Hair Care Product Usage Purposes and Brand Predilection of Male Consumers

This Marketing Research was conducted to understand the male consumer behaviour in Hair Care
Products (HCP) industry in Chennai city with the primary objective to explore the underlying dominant
dimensions of Hair Care Product Usage Purposes (HCP-UP) and also to identify the difference between
branded and unbranded consumer usage purposes of HCP for the segmentation and targeting in
Indian cosmetics industry. This study was conducted among 375 male HCP consumers residing in
Chennai city by using descriptive and exploratory research design by adopting convenient non-random
sampling. The tools such as, percentage analysis, factor analysis and t test has been applied to explore
statistical findings and empirical evidences to draw meaningful suggestions and conclusion for the
implementation. The results reveal that, Enrichment and Protection are dominant dimensions of HCPUP variables and protection don't significant difference with respect brand preference whereas, Enrichment has significant difference with respect to brand preference in hair care products industry. This study concluded that, Male consumers prefer branded products to enhance and enrich the hair
rather protection and medical purposes. Further, it is suggested that to segmentation and targeting is
very imperative to understand market conditions to retain customers and also to attract new consumers
by fulfilling the individual needs.