CONSUMERS PREFERENCE AND BUYING BEHAVIOUR OF AYURVEDIC COSMETIC PRODUCTS IN PUDUCHERRY

CONSUMERS PREFERENCE AND BUYING BEHAVIOUR OF AYURVEDIC COSMETIC PRODUCTS IN PUDUCHERRY

Mrs.S.Nandhini

Ph.D Research scholar,  Department of commerce

P.K.R Arts college for women-Gobichettipalayam

nandhinisashvi@gmail.com

Dr.N.Surega

Assistant professor of commerce,

P.K.R Arts college for women-Gobichettipalayam

suregapkr@gmail.com

Abstract

            Cosmetics market is one of the wide and progressing market in India and especially in Puducherry.  In recent years, people have got awareness about ayurvedic cosmetic products and started to buy it. Every manufacturer is trying to widening their market, it is possible only when they understand the preferences and buying behaviour of the customers.  This study has analysed the above aspects regarding ayurvedic cosmetic products in Puducherry. The sample size of the study is 180 respondents. The study found that the consumers in the study area preferred more on the aspects of quality of ayurvedic cosmetic products followed by price and discount and availability. Significant differences were evidenced in preferences of consumers towards ayurvedic cosmetic products with the demographic factors of gender, marital status and age.  Significant differences were also found in consumers’ preferences towards ayurvedic cosmetic products with the economic factors of monthly income and monthly spending on ayurvedic cosmetics. The consumers’ had high positive behaviour towards Financial aspect of ayurvedic cosmetic products followed by product aspect.  Their behaviour level was low in the psychological aspect and general aspect. Consumers’ buying behaviour had significant positive relationship with the demographic factors of gender, marital status and age.  Consumers’ buying behaviour had significant positive relationship with the economic factors of Whether the respondent is an Earner?, Monthly income and Average spending on cosmetics.

Key words: Consumer preference, buying behaviour, cosmetics, ayurvedic and product.