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@article{188667,
        author = {Dr. SATHEESH BABU. P and Dr. LAKSHMI  S and Madhumitha. N},
        title = {WOMEN CUSTOMER SATISFACTION TOWARDS BRANDED COSMETIC PRODUCTS – A STUDY IN CHENNAI},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {2743-2752},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=188667},
        abstract = {Consumer behaviour, in essence, examines how individuals decide what they want, need, and ultimately choose to buy. Understanding buying behaviour requires recognizing that it is driven by the needs of individuals, groups, and organisations. Therefore, it is essential to analyse how these needs connect with consumers’ purchasing decisions. The interaction between consumers and elements of the marketing mix—product, price, place, and promotion—plays a pivotal role in shaping their choices. Each individual’s psychological makeup, influenced by culture, attitudes, past experiences, and personal perceptions, affects how they evaluate products and services. These factors determine whether they decide to purchase, as well as where and when they prefer to buy.  The researchers aim was to find out the purchase behaviour of the branded cosmetic products and their satisfaction in Chennai.  The study is an exploratory study, it helps in identifying the consumers decision towards purchase of branded cosmetics.  Sample size was 131, simple random technique has been used, results show that female consumers are very much attracted towards the brands, customers feel very much satisfied in using branded cosmetic products},
        keywords = {Consumer behaviour, Cosmetics, Brand Preference, Brand Satisfaction, and shopping malls.},
        month = {December},
        }