An analysis of consumer behaviour on purchasing cosmetic products: a case study on Kalmunaikudy

Abstract

Nowadays many people are willing to spend big amount of money for the sake of taking care the attractive appearance by purchasing cosmetic products. Cosmetic products which are available market ranged from local products and imported products. This research attempted to study the consumer behavior on purchasing cosmetic products a case study in Kalmunaikudy. For this purpose, influence of demographic factors on purchasing cosmetic products were analyzed. In order to cope with the research purpose, respondents were selected by clustered one stage sampling technique and data were analyzed and interpreted with the help of statistical package for social science and micro soft excel as well as statistical technique of principle component analysis used in this research. The researcher distributed 130 questionnaires among cosmetic users who are in Kalmunaikudy. The principle component analysis was used in this research. The finding of the study indicated that marital status, age and income level of cosmetic users’ have been significantly influence on purchasing cosmetic products but gender and occupation have not been influence on purchasing cosmetic products.