Investigating the Cosmeceutical Consumption Behaviour amongst Males in Indian Market-Analysis of Determinants and Influencing Factors

The purpose of this study was to understand the key determinants influencing the consumption
behaviour of males in the Indian cosmeceutical market. The purpose of this research is to determine
different factors that influence male consumption behaviour for different types of male cosmeceutical
products in the India market. The focus has been given to males in the age group of 15-50 years in
selected states around Delhi. The focus will be on the perception and predisposition that men have
towards the cosmeceutical product types. There are different questions related to male cosmeceutical
product consumption and which are yet to be answered. To find out the answers of such questions
this study is carried out focusing on the male consumption behaviour and more precisely on the
factors that are associated with their behaviour. The data was collected through questionnaire from a
sample of 300 males. The results were analysed through SPSS software version 16 by applying
different statistical tests. Based on the results a conceptual model was developed showing different
factors and how these factors influence the male consumption behaviour. The market is full of national
and international brands with different types of product such as ayurvedic products, herbal products
and now a day’s products specially meant for men skin, all these factors will lead to the growth of this
cosmeceutical market in future. These days’ consumers prefer cosmeceutical products made up of
natural origin in place of synthetic products. The quality, brand and to some extent advertising plays
an important role in encouraging consumers to use these cosmeceutical products.