“A Comparative Study on the Impact of Skin Care Products on the Self-Esteem of Women Users and Non-Users in Coimbatore City”
A. Mohanapriya1, M. Padmavathi2, A. Prasathkumar3
1A. Mohanapriya, Assistant Professor, School of Management, Sri Krishna College of Technology, Coimbatore (Tamil Nadu), India.
2Dr. M. Padmavathi, Associate Professor & Head, School of Management, Sri Krishna College of Technology, Coimbatore (Tamil Nadu), India.
3Mr. A. Prasathkumar, Assistant Professor, School of Management, Sri Krishna College of Technology, Coimbatore (Tamil Nadu), India.
Manuscript received on 06 February 2019 | Revised Manuscript received on 12 February 2019 | Manuscript Published on 19 February 2019 | PP: 421-424 | Volume-7 Issue-5S January 2019 | Retrieval Number: ES2175017519/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: In the modern era where digitalisation is fast and changing needs of fashion and trends are catching up there rises a sharp need for working women to focus more on beauty and this wide concept is now under the umbrella “Skin care”. Skin care products play a very vital role in this generation as girls and women all visualize being beautiful and they prefer to flaunt a healthy glowing skin as portrayed in all advertisements. It is very evident that skin care products and the related advertisements and commercials play a pivotal role in pumping up the need for a woman to compare herself with the models in the commercials and thereby she tries to boost up her self-esteem and self-image through the usage of the said products. Women in today’s scenario are not prone to only household chores there is been a great change in the mindsets due to globalization and advancements in technology also the sharp increase in the level of literacy in the rural as well as urban cities have given a tremendous scope for awareness on beauty and skin care. Though it involves a lot of money, effort and critical strategic management techniques to position the products in the way they are done, it is found that the marketers make sure the product reaches the target consumers.
Keywords: Self Esteem, Skincare, Personal Care Products, Buying Behaviour.
Scope of the Article: Social Sciences