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Indian Journal of Public Health Research & Development
Year : 2018, Volume : 9, Issue : 10
First page : ( 286) Last page : ( 292)
Print ISSN : 0976-0245. Online ISSN : 0976-5506.
Article DOI : 10.5958/0976-5506.2018.01357.8

Behavioural analysis of consumers towards fairness cream brands and their preferences; with reference to hul, madanapalle, Chittoor District

Krishna Kuchi. Srinivasa1,*, Basha Shaik Ahamed1

1Asst. Professor, MITS School of Business, MITS, Madanapalle, Chittoor District

*Corresponding author: Dr. Kuchi. Srinivasa Krishna Asst. Professor, MITS School of Business, MITS, Madanapalle, Chittoor District

Online published on 1 November, 2018.

Abstract

There is substantial evidence that human behavior is to a large extent driven by motives/rewards and goals. In global era the men and women become beauty conscious and beauty become essential in our day to day life. All the marketers understood the attitudinal changes, lifestyles and changing environmental conditions taken into consideration to identify the solution for their problem to enhance the glamour. Today in India, numerous companies produced Cosmetics & Creams which suits to the personality of the consumer. Indians are witnessing a paradigm shift from traditional methods of using home products to modern methods of using branded cosmetics and fairness cream to become fair. Initially they realized about the men's market and there plenty of fairness creams introduced in market This made fair changes in market and market stakes of the brands. Today this companies are working on the preferences of the customers and their likes to succeed in the market by the way of differentiation strategies. Availability of massive number of cosmetic brands creates the competition given a scope to the researcher to study the buying behvaiour of consumers of fairness creams in Madanapalle Chittoor District.

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Keywords

fair, massive, preference, personality.

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