Consumer behaviour of women towards anti-ageing products

Literature review

Consumer behavior
All of us are consumers. We consume things of daily use, we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, speciality goods or, industrial goods. What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self-concept, social and cultural background and our age and family cycle, our attitudes, beliefs values, motivation, personality, social class and many other factors that are both internal and external to us. While buying, we also consider whether to buy or not to buy and, from which source or seller to buy. In some societies there is a lot of affluence and, these societies can afford to buy in greater quantities and at shorter intervals. In poor societies, the consumer can barely meet his barest needs. The marketer therefore tries to understand the needs of different consumers and having understood his different behaviours which require an in-depth study of their internal and external environment, they formulate their plans for marketing Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

Looking young is important?

Mirror mirror on the wall, who is the fairest of the all! Women since decades have clamoured to look fair and beautiful. But it doesnt stop there. Ageing gracefully has become a thing of past. Women as well as men want to preserve their young looks. There is a constant pressure in personal and professional life to look young. In this world of stress, depression, and increased work demands, premature aging has become a big problem. Due to inactive lifestyle, eating at irregular intervals, dietary deficiency due to not consuming a balanced diet, and increased responsibilities at home and workplace, people are getting older earlier than their age and are losing charm and attraction of their face and body up to and including premature graying of hair, low libido, constant lethargy, etc. A wrinkle or two is noticed by everyone even people not belonging to showbiz. While it is generally agreed that it's best to age naturally and gracefully as possible, we do realize that it's more important to "put on your best face", as they say, than it ever has been. Although everyone is not a movie stars, thanks to the power of social media and the internet, peopleincluding family, friends, and business associates- can see your face from anywhere in the world with a 1

Consumer behaviour of women towards anti-ageing products

few clicks of the mouse. The unfortunate part of this is that today's high definition photos and videos record and reveal every single wrinkle and fine line more accurately than ever, and more quickly than ever, too- photos from even the smallest event arrive on the internet almost instantaneously. That is why it's always important to look best every day- and consistent use of an effective wrinkle cream is one of the easiest ways to do that.
In many cultures today, it seems that only youth is worshiped and admired. As people age, they may believe they will face discrimination at work if they look "too old." Or they may want to have a new relationship and believe that looking younger will help them to be more attractive. In previous generations, older people were treated with respect, but the popular culture today seems to prefer a youthful appearance; this makes some older people feel they need to have plastic surgery or wear very contemporary fashion so that they will not seem out-of-date.

Ageing is the accumulation of changes in a person over time. Ageing in humans refer to a multidimensional process of physical, psychological, and social changes.(Wikipedia) First physical signs of ageing in humans are dry, flaky, chapped skins followed by sunken under eyes and wrinkles and fine lines. For most the first place they experience the first sign of ageing is around the eyes. Fine lines and wrinkles are also considered to be the first signs of ageing by many. Because although everyone ages at the same rate not all of us show the effects the same way. And not all of us suffer the same effects on our bodies that aging seems to produce for the less lucky amongst us. However there is a lot more you can do to slow the visible and health effects of aging than just trusting to luck. True, the effects of aging and its results can be due to our genes, and that is a matter of luck, however there are many others that affect the rate at which aging affects our bodies and our looks. Lifestyle factors are high on the list of factors that can affect the rate at which our bodies age. And lifestyle factors can be changed naturally. Some lifestyle factors we can change directly. Stopping smoking is a big one, for example. And some lifestyle factors we can change indirectly, through intelligent dietary supplementation and the use of products comprised of all natural ingredients directed at slowing or reversing some of the results of our lifestyle choices, for example poor diet. Our lifestyles contribute to a number of factors which need our attention. We do not generally consume sufficient nutrients for optimal health, or if we do we do not absorb sufficient quantities into our bodies. Modern science is now finding out both ways to improve our nutrient intake, and to do so in ways that allow us to absorb those nutrients. Its a misconception that first signs of ageing appear in the age of 30-40 years. The first signs can appear in as early as teens. Thus ageing cannot be denied or ignored no matter how young one is or how young one feels. Although anti-wrinkle cream use is generally associated with middle-aged women, the truth is that wrinkle creams are good for every age group of women and men. Thanks to many factors- polluted air, smoking, tanning, stressful, sleepless schedules, and even the types of food we eat- people are aging even faster than ever, despite the major developments in skincare over the years.

Consumer behaviour of women towards anti-ageing products

An effective skincare regimen should start long before a woman reaches 40. Women in their 20's and 30's should be thinking about maintaining and protecting their skin to make sure it looks and feels good in future years, as well as fighting against minor damage before it becomes worse. Check out our product reviews to see which skincare products are able to do these things the best. Ageing process cannot be stopped, it can however be delayed by taking better care of oneself. In a global survey of women conducted by Avon, more than half said that as soon as they detect signs of ageing they address it by using an anti-ageing cream or a home remedy or a facial treatment.

Different ways of addressing this issue

Wrinkles and deep lines will show on the face, as people grow old, since it is a reminder that there is no such thing as immortality. The fact of life is quite simple, the time will come, the skin will wrinkle, and the reality of it all is that nothing you do can change the inevitable. What more, there are no medications or products that could stop the most natural of all from happening. Nevertheless, you should not lose hope, as the signs of growing old are possible to slow down. People these days do all sorts of things just to prevent or slow down the development of deep lines, lip lines, forehead lines as well as wrinkles on the face. There are people that opt for surgery, healthy lifestyle and even the use of anti-ageing creams and cosmetics to slow the process of turning old and gray. There are various ways to address the process of ageing. A healthy lifestyle is considered to be the most effective way of delaying this process. A balanced diet that is rich in carbohydrates, proteins, fats as well as fiber for a healthy and a long life is needed. Ageing is a process that occurs when body cells fall prey to external elements and wither off. If the body cells remain well oxygenated and healthy ageing can be postponed. Certain food can help prevent cell degeneration. These include avocado, berries, green vegetables, yogurt, nuts, water, beans, garlic, ginger, melons, whole wheat pasta and brown rice, green tea. Anti- ageing cosmetics are also used to address the problem of ageing. These include anti-ageing creams, hair products, eye-balms, lipsticks etc. Anti-ageing creams are predominantly moisturizer based cosmeceutical skin care products marketed with the promise of making the consumer look younger by reducing visible wrinkles, expression lines, blemishes, pigmentation changes, discoloration, and other environmentally (especially from the sun) related conditions of the skin. These are cosmetics that are readily available in the local market and sometimes can be bought over the counter, which means there is no prescription needed to get them. However, there is no assurance that they are indeed one hundred effective or safe, and so the best thing is just to check the ingredients for components famous for preventing the early onset of wrinkles. Facial treatments and surgeries are another of the anti-ageing treatments available. Botox, face-lifts, liposuction, chemical peel, filler injections, silicone implants are some surgeries that people resort to for looking young and beautiful. There are numerous kinds of facial treatments available today such as 3

Consumer behaviour of women towards anti-ageing products

facials for hydrated and wrinkle free skin, facials for toned and tight skin, facials for lifted skin with bright eyes and noticeable diminished bags, facial for getting rid of dry skin. Wine facials are also gaining popularity. It is the next big thing and is a wonderful anti-ageing treatment. The effects of these facial treatments are known to last for a maximum of one week and minimum of two days. Thus getting facial treatment once in a while can help one to look young. But there is always two sides of a coin. While surgeries give a younger look it has its side effects. For eg. Botulinum toxin (botox) works by blocking the chemical signs from the nerve that causes the muscles to contract. The result is minimized movement of specific muscles in the face and neck a blank expression with every little to smile. Now the question arises which is the best method to fight ageing? The obvious answer is a healthy diest. But once the signs appear we need to do more to look young. Cosmetic surgeries have made major advances over the past 30 years, but so has the technology and research behind wrinkle creams. Wrinkle creams are a better option because they are non-invasive, easy to use at home, and are a lot more affordable than surgery; all reasons to give a quality wrinkle cream a shot long before considering surgery.

Anti-ageing cosmetics
Makers of anti-aging creams make some pretty enticing promises: They claim to give you a face several decades younger by firming up the skin that has sagged, eliminating the spots that have formed and leaving you with a rejuvenated glow. Such miracles don't come cheap, though, if the prices of some of these creams can be believed. Is a jar of anti-aging cream worth the money, or is it just a lot of empty promises in fancy packaging? Collagen is what gives skin its structure, firmness and elasticity. Repeated sun exposure breaks down collagen and, with age, cells produce less and less collagen to repair the damage. Skin wrinkles, sags and loses fullness. But once the damage is done, is there any way to reverse it? The use of anti-ageing cosmetics specially creams is rising which clearly indicates that these products are effective to some extent. Following are the major ingredients used in anti-ageing creams which will help us understand how they work: Alpha hydroxy acids (AHAs) and beta hydroxy acids or other chemical peels. These help to dissolve the intracellular "glue" that holds the dead cells together on the skin. The use of this type of product on a daily basis gradually enhances the exfoliation of the epidermis. This exposes newer skin cells and can help improve appearance. AHAs may irritate some skin, causing redness and flaking. Antioxidants, such as green tea or vitamin E, aim to halt the sun damage that threatens collagen production, thus preventing new wrinkles from forming. Epidermal Growth Factor made of 53 amino acids to stimulate cell renewal and Collagen production in the skin and strengthen elasticity and structure. 4

Consumer behaviour of women towards anti-ageing products

Coenzyme Q10 Hyaluronic acid soaks in moisture, which plumps the tissue under a wrinkle. Peptides came to the cosmetic industry's attention due to their ability to heal wounds by increasing production of collagen. They go by many names, but pentapeptides and copper peptides are two that you might commonly see touted on an anti-aging cream label. Retinol is the over-the-counter version of Retin-A, a vitamin A compound. Retin-A is available in several prescription strength compounds in addition to retinol; these retinoids prevent the compounds that break down collagen from even forming, and with continued use, retinoids can spur new collagen production. However, vitamin A compounds should be avoided while pregnant. Sunscreens. A high level of UVA protection is recommended as UVA radiation is associated with aging effects such as wrinkles. Vitamin C. Supposedly one of the most effective and commonly included ingredient in wrinkle creams, also known to help the healing process.(Wikipedia)

Dermatologists frequently recommend the use of retinol to prevent and reverse the signs of aging, and this is the only non-prescription ingredient with scientific research to back it up. People who use retinol report significant reductions in the appearance of wrinkles and brown spots. According to the Mintel Global New Products Database, nearly 300 retinol-containing cosmetics have hit the market since 2003. The latest crop includes Neutrogena Healthy Skin Anti-Wrinkle Intensive Eye Cream, RoC Retinol Correxion Deep Wrinkle Daily Moisturizer with SPF 15, Avon Anew Line Eliminator Neo-Retinol Line Plumper SPF 15, MD Skincare Alpha Beta Daily Face Peel and overnight creams like SkinCeuticals retinol 0.5 and 1.0 formulas. A 2008 study by the University of Michigan found that topical retinol application was one of only three proven treatments for aging skin; the other two were carbon dioxide laser treatments and hyaluronic acid injections. Don't confuse hyaluronic acid injections with a cream that contains the hyaluronic acid listed above; research indicates that the ingredient is most effective when it's injected under the skin. Indeed, many of the ingredients in anti-aging creams only work when they're inserted under the skin, as opposed to on top of it. In a 2006 interview with the New York Times, one dermatologist compared applying an anti-aging cream to placing blood on top of a patient who needs a blood transfusion.

Anti-ageing claims
Based on this research, one may think that all one needs to do is find an anti-aging cream that's heavy on the retinol, with maybe a mishmash of other helpful ingredients thrown in. However, while anti-aging cream labels may tout the presence of any or all of these ingredients, they likely won't tell you how 5

Consumer behaviour of women towards anti-ageing products

much of each ingredient is inside. The concentration of active ingredients makes a huge difference in efficacy. Simply pumping up the amount of retinol isn't going to do the trick, though. Increasing the amounts of some of these ingredients brings with it an increase in unwanted side effects, such as a rash or a higher risk for sunburn. Many users are prone to slathering their brand new product all over their face, which causes irritation and leads them to abandon the product before it can have an effect. If a product is going to work for you, it will need at least eight weeks to work its magic. As for that magic, one should be wary of what the label promises. While the label may be full of words that sound complex and scientific, what is bought may ultimately turn out to be an excellent copyediting. When the terms are put into plain language, even the priciest products offer nothing more than moisturizing and exfoliating. Since the terminology sounds technical, consumers can be forgiven for thinking they're buying something close to medicine, but if these creams actually did change the fundamental structure of skin tissue, they'd have to be classified as a drug. Such a classification requires years of expensive testing and approval by the U.S. Food and Drug Administration. Anything you can buy without a doctor's note lives in a regulatory gray area, evaluated for safety but not effectiveness. Its claims have been carefully worded so it can remain on the cosmetics aisle. The truth is, any moisturizer, whether it costs $10 or $1,000, will temporarily plump the skin for a few hours by infusing it with moisture. If your friend were to stop using the cream, she'd see her skin return to its original appearance, meaning she's made a very expensive commitment. The cheaper creams work just as well, so don't feel bad about sticking with sunscreen and an affordably priced moisturizer. And until there's a real way to turn back time, you may just want to accept that beauty is more than skin deep. Women are ready to spend a fortune on anti-ageing cosmetics. But is it really worth it? Few categories capture the consumers imaginationor discretionary incomelike anti-aging products. Women and men may skimp when it comes to a shampoo purchase, but when they see that first line or wrinkle, more and more are willing to shell out hundreds of dollars for a wrinkle cream that promises to work wonders. L'Oral's advertising slogan, "Because You're Worth It", has seeped into the national consciousness. Youthful, glowing skin has a price tag that's well into three figures - if you care about yourself, that is. The latest scientific study to debunk beauty-counter prices comes from Consumer Reports. Scientists used a "high-tech optical device" to monitor changes in wrinkle depth and skin roughness achieved by 10 of the best-selling anti-ageing creams on a group of women, aged 30 to 70, over 12 weeks. The team reported that the price of products was unrelated to efficacy. The best performer was one of the cheapest: at 16 for 30ml, Olay Regenerist achieved slightly better results than its more expensive rivals. The La Prairie Cellular range, costing up to 229 for a 30ml pot, was among the least effective, as was StriVectin-SD, costing 67 for a 6oz tube. Other luxury products such as Lancme Renergie and Roc Retin-Ox were also less effective than Olay. 6

Consumer behaviour of women towards anti-ageing products

The message, however, was unequivocal: you may be worth it, but most anti-ageing face creams aren't. "Even the best creams reduced the average depth of wrinkles by less than 10 per cent, a magnitude of change that was barely visible to the naked eye," according to Consumer Reports. Such reports, however, are unlikely to dent the profits of the multi-million-pound industry. It's not just vain hope: "the science bit" convincingly persuades us to spend money on making the most of our largest organ. Credible studies have been conducted to prove the effectiveness of the major ingredients used in antiageing creams. Then why do the over the counter products so disappointing? Partly the reason is that wrinkles are like scar tissue: once they're formed, as a result of non-elastic skin being stretched and then hardening into furrows, they can only be removed by surgery. There are numerous ways to reduce the appearance of wrinkles, however - depending on the problem. But treatments that work are not on sale in beauty counters. "For a start, creams that are strong enough to make a difference are also likely to have side effects," explains Michelle Irving, director of Cheshire Image Clinic in Chester. "Companies cannot take the risk that their products will cause reddening or irritation and so they sell products with low levels of active ingredients."

Side effects of anti-ageing cosmetics

Ageing of the skin is inevitable, although it is the most unwelcome change in ones life. In the crazy drive to maintain youthful looks, people resort to a variety of beauty regimes and skin treatments. Anti-ageing creams play a significant part in this. The market is flooded with a plethora of anti-ageing creams promising miraculous results in removing the signs of ageing forever. Beauty experts promote different brands of these creams through their suggestions and advertising. Use of anti-ageing creams is more preferable than the expensive Botox treatment, surgical face lifts, chemical face peels and other skin resurfacing treatments. Moreover, these creams provide the safest means of removing signs of ageing from the skin than risky cosmetic surgeries.

Multiple researches carried out at Manchester University have proved the effectuality of some of the ingredients of anti-ageing creams, though the results are short lived. Still, one has to spare a thought regarding the side effects of the chemical loaded creams before application.

Anti-ageing creams do not guarantee complete safety and effectuality of their use. Since these creams do not fall under the category of drugs, strict FDA regulations are not applied for their sale. One should strictly follow the guidelines and instructions for use. The probable side effects mentioned on the pack should also be kept in mind.

Consumer behaviour of women towards anti-ageing products

It is always safe to seek guidance from dermatologists and cosmetologists who prescribe the right anti-ageing cream suitable for a specific skin type.

Anti-ageing creams constituted of natural ingredients have little or no side effects at all compared to the chemical laden creams. One should discontinue the use of the cream if undesirable side effects crop up.

Many anti-ageing creams contain carcinogenic chemicals such as DEA, TEA and MEA, which are used to maintain the pH level of the cream. Over exposure to these chemicals may cause cancer in the liver and kidneys. Parabens used in these creams may increase the shelf life, but prolonged use may lead to the formation of rashes on the skin. Mineral oils frequently used in these creams impede normal functioning of the skin causing undesirable side effects such as acne and pimples. Usage of some anti-ageing creams may lead to the formation of red patches and blisters on the skin followed by irritation. Harsh chemicals present in highly perfumed anti-ageing creams can trigger a series of allergic reactions causing permanent damage to the skin. Appearance of black or brown spots, burning sensation and redness of the skin are some common side effects of anti-ageing creams.

Ultimately, the decision of whether to go for anti-ageing creams or not to reduce signs of ageing rests on the individual. Anti-ageing creams containing retinol, alpha hydroxyl- acids, green tea extracts and other natural compounds which produce minimal side effects. Sunscreen based anti-ageing creams are quite effective and provide enough protection to the skin. It is wise to use dermatologist recommended creams or seek professional consultation before selecting any anti-ageing cream.

Product innovation and targeted delivery

In the cosmetics area, in the anti-aging category in particular, as well as in the pharmaceutical arena, nanotechnology has played an important role in delivering active ingredients to the skin in both patch delivery and timed-release application. The latest trend is to combine clinically proven ingredients with patented delivery systems, such as nanoparticles or nanospheres. The cosmetic industry ranks high among nanotechnology patent holders in the U.S. In fact, Loreal, which devotes about $600 million of its annual $17 billion revenues to research, is the industry leader in nanopatents. Another giant, Dow Corning, offers a series of customized delivery systems, such as microencapsulation technologies and phospholipid-based liposomes. They stabilize, protect and enhance cosmetic actives into and onto the skin surface. Silicone elastomers can also absorb, entrap and release bioactives. In 8

Consumer behaviour of women towards anti-ageing products

addition, they can fill skin imperfections by forming small, soft microparticles. This reduces the visual impact of skin wrinkles. Unique antioxidants, anti-inflammatory agents, immunostimulants and enhancers of molecular and cellular detoxification could also enter the panoply of new cosmeceuticals that can help consumers avoid age spots, dark circles, wrinkles and other clinical aspects of skin aging.

What the future holds

More companies continue to invest money in research and product development pertaining to antiaging and cosmeceuticals. Most recently, a team of Purdue University scientists in collaboration with Utah-based NuSkin identified an age-related enzyme, arNOX, which is linked to typical skin damage experienced in old age, such as discoloration or decreased elasticity; this type of damage also seems to generate free radicals, which increases as the body ages. Discoveries such as these are expected to trigger future developments, resulting in new cosmeceutical applications. On the innovation side, there are several ingredients seeking to alleviate the signs of skin aging by increasing energy production in cells, which in turn increases cells' production rate of essential proteins such as collagen and keratin, and also increases cells' rate of repair and protection. One such ingredient is a synthetic tripeptide that is claimed to increase ATP (adenosine triphospate) levels in vitro by as much as 150%. Other examples include Silab's SMS Energy and Provital Group's Energen, which are both geared toward the male cosmetics market. Clinical research combined with innovative development of new actives will keep the cosmeceutical segment of the cosmetics market interesting and exciting, while consumer education removes uncertainties and keeps the segment growing. The interactions between cosmeceuticals and skin are inevitable and thus careful preclinical or clinical evaluation of efficacy and safety is a prerequisite for the development of a specific product. Lastly, increased regulation does not have to be so ominous. In the end, strengthened regulations for ingredients may serve to reassure consumers of safety, while regulations surrounding advertising may further build the market by reassuring customers of product claims.

Natural anti-ageing products

Natural anti-aging products are intended to replace missing nutrients in aging skin and work with your skin to boost cell rejuvenation so you can have younger looking skin. There is some controversy over the effectiveness of natural anti-aging products but used at the right time and in the right way they will help your skin to look younger for longer. However, they cannot make a ninety year old look twenty five again.

Consumer behaviour of women towards anti-ageing products

The main area of interest when it comes to natural anti-aging products is skin care and skin care can be approached from two different angles, either individually, or for maximum results, simultaneously. Natural Anti-Ageing Products - External Natural anti-ageing products that focus on skin rejuvenation from the outside such as creams or lotions often contain high intensity moisturizers because aging skin loses its natural moisture, which causes it to wrinkle and sag. Products containing anti-oxidants help to counter the deterioration of skin cells. Useful anti-oxidants for skin rejuvenation include vitamins A, C, D and E, which are commonly known as anti-ageing vitamins. One extremely powerful anti-oxidant is Alpha Lipoic Acid because it protects cells from oxidative stress. Alpha Lipoic Acid is widely available in natural anti-ageing creams, lotions and masks but the downside is, it is very expensive. In addition to making your skin look fabulous, alpha lipoic acid is natural and nontoxic. It is perfect for people who are prone to allergic reactions to other types of skin products. It works to improve the overall appearance of the skin, but it is at its best treating these problems:

Lines and wrinkles Under-eye bags and puffiness Enlarged pores Acne scars Sallow or dull skin

Natural Anti-Ageing Products - Collagen Changes over time in the levels of skin collagen lead to diminished elasticity and skin strength. Many natural anti-ageing products boost the skin's own production of collagen, which improves its elasticity and gives it structure. These products are called pro-collagen because they promote the production of collagen within the individual skin cells. Products that contain collagen claim to improve elasticity as well, but these creams do not produce any significant anti-ageing results because it has been widely established that collagen molecules are too large to penetrate the outer layers of your skin.

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Consumer behaviour of women towards anti-ageing products

The outer layer of your skin, the epidermis, is made up of dead skin cells which have hardened to form a protective crust; this crust of hardened cells becomes virtually impenetrable. Weekly exfoliation will help you to get rid of these dead cells and exfoliating will improve your skins ability to absorb moisturizers, this will aid in cell renewal. But creams that contain collagen will have little or no effect because the collagen molecules are still too large to penetrate this dense outer layer. Most importantly, natural anti-ageing products should not contain any harmful chemical preservatives, mineral oils, fragrances or other synthetic additives. Instead, they should contain organic botanical oils, herbal extracts and essential oils that your skin can absorb readily. Natural Anti-Ageing Products - Internal Natural anti-ageing creams and lotions do not penetrate the skin to the deepest layers where they are most needed. So, therefore, it makes sense to use natural anti-ageing products in the form of supplements as well, which will deliver the required nutrients from within and help to promote healthier cells and skin rejuvenation. Optimum nutritional support for cell renewal and skin rejuvenation is of greater importance in promoting younger looking skin than the most expensive creams and moisturizers, because the benefits are delivered via the blood stream, at the deepest and most effective level. Chronological skin aging can't be prevented. But with good quality natural anti-ageing products with nutri-dermal formulas, its now possible to protect your skin's inner structure and outer health to promote natural skin rejuvenation from the inside. If you are looking for natural anti-ageing products to promote younger looking skin by skin rejuvenation and to repair signs of premature skin damage and photo aging then Perfectil Platinum ticks all the boxes.

Market for anti-ageing cosmetics

World The primal desire of humans to remain young forever so long has groomed and nurtured a goliath of an anti-ageing industry worldwide. The market for anti-ageing health and appearance products posts sanguine growth patterns for the upcoming years, backed largely by the affluent ageing baby boomers with high levels of disposable incomes. Anti-ageing products market is traditionally resilient to economic cycles, given consumers unchanging desire to look young and healthy, and the importance accorded to health, and well-being. The propensity to spend on skincare is not hugely impacted by a slowdown; rather consumer preferences during these periods tend to shift towards lower priced mass-market products. Product effectiveness will become an important factor as consumers begin to seek visual, sensory, and functional benefits from products. Benefiting from significant investments both in terms of product innovation and marketing, worldwide market for anti-aging products has emerged into a lucrative industry churning out top dollars for market participants. 11

Consumer behaviour of women towards anti-ageing products

Growth in the anti-aging product categories varies by product, with least perceptible dent to be witnessed in the health maintenance segment. World market for Anti-Aging Products for Health Maintenance is dominated by the US and Europe, as stated by a report published by Global Industry Analysts, Inc. In the relatively less essential appearance enhancement products market, premium products are expected to take the brunt of lower consumer disposable incomes, and reduction in household wealth. Anti-aging products that include natural and organic ingredients such as botanical herbs, and vitamin E are rising in popularity. Market for Anti-Ageing Products for Appearance Enhancement in United States is expected to be more than US$5.0 billion by 2015. Increasing consumer concerns regarding harmful skin cancer and wrinkles caused by recurrent exposure to sun is expected to lead to introduction of multipurpose products with dual benefits of moisturizing and sun protection. Euromonitor International estimates the global market for anti-aging products approached $15 billion (retail) last year, and predicts sales will reach $21.3 billion in 2012. Its no wonder then why the antiaging category is capturing the attention of marketers and suppliers around the world too. As interest in the category continues to grow, the efficacy level of products grows along with it. The global market for anti-aging products and services was worth $162 billion in 2008, according to BCC Research. This will increase to $274.5 billion in 2013, for a compound annual growth rate (CAGR) of 11%. The market is broken down into segments for disease, appearance and fitness. The disease treatment segment currently maintains the largest share of the market, worth $66 billion in 2008. This should increase at a CAGR of 12.5% to reach $119 billion in 2013. It consists of preventive and reactive healthcare for all the diseases of aging such as joint and bone health, Alzheimer's, sexual dysfunction, metabolic disorders, and eye and cardiovascular diseases (BCC Research, 2009). The appearance segment possesses the second largest share of the market, worth more than $64 billion in 2008; it is expected to generate more than $105 billion by 2013, representing a CAGR of 10%. Facial rejuvenation, skin rejuvenation, hair care and body shaping products are the main components of this market (Datamonitor, 2009). The fitness segment has the third largest market share and was worth almost $32 billion in 2008. The fitness market consists of bio regenerative, gym, spa and massage services, and is expected to reach nearly $50 billion in 2013, for a CAGR of almost 10% (Datamonitor, 2009).

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Consumer behaviour of women towards anti-ageing products

There is some overlap, however. For example, some products cover more than two segments, such as facial care, skin care, hair care, drugs, supplements, nutraceuticals, complementary and alternative medicine therapies, and cosmetic and fitness equipment. The services sector makes up a major portion of the global anti-aging market, accounting for more than 54% in 2008; its share will increase to 56% in 2013, for a CAGR of almost 12%. The products market will increase from $73 billion in 2008 to almost $200 billion in 2013, for a CAGR of more than 10% (Datamonitor, 2009). It is estimated that the European cosmeceuticals market will be worth more than $4 billion in 2009, up 5% from 2008. In Europe, France and Germany follow behind the U.S. in their demand for drug-based beauty products, with sales turnover of nourishers/anti-aging products in 2007 at $1.2 billion and $1.1 billion, respectively (Kline Group, 2009). In the U.S., the cosmeceutical market was worth $16 billion in 2007 and forecasts for 2012 put the market at $21 billion (Packaged Facts, 2009). Meanwhile, Brazil, with its cultural emphasis on looks, has also experienced strong demand for antiaging products, with annual sales of $927 million in 2007, up from $302 million in 2002 (Euromonitor International, 2009). Although Japan maintains the largest skin care market globally, contrary to the rest of the world, spending on anti-aging products remains low, at less than 10%. This is compared to around 30% in the U.K. and U.S. In Japan and much of the Asia-Pacific market, cosmeceuticals are making inroads largely in the form of skin whitening and de-pigmentation products and powerful sunscreens. Japan's lead in innovation and product development may suggest the evolving future of cosmeceuticals. For example, 13

Consumer behaviour of women towards anti-ageing products

Japanese consumers have already embraced the concept of the "skinceutical," where beauty-enhancing products are added to food, such as Shiseido's Pure White skin whitening drink. Also gaining ground, the Indian cosmeceuticals market is one of the fastest growing due to the increasing wealth among the middleclass. As a result, the Indian cosmetics and toiletries market has witnessed major changes both in terms of user perception and product availability during the past five years. According to figures provided by the Confederation of Indian Industries (CII), the total Indian beauty and cosmetic market was valued at $950 million in 2008, exhibiting 15-20% growth per year. The overall beauty and wellness market, which includes beauty services, stands at about $2.7 billion, according to CII estimates.

Key players dominating the global anti-aging products market include Allergan Inc, Alberto Culver Company, Avon Products Inc, Beiersdorf, Bio Pharma US Corp, Bayer Schering Pharma AG, Chanel SA, Christian Dior, Clarins, Elizabeth Arden Inc, Ella Bache, Estee Lauder Inc, F. Hoffmann-La Roche Ltd, GlaxoSmithKline Plc, General Nutrition Centers Inc, Henkel KgaA, Jan Marini Skin Research Inc, Johnson & Johnson, Janssen Pharmaceutica Products LP, Neutrogena Corporation, L'Oral SA, Merck & Company Incorporated, NeoStrata Company Inc, Novartis International AG, Orlane SA, Procter & Gamble, Pfizer Incorporated, Revlon Inc, Robanda International, Shiseido Co. Ltd, SkinMedica Inc, Unilever PLC, Valeant Pharmaceuticals International, Woodridge Labs Inc, Wyeth and Zosano Pharma Inc., among others. Its no secret that the world of cosmetics caters to the women of the world. But men get wrinkles, too, and they dont like them either. What can they do when they decide to wage the war against signs of aging? We offer you the best in mens anti-wrinkle creams. Although most wrinkle creams on the market today can be considered unisex and equally effective on men and women, there are products out there specifically formulated for a mans skin. Although mens anti-ageing creams are not as numerous as those thought to be sold for women, there are several products out there worth trying at a variety of prices. For as little as $9 men can purchase Nivea for Men Face Care Revitalizing Lotion Q10. This product contains the coenzyme Q10. This coenzyme in relation to skins health helps in the production of collagen, elastin and other skin molecules. As men age, the production level of Q10 can decrease. Using lotion packed with this enzyme can help a man get his skin looking younger and fresher. It also contains vitamin E and has an SPF of 15. LOreal has its own product line for mens anti-wrinkle creams. Its called Mens Expert Vita Lift AntiWrinkle and Firming Moisturizer. Its affordable and well-liked by its users. The most common positive review states that just a little bit of this product goes a long way. The face is left feeling soft and smooth and the wrinkles are smoothed out over time. Neutrogena also has its own line of defense for mens aging faces. Neutrogena Men Age Fighter Face Moisturizer is another all-inclusive product that hydrates skin, visibly reduces the appearance of fine lines and wrinkles and wards off sun damage. Its been clinically proven to hydrate, protect and smooth skin.

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Consumer behaviour of women towards anti-ageing products

At the high end of the pricing spectrum, there are two mens anti-wrinkle creams. Kiehls Facial Fuel Anti-Wrinkle Cream for Men is a moderately priced product developed to be lightweight and easy to wear. Its got all natural products in there like soy and chestnut extractives and is fortified with vitamins C and E thanks to citrus fruit components. Finally, Perricones Mens Skin Fitness Total Face Repair hardest on the wallet at $85. There are products for men to help them look younger, but dont forget to do your part to keep yourself young and healthy. A lifestyle rich in a balanced diet, a solid exercise routine and plenty of fluids is your best defense against early signs of aging.

India The anti-aging skin care market is emerging as one of the most competitive markets in terms of beauty products today. L'Oreal launched its first anti-wrinkle cream back in 1994. Hindustan Lever entered the anti-ageing cosmetic market in early 2007 with Ponds Age Miracle. By then Loreal, Oriflame, Avon, Garnier were already established players in the then 50 crore market. Olay total effects of Procter & Gamble was launched in August 2007. In 2010 the leading brand was Olay with 36.5% market share followed by Garnier with 18.9% share and Ponds Age Miracle at 16.5%. If we talk about the entire cosmetic sector, it is growing at a good pace. A market research report on the cosmetic sector in India notes that the skin care market alone would register a compound annual growth rate of nearly 13 per cent through 2012, reaching $365 million. According to CII FMCG survey, India's FMCG sector has registered a growth of 11.4 per cent in the first quarter of 2010-11, April-June 2010, compared to a growth rate of 12.0 per cent in 2009-10. The anti- ageing skincare market has just perceived a stun of launches and that is obvious because last year the market has witnessed a sound growth of 40 per cent. Market research firm ACNielsen puts the anti-aging cosmetic market in India at over Rs. 60 crore. Though just over 2% of the country's Rs 3,000-crore skin care market, the anti-aging segment is the fastest growing at 93% year-on-year. Of course, the Indian market for such products and services is a minuscule fraction of the global market. According to Global Industry Analysts (GIA), the global anti-ageing health and appearance products market was worth $115.5 billion (Rs 5.3 lakh crore) in 2010 and is expected to rise to $291.9 billion (Rs 13.4 lakh crore) in 2015. In contrast, India is only Rs 1,200-1,400 crore. What it lacks in size, though, it makes up in speed. Consider the anti-ageing skincare category, for instance. According to research firm Nielsen, it makes up just 4-5% of the Rs 5,200 crore skincare market, but is zipping ahead at 93% compared to 30% for the sector as a whole. The other sectors of the Indian anti-ageing market, too, are clocking growth rates of over 35% (the global market, in contrast, is growing at 20.5%).

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Consumer behaviour of women towards anti-ageing products

The market leaders of cosmetic industry are seeing new opportunity in anti-aging skin care segment. Almost every big brand is planning to launch anti-aging products. Be it Ponds, Vaseline, Garnier, Olay, LOreal or Nivea. Well, the reason behind jumping into anti-ageing skin care market is the overall Indian skincare market is worth Rs 2,100 crore and anti-ageing market contribution in the figure is around 60 crore. LOreal has recently expanded its range in India by rolling out Kiehls, a 159-year-old brand. Kiehls has been a part of LOreal since 2000 and is present in 39 countries worldwide. The Kiehls brand is all set to bring in its huge range of skin care products, but most considerably its ultra-premium anti-ageing aid to the country. Dinesh Dayal, Chief Operating Officer, LOreal Group India says, We are focusing on antiaging segment because even younger consumers desire products that offer prevention rather than only treatment. He also holds a view that the anti-aging range will compliment other LOreal brands as well. Dinesh says, For our luxury skincare brands, our main forte in terms of sales is anti- ageing and we have a huge variety of product range in this category. In India, the acceptance of anti-aging products is now gaining acceptance and sensing this Hindustan Unilever Ltd. has been progressively increasing their range. Recently, Hindustan Unilever introduced the Ponds Gold Radiance range in anti-aging segment. It claims that after years of research and thousands of interviews conducted with women worldwide, the Ponds Institute launched this eventual Luxury in antiageing infused with real gold micro-particles. Govind Rajan, Category Head, skincare, Hindustan Unilever points out, The anti-ageing category is one of the fastest growing personal care segments. As skin dullness is the most common sign early sign of aging, we have now launched a new range which is formulated to address dullness and other aging concerns of consumers comprehensively. Govind further concurs, Ponds extension into anti-aging, skin lightening and face wash intends to build new segments and markets. The outbreak of launches in the premium anti-ageing cream market is comprehensible. There is one more reason behind companies focusing on anti-aging segment; the reason is the saturation in fairness 16

Consumer behaviour of women towards anti-ageing products

creams and cold creams market. Reading the nerve of market, Garnier entered into this segment with its Wrinkle Lift product. After the success and well acceptance of the product, Garnier decided to come up with anti-aging skin care products. Now Garnier has a huge range of anti-aging products under its umbrella. Be it Garnier hair color or Garnier age-lift. Though, Garnier has products for all but women are the main target when it comes to age-lift range. Richa Singh, Marketing Head, Garnier India coincides, Our target is women who are not necessarily beyond a certain age that is considered as old. Even women in their mid-twenties aspire to get the glow back on their face which they had during their teens. Down the like we would include more such innovative formulations that can become a part of the new age beauty regime. Summing up one can say that anti-ageing solutions are in nascent stage but are among the fastest growing segment in the skincare market. Talking about the skin care market, the anti-ageing segment has almost doubled in the last three years and so the skincare product and services companies foresee a big opportunity in ironing wrinkles out from the Indian consumers faces through their anti-ageing products, in turn expecting good revenue. Consumer behavior of women

69% Indian women believe they can delay skin ageing. 33% Women think that they can delay ageing by using the right skin care product. Average age at which the Indian woman notices signs of ageing is 34.45 years Average age they start using anti-ageing products is 28.09 years Older Indian women strongly believe they cannot delay skin ageing. While younger Indian women strongly believe they can delay skin ageing. 28% women believe ageing of skin to be their worst nightmare when it comes to skincare. Women think beautiful skin helps them gain more confidence.

(Olay-Nielsen India Survey, 615 Women across five cities)

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Consumer behaviour of women towards anti-ageing products

Research methodology

Research Problem
To study the consumer behavior of women towards anti-ageing cosmetics

Research Objective
To study the usage pattern of anti-ageing cosmetics To determine the satisfaction level with respect to anti-ageing cosmetics To determine the importance of various factors while purchasing anti-ageing cosmetics

Research Design
The Research design the company should have is: 1. 2. Exploratory Research Descriptive Research.

Exploratory Research: This research is used to gain information on a subject that I may have previously known little about and furthermore, can also provide a platform upon which a formalized research project can be built. so I first understood various areas which are related with anti-ageing products.

Descriptive Research: The data describes the usage pattern, satisfaction level and brand preference of consumers. This data is collected by conducting a surevey.

Data collection The following techniques were adopted for data collection: 1. Primary data Primary data was collected through face to face interviews while filling up questionnaires. 18

Consumer behaviour of women towards anti-ageing products

2. Secondary data Relevant information was gathered from magazines, newspapers and project reports that formed the secondary data.

Sampling Strategy
1. Sampling Method The method chosen by is non-probability sampling as each member of the population does not have an equal chance of being selected. 2. Sampling Procedure As the population to be taken for sampling is too large, scattered I have taken the sample based on o convenience so we choose convenience sampling 3. Sample size A sample size of 100 was taken

Limitations
The probable limitations of this study are as under: 1. Samples were randomly selected as per convenience so error is bound to creep in the observation. 2. The conservative attitude of the respondents was a limiting factor in gaining information.

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Consumer behaviour of women towards anti-ageing products

Questionnaire

Name:______________________________

Personal information
1. Age o o o o 25-30 31-35 36-40 Above 40

2. Monthly household income o Less than 15,000 o 15,000-25,000 o 26,000-35,000 o Above 35,000

Usage
3. Do you use anti-ageing products? o Yes o No 4. What according to you are signs of ageing? o Wrinkle o Black spots o Loose skin o Grey hair o Other:______________________ 5. Do you believe that the signs of ageing can be delayed by using anti-ageing products? o Yes o No 6. At what age did you start using anti-ageing products? o Below 25 o 25-30 o 31-35 o 36-40 o Above 40 20

Consumer behaviour of women towards anti-ageing products

7. What kind of anti-ageing products do you use? o Day-cream o Night cream o Toner o Masks o Moisturizers o Others:____________________________ 8. How often do you use the anti-ageing products? o Once a day o Twice a day o Alternate days o Once a week o Others:_________________ 9. How often do you purchase these products? o Monthly o Once in three months o Once in six months o Yearly o Other:__________________

Satisfaction
10. Have you seen any positive effects after using anti-ageing product? ( if No go straight to question no. 12) o Yes o No 11. In how many days have you seen any positive effect? o Less than 7 days o 7 days o 15 days o One month o More than a month: ___________________________

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Consumer behaviour of women towards anti-ageing products

12. Do you have any side effects after using anti-ageing products? o Yes o No 13. Are you satisfied with the results of anti-ageing products/brand? o Yes o No 14. According to you which is the best method of delaying the signs of ageing? o Anti-ageing products o Surgery o Facial treatments o Others:____________

Brand preference
15. Who influences you to purchase your brand of anti-ageing product? o Doctor o Friends o Family o Self o Other 16. Which factors do you consider while purchasing anti-ageing product?(Rate each factor 1=most important, 2=important, 3=neutral, 4=not important, 5=least important) o Brand o Price o Packaging o Availability o Actual problem o Advertisement o Ingredients 17. Which brand of anti-ageing cosmetic do you use/prefer? o Nivea o Olay o Garnier o LOreal o Ponds o Others:_______________________

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Consumer behaviour of women towards anti-ageing products

18. How did you come to know about the brand of anti-ageing cosmetic that you are currently using? (can tick more than one option) o T.V. advertisement o Newspaper/Magazines o Billboards o Shop display o Word of mouth o Doctor o Others:_______________________ 19. Select the most favorable brand for the following attributes. Olay Ponds Garnier Effect Price Advertisement Packaging Sizes available

LOreal

Nivea

20. How satisfied are you with your current brand? o Highly satisfied o Satisfied o Neutral o Dissatisfied o Highly dissatisfied 21. Are you planning to change to another brand? o Yes o No

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Consumer behaviour of women towards anti-ageing products

Data Analysis

1. Do you use an anti-ageing product?

Particulars Yes No

Frequency 100 20

Do you use an anti-ageing product

No 17% Yes 83%

Out of 120 women 83% said they use and anti-ageing product and 17% said they do not use an anti-ageing product.

2. Do you believe that signs of ageing can be delayed using anti-ageing products? Particulars Yes No Frequency 64 36

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Consumer behaviour of women towards anti-ageing products

Do you believe that signs of ageing can be delayed by using anti-ageing products?

No 36% Yes 64%

64% of the women surveyed believe that signs of ageing can be delayed by using anti-ageing products.

3. What according to you are signs of ageing?

Particular Wrinkle Black spots Loose skin Grey hair Others

Frequency 97 72 30 85 10

Signs of ageing
120 100 80 60 40 20 0 Wrinkle Black spots Loose skin Grey hair Others Signs of ageing

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Consumer behaviour of women towards anti-ageing products

Of the total no. of women surveyed majority of them have answered that wrinkle, grey hair and, black spots are the signs of ageing.

4. At what age did you start using anti-ageing products? Particulars Frequency Below 0 25 25-30 18 31-35 47 36-40 20 Above 15 40

Age when started using anti-ageing products

50 40 30 20 10 0 Below 25 25-30 31-35 36-40 Above 40 Age when started using anti-ageing products

From the above data it is clear that most of the women surveyed started using anti-ageing products in their early 30s.

5. What kind of anti-ageing products do you use?

Particulars Day-cream Night-cream Toner Masks Moisturizer Other

Frequency 93 51 5 7 80 0

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Consumer behaviour of women towards anti-ageing products

Type of anti-ageing product

100 80 60 40 20 0 Type of anti-ageing product

Of the various types of anti-ageing products, day-cream, night cream, and moisturizer are the most popular ones with 93 women using day-cream, 80 moisturizer, and 51 night-cream.

6. How often do you use the anti-ageing products? Particulars Once a day Twice a day Alternate days Once a week Frequency 68 22 7 3

Frequency of usage
80 70 60 50 40 30 20 10 0 Once a day Twice a day Alternate days Once a week

Frequency of usage

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Consumer behaviour of women towards anti-ageing products

Majority of the women surveyed use anti-ageing products once a day (68%) followed by twice a week usage (22%). Very few use these products on once a week basis (3%).

7. How often do you purchase these products? Particulars Monthly Once in three months Once in six months Yearly Frequency 8 23 10 59

Frequency of purchase
70 60 50 40 30 20 10 0 Monthly Once in three months Once in six months Yearly

Frequency of purchase

From the above graph we can see that the purchase frequency of anti-ageing products is very less with 59% buying these products on a yearly basis. Only 8% of the women purchase these products on a monthly basis.

8. Have you seen any positive effects after using anti-ageing products? Particulars Frequency Yes 62 No 38

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Consumer behaviour of women towards anti-ageing products

Have you seen any positive effects after using antiageing products?
No 38% Yes 62%

Only 62% of women who were surveyed have seen a positive result after using anti-ageing products.

9. In how many days have you seen any positive effect?

Particulars Less than 7 days 7 days 15 days One month More than a month

Frequency 15 5 23 8 9

No. of days in which positive effect is seen

25 20 15 10 5 0 Less 7 days 15 One More than 7 days month than a days month

No. of days in which positive effect is seen

Of the 62% women who have seen a positive result majority have seen it within 15 days of using the anti-ageing product. 29

Consumer behaviour of women towards anti-ageing products

10. Do you have any side effects after using anti-ageing products? Particulars Yes No Frequency 22 78

Do you have any side effects after using antiageing products?

Yes 22% No 78%

78% of the women who use anti-ageing products do not experience any side effect.

11. Are you satisfied with the results of anti-ageing product/brand? Particulars Yes No Frequency 62 38

Are you satisfied with the results of anti-ageing product/brand?

No 38% Yes 62%

62% of the women surveyed are satisfied with the results of anti-ageing product. 30

Consumer behaviour of women towards anti-ageing products

12. According to you which is the best method of delaying the signs of ageing? Particulars Anti-ageing products Surgery Facial treatments Others Frequency 59 9 18 14

Best method of delaying signs of ageing

Others Facial treatments Surgery Anti-ageing products 0 20 40 60 Best method of delaying signs of ageing

59% of the women surveyed believe that anti-ageing products are the best way of delaying signs of ageing. Of the 14% who selected the option others, most of them said that healthy diet and exercise are the best ways of delaying ageing.

13. Who influence you to purchase your brand of anti-ageing product?

Particulars Frequency Doctor 13 Friends 45 Family 10 Self 32

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Consumer behaviour of women towards anti-ageing products

Who influence the purchase decision?

50 40 30 20 10 0 Doctor Friends Family Self Who influence the purchase decision?

Friends are the major influencer in deciding which brand to purchase. 32% women decide themselves and the rest is divided almost equally between doctor and family.

14. Which factors do you consider while purchasing anti-ageing Product? (Rate each factor 1= most important, 2= important, 3= neutral, 4= not important, 5= least important) Most important Brand Price Packaging Availability Actual Problem Advertisement Ingredients 70 33 8 28 94 9 78 Important Neutral 18 40 12 35 5 25 20 12 15 20 5 1 30 2 Not important 0 6 45 20 0 30 0 Least important 0 6 15 12 0 6 0

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Consumer behaviour of women towards anti-ageing products

100 90 80 70 60 50 40 30 20 10 0

Most important Important Neutral Not important Least important

From the above graph we can see that brand, actual problem, and ingredients are the most important factors that the consumers consider while purchasing anti-ageing products followed by price, availability and advertisement. Packaging is a factor which is not considered as important by many of the women surveyed.

15. Which brand of anti-ageing product do you use/prefer?

Particulars Frequency Nivea 6 Olay 20 Garnier 18 L'Oreal 30 Ponds 21 Other 5

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Consumer behaviour of women towards anti-ageing products

Brand of anti-ageing product used/prefered

30 25 20 15 10 5 0

Brand of anti-ageing product used/prefered

30% of the women selected LOreal as the most preferred brand. Olay, Garnier, and Ponds are almost at par with 20% selecting Olay as the most preferred brand, 18% selecting Garnier and 21% selecting Ponds.

16. How did you come to know about the brand of anti-ageing product that you are currently using? Particulars T.V Newspaper/Magazines Billboards Shop display Word of mouth Doctor Others Frequency 90 13 4 0 95 20 0

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Consumer behaviour of women towards anti-ageing products

100 80 60 40 20 0 Series1

We can see from the above graph that T.V. and word of mouth are the best ways of creating awareness about anti-ageing product. The contribution by print media and bill boards is very less and that of shop display is virtually nil.

17. Select the most favorable brand for the following attributes. Olay 20 18 28 22 21 Ponds 22 19 27 35 26 Garnier 17 20 18 15 25 L'Oreal 33 28 20 25 24 Nivea 8 15 7 3 4

Effect Price Advertisement Packaging Sizes available

35 30 25 20 15 10 5 0 Olay Ponds Garnier L'Oreal Nivea Effect Price Advertisement Packaging Sizes available

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Consumer behaviour of women towards anti-ageing products

From the above graph we can see that on the basis of effect and price LOreal is considered to be the most favorable brand. On the basis of advertisement Olay is considered to be the most favorable brand and on the basis of packaging and sizes available Ponds is considered the most favorable brand. Nivea is a brand which is lagging behind for all attributes.

18. How satisfied are you with your current brand?

Particulars Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

Frequency 32 33 20 11 4

Level of satisfaction with the current brand

35 30 25 20 15 10 5 0

Level of satisfaction with the current brand

Majority of the women surveyed are satisfied with their brand of anti-ageing products. 15% of the women are not satisfied with the results of their brand. 19. Are you planning to change to another brand? Particulars Yes No Frequency 31 69

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Consumer behaviour of women towards anti-ageing products

Are you planning to change to another brand?

Yes 31% No 69%

69% of the consumers do not plan to change their brand.

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Consumer behaviour of women towards anti-ageing products

Findings and conclusion

The aim of this study was to understand the consumer behavior of women towards anti-ageing products with respect to usage pattern, satisfaction level and brand preferences. From the study I have drawn the following conclusions:1. Of the total no. of women surveyed 83% said that they use anti-ageing products which means that there is still a substantial no of consumers who are not using these products. One of the reasons for this can be the lack of faith in these products. This is substantiated by the fact that out of the 100 women who use the product only 64 believe that anti-ageing products are effective. 2. Most of the women believe that ageing starts after one crosses 30 years of age. Only 18% of women surveyed started using anti-ageing products when they were below 30 years which means that women in the age group of 25-30 years have not been tapped to their full potential. 3. Day cream, night cream, and moisturizers are the most popular anti-ageing products. Only 12% of the women use toner and masks. There can be various reasons for this such as low awareness about these products, low availability or a presumption that they are not very effective. 4. The usage pattern of majority of women includes: application of these product on a daily basis with 68% using them once a day and 22% using them twice a day and 59% of women purchasing theses product on a yearly basis. Thus an assumption can be made that majority of the women buy these products in large sizes. 5. Though a small no. of women (22%) have experienced side effects from using antiageing products the satisfaction level of the women surveyed was not very positive with only 62% of them saying that they are satisfied with the results of these products. The cause of this can be seen in question no. 8 where only 62 women have said that they have seen a positive effect after using anti-ageing products. 6. Anti-ageing products are considered to be the best way of delaying the signs of ageing (59%) followed by facial treatments (18%) and surgery (9%). The reasons for this could be that anti-ageing products are easily available, probably more effective, and are more affordable compared to facial treatment and surgery. 7. Some women (around 14%) believe that by eating a healthy diet and exercising the signs of ageing can be delayed. 38

Consumer behaviour of women towards anti-ageing products

8. Friends are the major influencer in deciding which brand of anti-ageing product to purchase. 33% women make this decision on their own and only 17% consult a doctor before making a purchase. 9. While purchasing an anti-ageing product majority of the women look for a good brand, a product which will address their actual problem and the ingredients of the product. Thus most of the brands should focus on these factors while promoting their products. Price and availability are not as important as the above mentioned factors but are still considered by many when making a purchase decision. 10. Word of mouth is the most effective method of creating awareness about anti-ageing brands (95%). T.V. advertisement though not an important factor while making purchase decisions (33% consider it important), is very effective in creating awareness (90%). Doctors consultation and print media also contribute to some extent. 11. LOreal is the most preferred brand of anti-ageing product. Olay, Garnier and ponds are almost equally popular. LOreal is considered to be the most favorable brand on the basis of effect and price, Olay on the basis of advertisement and Ponds on the basis of sizes available and packaging. Garnier and Nivea lag behind the other brands on all the factors.

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Consumer behaviour of women towards anti-ageing products

Bibliography
1. www.google.com 2. Wikipedia 3. Vogue magazine 4. Economic times newspaper 5. www.antiwrinkleworld.com 6. Business outlook 7. Beauty-secrets4U.com

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