Volume : 10, Issue : 3, MAR 2024

OPPORTUNITY GENERATION AND EARLY BUSINESS DEVELOPMENT RESEARCHED BY STUDENTS PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE, MADURAI

A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS FAIRNESS CREAM AMOUNG COLLEGE STUDENTS WITH THE SPECIAL REFERENCEC TO MADURAI CITY

ROOBIYA DEVI.R, DR.S.RAJAMANI

Abstract

In recent years, the market for fairness creams has witnessed significant growth, fueled by changing societal norms, cultural perceptions, and advertising campaigns promoting fairness as a symbol of beauty and success. This study aims to explore the complex dynamics underlying consumer buying behavior towards fairness creams, shedding light on the factors influencing purchase decisions. Using a mixed-methods approach, including surveys and focus group discussions, data was collected from a diverse sample of consumers across different demographics. The study identified several key factors driving consumer preferences for fairness creams, including social influences, self-perception, cultural ideals of beauty, and marketing strategies employed by brands.

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