Hair Care Product Usage Purposes and Brand Predilection of Male Consumers Jagadeesan P1, Balaji P2 1Associate Professor, Department of Commerce, Vels Unversity, Pallavaram, Chennai 2ICSSR/IPE Doctoral Research Fellow, Department of Commerce, University of Madras, Chennai Online published on 15 December, 2017. Abstract This Marketing Research was conducted to understand the male consumer behaviour in Hair Care Products (HCP) industry in Chennai city with the primary objective to explore the underlying dominant dimensions of Hair Care Product Usage Purposes (HCP-UP) and also to identify the difference between branded and unbranded consumer usage purposes of HCP for the segmentation and targeting in Indian cosmetics industry. This study was conducted among 375 male HCP consumers residing in Chennai city by using descriptive and exploratory research design by adopting convenient non-random sampling. The tools such as, percentage analysis, factor analysis and t test has been applied to explore statistical findings and empirical evidences to draw meaningful suggestions and conclusion for the implementation. The results reveal that, Enrichment and Protection are dominant dimensions of HCP-UP variables and protection don't significant difference with respect brand preference whereas, Enrichment has significant difference with respect to brand preference in hair care products industry. This study concluded that, Male consumers prefer branded products to enhance and enrich the hair rather protection and medical purposes. Further, it is suggested that to segmentation and targeting is very imperative to understand market conditions to retain customers and also to attract new consumers by fulfilling the individual needs. Top Keywords Hair Care Product, Usage Purpose, Brand, Protection, Enrichment, Segmentation and Trageting. Top |