CHAPTER II

REVIEW OF LITERATURE

2.1 Introduction

The history of beauty culture and cosmetics really began in the early years of
the twentieth century. A boom in the Indian cosmetic industry has increased the
consciousness of Indian people about their appearance and has increased the demand
for cosmetic products. Thus women of today strongly believe that it is a matter of
importance and greatness to look beautiful, charming, attractive and presentable.

This chapter attempts to give a comprehensive view of the various aspects

and opinion of authors and research scholars from the researches done at national
and international levels on consumer behaviour towards cosmetics and realize the
gap existed in the available literature. This review focuses on the influence of socio-
economic factors on buying behaviour, the consumption pattern of cosmetic users,
the reasons for the use of cosmetics, and the satisfaction of the users. The review of
literature is divided into six sections.

1 Studies relating to the behaviour and attitude of females in the purchase and
use of cosmetics.
2 Studies relating to the reasons for the purchase and use of cosmetics.
3 Studies relating to the analysis of consumer behaviour towards the marketing
mix elements and the factors involved in the purchase and use of cosmetics.
4 Studies relating to the satisfaction of the users of cosmetic products.
5 Studies relating to the factors that influence the purchase of cosmetic
products.
6 Studies on Socio-economic factors that influence the buying behaviour.

14
2.1.1 Studies relating to the behaviour and attitude of females in the purchase
and use of Cosmetics.

It is usual that every individual before taking a purchase decision of a

product, gather information about the special features of the product they purchase.
The review of the available studies relating to the behaviour and attitude of the
females in the purchase and use of cosmetics is given below:

Rennick (1957)1 in an enquiry about the female working population and the
use of cosmetics found that people who are employed are financially stable and
more conscious of their appearance. He added that consumers are able to purchase
the cosmetic products according to their desire.

Berelson and GA Steiner (1964)2 in his analysis on the the behaviour of

consumers found that the human behaviour is complex, varied, obscurely motivated
and becomes difficult to generalize and predict action, thoughts and feelings of
human.

Philip Kotler (1965)3 opined that all the models so far developed by various
scientists should be used in an integrated manner in order to study and understand
the consumer in general. In his opinion buying pattern are being influenced by price,
quality, availability, style, option and image depending on the product, different
variables and behaviour mechanism. He found that all the factors assume different
degree of importance in influencing the purchase of decision process.

Mahajan (1980)4 analysed in his study on the interregional homogeneity of

consumer behaviour in India. The author reveals that consumer behaviour markedly
differ between rural and urban sector. He added that in North India and Central
India, the interregional homogeneity in consumption exists and accordingly the
same is exhibited in the purchase behaviour.

Cobb and Hoyer (1986)5 explained Impulse buying as unplanned

purchase and stated that the impulse buying behaviour takes place when consumer
feels there is a forceful motivation, that leads to the purchase of the cosmetic

15
products. It was also stated that shopping life style and impulse buying behaviour is
closely related. Shopping style is defined as the behaviour depicted by the consumer
by the personal experience and the opinion with regard to the product .

Shaiesh Limbard (1987)6 examined the women buying behaviour with

regards to cosmetics in Surat region. The purpose was to find various parameters
which women consider important in purchasing. The study found that women like to
use cosmetics for fashion and health. The beauticians were the most effective source
of brand awareness and medical stores were held the most trusted channel of
distribution. It is not the loyalty towards the product that is considered in the
purchase of cosmetics but the quality, price and places play a very important role.

Thomas Guinn Ronald and J Faber (1989)7 in his study on the purchase
behaviour and the price perception, inferred that 50 percent of the consumer could
identify the best brand in the market and identified that the purchase of the products
depends on the price and the promotional strategies of the firm.

. Verma and Munjal (2003)8 in their study on consumer behaviour identified

that major factors in making a brand choice decision were quality, price, availability,
packing and advertising. It is also stated that brand loyalty is the function of
behaviour and cognitive pattern of the customer while other demographic characters
such as gender and marital status are not significantly associated with these
behaviours and the cognitive pattern of consumer.

Nash, R Field man (2006)9 in his study on “behaviour of four Caucasian

Women” grouped women into two and they were presented with the women facial
photograph either with makeup or without make up. The result of the study indicated
that women wearing cosmetics were perceived to be healthier and more confident,
than those without. The women wearing makeup were awarded with greater
earnings and more prestigious jobs.

Blanchin Audry (2007)10 in his study on „consumer behaviour in men‟s

cosmetic market stated that cosmetics are seen as health and hygiene products and
not only as beauty tool. It demonstrates that the most important factors that influence

16
them in the purchase of a product are: Price, Brand, and the Packing. The study also
reveals that the self confidence of women had improved, that lead to the idea that the
individualism is a core concept when talking about cosmetics.

Vineeth Kumar Nair and Prakash R (2007)11made an attempt to study the

purchase pattern of cosmetics among consumers in Kerala. It was found that quality
is the major factor influencing the purchase decision of male consumers. They tend
to buy cosmetic items from a single shop at their convenience. The female cosmetic
consumers prefer to purchase cosmetics individually and the source of information is
the friends. The females buy the items from different shops rather than a single shop.
The male consumer decides to purchase their brand on their own, according to their
own choice and needs.

Bhawna Gosh (2007)12 in his study tried to explore as to how rural

consumer get information regarding various brands and their consumption pattern.
The study found that among the factors influencing brand preference of hair oil, the
Fragrance ranked first followed by attractive packaging, small pack and low price.
The TV advertisement had a deep impact on the minds of consumers. It was also
stated that 28 percent of respondents use hair oil for fragrance.

Bijal Zaveri (2007)13 assessed the consumer behaviour towards the brand
Lakme in cosmetic industry. The study is related to the product Lakme, its
competitive position, advertisement effectiveness and awareness of Lakme beauty
salon in Baroda city. The aims of the study was to identify the effect of cosmetic
advertisement, customer brand image, impact of print media, broad casting media
and purchasing pattern of customer. The study revealed that female respondents
were more attracted by advertisement and the brand image.

Jafarulla (2008)14 studied the buyer behavior in purchase decision of

cosmetics with special reference to college girl students in Nagappattanam. The
main objective of the study was to identify the factors that induce them to purchase
the products and make the purchase decision while buying the product. The three
factors which influenced them to purchase the product were cultural, social and

17
psychological factors. The social acceptance was the major drive behind the use of
cosmetic in the case of lower class.

Muhammed Ali Tirmiji, Kashif, Rehman and M Iqbal (2009)15 in their

study investigated the relationship between independent variables such as the
shopping life style of consumer, fashion involvement, pre and past decision stage of
consumer purchase behaviour with the attitudinal and behavioural aspect of impulse
buying behaviour. The study clearly indicates that there existed a week association
between consumer life style, fashion involvement and post decision stage of
consumer purchasing behaviour with the impulse buying behavior.

Neeraj Kaushick and Deepak Gupta (2009)16 in their study on consumer

buying pattern of south Hariyana, found that the Price and the Quality of the product
highly influence the buying of cosmetics.

Tui-Chiang Wan Chei (2010)17 conducted a study on topic related to female

consumer behaviour in cosmetic market in Hsinchu Area of Taiwan. The author had
classified females as active consumer, traditional consumer, enthusiastic consumer,
cautious consumer and found that the consumers are different in their life style,
towards attribute, result and values. The study revealed that there is significant
difference between the consumers and the behaviour exhibited in the purchase of
products.

Chaing Chen Yue (2010)18 in her study on female consumer behaviour in

cosmetic market found that the rapidly changing social situation such as
revolutionary movement for women, equal right significantly affected of the
behaviour of female consumers and had improved their social status.

Kamolwan Tovikkai WI Watchai Jirawahananukool (2010)19conducted

an exploratory study on young Thai Women and consumer behaviour towards
purchasing luxury fashion brand. The main purpose was to identify the most
effective strategies to be used in penetrating market. It was found that the behaviour
of females in Thai are definitely influenced by commercial station and
globalization.

18
 MU Subramanian (2011)20 attempted to analyse the buying behaviour of
women taking into consideration their demographic profile such as as age, marital
status, occupation and profession. It was found that there is no relation between age,
marital status on their buying behaviuor. The consumer sticks on to the quality. The
study also revealed that regarding price, women were more choosey about the
product they buy. This tremendous change in their behaviour was due to the prime
reason that women are now employed and they have their own income to spend.

Hamza Salim Khram (2011) 21 in his study on influence of brand loyalty

on cosmetic buying behaviour of female consumer stated that brand loyalty is
important for the organization to ensure that the product is kept in the minds of
consumers and that consumers prevent from switching to other brands. The study
brought out that the six factors of brand loyalty such as brand name, product
availability, price, promotion service and store environment were influencing the
consumer buying. The findings revealed that the product quality plays a significant
role in influencing the loyalty towards the brands.

Isakokoi (2011)22 in his study discovered the similarities and the differences
in the buying behaviour of young and middle aged. Majority of the women consider
the affordability of facial products to be one determining factor while choosing the
product. The objective of the study was to find out the kind of factors and the
attitude that affect the buying behaviour. It was stated that the natural ingredients in
the facial skin care products affect the buying behaviour.

Hema Patil, B Bakkappa (2012)23 on the topic the influence of culture on

consumer behaviour focused on the influence of culture on consumer. The study
revealed that consumers are getting influenced by the cross culture of different
countries. It was also found that the sub culture of consumers had influenced the
selection and had derived sub culture from the culture of the state and religion to
which they belong.

Junaid Abdhulla Bin and Reshma Nasreen (2012)24 in their research

article analysed the consumption pattern of cosmetic products among young males

19
in Delhi. The study revealed that the purpose of using a skin care product is not
affected by age group. The place of buying skin care products has no significance
with the income of a person.

Umesh Maiya and Mavy Miranda (2013)25 in their study on buyer

behaviour towards cosmetics, found that modern women have a strong desire and
urge for enhancing their beauty. The twin factors which everybody focused on were
the Quality and Price. It also stated that consumers realise the value for the money
they spend.

Joshi Rajiv P (2013)26 of Bhavnagar university conducted a study on the

impact of Point of Purchase advertising on buying behaviour of females in cosmetic
product category. The objective of the study was to find out the impact of POP
advertising on buying behaviour of females. It was found that the consumers relay
on point of purchase advertising and had its impact on buying behaviour. POP had
certain limitation as it did not create impact on the brand switching. He suggested
that marketers must pay more attention to develop effective POP Programme.

Rajul Dutt (2013)27 in his paper “A Cross cultural comparative study of

female consumer behaviour with regard to purchase of cosmetics in the United
States and India”, tried to explain how consumer behaviour is influenced by the
culture of the individuals in India. He also attempted to uncover the key facets of
culture involved in shaping the decision on the cosmetic purchased by the females.
The study revealed that the society to which they belong, the culture and the sub
culture play a significant role in the purchase of cosmetic products.

Patil Sheetal Jitendra (2014)28 conducted a study on consumer buying

behaviour towards cosmetics with special reference to women in Pune city. The
object of the Study was to know the influence of total store service, scope on buying
behaviour, to know whether the demographic variables had significant difference for
perceived service, scope, and dimension. It was stated that the average expense on
personal care was 500-1000. The advertisement, friends, word of mouth, the shop
information and the demographic variables could help to design appropriate

20
strategies. These factors were found contributing to the understanding of emerging
organized retail market in India.

Yuvaraj (2014)29 analysed the consumer buying decision process and the
factors considered in the process of decision making while buying cosmetic
products. The study revealed that, the most preferred and popular brand for lip stick
is Lakme followed by Revlon and Elite. In the case of nail care product Lakme is the
most preferred brand and popular brand followed by Revlon and Elite. In the case of
make-up, the mot popular brands were Lakme, Revlon and Elite.

30
Kisan Shivajiroa Desai (2014) attempted to study the consumer buying
behaviour towards cosmetic products in an Indian setting. The study revealed that
the various factors like price, quality, brand image and ingredients had a significant
influence on buying behaviour. The study further contributed to the knowledge of
how cosmetic company will be able to understand the buying habits of the
consumers. It was found that the Working respondents were found more conscious
of their appearance.

Shahina Pervin (2015)31 in the study tried to explain how consumer

behaviour is influenced by cultural factors in Bangladesh. It was a cross Cultural
comparative study of female consumer behaviour with regards to the purchase of
cosmetics by females in UK and Bangladesh. In the ABC model, it was stated that,
the culture assert the independent self and it might serve as a stimulus for the
conspicuous consumption.

P Raja, S Kavitha (2015)32 in their article, Preference and behaviour of rural

consumers towards cosmetic products found that 61 percent belonging to the rural
area purchase and use cosmetics and 39 percent did not use cosmetics. But the study
revealed that females used make- up to enhance their natural beauty to build
confidence.

Krishnaveni, Priyagai (2016)33 in their study on preferential buying pattern

of cosmetics in southern part of Tamilnadu, developed an objective to trace the
evolution and development of cosmetics and focused on the existing change in the

21
distribution of cosmetics in southern Tamilnadu. The study stated that every
exposable part of human anatomy is subject to attraction.

Anandrajan & Sivagami (2016)34 in their study on consumer purchase

decision towards cosmetic market, found that the buyer use both the chemical and
the Ayurvedic cosmetic products for their beautification. They further stated that the
consumers get the information regarding the cosmetic products through television
and retail outlets. The important factors considered in the purchase of the products
were the Quality of the product. The study also revealed the frequency of purchase
of product and stated that 61 percent of consumers bought cosmetic products once in
a month.

Sakthivel Murugan (2016)35, "in his study on the factors influencing post
purchase behaviour of personal care products in Chennai city", found that women
were more likely to be emotionally involved with personal care products. The study
also analysed the women‟s attitude and behaviour in the selection of branded
products. The study brought out the factors influencing post-purchase behaviour of
personal care products. The main objective of the study was to know the level of
brand consciousness and its effect on family buying behaviour. The study revealed
that the women of today are very conscious and aware of the brand they purchase.

Sapna Sood (1998)36 attempted a study on consumer behaviour and

perception of women towards Lakme. The study was attempted to understand the
awareness, attitude and perception of consumers towards the cosmetic industry in
India.

Sukhjinder Baring (2003)37explained the attitude and behaviour of rural

consumers towards FMCG products. The selected consumers were the daily users of
cosmetic products in Punjab. The objective of the study was to know the awareness
and consumption pattern of rural consumers towards home and personal care
product. It was inferred that the rural consumers are price sensitive, brand loyal, they
prefer the small packing. It was also stated that the rural consumers buy frequently
and comparatively in lesser quantity. They were generally need driven and very
interested in promotional schemes.

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 Annu Malik (2009-2010)38 emphasized the perception of house wife and
working ladies towards cosmetic products. It was found that the highest response in
purchasing of cosmetics is shown by working women than the non working or the
house wife.

Sinha DK (2010)39 made an attempt to investigate and evaluate the attitude

and characteristic of males in their consumption behaviour. The study was focused
in Pune City and found that the men living in pune city gave more significance to
self esteem, anxiety, self presentation and conformity.

La Porchaia C Davis (2013)40 explored the attitude of African and

American women towards cosmetics. It was found that women wore make- up at
different periods in life, Such as child hood and the period of adolescence. Many
women using cosmetic believed that the beauty and self confidence had enhanced
after using cosmetics.

Kameswara Roa Poranki (2015)41 in his study examined the influence of

attitude on cosmetic buying behaviour where the objective was to find out the
factors influencing consumers attitude towards the use of cosmetics in Saudi Arabia.
The study was concluded by stating that the growing Income level was one of the
significant factors in the development of market. It was also found that the middle
aged people had a self spending power to buy beauty cosmetic products and that
they are conscious about the use of skin care and personal care products compared to
the other categories.

Heyam Ali Rasha Saad Ahmed Ahmed Babiker ELHag (2015)42

examined the attitude and behaviour of women emeritus related to the use of facial
skin care products. The main objective of the study was to indentify the similarities
and dissimilarities in the attitude in the purchase of the cosmetic products. It was
found that the attitude of young, middle and aged women emeritus did not show
difference in the attitude towards the purchase of products.

Ersoy, Nezihe, Figen Yolal Medet Batmaz Bultent (2015)43 in their study
on the attitude of Turkish in the consumption of the cosmetic products and found

23
that life style, the living standard and the self belief were the important factors which
influenced the purchase of the product.

2.1.2 Studies relating to the reasonsn for the purchase and use of cosmetics

AC Groot, JP Nater, R Lender (1987)44 analysed the reasons for use of

cosmetics. For the purpose of study the 1609 respondents were interviewed to know
the adverse effects. 12.2 percent reported that they face problem like irritation while
using cosmetics.
45
Jane E Workman, Kim KP Johnson (1991) investigated the effect of
cosmetics in the impression formulation. In the study 85 under graduate females
were viewed with heavy cosmetics, moderate cosmetics and no cosmetics and they
were looked into their attractiveness, feminity, personal temperament, personality
and morality. The study revealed that there is no significant difference between use
of cosmetics and personal temperament and personality traits, but there is significant
difference between attractiveness, feminity and morality and the use of cosmetics.

Anitha (1994)46 in her article, “attitude and behaviour of consumer towards

cosmetics study among Hostel Students of Madura Kamaraj University “, the main
reason behind the purchase of the products was to enhance their appearance, to
beautify their face and to maintain cleanliness.

Malhothra (2003)47 stated that the main reason for the boom in cosmetic
industry is increasing fashion and beauty consciousness coupled with rising income
and the focus on health and fitness.

Mellage (2006)48, indicated that India was currently the 13th largest market
in the world for cosmetics and toiletries. The sale of cosmetics and toiletries in India
grew by 12.6 percent in 2006. The study also mentioned that like European
counterpart, the Indian women wanted to keep fit and look young. She would go to
any length to achieve this goal. “As the country is moving more westernized, the
industry is becoming more sophisticated to meet consumer decision.

Monteiro (2003)49 found a tremendous increase in the female consumers

using cosmetics. He observed that the increased level of literacy and growing

24
influence of media made the women more conscious as to their looks and their
physical appearance.

Andrew Mc Dougall (2010)50 in his study stated that the main reason for the
growth in cosmetic sector is that the human being spent more for the cosmetics
owing to the concern for beauty and at the same resulted in the growth in cosmetic
sector.

Thomas F Cash, Kathryn Dawson, Pamela Davis , Maria Bowen &

Chris Galumbeck (2010)51 in their study thirty eight American female college
students were identified and they were photographed with cosmetics and with out
facial cosmetics . The study revealed that the more make up they wore the greater
was the body image. There was significant difference in the looks of the students.
The panel of judges were less favorable when women were cosmetic free. It was
concluded that the dynamic state of trait perspective and physical appearance is not
simply fixed, but altered by individual to manage and control their self and social
images.

Vanessa Apaolaza (2010)52 stated that people who use cosmetics buy these
product primarily for emotional reason. The most important factor that influences
their behaviour was their desire to look beautiful. The study show that both the
emotional and utility aspects of cosmetic brand had a significant impact on
consumer satisfaction but the emotional component had a greater effect. The result
was that the consumer satisfaction was greatest when cosmetic brand helps to
strengthen positive emotions through the perception of caring for oneself and for
removing feelings of worry and guilt about taking care of one‟s appearance.

Fyi (2011)53 attempted a study on the emotion behind women choosing

certain cosmetic brands. It was understood from the study that the women buy
cosmetic mainly for emotional reasons. The utility and emotional factor had greater
impact on women‟s preference on cosmetic brand. The study also pointed out that
success of cosmetic brand depends on whether it succeed in making women
overcome the worry and guilt of not taking care of them self by using the product
being advertised.

25
 54
Jamuna Paiin (2011) in the daily news paper the Hindu had cited that
every one had a right to look beautiful and enhance their physical beauty. It is not
only the physical look but the sum total of that along with the emotional health.

2.1.3 Studies relating to the analysis of consumer behaviour toward the

marketing mix element and the factors involved in the purchase and use
of cosmetics.

Aaker (2000)55 in his study regarded brand awareness as remarkably durable

and sustainable asset. It was stated that cosmetics provided a sense of commitment
that people recall at the time of purchasing process. The promotion, publicity,
sample and other means were found to be creating greater awareness than the
conventional mass media. Aaker identified five dimensions of brand personality
which include Sincerity, Excitement, Competence, Sophistication and Ruggedness.

V Arunagiri (1990)56 in his study on consumer attitude towards

advertisement of cosmetic products, identified the influence of advertisement in the
increase in sale of cosmetic products, It was inferred that the advertisement
prompted consumer to purchase the product and thereby increase the sale.

G Kavitha (2006)57 in her study analysed the advertisement techniques of

the companies of personal care segments of women consumers. The study revealed
that advertisement plays a major role. The study also stated that the celebrities play a
very important role in influencing the people to buy product.

Alexandra Palade (2011)58 tried to analyse the marketing mix of Avon

company. The study was conducted among the women in Brasova town in Romania.
The author considered the attitude, opinion and behaviour of women with regard to
the marketing mix in the use of cosmetic products. The study found that the
marketing mix of the company is very active and the position of the company
AVON had improved.

Chitralekha H D Hadhal (2012)59 in her study stated that whatever be the

marketing mix whether it is Product, Price, Place And Promotion of the product

26
offered, the loyalty towards the selected cosmetic products influence the purchase.
The author further explained that the wide range of products in the Product mix had
significant relation with brand loyalty of women skin care cosmetic.

2.1.4 Studies relating to the satisfaction of the users in use of cosmetic products

Oliver and Swan (1989)60 argued that satisfaction is an emotional factor.

Thus satisfaction can be considered as a reflection of life experience. It is a
subjective view based on personal experience, individual belief and relationship.

Ravald and Gronroos (1996)61 in his study inferred that consumer

satisfaction is the value which is perceived with the overall assessment regarding the
benefit of the product based on the perception of benefit received and the price
which is exchanged.

Oliver 1980, Mick & Fournier (1999)62 inferred that consumer satisfaction
is one of the important outcomes of any marketing activity. The satisfaction depends
on a comparison of pre-purchase expectation and the actual outcome which the
consumer derives from the use of product.

Zeithmal and Bitnner (2003)63 found that satisfaction is the consumer

fulfillment response. It is a judgment that a product or service and its features itself
provides a pleasure at the level of consumption-related fulfillment”.

Helgesen (2006)64 in his study revealed that satisfaction is the perceived

value which is associated with any product or service. It is stated that the satisfaction
is lying at lower end of customer expectation after buying the product.

JU-Young- Chai- Kyng- Hee Kum and Misookkim (2007)65 made a study
to investigate the difference in the purchase pattern and the level of satisfaction
among the female university students of China Japan and Korea. The results showed
significant difference in purchasing power between Chinese, Japanese and Korean
students. The study also stated that Korean students had displayed higher level of
satisfaction.

Vijaykumar, N Raman, PV Prabha (2007)66 attempted a study on the topic

Satisfaction derived by the user in the use of clinic plus shampoo in Coimbatore.

27
The objective of the study was to measure the extent of variation in the level of
satisfaction derived by the users of clinic plus shampoo in Coimbatore and the
factors which influenced the satisfaction. The result of the study revealed that the
respondent belonging to different categories like the females, young aged, the
factors such as the sex and age group of the respondents were the major factors
which influenced the satisfaction of the consumers. The opinion of the respondents
on the lather, side effect and dandruff prevention do not significantly influence the
satisfaction of the respondents. It was also suggested in the study that more
conditioning agent must be added in the shampoo to enhance the satisfaction.

Stephen L Sondoh Jr Maznahwan Omar (2007)67 the main purpose of the

study was to examine the effect of brand image on the satisfaction derived and
loyalty toward the color cosmetics. For the purpose of analysis four brand images
were considered. The four brand images were functional, social, experimental and
appearance. Thus the study suggested that the marketers should focus their attention
on these four images to enhance the loyalty.

S Maheheswari (2008)68stated that the influence of purchase of cosmetics

was mainly as a result of influence of television. The after sale service and the level
of satisfaction were found to be the factors affecting post purchase behavior.

Sarangapani and Mamathy (2008)69 made an attempt to undertake in

depth enquiry into into the buyer behaviour and the level of satisfaction of rural
consumers. For this study the non durable items and cosmetic were considered. It
was found that the buyers with high income had a high level of satisfaction. This
indicated a close relation between level of income and level of satisfaction.

Idhayarani R (2013)70 on consumers‟ preferential buying pattern

ofcosmetics in northern parts of Tamilnadu of Manommaniam Sundharam
University. The main objective was to assess the consumer brand preference, level
of satisfaction that they derive from cosmetics like Talcum Powder, vanishing
cream, shampoo, hair oil, nail polish. The result of the study was that consumers buy
according to their acquaintance and familiarity. With regard to religion, Hindus use
more cosmetic products and as far as area is concerned rural people buy less.

28
 71
Brijal Zaveri main objective of the study was the effect of cosmetic
advertisement and to find out Lakmes brand image and its impact on print media.
The study concluded that female respondent were more attracted to the
advertisement, model and presentation and were also concerned with branded items.
Brand image and advertisement were the key factors behind the purchase.

S Fatima,S Lodhi (2015)72 in his article studied the impact of advertisement

in the behaviour of consumers. The study was confined to Karachi city. The study
elaborated the emotional attachment to the product, further reveals that it is the
emotional attachment toward the product which induced the consumer to take
purchase decision.

2.1.5 Studies relating to the factors that influence the purchase of cosmetic
products

Michelle Guthrie, Hye-Shin Kim, Jaehee Jung (2008)73 revealed the effect
of facial image and cosmetic usage in perception of brand personality. It was stated
that the consumers‟ facial image influenced the total quantity of cosmetic used by
the respondents and not the variation in quantity in different situation. Also noted
that there is a relationship between facial image and brand perception.

R Yuvarani (2009)74 studied the factors influencing the purchase of

cosmetic and decision making. It was found that family of the consumer is the major
factor which influenced the purchase of cosmetics.

Perskalen Sofia Molender (2010)75 in his study examined the influence of

marketing mix, celebrity, evolution of feminist, self esteem and customer decision
making on male consumers in purchasing cosmetic skin care product in Sweden
particularly in Karlstad. The study indicated that the number of person who use skin
care product and those who do not use do not differ significantly. The main reason
for the use of cosmetic is for improving skin, for attractiveness and for self
confidence.

Siddharth Shriram Shimp and K Sinha (2012)76, evaluated the product

variables which effects the purchase decision. The different variables include the

29
texture of the product, promised effect, previous usage experience and the suitability
of skin. The study concluded that the market for male cosmetic product is still Niche
Market in India. The important variable which influenced the purchase was the
texture of the product, promised effect, usage and suitability to skin.

Shukla Monika (2013)77 made an attempt to study the factors affecting

impact of advertisement of selected cosmetics items of consumer choice. The
respondents opinion towards advertisement of fairness cream, personal
characteristics, demographic factors were taken into account and it was found that
consumers practice related to advertisement of fairness cream affected the impact of
advertisement of product on their choice in a significant manner.

Sangeeta Gupta, Simple Arora (2013)78 in their study on the factors

influencing the consumption pattern of cosmetics by male, revealed that the media is
playing vital role in attitudinal change in the societal context. It was also stated
clearly that there is certainly a strong bond between self image, media and societal
expectation with respect to the consumption of cosmetics among the urban males in
Delhi.

Ligo Koshy (2017)79 in a study on the factors influencing the buying

behaviour of face care product among youth, stated that improved technology, better
education, advancement in science and economic growth has provided people with
increased purchasing power. The influence of media had made people are more
conscious towards beauty, hygiene and better life style. The study revealed that
female consumer gave prime importance to brands name of products followed by the
ingredient and advertisement respectively.

2.1.6 Studies on Socio-economic factors that influence the buying behaviour

Gomatheeswaran M (2007)80 analysed the consumer preference for

cosmetic product where the main objective was to identify the socio economic
background of the consumer, source of awareness, level of satisfaction relating to
the preference of the consumer for cosmetic products. The major finding of the
study was that the consumer preference for cosmetic product is increasing. The

30
increase in competition has resulted in continuous change in preference. Also stated
that socio-economic factors play a positive role in the purchase of cosmetics.

Illas K (2008)81 made an attempt to study the influence of demographic

factor and the purchase of durable products within the urban and rural areas. It was
concluded that there exits a difference between the rural and the urban consumers as
far as the purchase of durable product is concerned. It was inferred that motivational
factors influenced the purchase of the durable products.

Muhammed Babamir (2011)82 in his study on the psychological and

sociological factors influencing cosmetic use among female. For the purpose of the
study a few female students of the University were selected to investigate the
psychology and sociological factors influencing cosmetics usage. It was concluded
that psychological factor to large extent influence females in use of cosmetics.

2.2 Research Gap

The survey of literature related to the area of present study helped the
researcher to have a comprehensive idea regarding the various aspects of consumer
behaviour towards the purchase and use of cosmetic products. The review of studies
on the behaviour of females in the purchase and use of cosmetics had been under
taken by many researchers throughout the world including India. A close perusal of
the review of literature revealed that the study on consumer behaviour is untapped in
Kerala. The earlier studies indicate either the buying behaviour of FMCG, the brand
Equity or the factors relating to the purchase of cosmetics. In Kerala a detailed study
with respect to the behaviour and the opinion regarding the behaviour of female
consumers, the cosmetic care products combined with brand is totally uncovered and
untapped one. So considering the massive importance of cosmetic industry and to
fill up the gap the present study is conducted to analyse the behaviour of cosmetic
consumers.

2.3 Conclusion

This chapter reviewed the research studies with respect to the behaviour of
females in the purchase and use of cosmetic, the socio- economic impact on

31
cosmetic purchase, the various reason as to why the consumers use cosmetic
products and attempted to establish a gap in the behaviour and attitude of consumers
in Kerala. The study aimed to give an insight into the research problem.

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