International Journal of Applied Research
Vol. 3, Issue 6, Part O (2017)
A study on factors influencing on consumer behaviour towards cosmetics with special reference to Chennai city
Dr. DS Latha
Personal care products are a part of cosmetic industry which a consumer uses for personal purpose. This Paper examines the Consumer behaviour of cosmetics products with reference to Chennai City. The main aim of this research was to investigate the various factors that have impact on buying decision of consumers. 120 respondents were selected by convenient sampling method and data was analysed and interpreted with the SPSS package version 20. The study reveals that the age of the respondents have a significant influence on buying behaviour. Further the factor analysis model has supported the study to the extent of 63.95%, and the major factors that influence the consumer behaviour are influenced by price, attractive packing, sales promotion, advertisement, ingredients and warehouse storage.
How to cite this article:
Dr. DS Latha. A study on factors influencing on consumer behaviour towards cosmetics with special reference to Chennai city. International Journal of Applied Research. 2017; 3(6): 1038-1042.