Buying behavior of colour cosmetics users

This research attempts to understand the buying behavior of female consumers of colour cosmetics. Colour cosmetics have been an integral part of daily utilities for females, all across the world, for all ages and for all segments. The usage is more pertinent with the Indian women, where colour cosmetics is tied to various rituals and stages of life. The changing social situation and the improved status of women in society has definitely led to an alteration in the usage of color cosmetics application. This change in usage is also reflected in the buying behavior. In today's social milieu a lot of significance is placed on looks and appearances are considered much more significant, than ever before. The objective of this paper is to understand the demographic variables and buying pattern of the female colour cosmetics buyers. The study is carried in Dehradun, capital of Uttrakhand known for its rich flora and cosmopolitan population. The Indian cosmetics industry, which witnessed a strong growth in the recent years, has emerged as one of the markets holding immense growth potential. With the rising beauty concerns the Indian cosmetics sector expanded remarkably and the trend would continue in near future. The buying behavior affects the sale of the products and it is important for marketers to have substantial understanding of this behavior. The study helps to understand the attitude of different strata of female colour cosmetic users according to their demographic profile. This research will contribute to the knowledge of marketers to understand the amount spent on different colour cosmetics on monthly basis and buying preferences, reasons, mode of purchase, frequency and place where the buying is done by female cosmetics users. A well structured Questionnaire is used to collect data from female cosmetic users through convenient sampling.