What is it about?
Customers are the end beneficiary of all the marketing activities. No matter what type of cosmetics a company is making (natural or chemical), what type of company it is (national or international), it has to satisfy the needs of the customers. No marketer can ever be successful until and unless it is able to understand the buying behavior of the end users. Hence, the current study addresses issues, such as, ‘what factors are influencing the buying behavior of female consumers with reference to make-up cosmetics?' Has there been a relationship existing between the demographical factors and other influencing factors? How female consumers make decisions for buying a particular brand of make-up cosmetics and what factors affect the decision?
Featured Image
Photo by Element5 Digital on Unsplash
Why is it important?
The study addresses issues, such as, ‘what factors are influencing the buying behavior of female consumers with reference to make-up cosmetics?' Has there been a relationship existing between the demographical factors and other influencing factors? How female consumers make decisions for buying a particular brand of make-up cosmetics and what factors affect the decision?
Perspectives
This was my first Scopus publication. It was the part of a funded project which I received from BCUD, Savitribai Phule Pune University under the University Research Grant Scheme (2013-15).
Dr. Mukta Srivastava
TA Pai Management Institute
Read the Original
This page is a summary of: Factors Influencing the Buying Behavior of Female Consumers with Reference to Top Three Brands of Make-Up Cosmetics in Pune City, January 2015, IGI Global,
DOI: 10.4018/978-1-4666-7393-9.ch009.
You can read the full text:
Contributors
The following have contributed to this page
