Description

In the recent times, several women have considered the regular use of Beauty products as an accepted social norm; as a result, the beauty products gradually moved from the Luxury Products category to the Daily needs category. India, being one of the world�??s fastest growing economies, has emerged as the front-runner in the FMCG sector and has been a high-growth market for Cosmetics products. Therefore, the present research study is aimed at understanding the Consumer Behaviour of the Beauty products with specific reference to the Chittoor District of AP. The main purpose of this research is to have a better knowledge and understanding of consumer buying behaviour towards cosmetic purchasing and the factors influencing the consumers in purchasing cosmetics. The study also focused the socio economic condition of the consumers and their preference for cosmetics, the attitude of the consumers towards the usage of cosmetics, the pre-purchase behaviour of the consumer of cosmetics, the factors influencing the consumers to purchase cosmetics, the post purchase behaviour of the consumers of cosmetics, and to offer appropriate suggestions to the Marketers. This study employs a Descriptive Research Design that portrays an accurate profile of the Target customers of Cosmetics, their Buying Behavioural patterns and other relevant phenomena. It also encompasses the selection of the Sample elements that is representative of the Customer population in Chittoor District.