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Article Review

CIA 1
Student Name

Aakriti Jain

Registration Number

1311744

Author(s) of Article

Abdullah Bin Junaid (Corresponding author)


Reshma Nasreen

Year of Article Published

June 1, 2012

Article Title

Determination of Consumer Behaviour


amongst Millennials in Dermaceuticals (Skin
Care Products)

Journal Title

International Journal of Marketing Studies

Volume and Page Number of Article

Vol. 4, No. 3;

Publisher of Article

Canadian Center of Science and Education

Introduction
The article Determination of Consumer Behaviour amongst Millennials in Dermaceuticals (Skin
Care Products) focuses on the differences based on age group and gender while purchasing skin
care products. The beauty care industry is booming with the rise of globalization and emphasis on
human presentation in the world. With a variety of role models in out every day lives, people are
getting increasingly conscious about their looks. The research is comprehensive in discovering the
buying behaviors and highlighting marketing strategies for dermaceutical products to the millennial
generation. Different factors are used in decision making while buying a skin care product. This is
understood by comparing and contrasting the men cosmetic market and women cosmetic market
and segmenting consumers by age. They have different characteristics and hence companies have to
study in depth the different marketing strategies so as to be more responsive to the opening of a new
business opportunity as well as added dynamics in the existing situation.
Summary of Main Research
The skin care market in todays day is growing with the help of innovation and technology. Social
pressures of appearance have not only led woman but also men to increase the purchase of these
products. Technology, wider variety and medical safety has also caused growth of the market and
competition. The study observed how the mens skin care market among millennial is going to grow
phenomenally. The influence of western culture, customer awareness and affordability are driving
the growth of Indian cosmetic industry.
This article highlights various trends in consumer behavior towards skin products. Certain products
correlate with gender while certain products do not. The purchase decision of buying this segment
of products varies with demographic factors. Social needs are also changing as the society is getting

more beauty conscious. The perception that these products are only for women is changing as male
consumers are rapidly growing in this sector. Competition in the market and income affects the
recognition set and alternatives people consider. Lower income groups have more brand
consciousness about skin care products. The effectiveness of the products determines post- purchase
behavior which could be highly loyal in this industry. Aged consumers usually buy these products to
look younger, get rid of wrinkles while younger consumers may buy it for fairness or glowing skin.
India is a growing market for Dermaceuticals and the traits of consumers are similar to those of
people in western culture. This article is very useful for any company or individual entering the
beauty care industry as it identifies very specific trends.
Findings and Conclusion
The populations considered for the study are millennial comprising students and working
professionals in the target group of 20 to 35 years of age. Exploratory research methodology was
used and quantitative data was collected through surveys and questionnaires. Correlation was done
to find that product types like Facial forms, Sun creams and Fairness creams shows a positive
significance level with gender and hence there is a relationship between these three products with
gender. While Day and Night moisturizing creams, Anti wrinkle creams and Eye creams does not
show a positive significance level with gender hence there is no relation between these products
with gender. It was found that there is significant difference related to the reasons for using skin
care products amongst various age groups. There is no significant difference related to receptiveness
to promotional media with different age group people. There is a significant difference related to
brand consciousness with different income group people lower income people are more brand
conscious. Also it was found that most customers prefer to purchase skin care products from a
general store or cosmetics shop. Tube packaging as found to be preferred for convenience and to
reduce wastage. Majority of people have improved self-image after using these products and
perceive that they are more used by women. The age group of 22 26 is the most prominent user of
skin products and many people feel they are sticky. Thus, the study identifies various traits among
Indian consumers of skin care products.
Suggestions and Personal Response
The article has a restricted audience. The research is conducted in a single state in India yet
generalizes it for the whole country. The sample should have been evenly taken from at least the
main states in different areas of the country. The target age group is limited to millennial and since
skin care products are widely used by all segments the study should be broadened by age group.
The author states that India has a sizeable young population and therefore represents the youth of
BRIC nations, however there is significant difference in the needs youth in each of these countries
with regard to skin products. The study should have been specific to India rather than generalizing
for BRIC nations or taken sample from each of the nations. The study could have published better
results on the male target segment consumer behavior as a lot is mentioned about the gender
difference. Clear representation of data in the certain tables should have been done to make it easily
comprehensible. Sole method of quantitative research based questionnaire was used while such a
product category would have better understanding with qualitative data as well. The article dives
into specific details on consumer behavior including demographic factors like age, income and
gender with regard to skin products. Concepts of purchasing, decision making and market trends are
highlighted. Being an avid user of skin care products myself and belonging to the population of
millennial surveyed in the article I felt I could truly understand the research. The article was
interesting as it highlighted various trends in skin care market, but could have been evenly spread
and qualitative as well. Overall the article was quite interesting and useful for any company or
individual planning a business in this sector.