Abstract

Uses pattern of cosmetics and perception of personality: A study of students doing professional courses in Lucknow city

Highlights

  • The concept of ‘self’ is important in forming an understanding of consumer behaviour (Schutte and Ciarlante, 1998)

  • More than one third students of the sample (34%) indicated that they use cosmetics whenever they go to college. 16 % student are of the opinion that they use cosmetics whenever they leave home . 22% respondents are indicated that they use it on all the occasion

  • The hypothesis that impact of cosmetics in developing personality is independent of the gender categories of students doing professional courses at Lucknow

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Summary

Introduction

The concept of ‘self’ is important in forming an understanding of consumer behaviour (Schutte and Ciarlante, 1998). The advent of satellite television and awareness of the western beauty and fashion world, advertisements and promotions, increasing number of women joining the work force is changing preferences, customs and cultures in India. The success of contestants from India at various well known international beauty pageants in the last few years have contributed towards making the Indian women more conscious about looks, beauty, grooming and aware of western cosmetic products/brands. All this changed the needs and consumption pattern of the Indian consumer , leading to increased growth in the cosmetic sector. Understanding the attitudes, preferences and aspirations of the different segments of India's consuming class is very crucial to achieving success in the Indian market

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Conclusion

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