Lalit Kumar and Monika Bangari
ABSTRACT If we talk about the society, in which we are living, here peoples create their own perception mainly depend on the appearance of the person, hence for making them attractive, good looking and hygienic, cosmetic industry plays an influential role in everybody life weather directly or indirectly. Therefore, the demand for the cosmetic products is enhancing very fast and various brand are available in the market keeping in views the not only the basic needs but to fulfill the desire and demand of the customers. Infect in a single brand variety of products are available under different segments like hair oil, shampoo, cream, face wash, facial kit, nail pain, lipstick and many more. For the purpose of promotion, companies are using different modes like celebrity appeal, electronic word of mouth publicity. Companies are keeping in mind of their female customers changing purchase behavior rapidly, changing life style, higher disposable income, improvement in status symbol, demand for best quality of product and increase competition day by day, because they know that celebrity appeal and EWOM publicity influence more on the brand preference of the female consumers rather than any other mode. Consumer can easily view the reviews of the other customers on the website of the particular company and making the decision effectively and efficiently without wasting his or her time to go here and there. Consumers trust on the credibility of celebrities and attracted towards the appearance and personality of them, henceforth it creates positive impact on their brand preference. The growth in the number of women who are working, improved the purchasing power of women community. Women, who are working somewhere, are more conscious about their look, personality and appearance henceforth, their purchasing power is more as far as beauty products are concerned. The aims of this research paper is to investigate the influence of celebrity appeal, electronic word of mouth publicity and customer satisfaction on consumer brand preference of female customers of cosmetic products. The population in this study was Dehradun city, the number of samples used in the questionnaire was 150 respondents. Data collection done by both the sources like primary data and secondary data. Survey conducted by the means of circulating questionnaire to the respondents. Researcher conducted a survey for collecting primary data. A well-designed questionnaire was circulated as a Research instrument. Researcher applied Partial Least Square as Statistical tools for data analysis and interpretation. This research concluded that there is a significant effect of celebrity appeals on brand preference, there is no influence of the electronic word of mouth with brand preference and there is a significant impact of customer satisfactions with brand preference.