Turkish Journal of Physiotherapy and Rehabilitation; 32(3)

ISSN 2651-4451 | e-ISSN 2651-446X

PERSPECTIVES OF CONSUMER BUYING BEHAVIOR TOWARDS

PERSONAL
CARE PRODUCTS: SOME REVIEW FINDINGS

Mamta1, Dr.Ranjeet Verma2

1
Research Scholars, Maharishi Markendeshwar Deemed to be University, Mullana, Ambala
2
Associate Professor, Maharishi Markendeshwar Deemed to be University, Mullana, Ambala

ABSTRACT

Personal care market is a vital component of an economy with great potential. Personal care industry is one
of the leading sector of the economy. Personal care products are the products which are used for adornment,
Cleanliness and magnetism. Nowadays these products are very popular because the people are very much
self- conscious towards their beautification and hygiene. So it is required for the marketers to study the
behavior of consumer towards personal care products . As consumer behavior is not only connected with
what consumers buy but it is concerned with how, when, why, from where and how frequently they buy the
product. This paper is an attempt to study the buying behavior of consumers towards personal care products.
The objective of the paper is to review the existing literature. This paper through the light on factors affecting
consumer buying behavior identified from literature.

I. INTRODUCTION
In today’s competitive business environment it is essential for the marketers to study the behavior of consumers.
It is not only helpful in knowing what they buy but it helps to comprehend why, when, from where they buy the
products. According to Professor Theodore Levitt of the Harvard Business School the study ofConsumer
Behavior is one of the most important in business education, because the purpose of a business is to create and
keep customers. A lot of marketing strategies are required to enclose for achievement of objective of
organization. Consumer behavior is helpful in edifice relationship between consumers and market. Consumer
behavior is vibrant in nature as human taste and preferences goes on changing day by day. A persons is having
diverse set of opinion regarding any product or service so behavior of different persons will be different for same
product. Consumer behavior is influenced by number of factors like age, income, Gender, Education
qualification, status, attitude, personality, psychology, reference group and point of purchase etc. Consumers’
attitudes plays important role in influencing and predicting behavior(Aung et al 2004). perception is very
important to understand which actually affect a consumer’s behavior(Duyen 2016). The important phase of
consumer behavior is decision making. It involves the series of steps i.e. need, information search, evaluation of
purchase decision. Purchase decision and post purchase evaluation. Blackbox model of consumer behavior
portray that external environment i.e. Marketing mix and environmental factors as well as internal factors i.e
consumer charatrstics and decision making process helps the consumers to take decision to buy or not to buy the
product.

Personal care products are the products which are used for adornment, Cleanliness and magnetism. Now a days
these products are very popular because the people are very much self- conscious towards their beautification and
hygiene. Skin care products market encourages and promotes a strong, positive self-image among consumers.
Even a small change on the outside can create an extraordinary change on the inside, allowing a personal’s self-
confidence to grow.(Duyen 2016)

The cosmetics and personal care industry is one of the fastest growing consumer products sectors in India with a
strong potential for foreign companies. The personal care and cosmetics sector in India has shown continued
strong growth, with increasing shelf space in retail stores and boutiques in India, stocking cosmetics from around
the world.(The Economic times 2018)

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 Turkish Journal of Physiotherapy and Rehabilitation; 32(3)
ISSN 2651-4451 | e-ISSN 2651-446X

Table 1. Top Brands of Personal care Product

Top personal care Brands in India

ITC
Johnson and Johnson
Procter and Gamble
Colgate Palmolive India
Godrej Consumer Products Limited
Hindustan Unilever Limited
Marico
Dabur India
L'Oreal India
Maybelline
Nirma
Revlon
Table1. Source: https://business.mapsofindia.com/top-brands-india/personal-care.html accessed on 22.3.2019

Table 2 Revenue From Personal Care Industry

Particular Amount/Quantity
Revenue in the Personal Care segment in 2019 US$1,824m
Revenue is expected to show an annual growth rate 21.4%, resulting in a market volume of US$3,962m
(CAGR 2019-2023) by 2023
User penetration 17.1% in 2019 and is expected to hit 26.6% by 2023.
The average revenue per user (ARPU) currently amounts to US$7.81.
In global comparison, most revenue is generated in (US$52,264m in 2019).
United States
Source: https://www.statista.com/outlook/254/119/personal-care/india accessed on 22.3.2019
The cosmetics and personal care industry is one of the fastest growing consumer products sectors in India with a
strong potential for foreign companies. The personal care and cosmetics sector in India has shown continued
strong growth, with increasing shelf space in retail stores and boutiques in India, stocking cosmetics from around
the world.

Table 3
Trends shaping the Indian Beauty and Personal Care Market

Shift towards mental and physical well-being through use of natural, organic, anti-fatigue, antipollution, anti-
ageing products.

Increased adoption of men’s grooming products.

Higher spending on holistic bridal solutions such as year-long skin care regimes.

Increasing use of beauty devices and technology infused products and services.

Consumers opting for at-home services, online buying.

Heightened sense of individualism in purchase and choice among Millennials.

Interest and willingness to trade-up, increased use, bigger repertoire of products.
Growing importance of peer feedback and product reviews in purchase decisions.
Source:https://www.export.gov.il/files/cosmetics/ReportonIndianCosmeticsIndustry.pdf accessed on 22.3.2019

Literature On Buying Behvaiour Towards Personal Care Products:

Title of paper author Year Review finding
Sr.

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 Turkish Journal of Physiotherapy and Rehabilitation; 32(3)
ISSN 2651-4451 | e-ISSN 2651-446X

1. Cause’s attributes Hou, Du and Li, 2008 Five factors came out-degree of cause’s
influencing participation for consumer, fit between
consumer’s the brand and the cause, cause
purchasing intention: importance, congruence between the
empirical evidence firm’s product and the cause, and
from China cause proximity. CRM may have a
significant impact on choice behavior.
good cause–brand fit would have a
greater effect on purchase intention
than a poor cause–brand fit.
2. A Model of Male Consumer Sukato and Elsey 2009 statistically significant relationship between
Behaviour in buying self-image and normative, salesperson,
Skin Care Products In promotion, and packaging positively
Thailand affected Bangkok male consumers’
attitudes toward applying skin care
products, self-image was associated
with attitudes toward applying skin
care and was a significant explanatory
variable for male consumers’ attitudes
toward applying skin care products, all
four research variables (beliefs in
product attributes, self image,
normative influences, and attitudes
toward applying skin care products)
had impacts on purchase intention and
purchase behavior in buying skin care
products
3. Consumer purchase Kim and Chung, 2011 The results indicate that environmental
intention for organic consciousness and appearance
personal care products consciousness positively influence
attitude toward buying organic
personal care products. The addition
of past experiences as a predictor of
purchase intention and perceived
behavioral control as a moderator of
the attitude-purchase intention
relationship yielded an improvement
on the TPB (Theory of Planned
Behavior) model.
4. Analysing the relationship BurcuCandan, 2013 The research was conducted to find the
between consumption SevtapÜnal relationship between consumption
values and brand , AyselErciş value and brand loyalty of young
loyalty of young customers. Sheth et al model of
people: A study on consumption model was used which
personal care products contain 5 values i.efunctional,
emotional, conditional, social and
epistemic values. Brand loyalty was
measured by 4 dimensions i.e
affective, conative, action (behavioral)
and cognitive. It was found that there
is a significant relationship in
consumption values and brand loyalty.
5. A Study On Consumer M.Gomathi, R. 2013 Educational qualification and brand
Preference Towards Gomathi preference are not related and there is
Selected Fmcg no relation between family income and
Personal Care frequency of purchase. Price discounts
Products In Erode are most influencing promotional
Town, Tamilnadu scheme where as seasonal offers are
least influencing. Pantene shampoo is
most preferred and pepsodent
toothpaste is most preferred toothpaste
of consumers.

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 Turkish Journal of Physiotherapy and Rehabilitation; 32(3)
ISSN 2651-4451 | e-ISSN 2651-446X

6. A Study of Brand Loyalty Parmar 2014 young consumers are well aware about
for Cosmetic Products different cosmetic brands, Majority of
among Youth consumers’ buying behaviour is
influenced by friends and family,
quality plays a vital role, celebrity
marketing do not greatly affect, 54%
spend annually less than Rs.1, 000
7. A Case Study on Consumer Vibhuti, Tyagi 2014 Chocolate Taste was considered to be the
Buying Behavior and Pandey most important factor while
towards Selected Availability & Media Influence as
FMCG Products consider as next important factor.
Milk and edible oil, Quality was considered
to be the most important factor. Bath
Soap, Availability, Brand and Media
Influence were considered.
8. The influence of marketing Jaiswal and Gupta 2015 widespread usage of international brands
on consumption and expenditure on products outside of
behavior at the bottom the core bundle of consumption,
of the pyramid susceptibility to sales promotions,
need to look and feel good and use
“fairness” creams, susceptibility to
advertising and celebrity endorsements
and influence of store personnel.
9. Dimensions of point of Prakash and 2016 Cluster analysis was applied on 229
purchase factors in Sharma respondents. The skincare products
impulsive buying of become an extension of their very own
women’s skincare personalities. Impulsive buying is an
cosmetics in India important source of income for
retailers and between 30% to 40% fall
under this category. This kind of
buying takes place when the desires
are strong enough to override
constraints
10. Gender-based differences in Pudaruth, 2018 results of the regression analysis have
understanding the Juwaheer suggested that the behavioral intention
purchasing patterns of and Seewoo and referral of female customers is
eco-friendly cosmetics primarily derived from one predictor
and beauty care factor related to “women lifestyles,
products self-image, health and economic
conditions”
11 Determinants of Personal P. Balaji and E. 2018 most dominant factor is Preferential
Care Products Baskaran Purchase Factor (PPF) followed by
Advertisement Convenience Purchase Factor (CPF),
Effectiveness – A Innovativeness Factor (IF),
Study with Special Preferential Purchase Factor (PPF),
Reference to Male Personal Advertisement Factor (PAF)
Consumers of Chennai and Portraying Factor (PF) are
significantly and positively
influencing the total Advertisement
Effectiveness.

Factor affecting buying behavior

After studying the literature review the following factors has been identified which affects the consumer
behavior.Point of purchasehas the impact on consumer buying behavior. The diverse factors which are present at
the point of purchase has an impact on consumer. POP is the place or location from where a consumer wants to
buy the products. Merchandising, Ambience, atmosphere, support at POP, convenience, display and visual
communication (Prakash and Sharma 2016) are the factors which can have a influence on buying behavior of
consumers.

Brand imageplays an important role in taking purchase decision, brand name develop a sense of attachment
which have a positive impact on buying behavior of consumers. Excellent quality plays a vital role in building
brand loyalty and allergic reaction and recommendation cause to switch over to other brands(Parmar 2014).

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Cause’s attributes influences the consumer’s purchase intention which is essential to maximizing the
effectiveness of CRM. Five factors i.e. degree of cause’s participation for consumer, fit between the brand and
the cause, cause importance, congruence between the firm’s product and the cause, and cause proximity can be
used to identify the consumer purchase intentions. CRM may have a significant impact on choice behavior (Hou,
Du and Li,2008).

In case of certain FMCG taste, quality, availability, media influence, preferred location of purchase, monthly
expenses, frequency of buying, cash discount and free gifts and TV media has an impact on purchase buying
behavior of customers(Vibhuti, Tyagi and Pandey, 2014).

Bottom of the Pyramid marketing plays an important role in influencing purchase behavior of the poor. Poor
exhibit a high level of susceptibility to marketing programs in India. A high level of brand awareness, significant
expenditure on products outside of core bundle of consumption (i.e. nutrition, health, education, shelter etc.),
susceptibility to advertising and sales promotion and inspirational driven choices amongst the BOP consumers.(
Jaiswal and Gupta, 2015).

In case of female consumers the women lifestyles, self-image, health and economic considerations , ethical
consumerism among females and brand image and usage experience are good predictors for explaining the
likeliness of female consumers towards beauty care products (Pudaruth, Juwaheer and Seewoo 2018).

Environmental consciousness and appearance consciousness and health consciousness are important in
predicting consumers’ attitudes toward organic personal care products. Individual’s past experiences with other
organic products have a significant impact on purchase intention for organic personal care products(Kim and
Chung,2011).

Relationship between consumption values and brand loyalty is positive towards personal care product but
emotional loyalty affects most while purchasing personal care products.( 2013). Price discounts are most
influencing techniques in case of personal care products.(M.Gomathi, R. Gomathi 2013)

Advertisement factors such as innovativeness factor, preferential purchase factor, personal advertisement factor
and portraying factor are significantly and positively influencing the PCP advertisement effectiveness.( P. Balaji
and E. Baskaran, 2018).

In case of male consumers of personal care products self- image, promotion and packaging have positive impact
on purchase behavior.(Sukato and Elsey, 2009).

Practical implication:
Practically, this study provide the inference to marketers for developing their strategies to influencing consumers
towards personal care products. The manufactures to give attention to major brand loyalty building factors and
quality of product to comprehend the buying behavior. Customers purchasing intentions can be enhanced by use
of cause related marketing and production of organic or green products. Retailers can also build up effective
marketing strategies emphasizing natural beauty, product safety, and reasonable prices to boost consumers’
intentions to buy personal care products. Effective advertising and appropriate promotional tools helps in gaining
the attention of consumers. Appropriate strategies for all class of customers must be developed so gain more
market share. Personal care product market is a wide market so a careful investigation of consumer intentions
must be made and a positive environment towards the product must be created by the marketers.

REFERENCES:
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