• DIVYA BHARATHI
• DR. G. P. Dinesh

Purpose: The purpose of this paper is to study the Indian women and their behaviour towards “Health & Hygiene” products. Design/Methodology: Research design is based on exploratory and descriptive research from India on the basis of convenience sampling; with the sample size of 50 women’s (20-45 age group) & data is analysed using simple tools like averages, percentages and measurement scales. Findings: As per the report we could find that women buying behaviour towards health and hygiene products is very positive, we know that health and hygiene plays a very dominant role in today’s world due to the hectic and busy schedule, due to the unhealthy lifestyle and chemical based products consumption which leads to deadly diseases deep rooted in the environment, we are under risk. There is a huge demand for health and hygiene products hence majority of the women practice it regularly. The awareness level is too high but due to low economic status and poor dietary patterns most of them are not able to inculcate it, women give importance to quality, brand, benefits, usage not for aesthetic looks of the product and so on. Research limitations/implications: The study is restricted to Indian women. Originality/value: In this research paper we could find the awareness levels of women with respect to health and hygiene product purchase, her requirements, her buying patterns, and how economic status is affecting their hygiene practices and buying activities, what are the influencing factors, importance of health and hygiene practice, how important is regular medical check up etc.

India, Women, Health and Fitness industry, Hygienic products, Buying behaviour

"INDIAN WOMEN AND THEIR BEHAVIOUR TOWARDS HEALTH AND HYGIENE PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.1022-1027, August-2018, Available :http://www.jetir.org/papers/JETIRA006179.pdf

"INDIAN WOMEN AND THEIR BEHAVIOUR TOWARDS HEALTH AND HYGIENE PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp1022-1027, August-2018, Available at : http://www.jetir.org/papers/JETIRA006179.pdf