Consumer Buying Behavior of Personal Care Product: A Comparative Study of Male and Female Users

Commerce

In today's world, the customer’s demand and the power of the retailers is tremendously growing due to competitive environment and changing business. It is vital to have a sustainable relationship with customers for the survival and success of producers. Nowadays in the market a tremendous growth is experienced by the beauty products and has become one of the leading industries in the world. In Indian scenario too, the consumption and using of cosmetic products have increased rapidly. In our country, annually 15-20% of cosmetics market is reportedly growing. Comparing to other beauty products, demand for skin whitening is driving the trend. As consumer’s awareness about their appearance and beauty results in the increasing demand of cosmetic and beauty products in the market. Manufactures are likely to be aggressive to identify consumers’ needs and requirements across all categories in cosmetics. Customers purchase products based on their preferences, needs and buying power.

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