A Study on Buyer Behavior of Cosmetic Products and Brand Preference with Special Reference to Coimbatore City

This study aims to explore the buying patterns and brand preferences of college students in Coimbatore city.As students represent a significant and influential consumer base their preferences can provide valuable insights for marketers. The research focuses on identifying the factors that influence their buying decisions, such as price ,quality ,brand image, peer influence, and social media presence. Using a structured questionnaire, data was collected from a sample of college students across various institutions in Coimbatore. This study also highlights the growing impact of digital platforms in shaping brand perception and consumer behavior. Overall ,this study emphasizes the importance of understanding young consumers’ preferences in a competitive market environment.