Perception of Women Consumers towards Satisfaction of Social Media Advertisements: Exploratory Factor Analysis Approach

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Shahina Begum M. S.

Abstract

Today the cosmetics industry in India looks like a booming economy and in a few decades, it will also be the largest cosmetics consuming country. The demand for beautifying substances is increasing day by day in India.Personal Care area is an indispensable piece of the country's economy with its colossal potential. The personal care industry is one of the biggest customer areas in the country. The buying power and expendable livelihoods of the Indian customer have impressively expanded and it has made a specialty for driving associations in this portion somewhat recently, bringing about marvelous development in this area.


The Objective is to study the perception of social media marketing on buying behaviour of women in cosmetic industry. This research is conducted in Chennai city and a survey method was used to collect data from 100 respondents. The result showed that majority of the respondents accepted the factor attribute and satisfaction of social media marketing which influenced the women in Chennai to buy cosmetic products.

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