Male Consumer Preferences And Satisfaction Towards Cosmetics: A Comprehensive Study

Abstract

This study investigates the factors influencing male consumer preferences and satisfaction with cosmetic products in the Indian market. Using multiple linear regression, the research identifies product quality as the strongest predictor of both preference and satisfaction. Brand image also exerts a significant positive influence on both. Peer influence has a moderate positive impact on preference, while packaging moderately influences satisfaction. Price exhibits a negative relationship with preference, though less influential than quality and brand. The findings highlight the importance of product excellence and brand building for cosmetic companies targeting male consumers in India. Limitations include a sample size of 103, suggesting a need for future research with larger, more diverse samples and exploration of cultural and regional variations. This research provides insights for market segmentation and targeted marketing strategies in the growing Indian male cosmetic market.