अमूर्त

Survey on cosmetic consumption in Delhi and NCR.

Mohd Aqil, Keshav Kumar, Nazreen Tabssaum, Ashima

The aim of this study was to conduct an online survey to investigate the consumption of cosmetics by general public and more specifically by the student community in Delhi and NCR. An 11-point structured questionnaire was prepared and posted online to the study participants. A total of 206 responses were received out of which 191 (92.7%) were received from the students. Most of the participants (n=195) belonged to the age group of 20-30 years (94.7%). A higher number of the respondents (45%) believe that expensive cosmetic items are superior to a cheaper one as compared to those who were not in agreement to the above observation (36%). Majority of the respondents preferred to use cosmetics with natural ingredients (66%) as compared to those who were willing to purchase synthetic ones (30%). Accordingly, most of the consumers were willing to pay more for herbal cosmetics (70%). Facial care was the most considered factor for buying cosmetics (n=119, 57.8%). Most of the participants preferred to purchase cosmetic from community pharmacies and e-commerce sites (25% each) rather than departmental store and shopping mall. A good number of participants (33%) purchased cosmetics based on the claims of the manufacturer whereas a significant majority of the respondents were more judgemental and considered quality of cosmetic products as a major factor. In the wake of plethora of available information resources; it is recommended that the consumers should make informed choices prior to the purchase of cosmetics rather than being influenced by the manufacturer claims. The present study might help various cosmetic companies to formulate their strategies for marketing the cosmetic products.