The Influence Of Cultural Elements On The Purchasing Decisions Of Hair Care Products In India
DOI:
https://doi.org/10.52783/jns.v14.3069Keywords:
Familial Influence, Social Reference Groups, Materialistic Tendencies, Beauty CentralityAbstract
The cultural landscape of India plays a pivotal role in shaping consumer behavior towards beauty care products, encompassing categories such as skincare, haircare, eye care, and facial treatments. India’s deep-rooted cultural heritage, enriched by centuries of tradition and societal norms, has a profound influence on beauty standards and preferences. There is a notable inclination towards products with natural ingredients, fairness-enhancing solutions, and Ayurvedic formulations, reflecting a cultural preference for holistic beauty. Simultaneously, the growing influence of Western beauty trends is steering consumers toward more modern, clinical beauty products. This study examines the confluence of traditional values and contemporary aspirations in shaping the purchasing decisions of Indian consumers, highlighting the evolving expectations from beauty brands and their need to adapt to these dynamic cultural influences.
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Dr. P. Pon Meenakshi et al., “Time spent on Social Media and its impact on the Academic performance by Youngsters” published in European Journal of Molecular & clinical Medicine, Volume 09, Issue 08,2022, ISSN 251-8260, https://ejmcm.com/article_21 026.html
Dr. P. Pon Meenakshi et al, “Case study- Product Feature Prioritization Frameworks in strartups building Digital Products” published in Neuroquantology, VOLUME 20, Issue 11,2022, DOI: 10.14704/nq .2022.20.11.NQ66 607
Dr. P. Pon Meenakshi et al , “Digital Product Feature Prioritization – Conceptual Frameworks” An International Peer- Reviewed Journal- Scopus YMER210209.pdf (ymerdigital.com) 0044-0477, Volume 21: Issue 2(Feb)- 2022
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