Herbal (Organic) Cosmetics the way ahead in Modern India

Author:Sameer A. Virani

Abstract:
Purpose/Research aim of this research is to identify various factors and their perception amongst the consumers on consumers belonging to various income groups , this paper investigates how the need for this research comes from growing consciousness of ill effects of chemical based cosmetics almost Indian customers. In the light of these developments, it seems important for a retail chain of perfumes and cosmetics stores, to use its competitive advantage and effectively apply right communications and Segmentations strategies towards organic cosmetics range. For Design/methodology/approach the research approach used both, exploratory qualitative tool such ad FGD and quantitative research tool such as Factor analysis and ANOVA. For obtaining qualitative data, eight beauty experts were invited for F.G.D. This qualitative data became the basis of the quantitative study consisting of a survey with 100 respondents. Findings The using of a various communications strategies in their campaign and proper segmentation , which may prevent the wrong positioning of brand images or help the organic brand reflecting a different positioning as compared to non organic counter parts.

Keywords:Key Words: Organic cosmetics, Segmentation, Communication channels.

DOI:

International Journal of Trade & Commerce (Vol: 3 Issue:1)