BRAND AWARENESS AND CONSUMER BEHAVIOUR OF MIDDLE CLASS WOMEN FOR THEIR PURCHASES OF MAKEUP AND BEAUTY PRODUCTS

Women in the Indian middle class place a high value on appearance-enhancing products and trendy clothing. There is a lot of weight placed on how one looks in today's culture. As a result, there is intense competition for market share among brand managers. The primary goal of this research is to examine the purchasing habits and brand loyalty of women in the Surat area of Gujarat, India, in light of the rising popularity of these items. Quantitative methods were used to collect answers and analyse the data from the selected criteria. One hundred fifty people were given questionnaires to fill out on their own. This poll used a non-random technique known as convenience sampling. The results show that different factors are significant to different women when shopping for cosmetics, and that the women in the sample are not particularly devoted to any one cosmetics company. The survey also revealed that women are interested in using cosmetics for both aesthetic and functional reasons, that beauticians are the most trusted route of distribution, and that beauty supply shops are the most successful channel of brand awareness. Decisions on the product, distribution, and promotion components of the cosmetics industry's marketing mix are aided by the research