Antecedents Affecting Consumer Response to the Organic Beauty Products
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Abstract
The objectives of this research article were to study: 1) the levels of consumer response, marketing mix, perceived values of organic beauty products, consumer attitude and brand awareness; and 2) the influences of marketing mix, perceived values of organic beauty products, consumer attitude and brand awareness on consumer response to the organic beauty products. The study employed a quantitative method. A total of 320 female consumers of organic beauty products from generations X and Y were studied. The sample size was determined using the 20 times the observed variables criteria and were selected by way of multi-stage sampling. Data were collected with the use of a questionnaire and analyzed with a descriptive statistics and structural equation model. The research findings are as follows: 1) The consumer response, marketing mix, perceived values of organic beauty products, consumer attitude, and brand awareness were all rated at a high level; and 2) Brand awareness had the highest overall influence on consumer response, followed by marketing mix, consumer attitude, and perceived values of organic beauty products, respectively. These study findings are used to design strategies that can impress customers more effectively than their competitors by establishing methods that are superior to those used in the past. These strategies can also help organizations get more customers and stay one step ahead of their competitors in the competitive market.
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