1Ph.D Research Scholar, PG & Research Department of Commerce, Hindustan College of Arts & Science, Padur-603 103
2Research Supervisor & HOD, PG & Research Department of Commerce, Hindustan College of Arts & Science, Padur-603 103
Cosmetics are described as products made from both plant and animal sources. These are safe for people's skin. Medicinal and herbal plants serve as the foundation for cosmetics. These cosmetics were utilized concurrently in almost every ancient nation. Chemical cosmetics eventually took their place, and modern humans eventually resumed using them. The cosmetics are less harmful to human health. The study aims to comprehend how consumers make decisions about cosmetic purchases. gathering information from 150 consumers of cosmetics in Tamilnadu's Chengalpat area using a credible and trustworthy questionnaire. The study design employed was descriptive. The primary data was gathered using a structured questionnaire. Data analysis was done using path analysis. According to the research, female instructors' happiness with their purchases is influenced by factors including price and value, brand, and quality. Additionally, the study found that customer loyalty is influenced by customer satisfaction. Therefore, it is advised that manufacturers and marketers ensure that the cost of cosmetics is not excessively high, as consumers tend to feel the same way. Manufacturing cosmetics in a fashionable way is also essential to collect consumers' fashion preferences.
Keywords: Consumer Purchase Decision Making Styles, Price & Value, Brand & Quality, Consumer Satisfaction and Consumer Loyalty.
How to cite this article: Elayaraja R, Manivannan P. Consumer Purchase Decision Making Styles Towards Cosmetic Products. Int J Drug Deliv Technol. 2026;16(12s): 352-358. DOI: 10.25258/ijddt.16.12s.39
Source of support: Nil.
Conflict of interest: None