Study on Buying Behavior of Indian Women and the Impact of Marketing Communication

Abstract

As consumers, middle-class Indian women in general attach great importance to cosmetics and fashion. The focus on personal appearance in society is considered to be very significant. Many brand managers are, consequently, competing aggressively for market share in this emerging sector. The main purpose of this paper is to study women's buying behaviour and brand loyalty as regards to cosmetics. Various factors were chosen for study and responses were gathered using a quantitative approach. Questionnaires were distributed to 50 respondents for self-completion. The survey was specifically done over 50 female customers. This kind of survey is done as per the theory of "Convenience sampling”. The study highlights the various factors which are positively related to the buying behavior of a consumer and at the same time how the extent of buying pattern differs with different media's of marketing communication.