A Study of Cosmetic Brand Preferences among College Girls

K Rohini

doi:10.34293/sijash.v13iS4-Feb.10148

K Rohini M.Com CA, Department of Commerce with CA, Idhaya College for Women, Sarugani, Sivagangai District, (Affiliated to Alagappa University, Karaikudi)

DOI: https://doi.org/10.34293/sijash.v13iS4-Feb.10148

Keywords: Cosmetic Brands, Consumer Preference, College Girls, Brand Image, Purchasing Behaviour, Social Media Influence

Abstract

This study looks at college girls’ preferences for cosmetic products. It emphasizes factors such as brand image, price, quality, social media influence, and satisfaction levels. College-bound girls completed a structured questionnaire to share their views, intentions to purchase, and brand choices. The results indicate that pricing, peer pressure, social media ads, and brand quality significantly affect consumers’ buying decisions. The conclusion provides suggestions for cosmetic marketers on how to better reach young female consumers with their products and marketing strategies.