INFLUENCE OF LIFE STYLE ON CONSUMPTION OF COSMETICS BY WOMEN CONSUMERS
Lifestyle is the living pattern in a society. Lifestyle is concerned with qualities or ingredients which are unique and which describe the style of life of certain culture or group and distinguish it from others. It is made up of values and personality which are reflected in activity, interest and attitude towards many factors around the environment of the individuals. Life Style is an important component of Psychographics which consists of Attitude, Personal Values and Personality. The objective of this Research Paper is to study the influence of Lifestyle on the Consumption of Cosmetics among women consumers. Primary data were collected from 900 sample consumers from the study area. Various dimensions of Life Style are checked with Structural Equation Modelling and the influence of Life Style on consumption of cosmetics is measured by correlation. The result indicated that there is a high positive relationship between Life Style and Cosmetics Consumption.
KEY WORDS: Life Style, Psychographics, Cosmetics, Consumption, Marketing