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Library's collection Library's IT development CancelThe rising growth of Indonesia’s face care market in past few years has caused intense competition among the industry’s key players. Surabaya has become one interesting city for face care companies as it reached high sales value. Garnier, the company that the writer focused the research on, has experienced low trial rate of 26% as compared to Ponds, its main competitor which has high trial rate of 74%. Therefore, this research paper would like to explore on factors that influence Surabaya women to purchase face care products. Based on the data collected from 258 respondents and factors analysis as the research method, the writer found out that there are thirteen new grouped factors formed with only 36 variables remaining. The factors are Perception, Promotional activities, Cultural and Social factors, Families, Assurance, Product attributes, Advertisement, Place, Image,Visual attractiveness, Emotion, Price, and Availability.