Perception and Behaviour of Youth Consumers towards Personal Care Products:A Study in the State of Chennai and Bangalore

There is a high degree of correlation between perception and the behaviour of consumers. Anything that is positively or negatively perceived will have influence on consumer buying behaviour. Successful marketer has to use those stimuli (Perception) effectively to influence consumers. Purchasing decisions involve a wide range of goods and services, from consumer electronics and personal computers to yogurt and salad dressing. In U.S. for example teenagers spent $ 4.3 billion on family purchases, mainly on groceries and personal care products. The personal care industry had an excellent growth rate in all the major markets of the world recently. Since the past few years, people have become more conscious about their appearance and look, leading to a huge demand for these products in the whole world. The present study focuses on Youth consumer's perception and buying behavior towards Personal care products. All data analysis is conducted using SPSS V-15; Sample means, standard deviation are presented in the analysis chapter for all the variables of the study. The data are analyzed using factor analysis and parametric't' test. The results will help the marketers to understand this vibrant group in taking decisions.