Abstract:
The research on consumer buying behaviour is crucial in marketing. It is essential for marketers to understand the behavioural determinants of attitudes of people and their purchase decision. Increased competition among brands creates the necessity to study the buying behaviour of consumers of fairness cream in Town and Gravets area in Trincomalee district. To identify consumer buying behaviour of fairness cream, three major objectives have formulated. Based on the objectives the conceptual framework for this study has developed. Questionnaire was developed in five point Likert scale and were issued to 250 consumers who were selected by stratified random sampling basis. As the result of this study, the marketing mix is identified as the major determining factor of consumer buying behaviour of fairness cream. In the marketing mix, Price and Product are influential dimensions of buying behaviour. The buyer's characteristic is moderately deciding factor of consumer buying behaviour of fairness cream. In fact the culture and social factor are not influence that much on consumer buying behaviour of fairness cream. These findings show that the marketing managers must give more attention in marketing mix, especially in developing the product and identifying the suitable pricing strategy
