IJEMR –June 2013-Vol 3 Issue 6 - Online - ISSN 2249–2585 - Print - ISSN 2249-8672

Consumer Attitude towards Cosmetic Products

*Mrs. J. Vidhya Jawahar **Dr. K. Tamizhjyothi *Assistant professor, Department of Business Administration Directorate of
Distance Education, Annamalai University, Annamalainagar. **Assistant professor, Department of Business Administration, Directorate of Distance Education, Annamalai University, Annamalainagar Abstract The world wide annual expenditures for cosmetics is estimated at U.S.$18 billion, and many players in the field are competing aggressively to capture more and more market. Hence, companies are interested to know about consumer’s attitude towards cosmetics so as to devise strategies to win over competition. The main purpose of this article is to investigate the influence of attitude on cosmetics buying behaviour. The research question is “what kind of attitudes do the customers have towards buying behaviour of cosmetic products?” A questionnaire was developed and distributed to female consumers in Bangalore city by using convenience sampling method. 118 completed questionnaires were returned and then 100 valid were analyzed by using ANOVA, mean and standard deviation. The result of the study confirms that age, occupation, marital status have positive influence towards cosmetic products. But income does not have any influence on the attitude towards cosmetic products. Keywords: attitude, buyer behavior, cosmetics. Introduction The word “cosmetics “is derived from the Greek word kosmetikos which means “skilled at decorating “. Cosmetics colloquially known as makeup or make-up are care substances used to enhance the appearance or odor of the human body. The U.S., the Food and Drug Administration (FDA), which regulates cosmetics, defines cosmetics as "intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body's structure or functions."...