Perception of Women Consumer towards Branded Cosmetics in Nagapattinam District
International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064


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Research Paper | Management | India | Volume 5 Issue 7, July 2016 | Popularity: 6.9 / 10


     

Perception of Women Consumer towards Branded Cosmetics in Nagapattinam District

P. Priyanga, Dr. R. Krishnaveni


Abstract: This study attempts to investigate the factors that influence the purchase intention of female customers towards cosmetics Nagapattinam district of Tamilnadu a countryside area. A total of 130 current customers using cosmetics were approached to collect data, by means of questionnaires. They were analyzed utilizing the descriptive research technique. The study found that the perceived level of brand reputation, advertising credibility, brand origin and experiential benefits of the cosmetic brand generates higher levels of satisfaction effects for women consumers. The results imply that marketers should focus on brand image attributes, quality and benefits in their effort to achieve customer satisfaction and loyalty. By maintaining and strengthening the brand images and values, it will position the brand positively in the minds of consumers.


Keywords: Perception, Customer Satisfaction and Loyalty


Edition: Volume 5 Issue 7, July 2016


Pages: 652 - 654



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P. Priyanga, Dr. R. Krishnaveni, "Perception of Women Consumer towards Branded Cosmetics in Nagapattinam District", International Journal of Science and Research (IJSR), Volume 5 Issue 7, July 2016, pp. 652-654, https://www.ijsr.net/getabstract.php?paperid=ART2016247, DOI: https://www.doi.org/10.21275/ART2016247

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