Factors Influencing the Buying Behavior of Female Consumers with Reference to Top Three Brands of Make-Up Cosmetics in Pune City

Factors Influencing the Buying Behavior of Female Consumers with Reference to Top Three Brands of Make-Up Cosmetics in Pune City

Mukta Srivastava (Allana Institute of Management Sciences, India)
DOI: 10.4018/978-1-4666-7393-9.ch009


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?
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Literature Review

Marketing Mix Factors

According to Kotler & Armstrong (1989), marketing mix and personal characteristics play important role in influencing the purchase behavior of consumers. Most of the studies have shown that the marketing mix factors have a strong impact on the purchasing behavior of the consumer. The study by Gupta (1988) shows that marketing mix have a strong relationship with consumers buying patterns, brand choices and incidences of purchase. Hence the relationship with brand and the marketing mix factors can be analyzed.


The product characteristics such as package, durability, and quality of a make-up product play a significant role. The attributes are evaluated by the consumer based on his/her own values, beliefs, past experience (Peter & Olson, 1990). The product attribute of make-up product may include attractive packaging, color, ease to handle, variety and many more expected by the consumers.


The price of the product may differ based on the economic conditions and consumer perceptions. It could influence the perceived value of a brand. Many consumers use price as an indication of the quality of the brand which is an important factor in purchasing decision (Nilson, 1998; Kotler & Armstrong, 1989).


Place or the distribution channel is a combination of institutions through, which a seller markets product to user or ultimate consumer (Peter & Donnelly, 1992). Many companies take the advantage of a strong distribution channel to keep the brand in a strong position. They use different places such as super markets, high end groceries and retails to sell the brand. These selling points are also categorized based on the scale of the operation and the ultimate objective of the shareholders.

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