Preferences towards male deodorants consumers and retailers in Saudi Arabia

It was found that the world wide annual expenditures for cosmetics is estimated at U.S.$18 billion, and many players in the field are competing aggressively to capture more market share. Hence, companies are interested to know about consumer’s preferences towards cosmetics so as to devise strategies to win over competition. The main purpose of this research paper is to investigate the influence of preferences on cosmetics buying behavior especially men's deodorants like the factors those influence the consumer choice and to identifies the most popular deodorant brand. Also to examine the level of awareness of brands available. We have conducted research to know the factors for retailers preferences also. Originality/value: This research paper brings out unique factors of consumer preferences towards deodorants in the Saudi Market, particularly in the Al Baha region. This research paper has reviewed suitable literature within a customized research to garner the preferences of both the consumers as well as the retailers. We have used two different questionnaires used in this market.