| Pub. Date | :Aug, 2019 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM21908 |
| Author Name | : Rudrabhatla Prasanna |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 16 |
Today, the world's cosmetics market is estimated to generate 32 lakh cr (https:// www.zionmarketresearch.com/news/cosmetic-skin-care-market) approximately out of the annual sales worldwide. According to ASSOCHAM and research agency Majestic Research Services and Solutions (MRSS) India (2018), the current cosmetics industry size in India is at 46,000 cr approximately. The growth of cosmetics industry in the country is the result of a considerable rise in disposable incomes, increase in the number of working men and women, changing lifestyles, greater product choice and availability of cosmetic products in India. 60% of the cosmetics industry revenue is generated by women. A study therefore is taken up to examine the different buying behavior among married and unmarried women with reference to cosmetic products in Hyderabad district of Telangana state. The study found that a majority of unmarried women get to know about cosmetics through beauticians, cosmetic stores, etc., whereas married women get to know about cosmetics through friends. A majority of unmarried women buy cosmetics from exclusive cosmetic stores and married women from retail stores. Unmarried women prefer to buy cosmetics during promotional offers and married women do not wait for promotional offers. Unmarried respondents choose a particular shop due to availability of various cosmetics, and married women due to maintenance of standard quality and price of cosmetics. Married women give more importance to family opinion, and unmarried to ‘advertisement’ in their buying decision of cosmetics. Similarly, both married and unmarried women give more or less equal importance to quality, price, quantity, ingredients of the product while buying cosmetic products.
Cosmetics enhances the beauty of human appearance. Cosmetics include skin care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, novelettes, permanent waves, colored contact lenses, hair colors, hair sprays and gels, deodorants, hand sanitizer, baby products, bath oils, bubble baths, bath salts, butters and many other types of products. A subset of cosmetics is called “make-up,” which refers primarily to colored products intended to alter the user’s appearance.