A STUDY OF THE IMPACT OF SELF IMAGE ON WOMEN SKIN CARE USERS IN CITY OF GWALIOR

Asiya Faisal Khan

Abstract


“A STUDY OF THE IMPACT OF SELF IMAGE ON WOMEN SKIN CARE USERS IN CITY OF GWALIOR.”

In the era of globalisation and digitization, improved employment access, high female literacy rate and exposure to advertisements have triggered a process of social comparison where an individual tries to evaluate his/her by  the artificial depicted. This reflected self helps to shape the self concept which implies that an individual wish to see them and also how often people perceive them. This paper focuses on an effort to determine consumer buying behavior through the impact of self image on the purchase of skincare products by Women living in the city of Gwalior. Questionnaires were distributed and self administered to 125 respondents. Chi-square was used in the study. The sample size of 125 respondents includes only women skin care users both working & non working .The findings of the study skin care indicated that there is a positive relationship between the self image and the usage of skin care products.

The limitation of the study was it was only done in Gwalior. Its practical implication suggests the marketers need to design their marketing strategies in order to tap the inner world of self concept of women consumers.

KEYWORDS: Self image, skincare products, women skincare users, consumer buying behavior.


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ISSN : 2251-1547