Consumer Preference Towards Sunscreen Products and Its Market Potential for the Launch of a New Product in Coimbatore and Madurai District

Abstract

This paper focuses on the preferences and perceptions of the consumers to the sunscreen products and assesses the market prospects of the introduction of a new sunscreen product in Coimbatore and Madurai districts. The study will seek to learn consumer awareness, purchase behaviour as well as expectations of products in the fast-growing skincare market in India. A structured questionnaire was used to gather primary data with the help of 200 respondents. Descriptive analysis, chi-square test, cross-tabulation, and weighted average ranking were used as statistical methods to analyze the consumer responses. The results show that the use of sunscreens is on the rise among the youth population in the city, especially the students and working women who are largely affected by social media and message of peers. Sunscreens that are cream based and packed in tubes are the most preferred because of convenience and ease of use. Despite the increased awareness on the topic of SPF and UV protection, inconsistent use and lack of education on reapplication is still problematic. The paper has noted a good prospect of launching affordable, lightweight and eco-friendly sunscreen products that can support the climatic conditions and demands in India.