WOMEN BUYING BEHAVIOUR TOWARDS COSMETICS

ABSTRACT
The cosmetic industry has witnessed a rapid growth over the last couple of decades. With the advancement in technology, globalization and increased purchasing power, the consumers in recent years have become more aware of hygiene and beauty, which is the foremost reason behind the rapid development of cosmetic industry. In the present scenario, changing life style, higher disposable income, increasing advertisement, rising status, migration of people, demand for superior quality, changing consumer   preference and the   advertisements resulted   into a paradigm shift in the behaviour of women in the purchase and use of cosmetics. The rise in the number of women joining the work force over the decade enhanced the purchasing power of women community. Lagos has a privilege to have a wide client base in cosmetic industry. High literacy rate and rapid urbanization of Lagos led to a rapid growth in employment among the women which led to an increase in the demand for cosmetic products in Lagos. The present study enquires about the purchase behaviour of women cosmetic consumers.
 
CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
Today, the world cosmetic industry faces a huge demand and challenges in providing assured quality of cosmetic products. With the advancement in technology, globalization and increased purchasing power, the consumers in recent years have become more aware of hygiene and beauty, which is the foremost reason behind the rapid development of cosmetic industry. The Nigerian cosmetic industry has witnessed a rapid growth over the last couple of decades when the Nigerian competitors started manufacturing products in order to meet the increased needs of both the Nigerian and the international markets. The purchasing power and fashion consciousness of the consumers were considered to be the driving force of cosmetic industry. The Nigerian cosmetic industry caters to increasing needs of cosmetic products in all spheres such as rural area to cosmopolitan cities, poor to millionaires, and even the kids to the old aged people. It could be observed that the Nigerian cosmetic industry is