3. Profile
⢠Young
⢠Willing to experiment with colors, but may not
necessarily mix them up
⢠Are more fashion/ trend conscious but not yet brand
conscious
⢠Visit malls for fun, not regular shopping
⢠Mostly they are not involved in daily house chores.
⢠Most of them started using their motherâs or elder
sisterâs nail colors before starting to purchase their
own.
⢠Usually change shades after 2 â 3 days.
5. Need Recognition
⢠Beautifying hands and feet
⢠Need to complement bangles and rings,
dresses, but not bags/clutches.
⢠To express oneâs personality
⢠Falls under the esteem needs
6. Information Search
⢠Personal Sources
â Sisters, friends
⢠Market Controlled sources
â Store displays
⢠Public Sources
â Blogs, websites, fashion magazines (SHE, Womenâs
Own)
⢠Personal experience (determines only color
choice)
7. Alternative Evaluations
⢠Evaluation Criteria
â Objective: Price
â Subjective: Color/ Shade
⢠Brands donât matter
⢠Texture isnât important
⢠Available brands are Sweet Touch, Swiss Miss, Medora,
Christine
⢠Very few opt for Color Studio Professional
⢠None had the more expensive brands of nail colors like
Essence, Art Deco, OPI etc in the list of alternatives.
8. Purchase Decision
⢠Nail colors are bought because they are âinâ
and should not be very expensive.
⢠Nail colors bottles that last longer are
preferred.
⢠Prefer colors that will be appreciated, specially
by husbands, but will not take suggestions
consciously from them.
9. Post Purchase Evaluation
⢠Usually satisfied with the outcome of the nail color
⢠Problems
â Not easy to remove, need a specific remover and even
some traces might be left. Hence it is not âon the goâ
cosmetic item.
â Girls who offer prayers regularly hesitate to put nail colors
for long time durations as it cannot be removed easily.
â Same for girls in schools and some colleges where nail
colors arenât allowed.
â Some colors tend to leave the nails discolored when
removed
10. External Influences
⢠Culture
â Familiarity of coloring nails since long times using
henna
⢠Social Class
â Brand consciousness increases as you move higher in
the social class ladder.
⢠Reference groups
â Trend setters
⢠Situational Determinants
â Occasional usage, daily usage, moods