• Kanimozhi T
• Dr U. Vani

The Indian Cosmetics industry shows fast expansion because of strong market competition, which creates new consumer purchasing patterns through multiple market forces, including technological progress, information availability and international cultural interchange. The main aim is to study the consumer behaviour in buying cosmetics and identify factors influencing brand switching. The research demonstrates that age, income, education and residential area determine brand switching behaviour while gender influences it to a lesser degree. Customer retention depends on product quality and product variety, together with strong product communication. The study helps cosmetic brands create effective retention programs that improve their ability to keep customers for extended periods.

Brand switching, Customer retention, Cultural interchange, market forces

"“An Empirical Analysis of Consumer Brand Switching Behaviour in the Indian Cosmetics Market”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 2, page no.c288-c291, February-2026, Available :http://www.jetir.org/papers/JETIR2602241.pdf

"“An Empirical Analysis of Consumer Brand Switching Behaviour in the Indian Cosmetics Market”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 2, page no. ppc288-c291, February-2026, Available at : http://www.jetir.org/papers/JETIR2602241.pdf