Abstract

KAMWENDO, Andrew R  and  MAHARAJ, Mandusha. The preferences of consumers when selecting skin care products. JCMAN [online]. 2022, vol.19, n.1, pp.82-106. ISSN 1815-7440.  http://dx.doi.org/10.35683/jcm20134.138.

PURPOSE OF THE STUDY: The importance of existing sales affinities between products cannot be understated. Consumers shopping baskets contain multiple products, from several product categories resulting in the development of a basket of cross-category products. Given that consumer preferences are attribute-driven, the authors questioned the attribute preferences of selected cross-category skincare products. As such the aim of the study was to determine product attribute preferences for skincare cross-category products in Durban. DESIGN/METHODOLOGY/APPROACH: A quantitative research design was used in the form of a cross-sectional descriptive survey. The study targeted Durban consumers and sampled 213 students selected from three Durban universities. Sampling techniques included the use of convenience sampling and respondents were purposely selected based on their capacity to give meaningful information relevant to the study. Conjoint analysis experts and a statistician was used to ensure research instrument validity. The questionnaire was also pretested prior to data collection. FINDINGS: The results indicated acceptable, consistent scoring patterns for the research instrument. Kendall's Tau test was used to test for reliability of the research instrument. The study revealed that for skincare products, durability was the most important attribute followed by the brand, product effectiveness (strength), size, price, and scent of skincare products. In terms of demographics, significant differences were also found in the respondents' preferences for skincare product attributes. The findings of the study are limited due to the low response rate among older respondents. Many respondents were unemployed students; therefore, the findings of the study cannot be generalised. Overall, taxonomic differences seemed to produce variances in attribute preferences RECOMMENDATIONS/VALUE: The study suggests that manufacturers and retailers should emphasise the provision of more value for money through by offering more durable products. MANAGERIAL IMPLICATIONS: Retail managers may benefit from communicating more value for money for their skincare product offerings. Brands that are synonymous with longer lasting products either through offering more volume or products that require less application to achieve desired results may provide a competitive advantage JEL CLASSIFICATION: L81

Keywords : Attributes preferences; Conjoint analysis; Consideration set; Heuristics; Skincare product category.

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