A study of brand loyalty and its effect on buying behaviour in ease of selected cosmetics products in the state of Karnataka
Ravinder, Dr. Chitranjan Ojha
Liberalization, Privatization and Globalization Policy of India influenced many cosmetics products companies trading & manufacturing in our country. The availability of many brands in Karnataka provides various alternatives to the customer. These manufacturers offer similar value proposition, and provide highly customized products. Cosmetics products performance is not considered very important for customers now, rather they look for those differentiating parameters. The main objective of this paper is to identify the possible parameters that influence the consumer buying behaviour patterns of cosmetics products in the State of Karnataka. It is also aimed to develop a theoretical model, which influence the consumer buying patterns of cosmetics products, so that further research could be done, based on the model and the identified parameters.