International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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COSMETIC CONSUMPTION BEHAVIOUR: A FACTOR ANALYTIC APPROACH

    1 Author(s):  DR. K. G. SANKARANARAYANAN

Vol -  8, Issue- 8 ,         Page(s) : 164 - 176  (2017 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Beauty has been a synonym associated with women so far. Nowadays men are also very much concerned beauty conscious. Therefore, cosmetics have become an inevitable part of human life now. The increased level of awareness about beauty and beauty products has accelerated the pace and volume of consumption of cosmetics. . This study has been carried out to identify the various causative factors or behavioural attributes associated with the consumer behaviour cosmetic products. There is no rural-urban or gender differentiation in the extent of usage of beauty products. The factors which have influenced the customers to use beauty products are positive impact on self confidence, public image and recognition, social desirability and the feeling of essentiality.

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