“A Study of the Impact of Self Image on Women Skin Care users In PDF

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This paper focuses on an effort to determine consumer buying behavior through the impact of self image on the purchase of skincare products by. Women living in

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International Journal of Business and Management Invention ISSN (Online): 2319 8028, ISSN (Print): 2319 801X www.ijbmi.org Volume 2 Issue 11ϫ Novemberϫ55-60 www.ijbmi.org 55 | P a g e A Study of the Impact of Self Image on Women Skin Care users

In City of Gwalior

Asiya Faisal Khan

Astt. Professor Sahib Institute of Management and Research Indore

ABSTRACT: In the era of globalisation and digitization, improved employment access, high female literacy

rate and exposure to advertisements have triggered a process of social comparison where an individual tries to

evaluate his/her by the artificial depicted. This reflected self helps to shape the self concept which implies that

an individual wish to see them and also how often people perceive them. This paper focuses on an effort to

determine consumer buying behavior through the impact of self image on the purchase of skincare products by

Women living in the city of Gwalior. Questionnaires were distributed and self administered to 125 respondents.

Chi-square was used in the study. The sample size of 125 respondents includes only women skin care users both

working & non working .The findings of the study skin care indicated that there is a positive relationship

between the self image and the usage of skin care products. The limitation of the study was it was only done in

Gwalior. Its practical implication suggests the marketers need to design their marketing strategies in order to

tap the inner world of self concept of women consumers. KEYWORDS: Self image, skincare products, women skincare users, consumer buying behavior.

In the era of globalization, improvement in science, technology, increase in literacy levels, high

increase of women joining the workforce have made people more aware and conscious towards hygiene and

beauty. The world we are living in sets of stereotypes that become role models. Exposure to western culture,

media, magazines, fashion shows, billboards have cultivated the concept of role models. No doubt, people wish

to look like their role models. The growing concern for a perfect skin and a perfect body has become the

goldmine for the skincare industry all over the world.

Skin Care Products

Skin care products refer to all products used for cleansing, massaging, moisturizing etc. of the

skin especially the face or hands. The aim of such products is to maintain the body in good condition

and protect it from the harmful effects of the environment. Skin care products also fall into the general

category of cosmetics. Skin care products include cleanness facial masks, loners, moisturizers,

sunscreen, tanning sets and lotions, skin lighteners, serums and exfoliants.

The Global Skin care Industry.

The skin care market consists of the retail sale of facial care, body care, sun care, hand care, depilatories and makeup remover products. The global markets consist of Africa and Middle East, Americans, Europe and Asia Pacific. The global skin care market generated total revenues of $78.1 billion in 2011, representing a compound annual growth (CAGR) of 4.5% for the period spanning

2007-2011. Facial care sales proved to be the most lucrative for the global skin care market in 2011,

generating total revenues $50.1 billion equivalent to 64.1% of the market's overall value. The body

care segment accounts for a further 16.8% of the market sun care at 9.2%, Hand care at 5.9%,

Depilatories at 2.0% and makeup remover at 1.9%. Market segmentation of the Global market Asia Pacific accounts for 44% Europe at 33.7% of the global market, Americans at 20.4% and Africa and

is the leading player in the global skin care market generating a 12% of the market's value. Beiersdorf

AG accounts for a further of 9.2% of the market share. Unilever at 7.3% and other companies at

71.5%.

Indian Skincare Industry:-

The Indian skincare market is led by facial care (representing 70.9% of the total market value)

followed by body care (representing 11.6%), depilatories (representing 7.4%), hand care (representing

5.1%), makeup remover (representing 2.6%) and sun care which makes up remaining 2.5% in 2011.

The leading companies in the Ind

Pvt. Ltd, Reckitt Benckiser Group ltd., Oriflame Dabur India Limited, Procter and Gamble etc.

A Study Of The Impact Of Self Image On

www.ijbmi.org 56 | P a g e

According to Malhotra (2003) describes the main reasons for boom in cosmetic industry as increasing fashion

and beauty consciousness coupled with rising incomes and focus on health and fitness. To complement this,

beauty culture or cosmetology has emerged as a major occupational avenue with significant commercial

potential. Thus self image of consumer plays an important role determining his/her use of skincare product the

focus of the study is based on the education ship that women have with self image and the use of skincare

products.

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