Consumers’ Attitude towards Herbal Cosmetic Products: An Empirical Study in Haryana

ABSTRACT

The worldwide market size of herbal beauty products was valued at 78.5 US Billion dollars and is also estimated to raise up at a CAGR of 5.2% from 2020 to 2027. Several herbal cosmetics players are competing aggressively to capture maximum share of market. Numerous players of herbal cosmetic products are vying aggressively to catch maximum share of market. So, marketers are curious to know about the attitudes of consumers regarding herbal cosmetics so as to devise tactics to overcome the competition. The research question is “what kind of attitude do customers have towards purchase and using of herbal cosmetic products?” The main purpose of the study is to examine the attitude of consumers regarding herbal cosmetic products. To reach the study goals, convenience sampling was used to gather data from 200 customers who had used herbal cosmetic products. This study employed statistical techniques such as percentage analysis, correlation analysis, mean and SD analysis, chi-square test and cross-tabulation. This study findings are that the majority of respondents are female herbal cosmetic product users who often use herbal cosmetic products. Advertisements are the main source of information about herbal cosmetic products for users and majority of respondents have neutral attitude about herbal cosmetic products. Additionally, there is a significant association between the respondents "education level, income level, age, gender, designation, source of information" and their level of attitude towards herbal cosmetic products.

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