Impact of age on usage of lipsticks among women (Emperical study of relationship between brand preference and age factor)

How do consumers make their choices? What are the various demographic factors that affect the decision making of the consumer? How much does age affect the thought process of a consumer? Every brand and every product need to answer these questions for establishing itself in the market. With a continuous inflow of new brands in every market, the established brands face challenges and need to counter them. Though brand loyalty is an important factor but once a new brand is tried by any consumer, it leaves a mark somewhere and creates a new parameter in the mind of the consumer to evaluate the established brand. These trends are observed in every market and are prevalent in the lipsticks market as well. The present paper tries to understand the impact of age on the consumption of brands of lipsticks that are available in the market.