Keywords
Consumer Behaviour
Female Consumers
Marketing Mix
Consumer Satisfaction
How to Cite
Abstract
Objective: To analyze female consumers’ behaviour in the purchase and use of cosmetic products, focusing on the influence of social, economic, and psychological factors, as well as overall consumer satisfaction.
Method: A quantitative research design was adopted, based on a structured questionnaire using a Likert scale, administered to 200 female consumers in Ludhiana, India. The instrument captured demographic data, social and economic influences, reasons for cosmetic use, and satisfaction levels. Data were analyzed using descriptive statistics, including percentages, tables, and graphical representations.
Results: The findings reveal that cosmetic consumption is more prevalent among young and middle-aged, well-educated women. Price sensitivity, discounts, and perceived value for money strongly influence purchasing decisions, whereas prestige associated with premium brands plays a limited role. Psychological factors such as self-confidence, personal image enhancement, and self-expression are key drivers of cosmetic usage. Overall satisfaction levels are high, with most respondents reporting that cosmetic products meet their quality and performance expectations.
Contributions: This study advances consumer behaviour research by demonstrating that cosmetic purchasing decisions are primarily driven by perceived value, personal satisfaction, and functional benefits rather than social status. The findings provide practical insights for marketers and policymakers targeting female consumers in rapidly developing urban markets.
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