Buying behavior of cosmetics among urban women in Tamilnadu

Abstract

The women s buying behavior of cosmetics is studied by selecting newlinefive urban cities in Tamilnadu such as Chennai Coimbatore Madurai Trichy newlineand Salem The study adopted descriptive and diagnostic research design newlineanalyzing the responses collected through interview schedule from 569 newlinerespondents selected using the stratified proportionate sampling technique The newlinestudy focused on studying the various antecedents of buying behavior among the newlinewomen the association between the profile of the women and their view on newlinevarious antecedents and the level of brand behavior loyalty and its determinants newlineamong the women were measured and also the linkage between factors leading newlineto customer loyalty on the level of customer loyalty among the working and newlinehousehold women had been evaluated The present study concluded the buying newlinebehavior of working women is different from the behavior of household women newlinein cosmetics market the frequency of buying quantum of buying decision newlinemaking on the purchase are highly dependent on themselves among the working newlinewomen The significantly influencing antecedents of brand loyalty on the level newlineof brand loyalty towards cosmetics among WW are brand association; perceived newlinequality brand trust brand quality and distribution intensity whereas among the newlineHW these are brand awareness switching costs brand trust attitude on newlineadvertising and distribution intensity The higher number of brands preferred by newlineworking women compared to household women newline newline