A STUDY TO ASSESS THE IMPACT OF NARCISSIST PERSONALITY FACTORS IN COSMETIC ADVERTISING AMONG YOUTH IN BANGALORE CITY

The research paper aims to find the demographic profiles of cosmetic users, to identify the factors of Narcissist Personality, to find out the bond relationship exists between the dependent variable ‘Influence of Cosmetic Advertisements ‘with that of the Independent Variables related to that of Narcissist Personality and to identify the impact of ‘Narcissist Personality Factors' on ‘Influence of Cosmetic Advertisements'. The research was conducted in the Bengaluru City of Karnataka State, India. The primary data was collected among the Youth residing in Bengaluru. The aim of the research is to see how the personality of the youth is affected when he views the cosmetic advertisements. Data is collected from Youth who are residing in different parts of Bengaluru. The outcome of the study would reveal as to how the narcissist personality factors have an impact on Youth who view cosmetic advertisements. The study would help policy makers, government, cosmetic companies, research agencies and advertisements companies to take better and well informed decisions in the future. The study will be of great help to the youth and business fraternity and society as a whole.