Document Type : Primary Research paper
Part - time Research Scholar, Assistant Professor Vysya College, Salem Affiliated to Periyar University, Salem
Research Supervisor, Associate Professor, NKR Government Arts College for women, Namakkal. Affiliated to Periyar University, Salem
This research study is an attempt to describe the behavior of the consumers during selection of personal care products for their personal use as well family use. This study assumes that the consumers are active participants in the marketplace. The wealth of products and services produced in a country make our economy strong. Almost all the products that are available to consumers have number of alternatives. Hence, consumers choose a specific product amidst its burgeoning alternatives. The main objective of this study is to find the impact of demographic variables on the selection of personal care products. Through the study, it was concluded that the demographic variables highly influence the buying behavior of the consumers.