Brand Image and Other Factors in Consumer Purchase Behaviour

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|Track 1 – Brand Image and other factors in consumer purchase behaviour | |Mrs. M. Jaasmine Begum |Mrs. S .Firdouse Jahan | |M.F.C., M.Phil.,(M.B.A.) |M.Com, M.Phil., M.B.A., PGDCA, B.Ed., (Phd) | |Assistant Professor |HOD | |Phone: 9790902084 |Phone: 9445247847 | |E-mail id: jasmine786_win@yahoo.co.in |E-mail id: firu1971@gmail.com | |Department of Business Administration | |JBAS college for women (Autonomous) | |Chennai-18. |

Abstract
This work attempts to study the women as the consumer and their behaviour towards the purchase of the cosmetic product. Both primary and secondary data has been used. The study attempts to find out for which the women customer gives more important brand or any other factors. And finally concludes with suggestions and conclusion. Key words: Women, behaviour, primary data, brand

Track 1 – Brand Image and other factors in consumer purchase behaviour

Introduction
This is an era of competition if any company wants to sustain in the market they should know the pulses of their customers. That’s Why customers are consider as king. The behaviour of the customer is different for each and every product is different. The requirements of the customer are a never ending process. So, the study of consumer behaviour is a continuous process. In this ocean of consumer behaviour a small attempt has been made to study the behaviour of women customer towards the purchase of cosmetic product. Consumer behaviour

Consumer behaviour refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behaviour. Initially the consumer tries to find what commodities she would like to consume, then she selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which she can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities she should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as brand, social, cultural, personal and psychological. Objective of the study

i) To study the consumer purchase behaviour.
ii) To find out the women customer preference towards brand image and other factors. Limitation of the study
▪ The study was conducted only in Chennai.
▪ The sample size was restricted to 150.

Methodology
Research Design
The research design is descriptive and analytical in nature. The major part of the study is based on primary data. Study Area
The city of Chennai has been chosen for the purpose of study. Because, the habits of the residents of the city are quite similar to that of the people placed in the rest of the country. Sources of Data

Primary data has been collected from the customer of the cosmetic shops in Chennai. Secondary data are collected from various journals, magazines, publications, articles, research papers and websites. Sampling Technique

Simple Random Sampling method has been adopted to collect the...
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