Anuja P Mudholkar'* and Dr. 8.5 Agrawal®

ABSTRACT

The purpose of the present research is to study the role of parent brands image of cosmetic products on buying behaviour of female consumers. Female consumers are very careful about their skin and appearance they always see the brand and quality of the product. The study of consumer buying behaviour is important for several reasons as different mind-set and distinct consumer behaviour. Rapidly changing social situation working styles and living styles today’s women are independent. Brand is the main & major determinants of any organisation. Brand plays a vital role in cosmetic market. Keywords:- Parent Brand image, Cosmetics , Buying behaviour of female consumers.