A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS TALCUM POWDER
ABSTARCT :
Talcum powder has been a personal care staple for decades, commonly used to absorb moisture, reduce friction, and enhance fragrance. It holds a strong position in the toiletry segment of the FMCG (Fast-Moving Consumer Goods) market and is especially popular in tropical countries like India, where heat and humidity are constant concerns. Traditionally associated with freshness and hygiene, talcum powder has been marketed as a product for all age groups, from infants to the elderly, and is available in numerous variants catering to different preferences, including medicated, scented, and herbal types.
Over the years, the talcum powder industry has evolved in response to changing consumer lifestyles, preferences, and awareness about health and safety. Today, the market features a wide array of brands offering different fragrances, ingredients, skin-care benefits, and packaging designs. Some brands position themselves as luxury products, while others cater to the mass market with budget-friendly options. This diversification has led to increased competition and forced companies to innovate in order to retain their market share.
Consumer buying behavior in the personal care segment, including talcum powder, is influenced by several factors such as price, packaging, brand reputation, product quality, availability, and advertising. Moreover, personal preferences such as skin sensitivity, fragrance choice, and the perceived effectiveness of the product also play a crucial role in decision-making. In many cases, consumers also rely on word-of-mouth recommendations and promotional offers when choosing between competing brands.
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