• Dr. D. Parasakthi
• Benita A

The current Indian beauty market is expected to be $ 8 Billion USD and the market size of Indian cosmetic industry is expected to be $20 Billion USD by 2025. Cosmetic demand in India is one of the fastest in the world. Personality trait is that which makes a person different from the other. People have different reactions for same situation, this is due to their different personality. Knowing personality traits might help marketers to know why a consumer prefer certain products and dislikes others. This study aims to know how much personality affects the buying behaviour of women consumers towards cosmetics. Women respondents are chosen because women are the key target for Indian cosmetic industry. 500 respondents were randomly chosen from Coimbatore district and Chi-square test and Pearson’s correlation were used to determine the relationship of personality trait and buying behaviour.

Personality, Women, Cosmetics, Buying Behavior, Traits

"A STUDY ON THE INFLUENCE OF PERSONALITY TRAITS ON WOMEN CONSUMER BUYING BEHAVIOR TOWARDS COSMETICS WITH REFERENCE TO COIMBATORE DISTRICT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 6, page no.c716-c723, June-2022, Available :http://www.jetir.org/papers/JETIR2206288.pdf

"A STUDY ON THE INFLUENCE OF PERSONALITY TRAITS ON WOMEN CONSUMER BUYING BEHAVIOR TOWARDS COSMETICS WITH REFERENCE TO COIMBATORE DISTRICT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 6, page no. ppc716-c723, June-2022, Available at : http://www.jetir.org/papers/JETIR2206288.pdf