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Grooming Market in India: Concept, Instrumentality, Outcomes, and Marketing
Abstract
‘Grooming' is a multi-billion dollar industry. Numerous brands participate in grooming market. Grooming is transformative. These products derive their significance from their psycho-socio-cultural roles. Grooming was found to be a three dimensional phenomena both for men and women. In case of men these dimensions were physical, psychological, and behavioral. And for women group, the other two dimensions remained same but behavioral dimension was replaced by beauty. It is these dimensions which give rise to consumption constellation and demarcate what product categories are relevant in the perusal of goal of grooming. Well groomed people are rare and uncommon. It is this rarity which renders a groomed state as aspirational and desirable. Being well groomed is advantageous for two reasons: it eases negotiation of social turf and psychologically it transforms identity into confident and energetic self. It is through these psycho-social processes, being well groomed gives an advantage over others in securing success.
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