Consumer Behaviour of Indian Middle Class Women towards Cosmetics

The present study was earned out with an aim to examine various aspects of consumer behavior relating selection and purchase of cosmetics by Indian women. A total of 200 educated women in the age range of 20 to 45 years answered on a questionnaire consisting of 30 structured statements. In order to find systematic trend of opinion, if any, among the respondents obtained data were treated statistically through chi-square test. The results revealed a number of significant trends suggesting the way Indian middle class women conceptualize the usage of cosmetics. Majority of the respondents opine that usage of cosmetic products enhances their personality and they feel good in using the cosmetic products. Their purchase is amply influenced by the brand image, long-term effects, fragrance, and value for money. Majority of them prefer to buy the articles of their brand choice from exclusive stores. It is a point of common realization that most of the advertisements are exaggerated, hence they rely only on those advertisements which are in good match of product appeal and product satisfaction. The advertisements appearing in magazines attract most to the lager section of female consumers.