Resumen de A Study on Consumer Buying Pattern of Cosmetic Products With Reference to Andhra Pradesh-India

Ramanadhula Emmanuel, Shaik Chand Basha, Burla Venkateswrlu, Tumma Krishna Babu

• Purpose: The aim of this study is to determine the Consumer Buying Pattern of Cosmetic Products  with  Reference to Andhra Pradesh-India.

    Theoretical framework: This study will focus on the different marketing variables affects the female cosmetic consumption as well as their decision making process for purchasing the cosmetic products.

    Design/Methodology:  The Quantitative research will be done to carry out the study buying pattern and analyze the factors influencing on buying decisions of cosmetic products. The primary data has been collected with the help of a structured questionnaire. The study sample included 29 male and 71 female candidates of the study population after its  validity  and  reliability  have  been  tested by the researcher.

    Findings: The results of the data analysis revealed that the cosmetic market is dominated by female consumers, male consumers are coming at par with them. Majority of the respondents preferred to purchase products from the shop that provide quality products with variety at reasonable price Furthermore, the results of the multiple regression analysis revealed that there is a statistically significant effect on Quality as a most important factor for purchase of cosmetics by the respondents than price.  So, it all depends on the preference and the opinions of an individual when it comes to the decision regarding the purchase of cosmetic product.

    Research,  Practical  &  Social  implications: The  study  helps  the  cosmetic marketers to understand the buying pattern and preferences of consumers while purchasing the cosmetic products, and also help them to take the appropriate marketing strategies in order to reach the customers.

    Originality/Value:  In this section, the paper highlights the the buying pattern and analyze the factors influencing on buying decisions of cosmetic products. It discusses how the research contributes to the field and why it is important. This section emphasizes the significance of the study's findings and how they can add to the understanding of the topic.