Analysis of Factors Influencing on Consumer Buying Behavior on Men’s grooming Products

Abstract

The main objective of this study was to examine the factors influencing Indian consumers’ choices of cosmetic products. The study investigated the impact of social and cultural factors on consumers’ purchasing decisions. The findings demonstrate that social influences such as role models, religion, and self-esteem significantly affect consumers’ decisions to purchase beauty products. In addition, consumers’ attitudes, social connections, cultural background, and social class were found to play an important role in shaping buying behavior. The purchasing habits of consumers with regard to beauty products were also significantly influenced by demographic variables such as age, gender, family income, and individual income. Furthermore, personality traits, lifestyle patterns, and family influence were identified as major determinants of purchase decisions.

The study specifically aimed to identify the variables affecting men’s purchasing behavior for grooming products in Hyderabad, Telangana State, India. Primary data were collected through a structured questionnaire and subsequently analyzed using appropriate statistical techniques in line with the conceptual framework of the study. This section includes an analysis of respondents’ demographic characteristics, shopping habits, and the key factors influencing men’s grooming product purchases. Both qualitative and quantitative research methods were employed. A five-point Likert scale was used to measure respondents’ perceptions. The sample for the study consisted of 500 respondents from Hyderabad, Telangana State.