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An Empirical Study of Personality and Cosmetics Consumer Behavior

Author Affiliations

  • 1BIET-MBA Programme, Davangere, Karnataka,INDIA
  • 2 Davangere University, Davangere, Karnataka,INDIA
  • 3 GMIT-MBA Programme, Davangere, Karnataka, INDIA

Res. J. Management Sci., Volume 1, Issue (4), Pages 12-15, November,6 (2012)


There is a relationship between personality and consumer behavior. An individual’s personality tends to be both consistent and enduring. Although marketers cannot change consumers’ personalities to conform to their products, if they know which personality characteristics influence specific consumer responses, they can attempt to appeal to the relevant traits inherent in their target group of consumers. Even though consumers’ personalities may be consistent, their consumption behavior often varies considerably because of the various psychological, sociocultural, environmental and situational factors that affect behavior. Therefore In this research using factor analysis the formation of cosmetics personality is identified.


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