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.
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.

 Importance of Male Consumer

§ 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.

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.
§