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 behaviour of the end-users. Hence, the current study addresses issues, such as, ‘what factors are influencing the buying behaviour 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?
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Why is it important?
The current study addresses issues, such as, ‘what factors are influencing the buying behaviour 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 came as a surprise and delight to me when I received an email from IGI Global that my chapter from 2015 Book is selected for inclusion as a reprinted chapter in IGI Global research anthology titled Global Branding.
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 2020, IGI Global,
DOI: 10.4018/978-1-5225-9282-2.ch021.
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