Abstract:
Most women like to keep their appearance in superb condition and they have not enough consideration
about the harm and dangerous effects being made to the body and the person. The problem was the
basis for the research. This study attempted to gain knowledge about consumer attitudes towards
purchase intention on Women’s skincare products in Sri Lanka with special reference to Anuradhapura
District. Based on the literature review, the study found out that most of the consumer attitudes were
strongly related to purchasing intention procedure. Consumer attitude was related to the factors of
Knowledge, Trust, Familiarity, brand image, product quality, and Advertising. This research was
exploratory research with a quantitative perspective and the population of the study consisted of above
15 years older women of Anuradhapura District. Data collection has been undertaken as an anonymous
survey for a week. Randomly selected the female customers who use beauty products and who attend
beauty centers located in Anuradhapura District. A total of 150 questionnaires were distributed to
female cosmetic consumers aged between 15-65 years old. Statistical packages for social science
(SPSS) 16.0 are used for statistical analysis and the survey is analyzed descriptively using tables,
frequencies and percentages. The hypotheses have been tested using Pearson correlation, Regression
and multiple regression analysis indicated that Product quality was highly significantly related to
consumer purchase intention and ANOVA checked the fitness of the model. The research results
showed that there is a positive and significant relationship between factors of Customer attitudes
(knowledge, trust, product familiarity, and product quality, advertising and brand image.) towards
purchase intention on women’s skincare products in Sri Lanka. The researcher provided further
suggestions.
