Volume : II, Issue : I, January - 2013

Segmenting the Indian Cosmetic Markets –A Cluster Analysis Approach

Dr. Sangeeta Mohanty

Abstract :

The increasing mass media and more penetration level of the fashion world have dramatically changed the way of life of a common man. The Indians are becoming more and more beauty conscious with this increasing trend. With the entry of more market players in cosmetic industries, the men and women of later age group are also seen to be choosy for the cosmetic products. The easy availability of cosmetics has made it possible. Increasing awareness and advertisement with celeity endorsement created the ground for the cosmetic industries to capture both the rural and urban market. It is very natural that the people with different mind set-up have the different choices and preferences for the cosmetic products. Even, the preference of an individual to the same cosmetic product changes with the time and age. It is felt necessary to group the people of like minds. Thus the segmentation of the cosmetic market is the need of the hour. The paper focuses on Customer segmentation of the Indian Cosmetic Markets. An earnest attempt is made to segment the market with randomly selected sample of size 264 from the city Bhubaneswar, Odisha.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr. Sangeeta Mohanty Segmenting the Indian Cosmetic Markets -A Cluster Analysis Approach International Journal of Scientific Research, Vol.II, Issue.I January 2013

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