Critical Factors That Influence The Consumer Buying Behavior For Male Skincare Products In Sangli District, Maharashtra, India.

Abstract

Skincare products are not exclusive to women. Today we can see that there is rapid increase in male interest in improving their looks due to high-profile role models, such as celebrities & sportsmen. It is seen that the strategies used to promote male skincare products in Tier 1 cities does not work as effectively in Tier 2 & Tier 3 cities.The objective of this study is to find significant factors for the people living in Sangli district, Maharashtra to make a buying decision towards a skin care product. The study is descriptive in nature. A survey questionnaire was circulated as per research objective to collect the responses. Convenience sampling technique is used to collect the responses via various online and offline platforms. The demographic characteristics of respondent’s shows that 80% of total sample size (200) spends on an average Rs 500 to 1000 on buying skin care products per month. Analysis also shows that the target population is price sensitive and believes in value for money products.The analysis using statistical tool SPSS v25 has revealed that Cost, Quality, Brand and Suitability to Skin type are the most significant factors that affects the buying behaviour of consumer towards male skin care products