LITERATURE REVIEW ON CONSUMER BEHAVIOUR WITH RESPECT TO COSMETIC INDUSTRY

ABSTRACT

A literature review is a simple summary of the sources, but it usually has an organizational pattern and combines both summary and synthesis. It gives a new interpretation to the old material and combines any new with old interpretations. The literature review may evaluate the sources and advise the reader on the most pertinent or relevant ones. Review of literature is a stepping stone which ensures the credibility of the writer in his or her field. Literature review of the present research also provides a solid background for cosmetic advertisements and intellectual progression in branding, consumer behaviour and retailing.

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