ANALYSIS OF BUYING PATTERNS

IN COSMETICS BASED ON GENDER

By-
R Jagadheswari (26015)
M Prabhu chander (26025)
Ranjith Shanmugam (26033)
 INTRODUCTION
 Knowledge about a consumer’s buying pattern
is important for a marketer
 ‘Consumer behaviour’ analyses the buying
pattern of consumers in different scenarios
 It is much influenced by cultural, personal and
social factors
 Consumer behavior is associated with gender
 Some men were more feminine than masculine
while some women were more masculine than
feminine when it comes to buying
Men & Women buy cosmetics for
different reasons…
 Personal Care
 ‘Look good’ Factor
 ‘Feel good’ Factor
 Hygiene Factor
 Professional Need

How these factors differ among gender is

what we have analyzed
 Literature Review
 CONSUMER BEHAVIOR:
THE PSYCHOLOGY OF MARKETING-
Lars Perner, Ph.D.., Assistant Professor of Clinical Marketing,
University of Southern California

 THE PSYCHOLOGY OF CONSUMER BEHAVIOR

-A Book by Brian Mullen, Craig Johnson

 Consumer Buying Behaviour-

http://www.learnmarketing.net/consumer.htm
Hypotheses

 NULL: There is no significant difference in the

consumer buying patterns in cosmetics
among the two genders

 ALTERNATE: There is a significant difference

in the buying patterns in cosmetics among
men and women
Research Questions
 What are the terminal values that men and
women expect from cosmetics?
 What are the major elements and factors

involved in understanding the purchase

patterns among men and women?
 What is the average cost spent by men and

women on cosmetics?
Research Methodology
 Research Design: Qualitative
 Research Tool: Questionnaire
 Population : People in the age group of 20-30 years
 Sample size: Large Sample
 Sample: 50( 60% men and 40% women)
 Sample chosen: Random Pick from students of BIM

and other friends outside BIM with potential income

 Source of help for questionnaire: Ebsco articles and

mentor’s assistance
 Tool: SPSS software.
Research Findings
Research Findings
Research Analysis
 Based on the results of the Bivariate Correlation
we can see that the among all the parameters
considered Cosmetic Services, Cosmetic Shopping
behavior and Cosmetic Shopping Experiences are
found to have significant effect on gender.
 By using the Pierson Correlation coefficient it is

found that the above parameters are strongly

negatively correlated with gender(when it varies
from female to male).
 Average spending by men found in our survey

stands at Rs 340 per month and by women is Rs

460 per month.
Conclusion
 Services, Shopping behavior and Shopping
Experiences are the distinguishing factors in
cosmetic shopping behavior of men and
women.
 Women are more influenced by the value

added services provided with cosmetic

shopping than men.
 Women are more associated with a brand

than the men are.

 Women takes more satisfaction after a

cosmetic shopping than men.

Scope for further study
 Difference in consumer buying patterns in
cosmetics among rural and urban areas
 Analysis of buying pattern of cosmetics by

trans-gender
 Cosmetic purchase based on Brand and

Packaging
 Role of opinion leader and income when it

comes to cosmetic purchase

Thank you 