Imperative variables, discriminating the influence of dermatologist towards the usage of facial cream brands

The purpose of this study is to understand about the imperative variables like external stimuli, internal stimuli, brand awareness, source credibility, purchase decision, purchase intentions and the purchase behavior of professional working women towards procurement of the facial cream brands and where by the dermatologist opinion is taken into the account. A survey questionnaire was urbanized and around 345 questionnaire were distributed and a total of 310 professional working women were selected at random as samples who purchase facial cream brand from various professional category like advocate, doctors, academicians, engineering & technology, administrator and others. The statistical package social science (SPSS) 16.0 version is used for data entry and data analysis. A multiple discriminate analysis was applied. The results. The results of the study clearly pictures the vivacious recommendations given by the dermatologist and the eminent variable being the source credibility which plays a foremost role in the purchase behaviour of professional working women .The results predicted that the source credibility was the most contributing variable among the six variables followed by the brand awareness, Purchase intention, External stimuli, Internal stimuli and Purchase Intention which discriminates the consideration of dermatologist opining before purchase. This paper provides the important contribution to marketers who operate in India to understand the mindset of today's professional working women . In this changing scenario women consumers are gradually inclined to use facial care products, the dermatologist view determinate has the expert advice concerning about the efficacy as well as safety of using the facial cream brands.