Influence of Gender and Purchase Behavior on Moisturizer Usage Among Higher Education Students in Hassan, Karnataka

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

Moisturizers are essential skincare products used to maintain skin hydration and health. This study aimed to analyze moisturizer usage patterns, brand preferences, and the influence of gender and purchase behavior among higher education students in Hassan, Karnataka. Methods: A primary research study was conducted using a simple random sampling of 446 student respondents. Data was collected via a Google Forms-based questionnaire distributed through social media platforms. Results: The study found that 79.8% of students regularly use moisturizers. Females (66.6%) showed a higher usage rate than males (33.4%). Ponds (25.2%) and Nivea (21.6%) were the most preferred brands. The primary factors influencing purchases were brand reputation (39.04%) and ingredient lists (28.09%). Most students (34.26%) prefer a price range of 150-300 INR. Conclusion: There is a statistically significant relationship between gender and moisturizer usage, with females being the predominant users. Marketing strategies should focus on brand trust and ingredient transparency to target the youth demographic effectively.

Keywords: Moisturizer, Gender, Purchase Behavior, Higher Education Students, Hassan, Skincare Brands.