• Willing to experiment with colors, but may not
necessarily mix them up
• Are more fashion/ trend conscious but not yet brand
• Visit malls for fun, not regular shopping
• Mostly they are not involved in daily house chores.
• Most of them started using their mother’s or elder
sister’s nail colors before starting to purchase their
• Usually change shades after 2 – 3 days.
• Beautifying hands and feet
• Need to complement bangles and rings,
dresses, but not bags/clutches.
• To express one’s personality
• Falls under the esteem needs
• Personal Sources
– Sisters, friends
• Market Controlled sources
– Store displays
• Public Sources
– Blogs, websites, fashion magazines (SHE, Women’s
• Personal experience (determines only color
• Evaluation Criteria
– Objective: Price
– Subjective: Color/ Shade
• Brands don’t matter
• Texture isn’t important
• Available brands are Sweet Touch, Swiss Miss, Medora,
• 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.
• Nail colors are bought because they are “in”
and should not be very expensive.
• Nail colors bottles that last longer are
• Prefer colors that will be appreciated, specially
by husbands, but will not take suggestions
consciously from them.
Post Purchase Evaluation
• Usually satisfied with the outcome of the nail color
– Not easy to remove, need a specific remover and even
some traces might be left. Hence it is not “on the go”
– Girls who offer prayers regularly hesitate to put nail colors
for long time durations as it cannot be removed easily.
– Same for girls in schools and some colleges where nail
colors aren’t allowed.
– Some colors tend to leave the nails discolored when
– Familiarity of coloring nails since long times using
• Social Class
– Brand consciousness increases as you move higher in
the social class ladder.
• Reference groups
– Trend setters
• Situational Determinants
– Occasional usage, daily usage, moods