An Analytical Study of 'Selected Factors' Influencing Consumer Buying Decision for Male Cosmetics Products in Pune Region

It is well known fact that the success of any business organization stems from company's ability to understand and influence consumer behaviour. This study is needed to consider when designing and implementing marketing programs. Failure to understand the dynamic buyer behaviour and improper allocation and coordination of resources will lead the organization to great losses. There are three sections of consumer behaviour that need to be addressed carefully psychological influences, socio-cultural influences and situational influences. The marketers have to go through a number of challenges in selling products like 'cosmetics' as they have to be applied directly on human skins, body and other parts. There is a perceived risk of dissatisfaction in the consumers as far as its benefits are concerned. It is necessary to study the consumer buying decision process in this regard.

The market for male cosmetic products, although still niche in India, is growing and evolving. Male consumers are placing greater importance on looking good and the personal care aspects of improved health and wellness. Understanding male needs, attitudes and behaviors towards grooming will open up new commercial avenues in this under-served arena. The male cosmetics market, while exhibiting strong potential, needs a markedly different approach in order to succeed compared to the mature female market, due to some substantial differences in attitudes and behaviors that exist across genders.

This study focuses on select male consumers emerging from the college-going students of age group ranging from 16 to 26 years.