The research featured a country wide survey on the purchasing tendencies of 2,000 consumers in the age group of 16-21 across Delhi, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Lucknow, Ahmedabad, Jaipur and Chandigarh.
That aforementioned 75 per cent were found to spend more than Rs. 6,000 per month due to a rise in pocket money, growing awareness, and intense publicity campaigns.
According to the researcher’s Secretary General Mr. D S Rawat, the increase in expenditure is up by a staggering 300 per cent since 2003 and is also down to more women being employment and appearances becoming more important.
“A good majority of respondents felt that they would spend less than Rs. 1,000 per month on cosmetic use during year 2003 which have exceeded Rs. 4,500 per month now,” he revealed.
Findings show males keep track of market trends more....
The survey found that males are more focused on cosmetics compared to their female’s counterparts as their monthly expenses rose by about 35-40 per cent, indicating that they keep track of market trends much more than girls do.
Which has been attributed to more males in India becoming conscious about the way they look and are thus increasingly moving towards grooming products that spruce up their physical appearance as well as improved literacy and the growing influence of the media.
According to the findings, the male consumers are spending in and around Rs. 1,000- 5,000 per month when compared to females mainly due to the demand for men's hair care, deodorants, razors and blades.
Quality is the major factor influencing the purchase decision of male consumers, accepted 85 per cent of them
"This new found male grooming consciousness was encouraged by men's active participation in prominent fashion shows, such as the popular Fashion TV channel, and in beauty pageants exclusively for men especially in the forward-looking and cosmopolitan cities of Mumbai, Bangalore and New Delhi."