Self- Grooming - An Opinion Study among Married Women in Rural Areas

ABSTRACT

Self- grooming has always been necessary to look beautiful, fresh and elegant. It keeps us warm even in the coldest conditions. Married women today are so busy that they find very little time to care for themselves. The main objective of this study is to know the opinion of married women towards self- grooming, and the factors influencing their purchase intention towards self-grooming products. A structured questionnaire is framed by considering life style, society, personal, economy, marketing and social media as highly influential factors in purchasing self –grooming products. Convenient sampling method is used to identify the respondents in Rajapalayam Taluk of Virudhunagar District in Tamilnadu. Structural Equation Modeling was used to know the formation of buying intention towards self-grooming products. It is certain from the analysis that married women felt personal grooming which changes their moods and emotions into good, and improves their self - image. Result of the study also shows that among all the factors considered, personal factors and life style influence their buying intention.

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