A Study Of Consumer Behaviour Towards Chemical And Herbal Cosmetics Products And Its Impact On Marketing Strategies

Cosmetic products are mixture of natural substances or manufactured substances and offered to consumers. Now a day’s cosmetics have been a part of every individual’s life. It was stated by Associate Chambers of Commerce and Industry of India that the consumption pattern of cosmetics among teenagers went up substantially between 2005 and 2015 because of increasing awareness and due to the desire to look good (Choudhury, S., 2015). The primary diligence of this research is to understand the importance of consumer behaviour towards chemical and herbal cosmetics products and its impact on marketing strategies. This research paper talks about the consumer buying behaviour how it affects the consumer to choose between herbal and chemical products. The consumers now a days are too conscious about the products which they buy, it should be reasonable and best of quality. Also, the
various impact these have in the marketing strategies of the company. The study would be confined to Bangalore city and the sample size for this study would be 150 customers. The responses would be analyzed to determine the impact of consumer
behaviour in buying chemical and herbal cosmetics. In this research to examine the impact, the dependent variable chosen is influence and the independent variables are brand, price, quality, recommendations from friends etc.