Anuja Prabhakar Mudholkar, Dr. S.S Agrawal

ABSTRACT

The purpose of the research is examine the survival and growth of any organization largely depends on the extent on its brands. Brand is the main and major determinants of any organization. Brand plays very vital role in cosmetics market. Rapid changing social situation in women’s equal rights and working situations. Today’s women are independent and socially connected. The awareness of female consumers consciousness during the recent years leads to alteration of consumer behavior and influence the women’s usual conception for pursing fashion and c cosmetics application in fact the makeup practices has already been regarded as a social politeness and necessary requirement for inter-personal activities by employing the means end chain theory. This study intends to explore the attribute, result, and value attached importance by female consumers towards cosmetic products in order to realize consumer’s cosmetic application process.