October 2017
·
5,308 Reads
·
8 Citations
The basic aim of this study is to find-out the impact of culture towards buyer behaviour of Hair care product of Himalaya Cosmetics. This study was conducted in Chennai city in Tamilnadu. Basically this is a Cross-sectional study which has been designed with descriptive and analytical in nature to examine the various factors of culture and its impact on buyer behaviour. This study has also been designed with the sample of 500 respondents to collect the required information. Hypotheses were tested through association between the variables. All the variables studied were significantly related to culture and was significantly related to buyer behaviour. The chi-square shows that there is a significant association between frequency of purchase and amount spent for hair care products of Himalaya, significant association between frequency of purchase and usage of hair care products of Himalaya also there is a significant association between usage and satisfaction about hair care products of Himalaya cosmetics. KEYWORDS: Buyer Behaviour, Cosmetics, Culture