CONSUMER BUYING BEHAVIOUR TOWARDS SELECTED COSMETIC BRANDS: THE ROLE OF SOCIAL MEDIA MARKETING IN BHOPAL CITY
Keywords:
Consumer Buying Behaviour; Social Media Marketing; Cosmetic Brands; Brand Preference; Digital Marketing; Bhopal CityAbstract
Social media has emerged as one of the most influential channels shaping consumer decision-making inthe cosmetics industry, particularly among urban youth and working professionals. This study examinesconsumer buying behaviour towards selected cosmetic brands with specific reference to the role playedby social media marketing in Bhopal city. The research adopts a descriptive research design and draws on primary data collected from 200 respondents through a structured questionnaire
References
[1] P. Kotler and K. L. Keller, Marketing Management, 15th ed. Boston, MA, USA: Pearson, 2016.
[2] W. G. Mangold and D. J. Faulds, "Social media: The new hybrid element of the promotion mix," Bus. Horiz., vol. 52, no. 4, pp. 357–365, 2009
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Published
2024-12-20
How to Cite
Ms. Sakshi Singh ,Dr. N. K. Shrivastava. (2024). CONSUMER BUYING BEHAVIOUR TOWARDS SELECTED COSMETIC BRANDS: THE ROLE OF SOCIAL MEDIA MARKETING IN BHOPAL CITY . Journal of Computational Analysis and Applications (JoCAAA), 33(08), 9533–9543. Retrieved from https://www.eudoxuspress.com/index.php/pub/article/view/5779
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