Viability of using Factor Analysis to Investigate the Impact on Purchase Experience with Facial Creams Among Women Professionals

This study ponders into factorising the variables external and internal stimuli and to understand its relationship between purchase experiences of women professionals with facial creams by using Multiple Regressions Analysis. The items used for external stimuli are advertisement, store, promotion and celebrity endorsement and the items used in internal stimuli are consumer attitude & beliefs, consumer perception and personality. The data was collected from women professionals and the sample size is 734. The data was analysed by Statistical package of social science (SPSS 21.0). The factors generated were named as Product Promotions, Personality, Celebrity endorsement and Consumer Perception which lead to examined its relationship on purchase intention, purchase decisions and purchase experience of facial creams usage by women professionals. The multiple regression(enter method) reveals that the purchase intention, purchase decisions and purchase experience depends on the four factors and the model are fit. Keywords: External & Internal Stimuli, Purchase Intention, Purchase Decisions, Purchase Experience, Personality, Consumer Perception, Product Promotion, Celebrity Endorsement and Women Professionals.