• Dr. K. TAMIZHJYOTHI

Cosmetic products are widely used by people nowadays and hence the number of players enter into this business has increased considerably. Companies try to identify the consumer’s attitude towards these cosmetic products so that they position their products to the particular category of people, rather spending unnecessarily on non-targeted people. This study has provided a platform for the corporate to think on different dimensions what consumers prefer, which make them in deciding on Marketing Mix of different products, like modify the product or change in product design, fixing of price that better suit the targeted audience, appropriate promotion mix namely sales promotion, advertising, publicity and personal selling, and finally change in distribution channel. This study concludes that people were buying brands based on others approval depends on, how they are influenced to buying the cosmetic product. Advertisement and Family members seem to have a significant influence. So there seems to be a direct correlation on their family and friend’s approval to the brand they use and the association with what the brand advertises. It is also concluded that quality, value for money, loyalty, and familiarity are the key factors consumers look for while considering about cosmetic products.

Cosmetics, Brand, Advertisements, Reference Groups, Perception

"USERS’ PERSPECTIVES ABOUT COSMETIC PRODUCTS – AN ANALYTICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 9, page no.592-598, September-2017, Available :http://www.jetir.org/papers/JETIR1709087.pdf

"USERS’ PERSPECTIVES ABOUT COSMETIC PRODUCTS – AN ANALYTICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 9, page no. pp592-598, September-2017, Available at : http://www.jetir.org/papers/JETIR1709087.pdf