A Study On Consumer Perspective For Adoption And Diffusion Of Innovations In Fairness Creams For Males In India

Till the last decade it was unthinkable that skin care would be a category where consumers would like to spend the most. India has a strong economic performance and youthful demographic structure, ensuring a great future for cosmetic Industry. All that marketers and retailers need to do to be successful, is bring out innovation and price the products efficiently and intelligently. New product innovation is defined as the degree to which an individual adopts innovations relatively earlier than other members in his or her social system. Diffusion refers to the process in which an innovation is communicated through certain channels over time among the members of a social system (Rogers, 1995). Celebrities became more vocal about their grooming habits, sharing self-grooming details on television and other advertising media have led to spurge in the sale of fairness creams. It is not surprising that some of the leading cosmetic manufacturers have been introducing skin care lines specifically tailored to males.This present study attempts to build possible associations based on the previous researches between socio demographics, perceived innovation characteristics, consumer innovativeness and new product adoption behavior owing to the product innovations in skin care range with special reference to fairness creams for males.