Investigating the Cosmeceutical Consumption Behaviour amongst Males in Indian Market-Analysis of Determinants and Influencing Factors

The aim of this research was to understand the main determinants of the Indian cosmeceutical market influencing the consumption behaviour of males. The aim of this study is to identify various factors influencing the behaviour of male consumption of various types of male cosmeceutical products on the Indian market. In select states around Delhi, the emphasis has been given to males in the age group of 15-50 years. The emphasis is on the perception and predisposition of males to the types of cosmeceutical items. Different questions related to the use of male cosmeceutical products and are still to be answered. In order to find the answers to such questions, this study focuses on the behaviour of male consumption and more specifically on the factors correlated with their behaviour. The data was obtained from a group of 300 males using a questionnaire. The findings were analysed through version 16 of the SPSS programme by applying various statistical tests. A conceptual model has been built based on the findings, showing different factors and how these factors affect the behaviour of male consumption. The market is full of domestic and foreign brands with various types of products such as ayurvedic products, herbal products and now day-to-day products explicitly intended for men’s skin, all of which will contribute to the potential growth of this cosmetics market. Consumers these days prefer cosmetic products of natural origin to synthetic products. Performance, branding and, to some degree, ads play an important role in promoting the use of these cosmetic products by customers.

Author(s) Details

Dr. Abdullah Bin Junaid
Department of Health Sciences, Saudi Electronic University, Riyadh, Kingdom of Saudi Arabia.

Waquar Ahmed
Department of Health Sciences, Saudi Electronic University, Riyadh, Kingdom of Saudi Arabia.

Reshma Nasreen
Department of Management, Jamia Hamdard, New Delhi, India.

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