Purpose: The systematic review was conducted to explore and understand the various factors affecting consumer (women) buying behavior with special reference to beauty and fashion products. This research work was carried to comprehensively collect record, filter and analyze the current research literature available from various countries on consumer behavior, establish the opportunities and challenges, identify the research gaps in Literature Review and make suitable prescriptions targeted to undertake more research in the wonderful area. Design / Methodology: Extensive research of the relevant education databases with a focus on covering as much ground as possible and being relevant. Findings: The paper finds several demographics, as well as social factors, that are believed to influence the choice of beauty products that could not be ignored. Many factors are specific to regions and cultures. However, most of the Literature Review focuses only on the customer side of the business and does not include the retailer‟s strategies and marketing models developed and used in such businesses. Research Limitations and implications: Though many types of research have been carried out in the selected field, it is still an immensely evolving field. Due to changes in the global social and economic environment, much research still needs to be carried out from new products to new markets‟ perspective. Originality Value: There is a huge scope to provide evidence into the complex world of women buying behavior. This is a relatively lesser explored territory. The paper reviews the literature in the field, focusing on various elements and strategies in rapidly developing international markets for beauty products.
Volume 12 | 03-Special Issue