CHAPTER II

REVIEW OF LITERATURE

2.1. INTRODUCTION
This part of the chapter presents a review of existing literature on

consumer behaviour towards cosmetics in order to gain insight into the research

work. Such reviews highlight the significant studies not only in India but

throughout the world. This review also focuses on the preferences, advertisements,

the cosmetic markets and the consumption pattern of cosmetic consumers. This

chapter analyses the extensive literature about the behaviour of cosmetic

consumers, including their attitudes and perception.

2.2. REVIEWS REGARDING CONSUMER BEHAVIOUR TOWARDS

COSMETICS
As a natural human tendency when consumers want to purchase a

product, they consult the existing users first and obtain a preliminary opinion. They

also gather information about special features in it, make a decision to purchase,

buy and use the product, then evaluate the quality of the product.

2.2.1. Reviews regarding Preference and Awareness Level

Many women prefer cosmetics because it makes them feel confident

and pretty. Women’s choice of cosmetics has changed from luxury category to an

essential category. Due to the advent of satellite television the awareness level of

women towards cosmetics has increased a lot. They feel that cosmetics highlight

their attractive features and conceal their facial flaws. The increasing fashion trends,

beauty consciousness, high disposable income diversity, consumer demands insist

18
the cosmetic consumers to choose different cosmetic items. The following reviews

deals with the awareness level and preference level of cosmetic consumers

Anthony Thanaraj et al.,1 stated in their study, “Talcum Powder –

Chief among the Facials” that consumers look carefully for the texture and covering

power while purchasing talcum powder. They give preference to powders that blend

with their skin and cover-up oiliness and blemishes. They use talcum powders

which enhance their natural colour.

Brion Davies2 opined in his article, “Colors Emerging Strategy urges

Trade Up” that Indian women still rely on natural home made products very much

which keeps the size of cosmetic market small.

Caroline Suelin3 in her study, “Understanding Consumer Purchase

Behaviour in the Japanese Personnel Grooming Sector” highlighted the different

factors which drive the Japanese consumers towards cosmetics. They initially

preferred lipstick but slowly their preference had changed to mascara, lip-gloss and

compact powder. Application of cosmetics was viewed as a way to achieve social

status, acceptance in the society, to express identity and finally to build self

confidence.

Carrie Lennard4 revealed in her article, “A Shift in Focus” that the

facial make-up market in Europe was growing rapidly. The foundation product

offers sun protection benefit and anti-ageing benefit; consumers buy only expensive

products and continue to opt for premium priced products which automatically

match their skin tone.

19
 Christina Dickman5 in her study “Body Image Effects on Cosmetics

Consumption among Young Females in the Greater Helsinki region” stated that

people prefer and use facial cosmetics in a routine basis.

Diana Dodson6 in her article, “Rapid Innovation keeps the Colour

Cosmetic Category from Stagnating in the Mature Markets” focused on the faster

and improved application of make-up products. The main thrust behind the wide

innovation in mascara brushes during recent years was the priority of women

towards eye make-up products. The innovative launch of improved brushes which

help to apply nail polish faster and more accurately keeps the nail products sector

stable and flourishing.

According to Eeve Mari Karine7 in her article, “The Cosmetics Market

Facing a Chan” stated that, the cosmetics market in Finland has undergone a

dramatic change. The people in Finland choose their cosmetics very carefully.

Cheap cosmetic brands were now preferred by them.

Liesl Josephine Teixeira8 in her article, “Specific Cosmetic and Skin

Care Needs of Women of Colour in South Africa” mentioned that the African

women and the Indian women like to enhance the beauty of their eyes with the use

of eye shadow, mascara and eyeliner, but Asian women use liquid foundation.

Lipstick was preferred by a majority of Indians and Asians prefer nail polish.

Nancy Et Coff et al.,9 mentioned in her article “The Real Truth about

Beauty: A Global Report” that to look fresh, pleasant and physically attractive,

young women prefer deodorant, perfumes and make-up items.

According to Priyanka Bhattarcharya10 stated in her article “Indian

Quarterly-Indian Beauty Market Roundup” that, India is one among the fastest
20
growing beauty markets in the world and that the colour cosmetics market segment

is growing faster as more and more women become aware of beauty products and

tend to use make-up products.

Tracy Scelzo et al.,11 found in their study, “Little Emperors Grown Up:

A Case Study of Cosmetic Usage” that young Chinese professionals prefer

cosmetics to highlight their best features and to create their own vision of beauty.

They use cosmetics to highlight their attractive feature which gives them a unique

appearance.

Vandana Sabharwal et al.,12 identified in their study, ‘Women Buying

Behaviour and Consumption Pattern of Facial Skin Care Products’ that moisturizers

were found to be preferred by most of the consumers followed by anti ageing cream

and toners preferred by aged women.

2.2.2. Reviews regarding the attitude of consumer towards using of

cosmetics
Cosmetic consumers by using cosmetics they feel that they were very

beautiful and attractive not only to their eyes but also to the eyes of others; they feel

that if they use cosmetics it can transform them from being dull and dreary to

become bright and alive. The following reviews bring out the attitude of cosmetic

consumers towards the usage of cosmetics.

Laksitamas, et al.,13in his study “Factors influencing the Consumer

Expectations through Learning Content Management system on Brand extension for

Cosmetic Products among Thai consumers” mentioned the factors influencing

consumers and perception, expectations, attitudes of the consumers.

21
 Michelle Guthrie et al.,14 in their study entitled, “The Effects of Facial

Image and Cosmetic Usage on Perceptions of Brand Personality” stated that in the

total quantity of cosmetic consumption, the consumer’s facial image may have an

influence. Women tend to use more cosmetics when they have self satisfaction of

their facial image. The investigators opined that the consumers who were with a

positive facial image had more confidence in using cosmetics to enhance their

beauty. They creatively manipulated their facial features which resulted in higher

level of cosmetic use.

Nicolas Guegen15 conducted a controlled experiment to observe “The

Effect of Women’s Cosmetics on Men’s Approach”. The study revealed that

women wearing make-up have a greater earning potential and get more prestigious

jobs than those who were not very enthusiastic about their make-up. The researcher

found that the use of cosmetics increased facial symmetry, improved skin texture

and increase their facial attractiveness.

Thomas F. Cash et al.,16 conducted a controlled experiment and

published the article, “Effect of Cosmetics Use on the Physical Attractiveness and

Body Image of American College Women”. The result of the study revealed the

following facts: male consumers felt that women who were physically attractive

were wearing cosmetics; women without cosmetics were not beautiful to the eyes of

others.

Urvashi Makkar et al.,17in their study “Changing Attitude of

consumers from Chemical to Herbal Cosmetics in India” concluded that the middle

class population that has a sizeable growth in disposable income was the important

22
target for cosmetic products. The cosmetic consumers under various income groups

have preference for herbal cosmetics.

At present women were exposed to a variety of cosmetic products

through television advertisements, magazines, newspaper, pamphlets and window

display. Information regarding the quality of the cosmetics, the special benefits and

the discounts offered were provided to the cosmetic consumers through different

media. The following reviews bring out the different instruments which influence

the cosmetic consumers while purchasing cosmetics.

Bhawna Garg18 in her article “Rural Marketing Study of Consumer

Behaviour with reference to Hair Oils” focused on the influencing factor of the rural

consumers. The researcher mentioned that the factors were television

advertisements, attractive packaging, small packs and low price while purchasing

hair oils.

Bijal Zaveri19 in his study “The Consequent Consumer Behaviour in

Cosmetic Industry- A Study of Lakme’s Competitive Position and Advertisement

Effectiveness and Awareness of Lakme Beauty Saloon in Baroda city” highlighted

that women in the age group 25-35 were more beauty conscious. Lakme was the

market leader which was followed by Revlon and L’oreal. The study revealed that

advertisement has the impact in creating brand awareness.

Bradley Barnes et al.,20in their study on “Exploring International

Cosmetics Advertising in Japan” found that the Japanese female consumers

considered magazine as the most suitable medium for advertisements of cosmetics.

Gomathi Nayagam21 in his article “Effectiveness of Television

Advertising on Cosmetic consumers – A Study with reference to Palayamkottai”

23
mentioned that consumers of cosmetics were influenced by many factors regarding

their preference and purchase. Television advertisement plays an important role in

the marketing of cosmetics products.

Ju-Young Choi et al.,22 in their study, “Cosmetic Buying Pattern and

Satisfaction among Female University Students in China, Japan and Korea”

revealed the following findings. In the case of colour make-up products, female

university students of China, Japan and Korea respectively gave importance to

brand image, convenience of purchase and the current trend in the market. The most

influential source was models on advertisements for Koreans and magazines for

Japanese.

Kavitha23 in her article, “A Study on the Effectiveness of the

Advertising Techniques used in the Personal Care Segment of Women Consumers”

highlighted that a great majority of the women consumers have chosen Lakme as

the best brand and its advertisement techniques have been widely appreciated by all.

Nidhi Kotwal et al.,24 found in their study, “Impact of Television

Advertisements on Buying Pattern of Adolescent Girls” that the consumers

preferred to buy branded and standardized cosmetic products which were frequently

advertised on television. The main reason for preferring advertisement was the

information provided regarding discount, special gifts, brands and quality of the

product. Brand ambassadors, catchy slogans and the music in the advertisement also

play an important role.

Stephen Laison Sondoh25 in his study, “Brand Image Satisfaction and

Loyalty among Malaysian Female Consumers” indicated that the loyalty of the

consumers has been influenced by brand image, brand reputation, after sales

24
services and sales personnel. The study found that the perceived level of brand

reputation, advertising, credibility and brand origin provide higher level of

satisfaction effects for urban women consumers than for rural women consumers in

Malaysia.

Ubakara Selvam26 observed in his study, “Marketing of Select

Cosmetics in Nilakottai Taluk” that a majority of the consumers were of the opinion

that they should buy particular brand of cosmetics for their entire family. The

important influencing variable towards purchase of cosmetics was advertisements.

2.2.3. Reviews regarding impulse buyers and planned buyers of

cosmetics
There were many retail outlets for the cosmetic consumers to choose

their cosmetics. The buying decision of the consumers was influenced by the

positive attribute of the shop such as its location, layout. If consumers find the retail

store highly accessible during their shopping trip and were satisfied with the stores

assortment and services of trained salesmen, then they prefer the particular shop to

purchase cosmetics. If the consumers were influenced by these different factors in

the retail outlets, then they become impulse buyers. The following reviews bring out

the information about the impulse buyers and planned buyers.

Ben Paul B.Gutierrez27 in his study, “Determinants of Planned and

Impulsive Buying - The Case of the Philippines” identified the factors influencing

planned and impulsive purchase in personal products. Seventy six percent of the

shoppers were very clear in their brand choice and bought only their regular brands

and twenty four percent were impulsive purchasers.

25
 Nussara Chaisitthiroj28 observed in her article “Thai Consumer

Decision Making Styles on Imported Cosmetic Brand Products” that consumers do

not always prefer expensive products. The female consumers were not impulsive

shoppers and they chose their cosmetics very carefully.

Neena Vyas et al.,29 conducted their study on “The Involvement of

Women in Direct Selling Enterprises”. The findings revealed that a majority of the

consumers were house wives and middle aged graduates with nuclear families and

were planned buyers.

2.2.4. Reviews regarding the factors influencing the consumer to

purchase cosmetics
The considered reviews conclude that there were many factors which

may be considered as very important while purchasing cosmetics. They were the

quality, social factors, brand loyalty, package, price and promotional factors. The

following reviews indicate that quality was the main factor which influences the

consumers while purchasing cosmetics.

Anjali Sharma et al .,30revealed in their study, ‘Impact of Brand

Loyalty on Buying Behaviour of Women consumers for Beauty Care Products-

Delhi Region’ that quality and price were the two main parameters

Choon Sup Hwang31 in his study, “Segmentation of The Cosmetics

Market According to Shopping Orientation consumers” revealed that consumers

consider quality as the most important factor to purchase cosmetics.

Elif Akagun Ergin et al.,32 indicated in their study, “Brand Loyalty in

the Cosmetics Industry: A Field Study on Turkish Women’s Brand Loyalty among

Cosmetics Products” that the quality of a product was the most important factor that

26
influenced the consumers to purchase a particular brand. The other factors which

make the consumers to purchase cosmetics were skin type matching, satisfying

capacity of the product, reasonable pricing and popularity of the product’s brand

name and wide availability of the product.

Neeraj Kaushik et al.,33 conducted an analysis entitled, “A Study on

consumers Buying Pattern of Cosmetic Products in South Haryana”. The study

pointed out that quality and price were found to be the important criteria for buying

cosmetics. Lower income group people gave more importance to price, while those

of higher income group gave more importance to quality and brand name.

Priyanka Bhattarcharya34 in her article, “Cosmetics Retailing in

India: Obvious Excitement” stated that in India the increasing number of women in

the age group of twenty two to forty five with a high disposable income have

realised the importance of looking good. They show interest in high quality skin

care and colour cosmetics. This segment had caught the attraction of the leading

cosmetic market.

Prialatha et al.,35 pointed out in their study, ‘A Study on Factors

Influencing Rural Consumer Buying Behaviour towards Personal Care Products in

Coimbatore District’, that quality of personal care products and nearness to selling

points were the most important facts for purchasing personal care products. The

study points out that the consumers take rational decisions while purchasing

personal care products.

Rajasekar36 identified in his article, “Fairness Creams-A Study on

Market Trends and Brand Preference” that “Fair and Lovely” was the most

preferred brand among the consumers. The major factors influencing the purchase

27
decision of fairness creams were price, quality, and size of the pack, durability,

convenience, advertisement and package design. Quality was the highest

influencing factor, followed by price and advertisement.

Sushilkumar M. Parmar, et al.,37 mentioned in their study, ‘A Study

of Brand Loyalty for Cosmetic Products among Youth’, that when the consumers

buy cosmetic products, quality was the main factor followed by brand, name, price,

celebrity marketing, brand loyalty.

Vinith Kumar Nair et al.,38 in their study on “Purchase Pattern of

Cosmetics among consumers in Kerala” have found that quality was the main

criterion for purchase of cosmetics among consumers, irrespective of their place of

residence, educational qualification, age group and occupational status.

The prestigious brand names and their image influence the cosmetic

consumers to purchase a particular brand. Loyal consumers have repeat purchase

behaviour of branded cosmetics. The following reviews indicate that brand choice is

the main factor which influences the consumers while purchasing cosmetics.

Byung – Sook Hong et al.,39in their study, “The Effect of Well-being

Disposition and Appearance on Cosmetic Purchase Intention and Brand Loyalty for

Elderly Women” stated that elderly women with a high cosmetic purchase intention

were brand loyal and preferred specific cosmetics that suited their skin type. The

result implies that elderly women prefer cosmetics since they give importance to

their appearance and new trends in fashion and beauty care products.

Hind Nasir Al-Shudukhi et al.,40 observed their study, “Brand Choice

as Function of Consumer Decision Making – A Study of Factors Underlying Saudi

Women’s Selection of Facial Make-up Brands” that the most commonly used
28
make-up items in the order of preference were lip-stick, blush, lip-liner and eye-

liner. Housewives, women with low education, the married and the elderly use

traditional make-up products such as powder, foundation, blush and the eyebrow

pencil. Lip liner was mostly worn by the unmarried and the youngest groups. The

researcher opines that Saudi women were more likely to rely on brand names.

Kulkarni et al.,41 concluded in their study, ‘A Factor Analysis on

Product Attributes for Consumer Buying Behaviour of Male Cosmetics in Nagpur

City’ that the brand, quality, advertising, store location were the important factor for

men while buying personal care products.

Tarang Vaish42 in his study “Cosmetics Buying Behaviour in India”

mentioned that most of the consumers were brand loyal and they wanted value for

their money. Hence brands like Lakme, Revlon and L’oreal have captured the

market. At present the middle aged females and youth between eighteen to twenty

four years prefer herbal products as they feel they were less harmful when

compared to chemical based cosmetics.

The use of cosmetics not only boosts up the self image of the

consumers, but also improves their physical and psychological points of view.

Physically the consumers will be attractive and better looking; psychologically they

were confident since they feel they were presentable and beautiful to the eyes of

others. The following reviews indicate that social factors were the main factors

which influence the consumers while purchasing cosmetics.

Madeleine Ogilvie et al.,43 in their study, “Why Women Wear Lipstick:

Preliminary Findings” observed that lipstick has gained an accepted place in the

society. It also enables the users to gain self-esteem and status within the society as

29
it was a significant vehicle through which women can raise their image and status in

the society.

Nuntasweree Sukato et al.,44 conducted a study entitled “A Model of

Male Consumer Behaviour in Buying Skin care Products in Thailand”. The results

of the study pointed out that the Bangkok male consumers were influenced by self-

image, attitude and normative influence while buying skin care products. Further,

the result indicates that consumers with a positive attitude have greater intention to

purchase a product than the consumers with a less positive attitude.

Pratik Kadakia et al.,45in their study, “Outlook for Personal Care

Industry: An Indian Perspective” observed that increasing urbanization, rising

participation of women in urban work force and growing importance of looks and

personal grooming were the key social factors for the growth of the personal care

industry in India.

Rebecca Nash et al.,46 in their study, “Cosmetics: They Influence More

than Caucasian Female Facial Attractiveness” identified that make-up had a

beneficial impact upon the perception of professional women who use cosmetics to

manipulate their appearance. By doing this their positive self perception which was

associated with wearing make-up may go up. Women feel confident while wearing

make-up and it helps in social interactions during times of employment

opportunities.

Virginia Graham et al.,47 revealed in their article, “India: Country

Overview” that every woman wants to look beautiful through the use of make-up

products. The ever-increasing category of working women was very particular in

choosing the right color make-up products to get fit into the society. Due to these

30
factors colour cosmetic market has become one of the fastest growing sectors in

India.

Loyal consumers were willing to pay any price for their favored brand.

Their purchase behaviour is not easily affected by the hike in price. At the same

time, the consumers who were price conscious and those who do not give much

importance to quality prefer only low priced cosmetics. The following reviews

indicate that price was the main factor which influences the consumers while

purchasing cosmetics.

Abdullah Bin Junaid et al.,48 concluded in their study, ‘Study of

Consumption Pattern of Cosmetic Products among Young Males in Delhi’ that the

price was the main criteria while purchasing cosmetics.

Blanchin Audrey et al.,49 in their study on “Customer Behaviour in

Men’s Cosmetics Market” opined that men were more aware of cosmetics market

through advertisements. The consumers assert that they do not feel guilty in using

cosmetics. They use cosmetics to improve their self image and for hygienic

purposes. The important factors that influence the consumers while purchasing

cosmetics were price and the brand of the cosmetics.

Gomatheeswaran50 identified his study, “An Analysis of the Consumer

Preference for Cosmetics in Coimbatore City” that consumers prefer to purchase

products from the shops where they were neatly displayed. The study proves that

consumers were more reluctant to purchase chemical cosmetic products due to their

side effects. The major factor which influences the consumers was the price of the

cosmetics.

31
 Attractive package can influence the consumers to purchase a product.

It can also stress the brand image of the cosmetics and retain the consumers and

attract new ones. The following reviews indicate that package is the main factor

which influences the consumers while purchasing cosmetics.

Dibyojyoti Bhattacharjee51 in his study “Cosmetics Consumers:

Buying Behaviour and Awareness” attempted to analyse the impact of fashionable

and attractive packaging of cosmetics in the minds of female consumers residing in

urban area. His findings revealed that the consumers insist on proper labeling even

for products from reputed firms as they have developed a habit of going through

MRP, date of expiry, before purchase. Finally, the female consumers want the

package to be hygienic and differentiated from fake products and the packets should

also be available for further use.

Hemapatil et al.,52 stated in their study, ‘The Consumer Behaviour

towards Package of Cosmetics’ that consumers prefer package, labeling in

cosmetics. Since it acts as promotion they felt that label should contain the usage

instruction, caution, price, company name and address.

Mert Topoyan et al.,53 conducted a study on “Packaging Value of

Cosmetics; An insight from the viewpoint of consumers”. The result observed that

consumers of cosmetic products do not regard packaging as an integral part of

functional or quality attribute of products. Consumers however, expect more

sophisticated packages from known brands and they were willing to pay more on

better packages. Better packaging designs positively influence customers.

Various promotional activities by the cosmetic companies and the retail

outlets were used to communicate with cosmetic consumers with respect to

32
products. It influences them to buy the products. The following reviews indicate

that promotional factors were the main factors which influence the consumers while

purchasing cosmetics.

Rita Wheat54 stated in her article, on “The Empowered Shopper” that

the cosmetic company’s website offers the make-up mirror, a virtual make-up try on

utility. The consumers upload their photos and apply cosmetics to it. The photos

with cosmetics can be printed which helps the consumers while purchasing

cosmetics.

Shiva Kumar et al.,55 in their study entitled “Cosmetics Retailing - An

Empirical Study” revealed that consumers prefer to buy Ponds talcum powder. “Fair

and Lovely” and “Fair Ever” were the fast moving brands of facial creams. Elle 18,

Lakme and Revlon were the fast moving brands of nail polish. Courtesy, good

service and various promotional strategies adopted by the producers and retailers

were the main reasons for the reputation and success of cosmetics retail.

2.2.5. Reviews regarding herbal cosmetics

The usage of cosmetics sometimes can create problems to the skin of

the consumers. They felt that the herbal cosmetics were good for their skin. The

following reviews bring out the reviews regarding herbal cosmetics.

Eleni Grammenou56 in her article, “What’s Next for Cosmeceuticals

and Nutricosmetics?” pointed out that women not only search beauty products but

were in need of nutria cosmetic products. Cosmetic consumers along with their

beauty products take vitamin supplements. These segments of people prefer

nutriceutical food products on a regular basis and they were the target consumers

for nutria cosmetic and cosmeceutical products.

33
 Qiushichen57 opined in his article, “Evaluate the Effectiveness of the

Normal Cosmetic Product Compared to Chemical Based Products” that natural

cosmetics were safer for people and friendlier than chemical based products. So the

future developing tendency of cosmetic industry should focus more on eco friendly

products.

Priyanka Bhattacharya58 in her article “Green is Mainstream in India”

stated that young Indians consider health, wellness and beauty as important aspects

of life. Times of India, one of the leading Indian dailies, say that Indian consumers

were willing to spend more on eco-friendly products and natural beauty products

because they feel that they were safe and beneficial.

Sanju Namda59 in her study “Cosmetics and consumers” opined that

consumers must always read the ingredients on the label and follow the instructions

before using the product. In case of any default, they should consult a doctor and

can file a complaint either with the Drugs Control Office or the Consumer Forum.

2.2.6. Reviews regarding halal cosmetics

Halal cosmetic is a new type of cosmetics which is emerging in this

period. The following reviews bring the review regarding halal cosmetics.

Azreen Jihan Che Mohd Hashim et al.,60 in their study states that it is

envisaged that it could explicate the effects of spiritual intelligence, spiritual

congruence, product involvement and product image of the consumers’ attitude

towards purchasing halal cosmetics and in turn to reaffirm intention to consume

halal cosmetic. Those Muslims who have a thorough basic knowledge about Islam

is familiar with the term halal.

34
 Muhammad Bilal Majid et al.,61 in their study opines that study opines

that halal cosmetics and personal care industry is in the attention of the world now.

Due to the increasing awareness and religious belief on halal certified cosmetic

brands there has developed a positive effect on the intention of cosmetic female

consumers towards halal brands.

2.3. CONCLUSION
While going through the literature referred to above, the researcher

found that the study of consumer behaviour towards cosmetics had been undertaken

by many researchers throughout the world and in India. A close perusal of the

review of the literature revealed that the study on consumer behaviour of cosmetics

has not been conducted in Thoothukudi District so far. So, considering the massive

importance of cosmetic industry and to fill up the gap the present study was

conducted to analyse the behaviour of cosmetic consumers in Thoothukudi District.

35
ENDNOTES
1. Anthony Thanaraj & Siyan.(2001). “Talcum Powder – Chief among the
facials”.Indian Journal of Marketing.

2. Briony Davies.(2006). “Color’s Emerging Strategy Urges Trade

Up”.Euromonitor International, GCI Magazine, May 2006.

3. Caroline SueLin, Tan.(2010). “Understanding Consumer Purchase Behaviour

in the Japanese Personal Grooming Sector”, Journal of Yasar University
(179S) 2821-2831.rnal.yasar.edu.tr/wp-content/uploads/2012/08/No.17,
5_8_Tan.pdf .

4. Carrie Lennard.(2010, April).“A Shift in Focus”.Euromonitor International,

GCI Magazine.

5. Christina Dickman.(2010, April). “Body Image Affects on Cometics

Consumption among Young Femalesin the Greater Helsinki Region”.
https://publications.theseus.fi/bitstream/handle/10024/12465/dickman_chris
tina.pdf?sequence=1.

6. Diana Dodson.(2008, January). “Rapid innovation keeps the colour cosmetics

category from stagnating in the mature markets”.
http://www.euromonitor.com/Rapid_innovation_keeps_the_colour_cosmetic
s_category_from_stagnating_in_the_mature_markets.

7. Eeva-Mari Karine. (2009). “The Cosmetics market facing a chan”.Kemia-

Kemi, 36.

8. Liesl Josephine Teixeira.(2006, January).“Specific cosmetic and skincare

needs of women of colour in south Africa”.Department of Somatology,
Tshwane University of Technology..

9. Nancy Et Coff, Dr. Susie Orbach& Dr. Jennifer Scoft Heidi D’

Agostino.(2004, September).“The Real truth about beaty, A Global
Report”.http://www.Campaign for real beauty.com/uploaded files/dove-
white-paperfinal.pdf.

10. Priyanka Bhattacharya.(2009, February).“IndiaQuarterly; Indian Beauty

Market Roundup”.GCI Magazine.

36
11. Tracy Scelzo & Dawn Leman. (2009). “Little Emperors grown up: a case
study of cosmetic usage”. Young consumers, 10(2), pp.110-119.

12. Vandana Sabharwal, Savita Maan & Sanjeev Kumar.(2014,

September).“Women Buying Behaviour and Consumption Pattern of Facial
Skin Care Products”.International Journal of Management and Social
Sciences Research, 3(9).

13. Laksitamas, Sivarat Na Pathum& Voravut Charusomboon. (2008). “Factors

influencing consumer expectations through learning content management
system on brand extension for cosmetic products among Thai
consumers”.http://www.scribd.com/doc/43202309/D2-5.

14. Michelle Guthrie, Hye-Shin Kim & Jaehee Jung (2008, September).“The
effects of facial image and cosmetic usage on perceptions of brand
personality”.Journal of Fashion Marketing and Management, 12(2), pp.
164-181.

15. Nicolas Guegen.(2008, April). “Brief Report: Effect of Women’s Cosmetics

on Men’s approach: An Evaluation in a Bar”. North American Journal of
Psychology, 10(1), pp.221-228.

16. Thomas F. Cash, Kathryn Dawson, Pamela Davis, Maria Bowen & Chris
Galumbeck (2010, July). “Effect of Cosmetics Use on the Physical
Attractiveness and Body Image of American college women”.The Journal of
Social Psychology, 129(3), pp.349-355.

17. Urvashi Makkar, Amandeep Singh Sehra, Bhupesh Tewari, Jai Narayan Rai,
Bhagirath Rao & Rahul Sharma (2007, April). “Changing Attitude of
consumers from Chemical to Herbal Cosmetics in India”.Indian Journal of
Marketing, pp.3-7.

18. Bhawna Garg.(2007, December). “Rural Marketing Study of Consume

Behaviour with reference to Hair Oils”. Indian Journal of Marketing, 37(8).

19. Bijal Zaveri.(2007, December). “The consequent consumer behaviour in

cosmetic industry- A study of Lakme’s competitive position and
Advertisement effectiveness and awareness of Lakme beauty saloon in
Baroda city”. Indian Journal of Marketing, pp .3-13.
37
20. Bradley Barnes, Maki Yamamoto & Nurson- Marsteller.(2008,
April).“Exploring international cosmetics advertising in Japan”.Journal of
Marketing Management, 24(3-4),pp.299-316.

21. Gomathinayagam, S. (1991, October). “Effectiveness of Television

Advertising on Cosmetic consumers- A study with reference to
Palayamkottai”. Department of Commerce, Manonmaniam Sundaranar
University Tirunelveli.

22. Ju-Young Choi, Kyung-Hee Kim, Mi-Sook Kim.(2007, October).“Cosmetic

Buying Patterns and Satisfaction among Female University Students in China,
Japan and Korea”.Journal of the Korean Society of Clothing and Textiles,
31(12), pp.1772-1783.

23. Kavitha, G. (2006, August). “A study on the effectiveness of the Advertising

Techniques used in the Personal care segment of women
consumption”.Indian Journal of Marketing.

24. Nidhi Kotwal, Neelima Gupta & Arjee Devi (2008).“Impact of TV

Advertisements on buying pattern of Adolescent Girls”.Journal of Social
Science, 16(1), pp.51-55 .

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