A Study on Factors Influencing the Purchase of Beauty Care Products among Female Consumers

This article aims to discover how the marketing mix and demographical factors influence the brand preference and purchasing behavior of beauty care products among the female consumers. Sample consisted of 91 female consumers in sirkazhi region. Data were gathered by administrating questionnaires. The independent variables are 4Ps, Age, Income Level, Education, Marital status, Occupation, social factors and dependent variable is the brand preference. Analysis was done using the Chi-square method at the significant level of 0.05. The results indicated that there were statistical relationships between price, product, education, occupation and band preference and there was no statistical relationship between place, promotion, age, income level, marital status, and social factors with the brand preference. Thus the price, product, education and occupation are only having a statistical relationship with the brand preference of female consumers.