A study on brand loyalty and purchase behaviour of women towards cosmetic products in Namakkal

The study is carried out to analyze the brand loyalty, cosmetic consumption patterns and attitude of women towards cosmetic products in Namakkal District. This paper focus on various factors related to the brand loyalty issues which affects the decision of women while buying cosmetic products. The target sample was between age group of 18 – 35 years of women who use cosmetic products residing in Namakkal Disrtict. Some of the important factor chosen for analyzing the brand loyalty are brand name, price, promotion, quality, service quality, product design, store environment. Questionnaire was distributed to 100 respondents for self completion. SPSS 16 software was used for analyzing the collected data. This study may also help cosmetic companies to formulate their marketing strategies to attract the customers.