A Study on Brand Loyalty and it’s Effect on Buying Behavior in Pudukottai

Abstract

The main purpose of this paper is to study women’s buying behavior and brand loyalty as regards to cosmetics in Pudukkottai town in the context of increasing consumption of such products. Questionnaire were distributed to 26 respondents for self-completion. A non-probability convenenience sampling method has been used for this survey. The study found that women likes to use cosmetics for fashion and health, that beauticians were the most effective source of brand awareness and medical stores held the most trusted channel of distribution. The study helps producers and marketers of cosmetics products to take various decisions regarding product, distribution and promotion aspects of the marketing mix.