Factors Determining The Purchase Of Cosmetic Products In Chennai City

Abstract

Cosmetic products market is one of the large markets in India. Especially, cities like Chennai the market size of cosmetic products is larger than other cities or towns. There are many factors which influence the consumers in buying cosmetic products. The researcher studied this aspect in this paper. For this purpose, the researcher selected Chennai city of the state of Tamilnadu as study area, from where the researcher selected a total of 660 college students who consumed cosmetic products as sample of the study using simple random sampling method. The primary data were collected using questionnaire. The researcher applied the statistical tools of percentage analysis, mean, standard deviation, coefficient of variation, ‘t' test and One-way ANOVA for analyzing the data. The researcher found that ‘Advertisements’ was the most influenced factor on the respondents in purchase of cosmetic products. Followed by, the factors ‘age’, ‘Attending frequent family functions’, ‘Social media’ and ‘Influence of friends’. The factors ‘College’ where the respondents were studying, ‘Attending frequent meetings in colleges’, ‘Influence of eagerness to take photos’ recorded lower influence on the respondents in buying cosmetic products. Significant differences were identified between the level of factors influenced on the sample female college students in the study area in buying cosmetic products with the socio-economic variables of ‘Family Type’, ‘Administration Type of College’, ‘Age’, ‘Fathers’ Occupation’ and ‘Monthly Family Income’. The socio-economic variables ‘Mothers’ Occupation’, ‘Degree Studying’ and ‘Type of College’ did not make any significant differences on the opinion of the respondents regarding factors influenced them in buying cosmetic products.