Demand of ayurvedic products in the medical industry inspires the researcher to identifying the key variables affecting buyer purchasing behaviour. This research report aims to examine consumer purchasing patterns for hair oil products in relation to herbal hair oil. The locations of this study is Punjab, Haryana, Himachal, and J&K. Both primary and secondary data is curated. Secondary data is gathered from magazines, books, and journals. In addition a standardized questionnaire is opted for collection of primary data. Respondent opinions are gathered using Likert five-point scales. 346 respondents from a varied range of age groups made up the entire sample for this study. The convenient sampling approach is employed in this study. The limitation of accuracy of the data retrieved and error of biased subjective result is the only constraint of the study. For data analysis, SPSS 25.0 software is employed. Consumers now have more disposable income and purchasing power, which has led to this industry's rapid expansion. The results could be used into future cosmetics marketing plans. This study indicates towards the consumer preference for hair oils with respect to demographic factors and shows that it has a significant impact on consumer purchasing decisions. This research report aids in providing further knowledge and ideas to cosmetic companies specially hair FMCG so they may learn more about consumer purchasing habits.

Likert scale, hair, consumer, oil, Product, SPSS, survey

In FMCG, the cosmetics sector is one of the most competitive sector therefore it requires an investigation of consumer preferences for using various hair. Before starting any sector, marketers should conduct research on the aspects that influence consumer behaviour. According to a study, people view hair oils as essential for maintaining healthy hair and as a crucial component of daily living. This paper aims to identify the factors influencing customer usage of hair oil products. Through this study, it was discovered that consumer preferences towards the use of hair oil have a stronger influence on consumer purchasing decisions. Consumers give their purchases careful consideration before making a selection based on whether they like to use hair oil or not. Since there are alternative products which compete with respect to price, quality and brand. These factors that influence the decision making process can be considered in future research. The beauty products market is even more intense therefore all the demographic factors may play a major role in consumer buying decision. Manufacturers and retailers of beauty products must have this thought at the back of their mind when they emphasize on the marketing of their products.

P. Sharma and R. Saluja (2022). Understanding Customer Preference for Product Development. International Journal on Emerging Technologies, 13(1): 65–70.