INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW

ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :1.590

VOLUME 4, ISSUE 12, DECEMBER 2016

A STUDY ON CONSUMER PREFERENCE TOWARDS HIMALAYA

SKIN CARE PRODUCTS IN TIRUPUR CITY

K. MEENAKSHI SUNDARI 1 R. JANAKI 2

1
Associate professor, Department of commerce, Tiruppur Kumaran college for women, Tirupur.
2
M.phil scholar, Department of commerce, Tiruppur Kumaran college for women, Tirupur

ABSTRACT
Cosmetics are not just the domain of women Body sprays, perfumes and other cosmetics with rising
demand from men. The Indian market is getting enlarged and many players are coming out with
cosmetic products especially skin care products for women and men. Globalization will certainly
increase cosmetic products penetration and all shall equip themselves to exploit opportunities offered
by this sector. The primary objective of this study is to know the consumer perception of consumers
who consumes the Himalaya skin care products.
Key words: Cosmetics, skin care products, Himalaya skin care products, Herbal face wash brands,
Body soaps, skin care products, sources brands, soaps, skin care products, sour deviation

INTRODUCTION AND DESIGN OF THE STUDY

Skin care now a day in the world, turn towards the use of herbal products and to adopt more natural
way of life. People prefer natural food, herbal medicine and natural curing practices for healthy life.
The usage of herbal cosmetics has been increased to many folds in personal care system and there is a
great demand for the herbal cosmetics.

Skin care products refer to all products used for cleansing, massaging, moisturizing etc. of the skin
especially the face and hands. The aim of such products is to maintain the body in good condition and
protect from the harmful effects of the environment. Skincare products include cleanness facial masks,
moisturizers, sunscreen, tanning sets and lotions, skin lighteners and exfoliate.

Traditional skin care Products:

Traditional skin care product is art of healing that has been practiced continuously throughout India
over 5,000 years. Ayurveda is probably the oldest authentically recorded healing science existence
today, incorporating many philosophical systems and the integration of body, mind, and consciousness.
Many factors, both internal and external, can effect this constitution.

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Skin care traditional products are turmeric, shikakai, neem, ashwagandha, Chitrak, aloe vera,
Senna, lemon gross, hibiscus, grand flavor, raised petals etc.

Himalaya herbal products:

Although cosmetic products have undergone many changes in modern times, the basic concept of
using cosmetics to enhance the features of good health. Himalaya herbals are a range of 100% natural
and safe products with rare herbs collected from the foothills of the Himalayas. Each product combines
the best of Ayurveda with years of dedicated research. Batch to batch performance and complete purity
and safety are assured through the application of advanced pharmaceutical technology at every stage of
manufacture.

OBJECTIVE OF THE STUDY

To study the awareness of respondents about Himalaya skin care products.

To find the factors influencing the respondents to buy Himalaya skin care products.
To study on consumer opinion towards the Himalaya skin care products.
To examine the level of satisfaction of Himalaya skin care products.

REVIEW OF LITERATURE

Simon Pitman (2011) Himalaya herbals is a range of natural, effective and safe products that use
the special herbs carefully selected from nature. Combining the best herbal formulations with years of
scientific research, these products effectively restore your skin natural health and vitality.

Makker (2012) Himalaya foot scrub contains Aloe Vera, coconut which are great for nourishment
and walnut pineapple act as wonderful scrub. It leaves feet smooth and soft. Many people follow it
with Himalaya foot cream.

Godsell & Melanie (2014) Nourishing body lotion that provides your skin essential nourishment as it
moisturizes and softens. It is a nice, light and inexpensive moisturizer which smells nice and keeps the
skin soft hydrated.

Voss and parasuraman (2014) Himalaya fairness creams claims to contain alone Vera and other
herbs to lighten and whiten the skin tone. It brightens up the face instantly after application. Though it
doesnt bleach lighten your skin tone, it removes tan and makes sin even toned with regular usage.

Thompson Elaine (2015) Himalaya herbals is one of the best herbal brand available in India. It is a
well known brand that sell quality products at affordable prices. It is favorite part of morning ritual.
Skin feels so lovable and the smell is perfect for liven up mood.

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DATA ANALYSIS AND INTERPRETATION

TABLE 1

Demographic No. of respondents Percentage

Age
Below 20 48 24
20 30 70 35
31 40 42 21
Above 40 40 20
Family Income
Below Rs 20,000 74 37
Rs 20,000 30,000 54 27
Rs 30,001 40,000 42 21
Above Rs 40,000 30 15
Amount spent per month
Below Rs 300 76 38
Rs 300 600 50 25
Rs 600 -900 40 20
Above Rs 900 34 17
Frequency
Once in 15 days 40 20
Once in a months 46 23
2 months once 58 29
Rarely 56 23

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TABLE NO - 2

FACTORS INFLUENCED TO PURCHASE HIMALAYA PRODUCTS RANK

Factors Rank Total Rank

I II III IV V VI VII VIII IX

Quality 37 33 25 21 23 19 12 23 7 1178 IV

Brand name 4 2 20 36 44 38 34 17 5 921 VI

Price 27 27 37 37 30 19 12 11 - 1224 I

Variety 4 7 29 30 47 32 34 15 17 989 V

Availability 4 6 17 20 40 44 30 24 15 852 VII

Packing 2 5 10 23 29 38 47 25 21 775 VIII

Advertisements 22 36 40 31 22 15 21 6 7 1204 III

Smell 14 37 53 35 13 21 12 9 6 1212 II

Location 3 6 11 11 21 42 51 49 6 748 IX

Source: Primary Data

Interpretation

The above table shows that, First rank had been given to price, Second rank to product
smell, Third rank to product advertisements, Fourth rank to product quality, Fifth rank to product
variety, Sixth rank to product brand name, Seventh rank to product Availability, Eighth rank to
products Packing, Nineth rank to product Location.

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TABLE - 3 - CHI SQUARE TEST

RELATIONSHIP BETWEEN AGE AND FREQUENCY OF PURCHASE
Hypothesis:
There is no significant relationship between age and frequency purchase of the respondents.

Frequency Once in 15 Once in a 2 months Rarely Total

Days Month once
Age
Below 20 8 10 15 15 48
20 30 11 14 25 20 70
31- 40 9 12 11 10 42
Above 40 12 10 9 11 40
Total 40 46 58 56 200
Source: Primary Data
Interpretation
Chi- square calculated value 5.744, Degree of freedom 9, 5 percent level of significance is
16.92. The calculated chi- square value is less then table value at 5 percent level of significance. So null
hypothesis is accepted. There is no significant relationship between the age of respondents and
frequency of the buying Himalaya skin care products of the respondents.
TABLE NO - 4 - CHI SQUARE TEST - 2
RELATIOSHIP BETWEEN FAMILY INCOME AND AMOUNT SPENT PER MONTH
PURCHASE OF HIMALAYA SKIN CARE PRODUCTS
Hypothesis
There is no significant relationship between family income and amount spent per month on
Himalaya skin care products.
Family income

Amount spent
Per month Below300 300- 600 600 900 Above 900 Total
Below 20,000 30 20 14 10 74
20,000 30,000 20 10 14 10 54
30,001 40,000 16 10 8 6 42
Above 40,000 10 10 4 8 30
Total 76 50 40 34 200

Chi- square calculated value 5.067, Degree of freedom 9, 5 percent level of significance is 16.92
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ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :1.590
VOLUME 4, ISSUE 12, DECEMBER 2016

The calculated chi- square value is less then table value at 5 percent level of significance. So
null hypothesis is Accepted. There is no significant relationship between the family income of
respondents and amount spend per month of the buying Himalaya skin care products of the
respondents.

FINDINGS

35% of the respondents are between 20 30 years of age.

Majority 37% of the respondents have a family income below Rs. 20,000.

38% respondents spend below Rs 300 per month for the purchase of Himalaya skin care
products.

29% respondents are purchase the Himalaya skin care products in two months once.

Factors influenced to purchase Himalaya products First rank had been given to price.

There is no significant relationship between age and frequency of purchase of Himalaya skin
care products.

There is no significant relationship between family income and amount spent per month of
Himalaya skin care products of the respondents.

SUGGESTIONS

In order to attract the customers, the influencing factors such as location packing and
availability of the Himalaya products may be increased.

Window display is also an attractive method for attracting the minds of the people, especially
the housewives. Hence in order to increase the sales of the Himalaya products more window
displays can be made in the stores.

For increase the sales, the free gifts may be introduced and packages may be improved.

CONCLUSION

The study reveals that most of the respondents are aware of the Himalaya skin care products.
Now people are not considering the cosmetics as luxury. Most of the consumers feel that there are more
chemicals in cosmetics which cause many side effects and started switching over to herbal based
cosmetics. Hence there is a need to advertise more to create awareness and use of Himalaya skin care

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 INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW
ISSN:2321-0346 - ONLINE ISSN:2347-1670 - PRINT -IMPACT FACTOR :1.590
VOLUME 4, ISSUE 12, DECEMBER 2016

products. This will facilitate the consumers to understand the importance of products and buy more in
future.

REFERENCES

1. Simon Pitmon, young women drive Indian Cosmetics, Vol 24, Issue 20, sep 2011.
2. Makkar, Global Cosmetic Industry, Vol 136, Issue 12, Dec 2012.
3. Godsell & Melanie V, Global cosmetic industry, Vol 40, Issue 47 Aug 2014.
4. Voss and parasuraman , Marketing Managent Week Vol. 28, Issue 172, Oct 2014.
5. Thompson Elaine, Femina A study on consumer awareness, attitude and preference towards
herbals cosmetic Vol 80, Issue 32, Nov 2015.

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