An Empirical study on the Personal Care Products usage purpose among Bengaluru Youth Consumers

Authors

  • Dr. A. ANURADHA Assistant Professor Author
  • Mr. A.G. VIJAYANARAYANAN Research Scholar Author

Keywords:

Personal Care Products, Youth Consumers, Advertising, Rational Satisfaction, Gender Empowerment, Mass Media Influencer

Abstract

Advertising has an extreme importance in our society, as it is ubiquitous. Personal Care Products have become the order of the day. In developed countries and developing countries, consumers have started using the PCP Products to enhance their beauty/hand someness. Youth Consumers play a significant role in deciding the market share of a company. Therefore, it is evidently clear to study the PCP marketing segment in burgeoning country like India. Owing to the climate prevailing and the Cosmopolitan life style of Bengaluru city, the usage of PCPs is widespread among its youth. This study investigates the effects of personal profiles and PCP Influencer who kindles the interest of youth consumers to buy and the Advertisement Perception about PCP Products which result in Usage Purpose of Youth Consumers.

Author Biographies

  • Dr. A. ANURADHA, Assistant Professor

    CMR Institute of Technology,
    Bangalore

  • Mr. A.G. VIJAYANARAYANAN, Research Scholar

    Research Scholar,
    Guru Nanak College,
    Chennai

Downloads

Published

2014-01-30

Issue

Vol. 2 No. 8 (2014): JANUARY 2014

Section

Articles

License

Copyright (c) 2014 Academic Research Publishers

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

An Empirical study on the Personal Care Products usage purpose among Bengaluru Youth Consumers. (2014). International Academic Research Journal of Business and Management, 2(8), 08-16. https://www.acrpub.com/index.php/iarjbm/article/view/128

Similar Articles

1-10 of 44

You may also start an advanced similarity search for this article.