IDENTIFICATION OF ATTRIBUTES CAPABLE OF INFLUENCING CUSTOMERS OF LIPSTICK - A STUDY ON FEMALE STUDENTS OF ASSAM UNIVERSITY, SILCHAR
Prof. Dinesh Kumar Pandiya
The objective of the study is to identify the attributes of lipstick capable of influencing the buying behaviour of the female students and also to know the degree of influence of these attributes of lipstick on the buying behaviour of the female students of Assam University, Silchar. The study further makes an attempt to measure the degree of satisfaction over the select attributes of lipstick used by the female students of Assam University, Silchar. The universe of the study includes all the female students of Assam University, Silchar. The study revealed that in terms of degree of influence, the top three attributes of lipsticks influencing the buying behaviour are Brand Image, Colour Lasting and Type of Finishes, while the bottom three attributes are Denominations, Chemical Composition and Packaging. In terms of overall satisfaction, the study reveals that the users of Maybelline lipstick registered highest degree of satisfaction and the users of Avon registered the lowest degree of satisfaction.
KEYWORDS: Brand Image, Colour Lasting, lipstick, human behavior, customer.