The research focus to study the buying pattern of Indianconsumers for cosmetic products. This paper attempt to identify the variousfactors that impact or influences the customers for buying a product. The studyreveals that different factors like quality, price, advertisement, packagingand brand have significant impact on consumer buying behavior. This paper helpsto contribute to the knowledge or give an extra idea to cosmetic companies sothat they can understand the purchasing behavior of the consumers. Keywords: Consumer buying pattern, Cosmetics, Quality, Brand name,Advertising, Price, Product labelling, Purchase Intention INTRODUCTIONIn today’s world,the customer’s demand and the power of the retailers is tremendously growingdue to competitive environment and changing business. It is vital to have along term relationship with customers and it became necessary for both survivaland success of producers. Nowadays in the market a tremendous growth isexperienced by the beauty products and has become one of the leading industryin the world. In Indian scenario too, the consumption and using of cosmeticproducts have increased rapidly.
In our country, annually 15-20% of cosmeticsmarket is reportedly growing. Comparing to other beauty products, demand forskin whitening is driving the trend. As consumer’s awareness about appearance,beauty, grooming and choice of personal care products increases results in theincreasing demand of cosmetics and beauty products in the market. Manufacturesare likely to be aggressive to identify consumers’ needs and requirementsacross all categories in cosmetics. Customers purchase products based on their preferences,needs and buying power.
Media have anidea about how the customers in this era can be targeted and they have thepower to change their thinking way through their emotions, wants, needs anddemands. Market researchers and organizations is conducting a plenty of studiesand they are spending billions of dollars to identify the important factorsthat influence consumer’s cosmetic consumption. The customer’s purchasedecision is now becoming a complex process.
Consumer’s behavior, perceptionsand attitudes determine their purchase intentions. To evaluate and access aspecific product, purchase behavior becomes a key point for consumers Key to the success of any business organizations liesin the hands of customers. Understanding their needs, wants and their buyingbehavior determines the organization success. To predict the future trends, marketingpersonnel are analyzing the customers buying behavior pattern. The term Consumerbehavior is defined as the analysis of when, why, why and how people purchase aproduct. In ancient days’ people don’t prefer to buy cosmetic products, as theyknow the harmful effect of using these artificial but now the trend has changed.
Youth and adults in India are more concerned about their looks and for thatthey prefer to buy cosmetics products. Consumer’s cosmetic consumption depends on differentattributes like Price, Quality, Brand name, Brand loyalty and Labeling. Allthese attributes now become a new trend in the market. Currently, people arefalling for quality, branded and cheap priced products. Early days price wasthe only factor in the mindset of people. But now, all these factors have amajor role in dominating the market.The main purpose of this study is tocontribute to a knowledge and better understanding of consumer buying behaviortowards cosmetic purchasing and what all are the factors influencing theconsumers in purchasing cosmetics. CONSUMERBUYING BEHAVIOR Consumer buying behavioris a decision process as well as an attitude of the people involved inpurchasing and using products.
Consumers makepurchase decisions for buying small as well as large products. Afterrecognizing a need or a want, consumers begin searching for products orservices that fit their requirements.Theirdecision depends upon many criteria. However, consumer purchases have happenedmuch before their actual purchase.
Marketing plays an important role in this. Marketing& Advertising have a strong positive impact on buying behavior of consumers,and they directly influence consumer buying a product from a company that she/he is well aware of. In ancientdays, consumers were not bothered about the attributes before buying a product.But there comes a tremendous change in the consumer buying behavior of the 21stCentury.Consumer purchasedecision has now become a complex process. Purchase intention is usuallyrelated to the perceptions, attitude and behavior of consumers.
Consumersconsidered purchase behavior as a key point to access and evaluate specificproduct. Ghosh (1990) states that to predict buying behavior of consumers,purchase intention is an effective tool. Due to the influence of price, qualityand value there is a possibility for changing purchase intention. Gogoi (2013)state that during the buying process, consumers are influenced by external aswell as internal motivations. Kotler & Armstrong (2010) & Kawa et al (2013)talks about the six stages which are: knowledge, awareness, preference,interest, persuasion and purchase that researchers have proposed beforeplanning or deciding to buy the product. Gogoi (2013) states that, Customershave an intuition that products that are little known, low cost, and simplepackaging have a high chance of risk because the quality and value of theseproducts is not trustable.