A Study on Consumer Outlook in Skin Care Segment in India

Abstract

The influencing factors that motivate the consumers show diverging trends. Consumers from the North are highly motivated by image followed by impressions. Consumers from the west are fully driven by appearance/personality as influencing factors. In the eastern region image followed by appearance dominate the influencing factors. In the South facial complexion is the moving motive.
Consumers still prefer synthetic products in spite of market promotional activities launched for Natural/ Ayurveda products. Based on the primary survey, though certain consumers are keen to shift towards natural/ Ayurveda products, the perceived health benefits have to be quantified by the manufacturers to create demand for the segment
 Synthetic / Allopathic products dominate the preference for skin care products in the north and south zones. Preference for Ayurveda products was a dominant factor in the East.