Perceptual Appropriateness of Indian Women towards Hair Colours

Abstract

Cosmetic companies’ need to understand the changing environment in the industry as it can actually influence the purchase decision, as of now there are many points of purchases in the current cosmetic market. Various point of purchases are the company’s owned retail outlets, company’s dealers and distributors, different parlors and salons, due to which the big cosmetic brands need to know what kind of distribution strategy will best suit their product. This research will help the cosmetic manufacturers to know the perception of the cosmetic consumers towards different point of purchases. As well as what brand personality traits, consumers look for in their preference of cosmetic brands. Study will also give in depth knowledge about the importance of packaging in cosmetic industry. Theoretical framework of the research revolves around the consumer’s perception as how cosmetics consumers based on brand personality association, differ in their perceptions towards brands. The research helps cosmetic companies to know the factors that revolve around the potential consumers while making the cosmetic purchase decisions. According to the research, products physical qualities, price, advertisement and promotion plays an important role. These examples show us that gender and cultural differences influence colour perception, a fact that should be keep in mind when localizing the colours of a web site or advertisement aimed at women.