Abstract
Purpose: The chief purpose of the study is to analyze in depth the phenomena of consumer behaviour in buying skin care products amongst millennials in Delhi. Design/methodology: A questionnaire was developed and distributed to Delhi consumers aged 20 years to 35 years (Millennials) by using Quota sampling technique. A total of 156 completed questionnaires were returned and analysed by using correlation analysis and chi square test in SPSS version 16. The sample size of 156 includes male and female as well a working and non working people.Findings: The study aimed to study the behaviour of millennials in India with respect to dermaceuticals. The major finding is the common behaviour exhibited by both the sexes in this age group. Except for difference in under eye cream, the other categories can have common marketing strategies. Research limitations: The research survey is done in Delhi. Millennials have been chosen for the research which falls under the age group of 20 years to 35 years. Practical implications: Among the BRIC (Brazil, Russia, India and China) countries India has a sizable “young” population. These “young” representatives contribute to the major chunk of millennials. Thus this study would help companies to strategise effectively for this segment of the market.Originality/value: This work is totally original.
Highlights
ISSN 1918-719X E-ISSN 1918-7203 www.ccsenet.org/ijms people want to look like their role models
Millennials have been chosen for the research which falls under the age group of 20 years to 35 years
1) By applying correlation analysis we found that out of six skin care product types, there is a relation between three product types with gender and rest of the three product type does not show relationship with the gender
Summary
ISSN 1918-719X E-ISSN 1918-7203 www.ccsenet.org/ijms people want to look like their role models. It is important to know the impact of different factors on decision making while buying a skin care product. This can be understood by comparing and contrasting the men cosmetic market and women cosmetic market. According to Strauss and Howe millennials are different from any of the other generation They are “ abundant in number, well off, well qualified, and more ethnically diverse than the ones before, they have started to display such positive social habits that earlier generation never associated with the youth, including focussed teamwork, achievement, humility, and good demeanour” The word ‘Men’s grooming products’ covers five different categories of products such as bath Products, deodorant, hair care; shampoo, conditioner/treatments, styling products, hair color and others, shaving products; shave cream, lotions/balms, disposable razors/shavers, manual shavers, electric shavers, others and skincare products (MarketResearch.com, 2009)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
