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A STUDY ON COSMETICS CONSUMPTION AMONG TEENAGE BOYS IN WAYANAD DISTRICT OF KERALA STATE
The study was conducted to investigate the consumption behavior and attitudes towards cosmetics among teenage boys in wayanad district of Kerala state. The research first sought to explore how different variables influence male consumers’ cosmetics purchasing decisions. The secondary research aim wa...
| المؤلف الرئيسي: | |
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| التنسيق: | Printed Book |
| منشور في: |
Abhinav National Monthly Refereed Journal of Research in Commerce & Management
2015
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://10.26.1.76/ks/005682.pdf |
| الملخص: | The study was conducted to investigate the consumption behavior and attitudes towards cosmetics
among teenage boys in wayanad district of Kerala state. The research first sought to explore how
different variables influence male consumers’ cosmetics purchasing decisions. The secondary research
aim was to analyze how metro sexuality was applied in wayanad. Last to seek for identifying what are
the key determinants in wayanad young mens’ cosmetics purchasing behaviors. Theoretical framework
sought to provide the most relevant theoretical background. In this section, a brief overview of
cosmetics markets, the key concepts of the self, the relationship between cosmetics and self-concept,
and core theories on consumption behavior have been discussed. This part was mainly based on the
review of previous supportive studies. The empirical research was conducted using a quantitative
method. The sample was limited to 15-20 aged boys who live in wayanad district of Kerala. Primary
data was obtained by the usage of questionnaires, an instrument for collecting information about
wayanad men’s consumption behaviors and attitudes towards cosmetics. The result indicated that
men’s cosmetics purchasing behaviors are strongly influenced by cultural and personal factors. The
main determinants in purchasing behaviors are hygiene functions, features and fragrance of the
product, and price-quality relationship. Although the relatively higher average reflected their positive
attitudes towards the purchase of cosmetics, they still maintain traditional consumption behaviors. It is
crucial for marketers to develop their awareness through employing appropriate marketing
communicating tools. |
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| وصف مادي: | Volume 4, Issue 6 (June, 2015) |