A Study on factors affecting consumers preferences for purchasing a skincare product

Abstract

GlaxoSmithKline (GSK) is the world leading research-based pharmaceutical company with a powerful combination of skills and resources to provide a platform for delivering strong growth in today’s rapidly changing health care environment. GSK is the product of a number of mergers and acquisitions. The merger made GSK the world’s number one pharmaceutical company. GlaxoSmithKline have different types of products. Stiefel, a GSK company, is improving the quality of life for those affected by skin conditions around the world. Stiefel has both prescribed and consumer products. GSK is trying to reach the products towards consumers. Till now the consumers only buy these products when it is prescribed by doctors otherwise they don’t buy this. The quality of these products are very high quality and expensive. It can be used by any general consumers who are facing acne, sunburn or dry-skin problem. Hence, in this report I tried to analyze the market demand of consumers for skincare products and most importantly to know the influential factors that affect consumers while purchase any skincare products. Most of the people are not aware about these products. However, awareness should be created to make people know about the usefulness of these Skin products. The Stiefel products are very much effective and a person can use this on daily basis and get rid from the problems. Stiefel products have been launched in the market many years ago but as the products are non-prescribed consumer products GSK is trying to make the consumers aware about the products. So, this report is prepared to develop the marketing strategy for this product. Proper steps should be taken to market the products so that it can grab the consumers’ attention and hold a strong position in the market. My internship report is on “factors that affect consumer’s preferences for purchasing skincare products”. This report is designed in six major chapters. Initially the opening words about the report were described in the first segment titled “Introduction”. The next segment “Overview of GalxoSmithKline” contains the history of GlaxoSmithKline Bangladesh Ltd, and Organizational structure. Next two chapters are on my intern experience and the project part. In chapter four I have briefly described the findings and analysis of my survey. At the end I have given conclusion and recommendation.