A Study on Impact of Advertising and Sales Promotion on Women Skin Care Consumers in the City of Jabalpur

In the era of globalisation and digitization, improved employment access, high female literacy rate and exposure to electronic media has laid a lot of importance to marketing communications in shaping the consumer buying behavior in skin care products. In this research study impact of advertising and sales promotions on consumer buying behavior in skin care products has been analysed. This paper focuses on an effort to determine consumer buying behavior through the impact of advertising and sales promotion on the purchase of skincare products by Women living in the city of Jabalpur. Questionnaires were distributed and self administered to 125 respondents. Ranking and Chi-square method was used in the study. The sample size of 125 respondents includes only women skin care users both working & non working. The findings of the study skin care indicated that there is no significant relationship between the sale and purchase of skin care products and also there is no significant relationship promotional gifts and purchase of skin care products. There is a significant elationship between the recommendation of a sales professional and purchase of skin care products. The most important factor of skin care Product advertisement to pay attention by women is Brand. The limitation of the study was it was only done in Jabalpur. Its practical implication suggests the marketers need to design their advertising and sales promotion strategies in order to attract more and more women to purchase skin care products.