A study on Consumer Outlook in Skin Care Segment in India

B Venkataraman

Journal of Global Economy, 2018, vol. 14, issue 2, 137-145

Abstract: :The influencing factors that motivate the consumers show diverging trends. Consumers from the North are highly motivated by image followed by impressions. Consumers from the west are fully driven by appearance/personality as influencing factors. In the eastern region image followed by appearance dominate the influencing factors. In the South facial complexion is the moving motive. Consumers still prefer synthetic products in spite of market promotional activities launched for Natural/ Ayurveda products. Based on the primary survey, though certain consumers are keen to shift towards natural/ Ayurveda products, the perceived health benefits have to be quantified by the manufacturers to create demand for the segment Synthetic / Allopathic products dominate the preference for skin care products in the north and south zones. Preference for Ayurveda products was a dominant factor in the East.

Keywords: Consumers; Cosmetics; India (search for similar items in EconPapers)
JEL-codes: D8 I2 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.rcssindia.org/jge (application/pdf)
http://www.rcssindia.org (text/html)
Not freely downloadable

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jge:journl:1424

Ordering information: This journal article can be ordered from

Access Statistics for this article

Journal of Global Economy is currently edited by Dr J K SACHDEVA

More articles in Journal of Global Economy from Research Centre for Social Sciences,Mumbai, India
Bibliographic data for series maintained by Dr J K Sachdeva ().