THE DIMENSIONS OF BUYER BEHAVIOUR IN THE PURCHASE OF COSMETICS IN CHENNAI

V. Nithya 1 and Dr. A. Kumudha 2 . 1. Research Scholar, Bharathiar University Coimbatore. 2. Professor – PSGR Krishnammal College for Women Coimbatore. ...................................................................................................................... Manuscript Info Abstract ......................... ........................................................................ Manuscript History

2 Buying Motives And Buying Habits:-Sangeeta Sahney, Koustab Ghosh, Archana Shrivastava (2013), from the perspective of the seller, it is the attempt on the seller"s part to attract and persuade the prospect to conduct the purchase decision-making process, and ensure satisfaction and loyalty. From the perspective of the buyer,online purchase behavior is the degree to which consumer access, browse, shop and transact and repeat the behavior with the revolution in the very basics of transaction from a physical store format to a non-store one. It is important to understand the factors that could motivate Indian consumers to indulge in online buying. Nizar Souiden, Mariam Diagne (2009), clarify the impact of personal variables(self-image consciousness, ageing effects,physical attractiveness, state of health), socio-cultural variables(ie. Beliefs, life style) and marketing variables (ie. Advertising, purchase situation). Consumers motivations and attitudes differ among markets when the product is at different stages of the lifecycle.
Tracy Scelzo, Dawn Lerman (2009), the unique pressures of growing up as a little emperor in achanging society are widely reflected in product usage and the ways in which ease the tension and anxiety associated with the pressure of maintaining expectations from friends , family and society. Gerard Cliquet, Jean-Philippe Croizen (2002), exploratory study of several cosmetics retail companies operating in the French market seem to indicate that developing services is the best way of retailing business independence and resisting predators.

Sharmila Pudaruth, Thanika Devi Juwaheer, Yogini Devi Seewoo (2015)
, identified that the purchasing patterns for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely: "Women lifestyles, self-image health and economic considerations", "ethical consumerism among females", "Pharamacological essence of green cosmetics and beauty care products", "visual appeal and physical cues in cosmetics stores", "Price-conscious decisions and effective promotion", "belief on ethical claims in green messages, " brand image and usage experience" and "sales representatives and social influences". The behavioral intension and referral of female customers is primarily derived from factors related to " Women lifestyles, self image, health and economic conditions". relationship to ensure fast delivery at an agreed quality and integration of key internal activities and processes to facilitate the speed of buying decisions that may be required.

Dominic F.Wilson, (2000)
, states the buyer behavior literature between the contexts of consumer markets and organisational markets has lead to a split approach to the development of buyer behavior theory.
John F.Tanner, Jr.(1990), states the need for industrial marketers to undertake buyer behavioral choices, which are affected by various factors, concludes that the development of a successful marketing strategy requires the accurate prediction of buyer bahvior.
John Ramsay, BeverlyWagner, Stephen Ketty (2013), defines to improve performance through an enhanced ability of organisations as buyer to influence supplier behavior by modifying aspects of their own behavior. It should be particular interest to all organisations with buyers with vey low levels of power trying to improve the responsiveness of more powerful suppliers. Archer (2000), states about the buyer behavior framework. A fruitful application area for software agents is in the area of e-commerce, where potential buyers can easily be overwhelmed by the flood of information that is available, thus potentially making less than optimal purchasing decisions. (1979), suggests that the buying behavior decision is influenced by extra-personal pervasion and the intra-personal influence of a buyer"s personal behavior. Suggests that the creative design of marketing is dependent on an understanding of these two processes, which, it revealed could lead to a remarkably different response.

R.R.Dholakia
Sam Swallow, (1971) states, it is often assumed that the behavior patterns of the domestic consumer and the industrial buyer are fundamentally different. The industrial buyer is not buying for himself but for his organization. He therefore makes his decisions in relation to his organisation"s objectives and behaves as a logical animal. He buys to tight specifications and is equipped to judge the reasonableness of prices. Judith Ferriday (1997), explains about the pre-purchase satisfaction on the first -time buyers and its likely impact on buying behavior. Indicates that pre-purchase satisfaction can be distinguished from anticipated satisfaction and that it helps to predict first-time purchases.

Antonis Simintires Adamantios, Diamantopoules
George A Luffman (1974), explains the aspects of the communication process, which relate to the conditions determining the alertness of the individual buyer to marketing communicative and the manner in which he/she searches the market. Identifies the extent of market search by buyers.

Rui da Silva, Gary Davis, Pete Naude (2002)
, states the influence of certain retail buyer characteristics, how the buyers approach and their buying task.

Objectives Of The Study:-
 To know the buying motives of the cosmetic users.  To know the buying habits of the cosmetic users.

Research Methodology:-Target Population:-
The study targeted the 82 (Women Cosmetic Users) Respondents in Chennai. The population of study consisted of women Cosmetic users in Chennai. Cosmetic products and their users on a daily basis, what are their buying motives and habits to choose their products? A survey study was adopted.

Data Collection:-
The data was collected using questionnaires. A set of selected questions was used to collect data from the respondents in the sample population. These include close-ended questions. Each item of the questionnaire was 4 developed to address a specific objective of the study.

Response:-
The total of 82 questionnaires administered during the study, Demographic Characteristics, the profile of the respondents is looked upon in terms of Age, Level of education, Marital Status, Average Monthly Income and Frequency of Shopping, the researcher sought to establish these characteristics from the respondents.

Data Analysis:-
The statistical tool has used to analyze the data collected for the study. The SPSS was used. Chi-square, Anova was applied to the study.

Findings and Discussions:-Buying Motives & Habits:-
 From the analysis, it is identified that the main buying motive of the cosmetics is that all age category of the respondents state that they are used to or it"s a habit of using the cosmetics  Majority of them also state that to boost the confidence level is also the reason they use the cosmetics.  In the age group of 35-40 agree that buying motive of cosmetics is to groom themselves.  From the analysis, it is identified that majority of them buy the cosmetics from the departmental stores. The next option that all age group mentioned was that they use all the sources like (online, cosmetics outlet brand shop) for buying the cosmetics.  Its been identified that age group of 30-34 spend more on the cosmetics monthly.  Respondents, who"s monthly income was more than Rs.20000, spent more on cosmetics  The brand impression and its related factors state that the respondents are satisfied with the decision they made on the cosmetics brand, they felt that this could be one of the best brands they have bought. They also agree that, the cosmetic brand that they bought for them worked well, as expected. They have strong interest on the brand that they have chosen for them.

Conclusion:-
All purchase situations are not uniform. And, the level of consumer involvement in the purchase varies, in line with the buying situation. There are high-involvement as well as low involvement buying situations. The situations vary essentially on account of the difference in the products and what it takes on the part of the consumer to arrive at the buying decision. The situations in which the consumers are placed also impact their shopping behavior. There is always a tradeoff between time to be spent and price to be paid, in the transaction. The values of time and money vary from consumer to consumer. This has enhanced the need for them to shop their cosmetics in the departmental store and online stores as well. Their characteristics differ and needs differ and their shopping behavior is accordingly distinct in cosmetics buying behavior.