A Study on Determinants of Product Purchasing Behaviour among Female Consumers

Understanding female consumer behaviour in this industry has become crucial. This study intends to analyse the important elements that influence the purchasing decisions of female consumer about products purchase decision. It examines several variables that impact these choices, including product quality, brand image, price sensitivity, promotional strategies, peer influence, and availability. To obtain data, a standardized questionnaire was sent among female consumers of diverse age groups and socio-economic backgrounds, offering a full overview of their purchase behavior. The results show that the most important elements influencing purchasing decisions are Product value and Safety, Product Marketing, and Visual Presentation (Packaging). The study finds that products companies should focus on quality enhancement, strong branding, and attractive promotional techniques to better cater to the preferences of female consumers.