International Journal of Research and Review

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Original Research Article

Personal Care Products: A Study on Women

Consumer Buying Behaviour
Dr. Rambabu Lavuri1, Dr. D. Sreeramulu2
1
Post Doctoral Fellow, Dept. of Business Management; Osmania University, Hyderabad,
2
Professor, Dept. of Business Management; Osmania University, Hyderabad,
Corresponding Author: Dr. Rambabu Lavuri

ABSTRACT

The present paper focused on the buying behaviour of women consumers regarding personal care products.
The study of consumer behaviour is the most important factor for marketing of any goods and services and
it involved understanding the consumer mindset and their views on of personal care products. A survey of
172 respondents was carried out with structured questionnaire. The questionnaire included general
demographic questions as well as some specific questions to study the consumer buying behaviour of
personal care products consumers. The data was analysed by the descriptive statistics, percentages,
ANOVA analysis and Correlation by using SPSS 23.0 Version. The results of ANOVA analysis reveal that
demographical factors of respondents having significant mean difference with buying personal care
products, products factors like Brand Name, quality, price, Brand Loyalty, Affordability,
Recommendations of Sales People and Previous Usage Experiences are significant impact on consumer
buying behaviour and influence factors like Brand Ambassadors and Family & Friend references are great
impact on buying mode of women respondents and the results of correlation analysis indicates that marital
status, education having strong association with buying of personal care products. Product factors like
brand loyalty, brand name and quality of product having strong relation with respondents buying behaviour
and Brand Ambassadors and Family & Friend references also show positive relation with buying personal
care products.
Keywords: Personal care products, Brand Name, Quality, Price, Brand Loyalty, Buying behaviour.

I. INTRODUCTION media and ad assumes a significant job in

Generally, personal care products the expanding of interest of individual
are these items which a purchaser utilizes consideration products. Individuals of metro
for his own motivation. It incorporates urban areas are an excessive amount of
various sorts of restorative and healthy skin brand cognizant yet in the event that we take
items like powder, cold cream, decency a gander at the general population of semi
cream, toothpaste, toothbrush, aroma, urban and country territories, they are
antiperspirant, hair oil, cleanser, cleanser, likewise searching for a decent brand for the
and all kind of infant care and magnificence specific items.
care items. Any individual requirement for Personal care market to touch US$ 20
these items consistently. Here was when billion in India by 2025
purchasers not spend an excess of sum on The market quantity concerning
the individual consideration items. Yet, India's beauty, beauty then grooming need
back then, they are not just anxious for pleasure reach $ 20 billion with the aid of
spending more cash on the restorative items, 2025 out of the current $ 6.5 billion
and yet they are searching for a decent and concerning the so on upward jab within
lofty brand for the specific item. Present day removable earnings concerning middle

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 Rambabu Lavuri et.al. Personal Care Products: A Study on Women Consumer Buying Behaviour

matriculation or increasing aspirations among Indian men after squint largest

regarding human beings according to stay groomed, as has born after the Indian men’s
excellent existence and squint well. To suit grooming market’s speedy increase on more
bad wideness difference ranges on and more than 42% within the remaining 5
purchasing power, FMCG corporations are years. The lesson remoter showed so much
advent out including variety about this increase is quicker than the increase rate
merchandise into wonderful worth range. about the amount non-public
The rural population too is becoming superintendence yet eyeful enterprise into
a member of the mainstream together with India. Additionally, as like more and more
resurgence between linkages including the Indian men are looking in conformity with
cities by means of roads, telecommunication continue to be aggressive between the
or the corporations accomplishing abroad in workforces, she are searching for
accordance with the humans among villages merchandise in accordance with assist them
and baby towns. The destruction pattern keep a young look. “Interestingly, guys any
over cosmetics among teenagers went on peruse within the age team of 18 to 25,
substantially in 2005 yet 2015 thinking spend increasingly cash of grooming or
about regarding growing awareness then personal superintendence products than
want according to squint good. In fact, this ladies into India. The aspirations yet
manufacture class is amongst the fastest requirements concerning today’s younger
flourishing segments because of the Indian guys are hastily evolving. With a
manufacturers about a measure about vibration into removable income, guys are
merchandise including soul sprays. Over an increasing number of discerning or
68% concerning younger adults feel that the indulgent. In an evolving vogue into India,
use of grooming merchandise boost their men are such to squint at progressive
confidence. About 62% regarding young grooming then non-public superintendence
buyers within giant cities prefer after buy products made mainly because them. There
on-line eyeful and grooming merchandise has been sharp increase between quantity
whereas, 45% of consumers tend after buy concerning eyeful salon yet spa between the
cosmetic, cloth cabinet gadgets beyond countries. It is unscientific so essentially 25-
somebody store concerning theirs avail 30% regarding quantity salon merchant
alternatively than a alone shop. Both virtue enter beyond men’s treatment.
yet virtue because of money are entering
sought by consumers. Brands such as like II. LITERATURE REVIEW
L’oreal, Lakme, Maybellene, Nivea or Rajarajan.M, Birundha. G (2016)
Color Bar are enter pushed as matter need firmly trusts that if proposals offered in the
merchandise or focal point over younger investigation are appropriately considered
ladies yet female with decrease ownership and vital moves are hence made by the
power. While it are younger highly-priced concerned people, the desires called
products, the worth barriers are in addition attention to by the respondents may work
stuff wrenched each by means of the out as expected and both the customers and
consumers and the manufacturers. producers will feel glad, placated and act
The natural cosmetics enterprise is naturally sure.
in addition using increase in the eyeful Anu Jose, Sumesh.R (2016)
merchant into India or is anticipated in considers that similar investigation of
imitation of grow at a quantity concerning recognition and buyer purchasing conduct
12%. The Indian cosmetics enterprise has a with respect to individual consideration
plethora of natural beauty brands like Forest items. It uncovers that buyer conduct is the
Essentials, Boutique, Himalaya, Blossom most significant factor for showcasing of
Kochhar, VLCC, Dabur or Lotus then deep any merchandise and enterprises. The buyer
more. There is a developing aspiration conduct propose how individual, gatherings

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 Rambabu Lavuri et.al. Personal Care Products: A Study on Women Consumer Buying Behaviour

and association select, purchase, use and have given more noteworthiness on ladies
discard products, administrations , thoughts obtaining. Every individual has her very
or experience to fulfil their necessities and own conduct towards the obtaining
needs. The outcomes inferred that the procedure; anyway they are impacted by
expanding pattern of various restorative specific elements.
items, excellence care items, healthy skin Dr. Sushil Mohan (2012) Status
items, hair care items and so on powers the marking, brand frame of mind, paying
market developing open door for corrective premium for marked dressing, self-idea and
items. reference bunches were found to perfectly
Suganya S and Beena Joice M affect female buyer purchasing conduct
(2016) contemplate makes an endeavour to while expanding customer inclusion in style
comprehend the ladies' buy conduct apparel Hareem Zeb, Kashif Rashid, and M.
alongside an endeavour to recognize what Bilal Javeed (2011). Client practices are
factors assume a critical job in her buy affected by various factors, for example,
conduct. A poll was created and dispersed to culture, social class, references bunch
ladies buyers by utilizing comfort inspecting connection, family, pay level and pay
strategy. The absolute example comprises of independency, age, and so on thus they
150 respondents. The examination gives show diverse client practices. 88% of
proof and bits of knowledge on different motivation purchasing was represented the
factors utilized for investigation and blend of buyers' statistic attributes. The
uncover that brand devotion, disposition, quality of the indicator factors uncovered
qualities and conviction have given more that however instruction was irrelevant, yet
centrality on drive ladies obtaining. The it applied the most effect on drive
outcomes have indicated positive effect on purchasing among buyers. Personality plays
motivation purchasing conduct. a significant role in the consumer buying
Vandana Sabharwal, Savita Maan behaviour since different consumers have
and Sanjeev Kumar (2014) contemplate different personality traits which reflect
concentrated on the use example, factors their buying behaviour Agbo J. C. Onu
and brand ownership of beauty care (2014).
products among ladies. it likewise Vinith Kumar Nair. Prakash Pillai R
investigates that the variables influencing (2007) saw that male and female shoppers
ladies' buy choice for makeup item. Brand for the most part want to buy and make the
turned out as a main consideration brand choice of beauty care products
considered by all ladies while buying. separately. Quality is the central point
Quality, expectation and reasonableness to impacting the buy choice of male buyers. It
skin type are different components which likewise uncovers that one of the
influence buy of healthy skin items. The fundamental wellsprings of data among the
examination uncovers that cream was females about various brands of beauty care
observed to be most pervasively utilized by products is companions gathering.
all age gathering. Hostile to maturing and III. OBJECTIVE
toners was observed to be favoured by the  To examine the correlation between
matured ladies. buying the personal care products and
Siddhartha shriram shimpi; Dr. D.K. demographical variables of customers;
Sinha (2012) examined and assessed  To find out the most influencing
disposition, brands, values which made a purchasing factors while buying the
drive towards ladies purchasing conduct. personal care products;
The examination gives proof and an  To examine the impact of decision
understanding on different factors utilized influencers while buying personal care
for investigation and uncovers that products.
confidence, self-introduction and congruity III. HYPOTHESIS

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 Rambabu Lavuri et.al. Personal Care Products: A Study on Women Consumer Buying Behaviour

 HO1: There is no significant mean  Sample Area: Hyderabad city

difference in the demographical groups  Sampling Method: Convenience
of women towards buying the personal sampling method has been used to
care products; collect sample of 172 respondents.
 HO2: there is no significant influence of  Statistical Tools Used: Descriptive
purchasing factors on women buying Analysis, ANOVAs, Correlations using
towards personal care products; SPSS 23.0 Version
 HO3: There is no significant impact of
decision influencers while buying V. RESULTS AND DISCUSSIONS
personal care products. Table-1: Reliability Statistics
Cronbach's Alpha Cronbach's Alpha Based N of Items
IV. RESEARCH DESIGN on Standardized Items
 Research Design: Descriptive research .729 .811 17

 Source of the Data: Primary data has

been collected by conducting survey of From the Table 1, it shown that the
target women customers/individuals. questionnaire is tested for its reliability and
Secondary data has been collected by presented the results here under. The
the referring various Journals, questionnaire developed is pretested and
Periodicals such as Magazines, Business validated through face validity as it was sent
newspapers research papers, social to a carefully selected sample of experts and
networking site and online it also has a sufficiently good reliability
blogs/articles. score. The result of alpha value is 0.811. It
 Data Collection Methods: Data has indicates that, the data has a high reliability
been collected using structured and validity.
questionnaire through Survey and
personal interview methods

General profile of Respondents: The frequency distribution of demographic variables is

presented in the following table.
Table 2: Profile of Respondents
Particulars Classification No of Responses Percentage
Age Below 25 35 20.3
26-30 49 28.5
31-35 49 28.5
36-40 29 16.9
41 and above 10 5.8
Education Below Graduation 18 10.4
Graduation 56 32.6
Post Graduation 67 39.0
Above PG 31 18.0
Occupation Govt Employee 21 12.2
Private Employee 46 26.7
Business 16 9.3
Home Maker 22 12.8
Student 67 39.0
Monthly income (in rupees) Below 20,000 15 8.7
20,001-30,000 97 56.4
30.001 - 40,000 19 11.0
40,001-50,000 23 13.4
50,001 and above 18 10.5
Marital Status Un married 137 79.7
Married 35 20.3
Total n = 172 100%

Age: More than 28.5% candidates belongs of 31-35 years, below 25 years, 36-40 years
the age group of 26-30 years and above, and and 41 and above years respectively.
28.5%, 20.3%, 16.9% and 5.8% by the age

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Education: It is found from above table, that Income in rupees: 56.4% of family have an
extra than 39.0% of the respondents Post income between 20,001-30,000 followed by
Graduation, and followed with 32.6%, 13.4%, 11.0%, 10.5% and 8.7% with the
18.0%, 10.4% belongs to Graduation, income of 40,001-50,000, 30,001-40,000,
Above PG, Below Graduation respectively. and 50,001 and above and below 20,000
Occupation: It is evident from above table, have family income level of respondents.
that more than 39.0% of the respondents are Marital Status: From the above desk it is
belongs to Student, and it are observed that evident that 79.7% of the whole respondents
26.7%, 12.8%, 12.2% and 9.3% working as belong to Unmarried accompanied by
Private Employee, Home Maker, Govt 20.3% through Married respective.
Employee and Business respectively.

Table 3: Women respondent's opinion on buying personal care products

Particulars Classification No of Responses Percentage
Frequencies of buying personal care products Occupationally 14 8.1
Every a month 50 29.1
Every three months 76 44.2
Every five months 25 14.5
Once a year 7 4.1
Favourite personal care Fair & lovely 62 36.1
Pounds 16 9.3
Vaseline 12 6.9
Olay 32 18.7
Lakme 37 21.5
Garnier 13 7.5
Brand Consciousness Yes 138 80.2
No 34 19.8
Preference of Brands National Brands 125 72.7
International Brands 47 27.3

 It is evident from table-3, the majority of buying and using national brands and
the women respondents buying personal 27.3% of respondents are using
care products in every three months, international brands towards their
followed with 29.1% of respondents personal care products.
buying in Every a month, 14.5% of Results of ANOVAs: It is used to analyse
respondents buying in Every five for any significant mean difference of
months, 8.1% of respondents buying selected variable within the samples, those
Occupationally and 4.1% of women are Demographic factors of women
customer buying personal care in once a respondents and buying behaviour.
year. HO1: there is no significant mean
 Above disk reveals that 36.1% difference in the demographical groups of
respondents buying Fair & lovely women towards buying the personal care
cosmetic, followed with 21.5%, 18.7%, products.
9.3%, 7.5%, 6.9% respondents are The above disk reveals the opinion
buying Lakme, Olay, Pounds, Garnier of the women respondents towards buying
and Vaseline. personal care products, with respect to the
 More than 80% women respondents socioeconomically factors i.e. Age, Gender,
having Brand Consciousness towards Education, Occupation and Income in
their personal care products and 20% of rupees. It reveals that, the mean difference
women/female respondents are not of the female respondents from the
conscious about their personal care population and their sum of the square
brand products. difference between the groups. Followed by,
 Majority of the women respondents Age group in years shows that 38.391 is the
from the selected sample accounted for a between-group variation the population. If
higher percentage 72.7% they are the value is very small it indicates that the

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 Rambabu Lavuri et.al. Personal Care Products: A Study on Women Consumer Buying Behaviour

mean of the sample is very close to each 53.137and they're within group variations
other in the between groups. 191.120 is the are 33.436, 168.292, 176.929, 171.980. F-
variation of within groups of age group Statistic values are .835, 1.065, 1.020 and
respondents. The disk also shows that F- 1.723 followed with a significant level are
distribution and its value 1.120. Finally, the 0.00, 0.00, 0.000 and 0.004, all significance
age group significance value 0.006 is less values of demographic factors of
than 0.05. Which is indicating that the null respondents are less than 0.05. So it's
hypothesis can be rejected? So age of indicating that the alternative hypothesis
women respondents having mean difference accepted due to the null hypothesis can be
with the buying personal care products. And rejected. Therefore, demographics factors of
followed with socioeconomic factors like women respondents are having mean
Education, Occupation, income in rupees difference with buying of personal care
and marital status of between groups products.
variations are 5.006, 32.127, 32.350,
Table 4. ANOVA
Sum of Squares df Mean Square F Sig.
Age Between Groups 38.391 26 1.477 1.120 .006
( in years) Within Groups 191.120 145 1.318
Total 229.512 171
Education Between Groups 5.006 26 .193 .835 .000
Within Groups 33.436 145 .231
Total 38.442 171
Occupation Between Groups 32.127 26 1.236 1.065 .000
Within Groups 168.292 145 1.161
Total 200.419 171
Income Between Groups 32.350 26 1.244 1.020 .000
(in rupees) Within Groups 176.929 145 1.220
Total 209.279 171
Marital Status Between Groups 53.137 26 2.044 1.723 .004
Within Groups 171.980 145 1.186
Total 225.116 171

HO2: there is no significant influence of purchasing factors on women buying towards

personal care products.
Table 5: Anova
Sum Of Squares Df Mean Square F Sig.
Between Groups 19.312 26 .743 1.769 .000
Brand Name
Within Groups 60.874 145 .420
Total 80.186 171
Product Between Groups 10.299 26 .396 1.361 .000
Quality Within Groups 42.213 145 .291
Total 52.512 171
Between Groups 8.823 26 .339 1.161 .003
Product
Within Groups 42.363 145 .292
Price
Total 51.186 171
Between Groups 16.211 26 .623 2.758 .000
Brand
Within Groups 32.784 145 .226
Loyalty
Total 48.994 171
Between Groups 28.898 26 1.111 1.875 .001
Affordability
Within Groups 85.957 145 .593
Total 114.855 171
Between Groups 19.622 26 .755 1.722 .004
Recommendations of
Within Groups 63.541 145 .438
Sales People
Total 83.163 171
Previous Between Groups 15.788 26 .607 1.677 .000
Usage Experiences Within Groups 52.509 145 .362
Total 68.297 171

It is observed from the above table, product Previous Usage Experiences and their F
factors like Brand Name, quality, price, values found to be statistically significant,
Brand Loyalty, Affordability, meaning there by there is significant
Recommendations of Sales People and influence of product factors on women

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 Rambabu Lavuri et.al. Personal Care Products: A Study on Women Consumer Buying Behaviour

customers while purchasing personal care F(26,145)= 1.722, p< .05 and Previous
products, those are, Brand name F(26,145)= Usage Experiences F(26,145)= 1.677, p<
1.769, p< .05, quality F(26,145)= 1.361, p< .05. So null hypothesis rejected, there is
.05, price F(26,145)= 1.161, p< .05, Brand significant influence of the product factors
Loyalty F(26,145)= 2.758, p< .05, on women customers towards buying
Affordability F(26,145)= 2.758, p< .05, personal care products.
Recommendations of Sales People

HO3: there is no significant impact of decision influencers while buying personal care
products
Table 6: ANOVA
Sum of Squares df Mean Square F Sig.
Media Vehicles Between Groups 8.194 13 .630 2.021 .002
Within Groups 49.271 158 .312
Total 57.465 171
Brand Ambassadors Between Groups 10.545 13 .811 2.340 .000
Within Groups 54.775 158 .347
Total 65.320 171
Family & Friend references Between Groups 10.694 13 .823 2.355 .000
Within Groups 55.184 158 .349
Total 65.878 171

It is observed from the above table, decision

influencer's factors like Media Vehicles, Table 7 reveals that the demographic factors
Brand Ambassadors and Family & Friend like education (r=.714 **), Marital status
references and their F values found to be (r=.581*) and Income in rupees (r=.555 **)
statistically significant, meaning there by are having strongly correlations with the
there is significant influence by influencers Buying Personal care products at the 0.01
on women customers decisions while and 0.05 level significant level.
buying personal care products, those are
Media Vehicles: F(13,158)= 2.021, p< .05; Table 8: Correlations between the product factors and women
buying behaviour
Brand Ambassadors F(13,158)= 2.340, p< S.No Purchasing factors r
.05; Family & Friend references: 1 Brand Name .592**
2 Product Quality .564**
F(13,158)= 2.355, p< .05. Hence, null 3 Product Price .511**
hypothesis rejected and it indicates that 4 Brand Loyalty .621*
5 Affordability -.508**
there is a significant influence by 6 Recommendations of Sales People .439**
influencers on women customer's decisions 7 Previous Usage Experiences -.542*
while buying personal care products. **. Correlation is significant at the 0.01 level (2-tailed)
*. Correlation is significant at the 0.05 level (2-tailed).
Results of Correlations: Correlation is
applied for the finding the degree of Table 8 indicates that product factors like
relationship between two selected variables Brand Loyalty (r=.621 *), Brand Name
and it also help identify the strength of (r=.592**) and Product Quality (r=.564*) are
association between the selected variables having strong association between the
followed by it is describing linear product factors and women buying
relationship between two variables. behaviour at the 0.01 and 0.05 level
Table 7: Correlations between the demographic factors of significant level and factors like
women customers and Buying Personal care products
S.No Demographic factors of Pearson Correlations
Affordability (r=-.508**) and Previous
consumers (r) Usage Experiences (r= -.542*) are having
1 Age in years .524* negative linear ship with buying behaviour
2 Education .714**
3 Occupation .503* of the women customers.
4 Income in rupees .555**
5 Marital status .581**
**. Correlation is significant at the 0.01 level (2-tailed)
*. Correlation is significant at the 0.05 level (2-tailed).

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Table 9: Correlations between the Decision influence factors liberalization 100% FDI is permitted in
and women buying mode
S.No Decision influencers r India. This has pulled in remote
1 Media Vehicles .404* organizations to infiltrate the Indian market.
2 Brand Ambassadors .686**
3 Family & Friend references .652** The advertisers dependably search for
**. Correlation is significant at the 0.01 level (2-tailed) emergent patterns that propose new
*. Correlation is significant at the 0.05 level (2-tailed).
promoting chances and here in India a great
deal of chances are accessible. The personal
Disk 9 indicates Correlations between the
care sector is a standout amongst the best
Decision influence factors and women
and significant segments right now. There is
buying mode, like Brand Ambassadors
a ton of future open door in this part and
(r=.686**), Family & Friend references
they should give more importance on media
(r=.652**) and Media Vehicles (r=.404*) are
advertising to create market awareness and
having strong association with women
to make a brand image in the mind of
buying behaviour at the 0.01 and 0.05 level
customers, followed with and company
significant levels.
people always come with better strategies
for catching new and existed customers
VI. CONCLUSION AND
towards their market segment and they
IMPLICATIONS
should regularly watch out the competitor
The personal care industry is one of
strategy because customers attitude and
the quickest developing purchaser items
perception will change and they always look
divisions in India with a solid potential for
for extra buying benefits. Customers prefer
outside organizations. The personal care and
best quality items with the best
beauty care products area in India has
price. Hence, Company people keep it mind,
appeared solid development, with
and they need to come out with innovative
expanding rack space in retail locations and
technology and best features towards the
boutiques in India, stocking beautifiers from
products. Because, consumers are attracting
around the globe. The present study
with more brand conscious and they are
explored that woman consumer buying
dissatisfied with the variety items offered.
behaviour regarding personal care products,
the results reveals that the majority of the
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How to cite this article: Lavuri R, Sreeramulu D. Personal care products: a study on women
consumer buying behaviour. International Journal of Research and Review. 2019; 6(6):271-279.

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