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Abstract
Now, Consumers have lot of inter est regarding the cosmetic products and also they having awareness about cosmetic product attributes. Here, the cosmetic companies need to understand the consumer attitude on cosmetics buying behaviour which brings success of the company. This research attempts to study the impact of demographic profile of customers on their product preferences of cosmetic products specifically with reference to Delhi. The purpose of this paper is to investigate the various factors that have impact on customers' product preferences. In this paper, the researcher distributed 110 questionnaires. However, 96 questionnaires were completely filled and effective to use. Respondents were selected by convenient sampling method and data was analyzed and interpreted with the help of statistical techniques. The study reveals different factors that have significant influence by demographic profile of customers.
Keywords: Cosmetics, Cosmetic market, Product Preferences, Demographic Profile
Introduction
The word "cosmetics" is derived from the Greek word kosmetikos which means "skilled at decorating". Cosmetics colloquially known as makeup or make-up are care substances used to enhance the appearance or odor of the human body. Attractive appearance is very important for both men and women. Recently, people are willing to spend big amount of money for the sake of taking care the beauty of face and skin by buying trusted cosmetics. The present era is time of globalization and companies are trying to win in this competitive market. This viable market creates many challenges for markers because they are faced with customers who are more aware about products and know what they like to buy (Lin and Chen, 2006).Nowadays, Consumers have lot of interest regarding the cosmetic products and also they having awareness about cosmetic product attributes. Here, the cosmetic companies need to understand the consumer attitude on cosmetics buying behaviour which brings success of the company. This study broadly focuses on the consumers' preferences towards cosmetic products and the influence of demographic profile of customers. This study also contributes to the knowledge of how cosmetic companies will be able to understand buying habits of the consumers.
Indian Cosmetic Market
The Indian cosmetic industry has witnessed rapid growth over the last couple of decades. The Indian market has a lot to offer in terms of penetration of new brands....