PARIPEX - INDIAN JOURNAL OF RESEARCH | Volume - 9 | Issue - 10 | October - 2020 | PRINT ISSN No. 2250 - 1991 | DOI : 10.
36106/paripex
ORIGINAL RESEARCH PAPER Management
A STUDY ON CONSUMER PERCEPTION AND KEY WORDS: Consumer
BUYING BEHAVIOUR TOWARDS BEAUTY CARE Perception, Buying Behaviour,
PRODUCTS AT MEHSANA CITY Beauty care Products
Mr. Jitendra
Research Scholar, Sankalchand Patel University.
Kumar A Patel
Dr. Rasikbhai
Research Supervisor, Sankalchand Patel University. *Corresponding Author
Prajapati*
The first and most objective of my study is comparative study of perception and consumers buying behavior regarding
personal care products. The study of consumer behavior is the most important factor for marketing of any goods and
ABSTRACT
services. The consumer behavior suggest how individual, groups and organization select, buy, use and dispose of goods,
services, ideas or experience to satisfy their needs and wants. It also clues for improving or introducing products or
services, setting price, devising channels etc. The personal care sector is one of the best and important sectors at the
present time. There is a lot of future opportunity in this sector. The increasing trend of different cosmetic products, beauty
care products, skin care products, hair care products etc fuels the market growing opportunity for cosmetic products.
There are many opportunities has been arising and change is made in consumers' perception.
INTRODUCTION objective of the study is to know the how much consumers
The word “cosmetics “is derived from the Greek word give preferences to the brand of cosmetic goods whether the
kosmetikos which means “skilled at decorating “. customers are satisfied with the cosmetic products of the
Cosmetics colloquially known as makeup or make-up are company and how far the company is able to satisfy the
care substances used to enhance the appearance or odor of customer in terms of quality and cost factors since in today's
the human body. The U.S., the Food and Drug Administration modern era customers are the focus for any company, any
(FDA), which regulates cosmetics, defines cosmetics as organization that without satisfying them no company can
"intended to be applied to the human body for cleansing, survive in this global competitive age. Non satisfaction of the
beautifying, promoting attractiveness, or altering the potential customers can lead them to switch over to another one.
appearance without affecting the body's structure or Now the policy every company or organization is to provide
functions." satisfaction as there exists a lot of competition for them.
However, in recent years in the Cosmetics market India MAJOR INDIAN COSMETIC COMPANIES
competitors have begun to manufacture products to cater to In India, there is a complete range of cosmetic companies. it
an International need. For instance, herbal Cosmetics from includes regional companies, national and MNCs. Hindustan
India have a great demand in the overseas market and many Unilever leads the companies which is followed by Godrej
cosmetic products that are manufactured in India today are consumer care, Procter & Gamble, Emami, Dabur and Calvin
supplied to international suppliers of branded Cosmetics Care. A broad list of these companies has been given below:-
products like The Body Shop for example. New facts that have Ÿ GODREJ CONSUMER CARE.
been unveiled by a series of Cosmetics business market Ÿ HINDUSTAN UNILEVER LTD
analysis India reveal that many International companies are Ÿ EMAMI
now outsourcing Cosmetics to India and that the industry of Ÿ ITC
cosmetic products India is growing. Beauty care products Ÿ DABUR
are these products which a consumer uses for his personal Ÿ PROCTER & GAMBLE
purpose. It includes different types of cosmetic and skin care Ÿ CALVIN CARE
products like talc, cold cream, fairness cream, toothpaste, Ÿ RECKITT BENCKISER (INDIA) LTD
toothbrush, perfume, deodorant, hair oil, shampoo, soap, and
all type of baby care and beauty care products. These are the Literature Rivew
core cosmetics products. Any person need for these products According to Shahzad khan (2012) attitude is the conduct,
every day. Beauty care products are a part of cosmetics nature, temperament, thought and way of behaving. It can be
industry. In some words we can say that Beauty care products positive or negative and perform a very essential function in
are the backbone of cosmetics industry. As per the time purchasing a product.
passes away, the demand of Beauty care products are also
increasing day per day and future of these products are also Lars Perner (2010) defines consumer attitude simply as a
very bright and profitable. composite of a consumer's beliefs, feelings, and behavioral
intentions toward some object within the context of
There was a time when consumers not spend too much marketing. Noel (2009) defined attitude that is a powerful and
amount on the Beauty care products. But in those days, they long term assessment for which the customers are having
are not only eager for spending more money on the cosmetic well-built way of thinking and it can be an individual, entity,
products, but at the same time they are looking for a good and announcement or a matter. Attitudes are formed through
prestigious brand for the particular product. Modern media experience and learning and that attitudes influence buying
and advertisement plays an important role in the increasing of behaviour (Kotler and Keller, 2009). Consumer attitudes
demand of Beauty care goods. People of metro cities are too toward a firm and its products greatly influence the success or
much brand conscious but if we look at the people of semi failure of the firm (ws.elance.com).
urban and rural areas, they are also looking for a good brand
for the particular product. Ashban and Burney (2001) found that cosmetics buying
behaviour literature in developing countries in general is
Need Of The Study inadequate and ambiguous. As it is known from Theory of
The study is done for getting a deep knowledge and idea Reasoned Action and Theory of Planned Behaviour,
about Indian cosmetic//Beauty care sector. The need or Perception and attitudes have considerable impact on
56 www.worldwidejournals.com
PARIPEX - INDIAN JOURNAL OF RESEARCH | Volume - 9 | Issue - 10 | October - 2020 | PRINT ISSN No. 2250 - 1991 | DOI : 10.36106/paripex
behaviour (Ravikumar, 2012).When examining the influence
of attitude on behavioral intention; the results indicate that
attitude positively affects behavioral intention.
What Is Perception?
In its simple sense perception is understood as the act of
seeing what is there to be seen. But what is seen is influenced
by the perceiver, the object, and the environment. The
meaning of perception will be complete when all the three aspects
are stressed.A few definitions of perception are given below:
(i) “Perception is the process of becoming aware of situations, Various Factors
of adding meaningful associations to sensations.”
(ii) “Perception can be defined as the process of receiving, Hypothesis Testing
selecting, organizing, interpreting, checking, and reacting to H0: There is no significance difference between Gender and
sensory stimuli or data.” their age towards Beauty Products
(iii) “Perception can be defined as a process by which H1: There is a significance difference between Gender and
individuals organize and interpret their sensory impressions their age towards Beauty Products
in order to give meaning to their environments.” Chi-Square Tests
(iv) “Perception includes all those processes by which an
Value df Asymp. Sig. (2-sided)
individual receives information about his environment -
seeing, hearing, feeling, tasting, and smelling. The study of Pearson Chi-Square 114.912a 4 .000
these perceptional processes how's that their functioning is Likelihood Ratio 139.458 4 .000
affected by three classes of variables - the objects or events Linear-by-Linear 84.154 1 .000
being perceived, the environment in which perception Association
occurs, and the individual doing the perceiving. N of Valid Cases 150
a. 0 cells (0.0%) have expected count less than 5. The
Research Methodology minimum expected count is 5.10.
Research Design: Descriptive Research Design Interpretation: Above Chi-Square Table represents that P
value (0.000) is less than significance value (0.005) therefore
Research Objective Ho is rejected So, There is a significance difference between
Ÿ To know about consumer's perception and buying Gender and their age towards Beauty Products.
behavior about cosmetic goods when they purchased it.
Ÿ To know about the performance of popular brands of FINDINGS
different companies in market. Ÿ 70% respondents are female
Ÿ To identify the important factors that determines the Ÿ 25.33% and 24% respondents belong to age group
buying behaviour. between 18 to 22 and between 23 to 27 respectively.
Ÿ 40% respondents having expenditure on cosmetics
HYPOTHESIS between Rs. 1500 –Rs. 2500/-
H0: There is no significance difference between Gender and Ÿ 26% respondents consider price is most important factors
Age towards Beauty care products for purchasing Beauty care Products
Ÿ 29% respondents having trustworthiness on laboratory
Data Source reports towards brands.
Primary data is the first-hand data, which are selected a fresh Ÿ 30% respondents getting information from social media
and thus happen to be original in character. Primary Data was about beauty care products.
crucial to know various customers and past consumer views. Ÿ 43.33% respondents showing discount of their interest
The research is descriptive type of research survey includes area while purchasing beauty care products.
research instrument like questionnaire which can be Ÿ 32.67% respondents having preference as E-shopping
structured. and super markets for beauty care products.
Secondary data are that which has been collected by CONCLUSION
someone else and which already have been passed through As the research has shown the consumer buying behavior is
statistical process. Secondary data has been taken from the important factor to forecast the sales of any product in a
internet, newspaper, magazines and companies web sites. particular area. So company should keep close eye on the
market situation. yet, customer were price sensitive, but the
Sampling Method: Simple Random Sampling changing market trend and customer view and preference
Sample Unit: Individual Customers shown that customer are now quality sensitive .They want
Sample Size: 150 Respondents selected from Mehsana City more quality product, good services, easy availability of
Research Instruments: Structure Questionnaire product and better performance by the product. These days
Data Analysis Tools: Pie Charts, Bar Charts and Frequency no of customer buying from online mode has been increased.
Analysis Also the frequency to visit the malls has been increased
Limitations of the study substantially. People are more brands conscious and they are
Ÿ This research study covers only Mehsana City satisfied with the range of products available there.
Ÿ This research has only 150 respondents
Data Analysis & Interpretation REFERENCE
1. Ashban and Burney, (2001),' Key antecedents to cosmetics use among women
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3. Kotler, P. and Keller, K.L. (2009) Marketing Management. Pearson
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Expenditure On Cosmetics 5. Perner, L. (2010). Consumer behavior: the psychology of marketing. Retrieved
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PARIPEX - INDIAN JOURNAL OF RESEARCH | Volume - 9 | Issue - 10 | October - 2020 | PRINT ISSN No. 2250 - 1991 | DOI : 10.36106/paripex
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