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A STUDY ON INFLUENCE OF DEMOGRAPHIC FACTORS ONCONSUMER’S PREFERENCE FOR COSMETIC PRODUCTS WITHREFERENCE TO RURAL AREAS OF THANE REGION

Abstract

Abstract: In present scenario, marketers are interested to know more about consumers' preferences in order to increase theirsales volume and market share. Demographic factors play an important role in consumers’ attitude, preference, and choice ofproducts. The cosmetic companies need to understand the consumer attitude on cosmetics buying behaviour which bringssuccess of the company. This research attempts to study the impact of demographic profile of customers on their productpreferences of cosmetic products s with reference to rural areas of Thane region. The purpose of this paper is to investigate thevarious factors that have impact on customers' product preferences. In this paper, the researcher distributed 120 questionnaires.However, 100 questionnaires were completely filled and effective to use. Respondents were selected by convenient samplingmethod. The study reveals different factors that have significant influence by demographic profile of customers.Keywords: Cosmetics, Cosmetic market, Product Preferences, Demographic Profile, Rural Area

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