Journal of Management Research

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Empirical Investigation of Demographic Determinants in Consumers' Preference of Personal Care Products


Affiliations
1 Dr. B. R. Ambedkar Open University Hyderabad 500033
2 Pillai’s Institute of Management Studies and Research, New Panvel, Navi Mumbai 410206
     

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Changing lifestyle of Indians has resulted in a healthy growth in the personal care market during recent years. The preference of Indian consumers is changing from 'merely functional' products to more 'advanced and specialized' cosmetic items. An attempt is made to understand the demographic determinants that might influence the buying behavior of personal care products. The various demographic determinants considered under the study are age, occupation, income, education and location of the respondents. It was found that age group of 26-50 years, who are mostly graduates or post graduates, working as employees and earning an income of Rs. 20,000-39,999 are the consumers of either popular or middle end categories of personal care products. This signifies that middle class consumers is the most important target group for all the major players in the personal care segment.

Keywords

Consumer Behavior, Demographic Factors, Personal Care Products, Functional Cosmetic Products, Advanced And Specialized Cosmetics
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  • Gutierrez, Ben Paul B. (2004), Determinants of Planned and Impulse Buying: The Case of the Philippines, Asia Pacific Management Review, 9(6): 1061–1078.

  • Makkar, Urvashi and Sehra, Amandeep Singh (2007), Changing Attitude of Consumers from Chemical to Herbal Cosmetics in India, Indian Journal of Marketing, 37(4): 3–7

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  • Empirical Investigation of Demographic Determinants in Consumers' Preference of Personal Care Products

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Authors

A. Sudhakar
Dr. B. R. Ambedkar Open University Hyderabad 500033
T. Suchitra Rani
Pillai’s Institute of Management Studies and Research, New Panvel, Navi Mumbai 410206

Abstract


Changing lifestyle of Indians has resulted in a healthy growth in the personal care market during recent years. The preference of Indian consumers is changing from 'merely functional' products to more 'advanced and specialized' cosmetic items. An attempt is made to understand the demographic determinants that might influence the buying behavior of personal care products. The various demographic determinants considered under the study are age, occupation, income, education and location of the respondents. It was found that age group of 26-50 years, who are mostly graduates or post graduates, working as employees and earning an income of Rs. 20,000-39,999 are the consumers of either popular or middle end categories of personal care products. This signifies that middle class consumers is the most important target group for all the major players in the personal care segment.

Keywords


Consumer Behavior, Demographic Factors, Personal Care Products, Functional Cosmetic Products, Advanced And Specialized Cosmetics

References