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)
Copyright: © 2015 |Pages: 238
EISBN13: 9781466684249|DOI: 10.4018/978-1-4666-7393-9.ch009
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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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