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@article{192311,
        author = {Dr. Nancy Sebastina.J and Ms Baviyasri .A},
        title = {A study on factor influencing college girls purchase decision for cosmetics},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {942-945},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192311},
        abstract = {The cosmetics industry has witnessed significant growth in recent years, with increasing attention on young female consumers, particularly college-going girls. This study aims to examine the factors influencing the purchase decisions of college girls for cosmetics, with a special focus on the brand Lakmé. The research identifies key determinants such as brand image, product quality, price, peer influence, promotional activities, packaging, and social media impact on the buying behavior of the target segment. Primary data was collected through structured questionnaires distributed among college students, while secondary data was gathered from books, journals, and online sources. The study highlights that brand loyalty, celebrity endorsements, and online reviews play a crucial role in shaping purchase decisions. Findings suggest that Lakmé’s marketing strategies, combined with product innovation and affordability, strongly influence college girls’ preferences. The study provides insights for marketers to develop targeted strategies that appeal to young female consumers, enhance brand engagement, and drive sales growth.},
        keywords = {Purchase Decision, Cosmetics, Brand Image, Peer Influence, Social Media Marketing Consumer Behavior},
        month = {February},
        }