Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Sep09-Article4-A Study of Consumer's Buying Pattern of Cosmetic Products In South Haryana
- Price : 80.00
- Published on September 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The Indian cosmetics and personal care industry has been growing at a rate of 15-20 percent. But still the market penetration of cosmetics and toiletries products in India is meager. The cosmetic companies are now eyeing the small cities as it is an untapped market and present vast opportunities. The present study attempts to study the buying pattern of consumers and the impact of demographic variables thereon. Results indicate that The prime reason for using cosmetics was ‘to look appealing’ followed by ‘to be with current trends’. Quality and Price were found to be the most important criterion for buying cosmetics.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.