main factors that influence millennial’s purchase towards Personal Care Products namely – Product Characteristics, Promotion, Packaging and Distribution, Offers and Easy Availability, Brand and Price. The research provides valuable insights for retailers and manufacturers of personal care products by indicating the important determinants that influence the millennial generation’s purchase of personal care products.