A Study on Buying Behaviour of Consumers Towards Organic Cosmetic Products in Madurai City

Abstract

In the past twenty years a huge change in consumer behavior. Consumers have started to buy the products on the basis of health benefits insider of their colour, size and taste. The reason behind this change consumers were aware about the organic products and its benefits. Green marketing is the marketing of products and services in eco- friendly manner. It can be practiced in all the product categories. Personal care sector is an integral part of the nation’s economy with its huge potential. The cosmetics industry is one of the biggest consumer sectors in the country. The buying behavior and incomes of the Indian consumer have considerably increased and it has created a niche for leading organizations in this segment in the last decade, resulting in phenomenal growth in this sector. The Objective of this research paper is to study consumer buying behavior towards organic cosmetic products. The present study was conducted among the 100 working women in Madurai.