Factors Influencing the Buying Behaviour of Cosmetics among Adolescent Girls

Teenagers in the age group of 15-20 years are beauty conscious and they are the most frequent users of cosmetics. A girl?s initial experimentation with cosmetics is in early adolescence towards developing a feminine identity. The overall objective of the study is to understand the factors that influenced the adolescents buying behavior and the factors considered while purchasing the cosmetic product. The factors interfere with the purchasing decision positively are quality, brand, price, advertisement, packaging and online reviews. The samples were selected from Kollam District because of the availability of wide net of marketing system for cosmetics. Purposive sampling method was adopted for the study. A total of hundred adolescent girls were selected as sample. A structured questionnaire was used to collect the data. The data collected were edited, coded and tabulated to get a holistic picture of the study. The study concluded that there is a relationship between the disposable income of the respondents and factors considered while purchasing cosmetics.