Purchase Pattern of Skin Care Products among Women

Author: Velivelli Vijaya Lakshmi, Varnam Radhika and Geeta Munje

Download PDF

Abstract

Now-a-days due to urbanization and globalization urban consumers are more conscious about their skin care. Moreover due to the climate change, people are concerned about protection their exposed parts of skin to UV radiation. Hence consumers are particular about brand and quality of the cosmetic products. So, the present study on purchase pattern of skin care products was conducted in Hyderabad city by using ex post facto research design. Total of 120 women respondents of cosmetic users were selected by using simple random sampling technique. The data was collected by using structured questionnaire and analyzed by using frequencies and percentages and chi square test was used to test the association and comparison of proportions between independent and dependent variables. Results revealed that face powder was the most used skin care product followed by fairness cream, moisturizer and face wash. Majority of the respondents have preferred Ayurvedic, chemical followed by Herbal based ones. Highly significant association was found between the age and brand preference for skin care cosmetic products. International brands for skin care products were more preferred by young adulthood age group while national brands were more preferred by middle age group.

Keywords

Cosmetics, skin care products, brand preference

Conclusion

Brand was found to be the major factor considered by all women while purchasing. The study reveals that face powder was found to be used most prevalently by all age groups. Anti-aging and toners were found to be preferred by the older age group to enhance their beauty and minimizing the effect of old age. Younger group preferred international branded products. Majority mentioned that skin care products were preferred more as they give glow to the skin. Preferences of brands were varied depending on the type of skin care product used. It implies that no single brand is predominantly used that means brand loyalty for skin care products is not visible in this study. Findings of the study support the theory of reasoned action as the respondents are rational consumers rather than impulsive purchasers.

References

-

How to cite this article

Velivelli Vijaya Lakshmi, Varnam Radhika and Geeta Munje (2023). Purchase Pattern of Skin Care Products among Women. Biological Forum – An International Journal, 15(1): 356-366.