International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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A STUDY ON CUSTOMER ATTITUDES TOWARDS PURCHASE OF COSMETIC PRODUCT WITH SPECIAL REFERENCE TO WOMEN ARNI TALUK

    3 Author(s):  NANDAKUMAR.S.,DR. EZHILAN.G.,DR. SUGUMARAN.G

Vol -  11, Issue- 7 ,         Page(s) : 11 - 16  (2020 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

An individual with a positive attitude towards a product is more likely to make a purchase, this make the study of consumer attitudes highly important for a marketer. In terms of consumer behavior, consumer attitudes may be defined as an inner feeling of favorableness or unfavorableness towards a product. The Indian Cosmetics Industry is expected to witness impressive growth rate in the near future owing to rising beauty concern of both men and women. India is a very price sensitive market and the cosmetics and personal care product companies, especially the new entrants have had to work out new innovative strategies to suit Indian preferences and budgets to establish a hold on the market and establish a niche market for them. The cosmetic companies need to understand the consumer attitude on cosmetic buying which brings success of the company. This research objective is to get reliable and valid results that helps the company in planning their future activities and marketing strategies. The research study is descriptive in nature. A sample of 100 respondents were collected randomly as per the commence of the researcher, percentage analysis was used for the data analysis and the results were obtained as majority of the respondents were unmarried, graduates having their monthly income below Rs.10,000/-.

Kameswara Rao Poranki., (2015), “Consumer attitudes and perception on personal care products and cosmetic at Visakhapatnam, India”, The International Journal Research Publications – Research Journal of Social Science and Management, v.5., n.8., pp.220- 225.
Vidhya Jawahar., J., and Tamizhjyothi., K., (2013), “ Consumer attitude towards cosmetic products”, IJEMR, v.3.,n.6., pp. 1- 7.

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