Women Consumers’ Buying Behaviour Towards Personal Care Products: An Empirical Study in Chennai City

Abstract

Purpose:
This study investigates women's purchasing behaviour regarding personal care products in Chennai, amidst the rapidly expanding Indian personal care market fuelled by increasing disposable incomes, brand recognition, and digital access.

Methodology:
The research adopts a descriptive design using convenience sampling. Primary data were collected from 85 women respondents using a structured questionnaire. The data were analysed in SPSS to identify the influence of demographic and product-related factors on purchasing behaviour.

Findings:
The findings indicate that demographic factors such as age, education, occupation, income, and marital status significantly influence purchasing behaviour. Among product-related features, brand loyalty, product quality, and brand name stand out as the main drivers of purchase decisions. Additionally, brand ambassadors and word-of-mouth recommendations are crucial influences on consumer choices. The study also reveals that women in Chennai are highly aware of brands, receptive to innovations, and increasingly preferring premium and herbal personal care products.

Practical mplications:
The findings provide actionable insights for marketers and personal care brands to develop targeted marketing strategies for Chennai consumers, with an emphasis on brand positioning, perceived quality, and promotion through trusted influencers and advocacy channels. Dixit and Singh (2024)

Originality/Value:
This study provides localised insights into consumer behaviour in Chennai, emphasising rising preferences for premium and herbal products. It also examines how demographic and brand-related factors jointly influence women’s purchasing choices in the personal care segment.