A Study on Buyers of Cosmetic Products in Namakkal

Maha .V, R. Oylarasi

Buying Behavior; Cosmetic Products; Consumer Preferences; Namakkal; Marketing Strategy.

This study analyzes the buying behavior of consumers towards cosmetic products in Namakkal, India. The primary objective is to identify the key factors influencing purchasing decisions, including demographic variables, product type preferences (herbal, organic, chemical), sources of information, and preferred purchase channels. Data was collected from 127 respondents using a structured questionnaire and analyzed through percentage analysis. The findings reveal that the majority of consumers are female, aged 15-30 years, and students. Ayurvedic & Herbal products are the most preferred, and the Internet is the dominant source of product awareness. E-shopping is the most favored purchase channel, and most consumers spend between ₹0-1000 monthly on cosmetics. The study provides valuable insights for cosmetic companies to design effective marketing strategies tailored to consumer preferences in emerging urban markets.

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