“ Impact of Promotional Activities on Consumer Buying Behavior : A Study of Cosmetic Industry ”

Present study mainly aims at exploring the various factors that influences consumer buying behavior and purchase decision and to identify the various promotional activities used by the sellers in order to motivate the consumer buying behavior and purchase decision. This study consists of Indian cosmetic industry. It is one of the fastest growing industries in India. Cosmetics are mixtures of surfactants, oils and other ingredients. The cosmetics industry in the world is a multi-billion dollar industry. Being the study exploratory as well as descriptive in nature, findings have been made through snap survey analysis which consisted of 200 consumers in the market. The questionnaire designed for this purpose to know about the Impact of Promotional activities on Consumer buying behavior. Findings have also been made theoretical analysis in order to provide in-depth analysis into the way different promotional factors influence consumers’ decision-making processes. It has been found that p r o m o t i o n a l a c t i v i t i e s have positive effects on consumers, purchasing behavior or brand choice in cosmetic industry.