A study of consumer buying behavior of personal care products- A comparative study of male and female users in Lucknow city

sameeksha Srivastava

A study of consumer buying behavior of personal care products- A comparative study of male and female users in Lucknow city

Author(s)	Ms. sameeksha Srivastava
Country	India
Abstract	The main objective of this study is to find out what is the perception of consumers while buying personal care products, and what are the different factors that affect the consumer buying behavior of personal care products. The consumer, who is considered the king, has always gathered the attention of a manufacturer. The needs of consumers are taken care of, and products created which satisfy the consumer. The objective of the marketer is to present the product in a way that can attract the consumer and convert him into a loyal customer. Marketers can anticipate the consumer reaction to their marketing strategies only if they are able to understand the motive of consumers which influence their behavior. Consumer behavior is formed by the personal is the reaction or response towards different products or companies. In today's world, the customer’s demand and the power of the retailers is tremendously growing because of the competitive environment and changing business. It is vital to have a sustainable relationship with customers for the survival and success of producers. Nowadays in the market tremendous growth is experienced by personal products and it has become one of the leading industries in the world. In Indian scenario too, the consumption and use of personal products has increased rapidly. In our country, the personal care products market is reportedly growing 15-20% annually. There was a time when consumers did not spend too much on personal care products. But in those days, they were not only eager to spend more money on cosmetic products, at the same time they were looking for a good and prestigious brand for the particular product. Modern media and advertisement play an important role in increasing the demand for personal care goods. People of metro cities are too brand conscious but if we look at the people of semi-urban and rural areas, they are also looking for a good brand for the particular products.
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-23

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A study of consumer buying behavior of personal care products- A comparative study of male and female users in Lucknow city

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