Main Article Content
Abstract
This paper focuses on the factors influencing male in choosing beautification products. The beautification product is one of the flourishing industries in erode. Like the women, now-a day, beautification is becoming a major concern for male also. The current study aims at exploring the customer groups, services and selection of beautification product in erode. Other purposes of this study are to understand the customers’ demographic profile, service consumption and spending pattern, assess the importance of different attributes that the customer consider while choosing beautification products and reveal the final factors that are important for selecting a beautification products. The cosmetics industry is dominated by the female products but there is a rapid growth in the cosmetic industry of males. I looked in to the effect of factors on males to choose beautification products. Results showed that only one factor "kind of product" has positive and significant influence on males.