PURCHASE BEHAVIOUR AND CONSUMPTION PATTERN OF PERSONAL CARE PRODUCTS: A SYSTEMATIC LITERATURE REVIEW
Received: 30.04.2021; Revised: 29.06.2021, Accepted: 28.07.2021, Published Online: 18.08.2021
Research Scholar at Lingaya’s Vidyapeeth, Faridabad, Haryana,
Dr. Krity Gulati
Professor, Lloyd Business School, Greater Noida, Uttar Pradesh,
Dr. Richa Khugshal
Assistant Professor, Lingaya’s Vidyapeeth, Faridabad, Haryana
Purpose – The personal care products growth has benefited not only Indian firms by increasing rivalry in the space, but also by luring various foreign brands to the region. In this article, we review and discuss the consumption pattern, which affect the change in the purchase behavior towards personal care products. The shift in the attitude of the modern consumers is greatly influenced by the rising incidence of lifestyle diseases, such as skin deceases and rashes. The need to purchase personal care products to improve the quality of life will have huge implications for the retail, distribution and marketing functions of business.
Design/Methodology/approach – The authors conducted a study of papers written between 1918 and 2006. Subsequently, selected journal papers on purchasing behavior and consumption patterns were synthesized to provide additional insight.
Originality/value – This study fills a need by summarizing the current state of the nation branding literature and identifying potential research concerns.
Keywords: Consumer, Purchase behaviour, consumption patterns, personal care.