Factors influencing the buying behavior of female consumers with reference to top three brands of make-up cosmetics in Pune city

Mukta Srivastava

doi:10.4018/978-1-4666-7393-9.ch009

Factors influencing the buying behavior of female consumers with reference to top three brands of make-up cosmetics in Pune city

Mukta Srivastava^*

^*Corresponding author for this work

T A Pai Management Institute, Manipal

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

Customers are the end beneficiary of all the marketing activities. No matter what type of cosmetics a company is making (natural or chemical), what type of company it is (national or international), it has to satisfy the needs of the customers. No marketer can ever be successful until and unless it is able to understand the buying behavior of the end users.

Original language	English
Title of host publication	Cases on Branding Strategies and Product Development
Subtitle of host publication	Successes and Pitfalls
Publisher	IGI Global
Pages	194-238
Number of pages	45
ISBN (Electronic)	9781466673953
ISBN (Print)	1466673931, 9781466673946
DOIs	https://doi.org/10.4018/978-1-4666-7393-9.ch009
Publication status	Published - 31-12-2014

All Science Journal Classification (ASJC) codes

Economics, Econometrics and Finance(all)
General Business,Management and Accounting

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10.4018/978-1-4666-7393-9.ch009

Cite this

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ER -

Factors influencing the buying behavior of female consumers with reference to top three brands of make-up cosmetics in Pune city

Abstract

All Science Journal Classification (ASJC) codes

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