Consumer Behaviour Towards Cosmetic Industry

Sneha Parab 3036

Definition of consumer behaviour

Consumer behaviour is defined as,

“All psychological, social and physical behaviour of potential customers as they become aware of, evaluate, purchase, consume , and tell others about the products and services”.

According to Boone and Kurtz,consumer behavior is the outcome

of both individual and environmental influences

B = f(P,E)

Factors affecting consumer behaviour.

social

Economic

culturalPersona

l

Factors

Rural branding

It is the process of creating & publicizing the brand name so that it is instantly understood by the customer

Creating an identity

Enhance recognition

Building a brand

Prachi Shigam 3050

Consumer behaviour towards cosmetics

Indian consumer behaviour towards cosmetic industry

Indian consumer is complex.

Consumer is the king.

Understanding behaviour of consumer is a key to the success.

Consumer behaviour is normally flexible and uncertain.

It is based on economic ,social and cultural behaviour.

Marketing middle class consumer with premium prices

India in recent years, has emerged as one

of the hot destinations for global cosmetics

players.

Objectives

To analyze the opportunities and challenges for cosmetics players in emerging markets.

To discuss the business model adopted by the players, particularly the multinationals.

To analyze the reasons.

To discuss strategy .

Varsha Sadafule 3041

Indian Cosmetic Industry

The Indian cosmetic industry is growing in terms of product development & marketing

The entry of many multinationals in to the Indian cosmetic industry in 2005 has made it an extremely challenging & dynamic market.

The main reason for boom in cosmetic industry has increasing fashion & beauty consciousness coupled with rising incomes & focus on health & fitness

Urban & Rural cosmetic consumers

India's spending on cosmetics is relatively small, with rural & sub urban areas concentrating on basic cosmetic.

While rural India contributed to growth in volume terms the urban population contributed 69% of values sales in 2005 especially for sophisticated product.

Prachi Shinde 3052

BEHAVIOUR OF FEMALE IN CROSS CLUTURE

Conceptual in nature.

Globalised market.

Open market policy.

‘NEXT ELEVEN’- BBRC.

Attitude towards product.

KEY FACTS

Preliminary research.

Methodologies.

Final stage – Suitable communication.

Purchase decision- Utilitarian.

GLOBAL APPROACH & THIRST FOR COMMUNICATION

• Brands following suit.

• If product is not available.

• Technology continues advance.

• Types that promote the communication.

Rashmi Bhanage 3004

Changes in male Buying Behaviour-in case of Metro-Sexual

METRO SEXUAL:-

“An urban male with strong aesthetic sense who spends a great deal of time & money on his appearance & lifestyle.”

They dress in a very polished trendy way & act like women when it comes to self care.

A company can reach various groups of consumer through sophisticated database & technological advances.

Change in sex-role stereotypes of men. Getting more involved in shopping & decision

making. Part of modern consumerism. Many magazines aim more at male segment

such as self care practices, grooming habits, Health, diet & clothes. Men's magazine such as MAXIM,GQ,MEN’S

HEALTH & FHM etc.

Importance of Male Consumer

INDIAN MEN & WOMEN COSMETIC USER

Major segment of buyer of beauty products in India.

Women's are more beauty conscious. More males in India are also becoming

conscious about the look.

For instance,In India many products exclusively for man

have been introduced such as..Fair and Handsome, Garnier Men power light.Head & Shoulder for men, Nivea Face cream.