{"id":3694,"date":"2023-07-16T17:13:16","date_gmt":"2023-07-16T17:13:16","guid":{"rendered":"http:\/\/ijpsl.in\/?page_id=3694"},"modified":"2023-08-23T11:05:00","modified_gmt":"2023-08-23T11:05:00","slug":"v2i2-women-and-consumer-behaviour-in-the-cosmetics-industry-analysing-the-impact-of-intersectionality","status":"publish","type":"page","link":"https:\/\/ijpsl.in\/index.php\/volume-2-issue-2\/v2i2-women-and-consumer-behaviour-in-the-cosmetics-industry-analysing-the-impact-of-intersectionality\/","title":{"rendered":"V2I2 – Women and Consumer Behaviour in the Cosmetics Industry: Analysing the Impact of Intersectionality"},"content":{"rendered":"\t\t
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Women and Consumer Behaviour in the Cosmetics Industry: Analysing the Impact of Intersectionality\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Anindita Audhkhasi and Pavni Arora
\nVolume 2, Issue II
\n16 January 2022
\nPage No.: 3362-3396<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Abstract<\/a><\/div>\n\t\t\t\t\t\t\t\t\t
Authors<\/a><\/div>\n\t\t\t\t\t\t\t\t\t
References <\/a><\/div>\n\t\t\t\t\t\t\t\t\t
Cite<\/a><\/div>\n\t\t\t\t\t\t\t\t\t
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Abstract<\/div>\n\t\t\t\t\t

Increasing awareness of beauty products, rising personal grooming premium, changing consumption patterns, and improved purchasing power of women are forecasted to boost the Indian cosmetic industry by 25% to $20n billion by 2025 (Economics Times,2019). Through this paper, the authors attempt to analyse and understand how psychological, social, and economic factors have influenced the consumer behaviour of women, in terms of cosmetic products, and contributed to this boost. Approaching the topic from an intersectional perspective, the study analyzes the role heteronormative beauty norms have played in establishing a culture that rewards \u2018femininity\u2019, and its consequent impact on the psychology and cosmetic buying behaviour of women. Our research serves the purpose of interpreting how the intersection of colour, caste, race, religion, and other social characteristics creates variability in the cosmetic purchase behaviour of women while simultaneously analysing the inclusivity of the cosmetic industry. The paper provides evidence of how the cosmetic industry capitalises on women\u2019s insecurities and contributes to gender socialisation and inequality. The direct correlation between the profitability of the cosmetic industry and the manipulation of women is substantiated by the gender-based pricing of products. The paper delves into how beauty standards and patriarchal norms have willed women into paying a higher price than men for the same cosmetic product, thereby aiding their own economic subjugation. Therefore, through this research, the authors aim to understand the cosmetic consumer behaviour patterns exhibited by women, the role intersectionality plays in these consumption patterns, and the additional premium paid by women to be deemed attractive<\/p><\/div>\n\t\t\t\t\t\t\t\t\t

Authors<\/div>\n\t\t\t\t\t
Anindita Audhkhasi <\/b>
\nB.A. Hons. Psychology, Keshav Mahavidyalaya, University of Delhi
\nPavni Arora<\/b>
\nB.A. Hons. Business Economics, Sri Guru Gobind Singh College of Commerce, University of Delhi
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References <\/div>\n\t\t\t\t\t

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Cite<\/div>\n\t\t\t\t\t

Audhkhasi A. & Arora P. (2021). Women and Consumer Behaviour in the Cosmetics Industry: Analysing the Impact of Intersectionality.\u00a0International Journal of Policy Sciences and Law<\/i>,\u00a02(<\/i>2), 3362-3396.\u00a0<\/span><\/p>

https:\/\/ijpsl.in\/wp-content\/uploads\/2022\/01\/Women-and-Consumer-Behaviour-in-the-Cosmetics-Industry-Analysing-the-Impact-of-Intersectionality-merged.pdf<\/a>\u00a0<\/span><\/span><\/p><\/div>\n\t\t\t\t\t\t\t\t\t

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Women and Consumer Behaviour in the Cosmetics Industry: Analysing the Impact of Intersectionality Anindita Audhkhasi and Pavni Arora Volume 2, Issue II 16 January 2022 Page No.: 3362-3396 Abstract Authors References Cite Full Text PDF Abstract Increasing awareness of beauty products, rising personal grooming premium, changing consumption patterns, and improved purchasing power of women are… Read More »V2I2 – Women and Consumer Behaviour in the Cosmetics Industry: Analysing the Impact of Intersectionality<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":2715,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-templates\/template-pagebuilder-full-width.php","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"neve_meta_sidebar":"full-width","neve_meta_container":"","neve_meta_enable_content_width":"on","neve_meta_content_width":100,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":""},"yoast_head":"\nV2I2 - Women and Consumer Behaviour in the Cosmetics Industry: Analysing the Impact of Intersectionality - IJPSL<\/title>\n<meta name=\"description\" content=\"International Journal of Policy Sciences and Law (IJPSL) is an international, open-accessed, online quarterly peer-reviewed journal under the aegis of Project uP is an inclusive platform for all scholars and academicians across the globe. 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