Abstract

Purpose: The chief purpose of the study is to analyze in depth the phenomena of consumer behaviour in buying skin care products amongst millennials in Delhi.
Design/methodology: A questionnaire was developed and distributed to Delhi consumers aged 20 years to 35 years (Millennials) by using Quota sampling technique. A total of 156 completed questionnaires were returned and analysed by using correlation analysis and chi square test in SPSS version 16. The sample size of 156 includes male and female as well a working and non working people.
Findings: The study aimed to study the behaviour of millennials in India with respect to dermaceuticals. The major finding is the common behaviour exhibited by both the sexes in this age group. Except for difference in under eye cream, the other categories can have common marketing strategies.
Research limitations: The research survey is done in Delhi. Millennials have been chosen for the research which falls under the age group of 20 years to 35 years.
Practical implications: Among the BRIC (Brazil, Russia, India and China) countries India has a sizable “young” population. These “young” representatives contribute to the major chunk of millennials. Thus this study would help companies to strategise effectively for this segment of the market.
Originality/value: This work is totally original.

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