DIMENSIONS OF POINT OF PURCHASE FACTORS IN IMPULSIVE BUYING OF MEN’S SKINCARE COSMETICS IN INDIA

Abstract

After the advent of liberalisation, privatisation and globalisation in India, using world-known and acknowledged brands in all the spheres began at increasing rates. One such sphere which gained widespread engagement was the skincare cosmetics which entered India during the 90s. Since then, the cosmetics business is soaring in the Indian markets. The products of cosmetics industries are not limited to females only, but today there are a variety of options in the skincare cosmetics exclusively produced for the men in India. One of the reasons for the success of the cosmetics products for men is the growing consciousness instilled among the men about their looks and grooming. The more they become aware of their looks and personal appearances, the more the grooming products are being purchased. With the desire to look like television personalities and models, the men are often inclined to buy these products—the buyers of today desire more options to choose from. Purchasing can be done after a careful analysis of the products available in the market or otherwise, which is known as impulsive buying and done without any planning beforehand.  The people may tend to buy a product even if they do not desire to do so but end up buying the products because of several factors which may lure them (Thakkar, Maskara, Rohilla, 2017). The sellers and the manufacturers are following many practices to engage the buyers in impulsive buying by somehow luring them. This not only increases their sales but make people spend more money than they can afford. The sellers and the manufacturing units do numerous marketing strategies and promotions to capture more consumers by creating an illusion in the buyers' minds that certain products are necessary for them even if they are not. Not only this, they tend to deceive them by giving them offers and exaggerating the benefits of the products. Due to this, the consumers end up buying stuff they did even intend to buy (Anute, Deshmukh, 2015).