Factors Influencing the Consumers’ Attitude towards the Selection of International Beauty Soaps: An Investigation in Bangladesh Market

Mustafa Manir Chowdhury


In the age of globalization, companies are trying to capture customers’ value for its successive growth as well as its sustainability not only in national market but also in international market so that they (customers) come in return. Moreover, companies are communicating and delivering ‘value proposition’ to the customers. As a result, manufacturers have to focus on ‘unique selling proposition’ i.e. focus on one or more factors, which is the basis for strategy formulation (Kotler and Keller,2005,  p. 56), to ensure customers’ benefit as well as profitable customer relationship with company. In this paper, attempt has been made to identify some common factors, which influence customers to choose beautification items, especially for beauty soap products in Bangladesh market. Moreover, Fishbein’s Multiattribute Attitude Model (FMAM), has been used to measure overall attitude of each soap product in same market. Furthermore, it can be observed that customers in Bangladesh, basically give emphasize on some common factors (six) for their buying decision, such as: price, relaxation, brand reputation, all natural ingredients, smell, and good health, which are the main  factors to analyze this paper.  In addition, it can be seen that customers specially focus on price, which is the sought after result of this study through Principal Components Analysis (PCA).

Keywords: Value Proposition, Unique Selling Proposition, Multiattribute Attitude Model (MAM), Brand Reputation, Principal Components Analysis (PCA), Rotated Factors.

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