• M.Deepalakshmi

The presence of cosmetic industry has completely redefined the fashion & revitalized the life of even growing age people with innovation of anti-aging cream & colorant solution. Building a strong brand loyalty is believed to be a challenging task for a marketer involved in flourishing cosmetic industry because of the presence of well-known and good domestic and international quality brands. This study evaluates the consumer brand preference towards cosmetic products. For this purpose the following tools were applied to analyze the consumer brand preference towards different cosmetics brand. Hypothesis, Chi-square test, Garrett Ranking method & ANNOVA statistic have been applied. The findings indicate that brand loyalty has no significant association with gender and domiciles of users of cosmetic products. Similarly, annual spending on cosmetic products and domiciles of youth are statistically independent variables. Results also disclose that an excellent quality of a cosmetic brand was highly ranked by majority of respondents followed by satisfaction of needs & brand Name.

Brand loyalty, Brand name, Cosmetic products.

"A Study on Brand Preference of Cosmetics Products in Kilakarai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.d398-d402, February-2022, Available :http://www.jetir.org/papers/JETIR2202355.pdf

"A Study on Brand Preference of Cosmetics Products in Kilakarai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppd398-d402, February-2022, Available at : http://www.jetir.org/papers/JETIR2202355.pdf