A REVIEW OF LITERATURES ON FACTORS INFLUENCING FEMALE BUYING BEHAVIOUR FOR COSMETIC PRODUCTS

摘要

Consumers are in-charge of market; and to satisfy consumers, the study of consumer buying behaviour becomes essential for every organization. It is a process into which variety of factors will influence the consumers in purchasing of a product. With the help of information received after studying the various factors like, cultural, social, personal, psychological, the effect of price and promotion, a growing number of companies today are shaping seprate offers, services and messages to the cluster of customer and sometimes for the individual customer, too. Cosmetics have become an integral part of women's fashion statement. Fashion consciousness is increasing among women day by day. With this view point authors has written this paper to contribute to cosmetics market. The purpose of this article is to identify different factors that influences a female buyer while purchasing cosmetic products. To satisfy the purpose, the review of various literatures had been conducted, which includes the study of various articles, research papers, doctoral dissertations and books. Thus, it was concluded that every factor directly or indirectly influencing the female for purchasing cosmetics, only the intensity of influence differs.