Vol. 5 (09) pp. 353-358 DOI: 10.21474/IJAR01/5336

INDIAN FEMALE CONSUMERS' BRAND AWARENESS TOWARD COLOUR COSMETICS BRANDS: AN EXPLORATORY STUDY.

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  • Research Scholar, MBA Department, B.N. Bahadur Institute of Management Sciences (BIMS), University of Mysore, Karnataka, India.
  • Associate Professor and Chairman, MBA Department, B.N. Bahadur Institute of Management Sciences (BIMS), University of Mysore, Karnataka, India.
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Abstract

The study determines Indian female consumers’ awareness of colour cosmetic brands issues and whether it impacted on their purchase decisions.146 respondents were interviewed from Bangalore city. The findings indicate that female Indian consumers have a high level (90%) of awareness of colour cosmetic marketing issues and it influenced the purchase decision of 92%. Price was ranked ahead of cosmetic brands concerns as influencing purchase decisions. It ascertained that younger consumers are more likely to be motivated by colour cosmetic issues. Indian female consumers’ awareness of colour cosmetic issues can be enhanced if cosmetic brands producers and campaigners develop strategic promotional activities.

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How to Cite This Article

Samira Shakeri Fakher and S.J.Manjunath. (2017); INDIAN FEMALE CONSUMERS' BRAND AWARENESS TOWARD COLOUR COSMETICS BRANDS: AN EXPLORATORY STUDY., Int. J. of Adv. Res., 5 (09), 353-358, ISSN 2320-5407. DOI: https://doi.org/10.21474/IJAR01/5336

Corresponding Author

Dr S J Manjunath
University of mysore
Creative Commons Attribution 4.0 This work is licensed under a Creative Commons Attribution 4.0 International License.