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A Comparative Analysis of Male and Female Consumer Behaviour Factors for their Cosmeceutical Products Types | OMICS International
ISSN: 2168-9601
Journal of Accounting & Marketing

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A Comparative Analysis of Male and Female Consumer Behaviour Factors for their Cosmeceutical Products Types

Abdullah Bin Junaid1*, Reshma Nasreen2 and Mohammed Junaid Siddiqui3

1Assistant Professor, Saudi Electronic University, Riyadh, Kingdom of Saudi Arabia

2Associate Professor, Department of Management, Jamia Hamdard, New Delhi, India

3Professor, Department of Medicine, Jamia Hamdard, New Delhi, India

*Corresponding Asuthor:
Abdullah Bin Junaid
Assistant Professor
Saudi Electronic University
Riyadh, Kingdom of Saudi Arabia
Tel: 09718140586
E-mail:[email protected]

Received date: April 23, 2015 Accepted date: May 05, 2015 Published date: May 14, 2015

Citation: Junaid AB, Nasreen R, Siddiqui MJ (2015) A Comparative Analysis of Male and Female Consumer Behaviour Factors for their Cosmeceutical Products Types. J Account Mark 4:132. doi:10.4172/2168-9601.1000132

Copyright: © 2015 Junaid AB, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

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Abstract

The purpose of this study was to understand the various factors that are associated with the behavioural aspects of males and females in the Indian cosmeceutical market. In this study we also tried to find out various influencing factors among males and females and what are the differences between these two whit respect to their cosmeceutical product types. We also tried to find out the differences between the consumption patterns among people of different regions of India. The study was carried out in different regions of India and on an age group between 15 years to 45 years people who belong to different occupation. A standard questionnaire was implemented in the market which is same for both males and females. Questions were related to the consumption habits of the consumers for their cosmeceutical product. The data was collected from a sample of 240 people among which 120 are males and 120 are females. The results were analysed through SPSS software version 16 by applying different statistical tests.

Keywords

Cosmeceuticals; Consumption; Habits; Influence; Market

Introduction

The Indian market for cosmeceutical products is growing at a faster rate. There are two major factors which lead to the future growth of the Indian market and these are: the growth in the retail segment and having a good scope in the manufacturing. In the past few years the Indian cosmetic market has seen major changes due to the change in the perception of consumers towards the cosmeceutical products. There is an increase in the market size due to the change in the socio economic status of the Indian consumers and specially women. The higher paying jobs and an increase in the awareness of Indian women consumers towards the cosmeceutical products and to their benefits leads to the change in the mind setup of Indian women consumers and now they are ready to pay more for their cosmeceutical products. This impact of such changes is observed more in the middle class consumers. Numbers of women, especially from the middle-class population, have more disposable income leading to a change in cosmetic and skin care products consumption [1]. There is also a concern related to herbal cosmeceutical products. Now more and more consumers are moving towards the herbal cosmeceutical products because they feel that these products have no side effects when compared to synthetic products. There are several reasons for using herbal ingredients in cosmetic products as they are from natural origin user friendly and have lower cost. The cosmeceutical industry has responded these expectations by flooding the market with a diversity of products claiming to be natural [2]. There has been a dramatic growth in the sales of natural and organic personal care products in drugstores and pharmacies across the world [3]. Understanding behaviour of consumers is a key to success of herbal cosmetic business organization [4].

According to Euromonitor, 2012, the total sales in the beauty and personal care industry were roughly $426 billion in 2011.Total global beauty sales for January-March 2012 were up 14% to $2,278,000,000. Total Skincare sales were $844 million, up 19%. In 2011, the US cosmetics and toiletries market surpassed pre-recession levels in sales with a 4.2% growth to exceed $38 billion. For the top 100 companies in the cosmetic and personal care sectors, sales increased by 25.1% in 2011 [5].

Literature Review

Beautifying or decorating the body and the face is considered to be one of the widespread methods and this activity is not only limited to older people but also gaining attention of younger generation as well. Paint pigments have been found in archeological contexts over 75,000 years old, indicating that people may have decorated themselves with body paint before they covered their bodies with clothing [6]. In 2008, the YWCA USA developed a report, Beauty at Any Cost [7], which discussed the consequences of the beauty obsession on women and girls in America. This report showed that not only does this beauty obsession result in decreased levels of self-esteem, but it’s also putting a dent in the pocket of many Americans. The YWMCA reported that $7 billion is spent each year on cosmetics [7]. According to Cash “the more women appeared to believe in the beautifying effect of cosmetics, the more makeup they tended to apply on a daily basis” [8-12]. This is the fact that which is important and is a point of concern for the skin care industry and the companies who are marketing the cosmetic products. This will help the market players to develop their strategies accordingly and also give an idea of consumption of cosmetic products by females [13,14]. “Cosmetics could play a significant part in increasing attractiveness because they may, in part, enhance facial symmetry” [15]. When wearing cosmetics women were also assigned greater earning potential and considered to have more prestigious jobs than when they were presented without makeup” [15]. According to the Li and Fung Research Center, the pursuit of beauty and health is no longer confined to young women only [16].

As males were becoming more conscious about their looks and image in the past few years that leads to increase in sales of male grooming products by 18 percent globally between 2006 and 2011 [17]. Male customers have to look for the products in particular place such as perfumery, cosmetic counter and drug store [18]. According to data monitor [19], in years 2004-2009 the global men’s toiletries market grew at a compound annual growth rate of 4.2%. Moreover data monitor group forecasts that by 2014, the male toiletries market will reach a value of $22.1 million at global level, leading to a rise of 22% since 2009.

Research Methodology

Data collection approach

Primary Data is collected through questionnaire, personal interview and face to face interaction.

Secondary data is collected through published material in research paper, Magazines etc.

Sample Size: 240 (120 males and 120 females)

Sampling technique used: Quota sampling

Tool used: Questionnaire.

Hypothesis

1. H Nul: There is no relationship between gender and Anti-Aging and Anti-Wrinkle cosmeceutical products.

H Alternate : There is a relationship between gender and Anti-Aging and Anti-Wrinkle Cosmeceutical products.

2. H Null: There is no relationship between gender and Brand Image of Cosmeceutical products.

H Alternate: There is a relationship between gender and Brand Image of Cosmeceutical products.

3. H Null: There is no relationship between gender and Multifunctional Nature of Cosmeceutical products.

H Alternate: There is a relationship between gender and Multifunctional nature of Cosmeceutical products.

Objectives

A. To determine most preferred place of purchase of cosmeceutical product by male and female consumers.

B. To determine the consumption of cosmeceutical product type by males and females.

Data Interpretation and Findings

a. Table 1 shows the correlation between gender and cosmeceutical products. The significance level comes out to be 0.028 which is lessthan 0.05 at 95% confidence level. Hence we can say that there is a relationshipbetween gender and the cosmeceutical product consumption. Therefore we will reject the null hypothesis one and accept the altérnate hypothes is one.

Correlation Analysis
  Cosmeceutical Product Consumption
Gender Pearson Correlation
Significance
0.082
0.028

Table 1: Correlation between Gender and Herbal Anti-Aging and Anti-Wrinkle Cosmeceutical Products.

b. Table 2 shows the importance of cosmeceutical products among the gender. About 47.36 percent males say that cosmeceutical products are important for them and 45.28 female says that cosmeceutical products are important for them. This figure shows that more of male consumers perceive that cosmeceutical products are important for them when compared to female consumers.

  Herbal Cosmeceutical Product consumption (%)
Gender Very Important Important Not Important Least Important
Male 18.61 28.75 2.22 0.416
Female 15.70 29.58 4.30 0.416

Table 2: Crosstabulation between Gender and Herbal Anti-Aging and Anti-Wrinkle Cosmeceutical Products.

c. Table 3 shows the correlation between gender and the brand image of cosmeceutical products. The significance level comes out to be 0.007 which is less than 0.05 at 95% confidence level. Hence we can say that there is a relationship between the brand image of cosmeceutical products and thegender. Therefore we will reject our null hypothesis and accept our alternative hypothesis.

Correlation Analysis
  Cosmeceutical Product Consumption
Gender Pearson Correlation
Significance
0.100
0.007

Table 3: Correlation between Gender and Brand image of Anti-Aging and Anti- Wrinkle Cosmeceutical Products.

d. Table 4 shows the cross tabulation between the gender and the importance of brand image. About 39.85% males feel that brand image is important for them when they purchase cosmeceutical products where as 35.41% of females feel that brand image is important for them when they purchase cosmeceutical. The above analysis shows that for males brand imageis more important when compared tofemales.

  Brand Image Significance
  Gender Strongly Agree Agree Neutral Disagree Strongly Disagree
Male 15.97 23.88 8.75 1.38 00
Female 15 20.41 10.83 3.19 0.416

Table 4: Crosstabulation between Gender and Brand image of Anti-Aging and Anti-Wrinkle Cosmeceutical Products.

e. Table 5 shows the correlation between gender and the multifunctional nature of cosmeceutical products. The significance level comes out to be 0.010 which is less than 0.05 at 95% confidence level. Hence we can say that there is a relationship between the gender and the multifunctional cosmeceutical products.

Correlation Analysis
  Cosmeceutical Product Consumption
Gender Pearson Correlation Significance 0.096
0.010

Table 5: Correlation between Gender and multifunctional products within Sunscreens and Fairness Cream Cosmeceuticals.

f. Table 6 shows the cross tabulation between gender and the multifunctional cosmeceutical products. About 43.88 percent for males want to use cosmeceutical products which are multifunctional in nature whereas 40.96 percent of female want their cosmeceutical product to be of multifunctional in nature. The above analysis shows that more of male consumers want their cosmeceutical products to be of multifunctional in nature when compared to female consumes.

  Multifunctional Products
Gender Very Important Important Not Important Least Important
Male 20.55 23.33 5.97 0.13
Female 16.80 24.16 8.88 0.13

Table 6: Crosstabulation between Gender and multifunctional products within Sunscreens and Fairness Cream Cosmeceuticals.

g. Table 7 shows the cross tabulation between the gender and the place of purchase of cosmeceutical products. About 19.58 percent of males purchase their cosmeceutical products from cosmetic stores and 23.33 percent of females purchase their cosmeceutical products from cosmetic stores. This shows that for both males and females the most preferred place of purchase of cosmeceutical products is cosmetic stores. But when the purchase is compared between males and females form the cosmetic store more of females purchase their cosmeceutical products from the cosmetic stores when compared to males purchase.

Gender Place of Purchase
  Male Cosmetic Store/Malls Drug Stores Departmental Stores General Stores
19.58 10 12.08 8.33
Female 23.33 9.58 8.75 8.33

Table 7: To determine most preferred place of purchase of cosmeceutical product by male and female consumers.

h. Table 8 shows the consumption of three different categories of cosmeceutical products that is Anti-Aging and ant wrinkle cosmeceutical products, anti acne cosmeceutical products and sunscreen and fairness creams by male and female consumers. In case of Anti-Aging and Anti-Wrinkle cosmeceutical products female consumption is more that is 18.75% when compare to male consumption which is 12.5%. For anti acne cosmeceutical products male consumption is more that is 11.66% when compared to female consumption which is 9.16%. In case of sunscreens and fairness creams the consumption by males is 25.83% and by females is 22.08%. The consumption of sunscreens and fairness cream products is more by males when compared to female consumption but the difference is not much.

Gender Consumption of Cosmeceutical Product Type
  Male Anti-Aging and Anti-Wrinkle Products Acne Products Suns Cream and Fairness Cream Products
12.5% 11.66% 25.83%
Female 18.75% 9.16% 22.08%

Table 8: To determine the consumption of cosmeceutical product type by males and females.

Conclusion

The Indian cosmeceutical Industry is considered to be one of the fastest goring industries. The reason behind that might be the increase in the disposable income of the consumers and the increase in awareness towards their looks. In our study we discussed the skin care segment and within that our focus is on three type of cosmeceutical products and these are anti-aging products anti-wrinkle products, anti acne products, suns creams and fairness cream products. In the Indian market these products are popular and are growing with a healthy growth rate because of this reason more and more foreign players are also entering into the Indian market for this segment. Within the cosmeceutical product segment now a day is was observed that consumers preferences are going towards those cosmeceutical products which contain herbal ingredients o are made from the natural origin. Not only females but also males are concern with this segment. The study finds out some interesting results which will help marketers to develop their strategies for this particular segment and win the hearts of consumers.

References

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