6. NEED AND IMPORTANCE OF THE
STUDY:
Earlier woman were largely confined within the four walls
of house and their duty merely confined to taking care of
children and home. They didn’t have the time and urge to
look after their looks and appearance. But now the women
are moving ahead and taking responsibilities of both home
and outside home. This has made women more conscious
towards beauty as they have to compete with the growing
demands of society. There by waiving a big market for
cosmetic products.
7. OBJECTIVES OF STUDY:
In India due to social, economic transformation and
women empowerment, women become more self reliant
and asserting their independent rights to make choices.
Indian market is changed as more and more numbers of
women are working and independent. This is changing the
way they are making their choices regarding brands. To
study their changing needs and choice present study
focussed to look about women buying behaviour and
consumption pattern of facial skin care products keeping
in view of specific objectives.
1. To study the usage pattern of facial skin care products
among women.
2. To study the brand possession of facial skin care
products among women.
3. To identify the factors affecting purchase decision of
women regarding facial skin care product.
8. Design/ Methodology/ Approach:
The universe of this study comprised of all women living
in Haryana. Women of age group 16 and above was
included in the study. The sample was collected from
women by using structured questionnaire. Sample was
collected from women in three cities (Hisar, Fatehabad
and Bhiwani) of Haryana randomly. Out of these cities
150 women were selected in the survey by using
convenience method because it was difficult to approach
women randomly. The data will be collected with the help
of self designed structured, undisguised, close and open
ended questionnaire. Frequency distribution has been
applied to measure the usage pattern and brand possession
of women regarding skin care products and chi square
tests has been applied to measure the association of age
with brand, marital status with brand, family type with
quality, effect of age with previous usage and marital
status with previous usage.
9. RESULTS AND DISCUSSION: