A Study on Consumer buying behaviour of Cosmetic Product in Jaffna District

The consumer buying behaviour of cosmetic product in Jaffna District was analyzed through the conceptualization by using the concepts of 4Ps includes product, price, place and promotion, and also External Stimuli of cultural, social, personal and psychological factor. In this research, 200 respondents were selected from users of cosmetic products to analyze the consumer buying behaviour of cosmetic products. This project would identify the marketing mix status of the cosmetic product and External Stimuli of the product in Jaffna District. There are many DS division in Jaffna district such as Delft(Delft), Islands north (Kayts), Islands South (Velanai), Jaffna, Karainakar, Nallur, Thenmarachi (Chavakacheri), Vadamarachi East(Maruthankerny), Vadamarachi North(Point Pedro), Vadamarachi South west(Karavedy), Valikamam East(Kopay), Valikamam North(Tellippalai), Valikamam South(Uduvil), Valikamam Southwest (Sandilipay), Valikamam West(Chanakanai), but the majority of the Cosmetic users are obtain in Kopay and Nallur. I have selected Jaffna, Nallur, Kopay, Uduvil, Sandilipay, Chankanai and Karainakar where all type of users of cosmetic product. This study on consumer buying behaviour tends to expose the status of the cosmetic users characteristics and marketing present condition. The recommendations of the project would also be given the awareness to cosmetic users and marketers to guide them in their future activities.

Keywords: buying behavior, cosmetic products, 4Ps and External Stimuli.