A study on consumer attitude and perception of women towards Lakme products (with special reference to Madurai city)

Abstract

The growth in the sale of Lakme products is 19.3 per cent approximately in 2023 in India. This growth is the result of quality, healthy and long lasting, harmless, reasonable price, and attractive packaging. The purpose of this paper is to analyse the factors which influence the purchase of Lakme products by the Madurai city consumers. Convenient sampling technique has been adapted with 150 respondents in Madurai City to study the attitude and perception of women towards Lakme products. The findings of the paper focus on the decision-making of the consumers. It has been seen that social factors majorly influence the women purchase decision regarding Lakme products.