Consumer Behavior and Brand Preferences in Moisturizer Usage Among College Students of Hassan: A Crosssectional Study

Bhagya T.S, Suresh .N,  Shreyanka M .M , Nisarga M . B

This crosssectional study investigates the usage patterns, brand preferences, and factors influencing moisturizer selection among college students in Hassan, Karnataka. Using a sample of 446 students, data were collected via a structured online questionnaire. Results show that 79.8% of respondents regularly use moisturizers, with Ponds (25.2%) and Nivea (21.6%) as the most popular brands. Brand reputation (39%) and ingredient lists (28.1%) were key determinants in brand choice. A significant association was found between gender and moisturizer usage (p < 0.05), with females more likely to use moisturizers than males. Most students purchase moisturizers from cosmetic stores (51.1%), use them once daily (55.1%), and repurchase every 23 months (49.4%). The study offers insights for targeted marketing strategies in skincare products aimed at young consumers.

Keywords: Moisturizer usage, Brand preference, Consumer behavior, Skincare, College students, Gender difference.