1 *Ayushi Pandey, 2 Shalini Singh
A B S T R A C T
Cosmetics are a product that aids people in keeping their bodies, hair, and skin clean. The study was based on the effectiveness of personal selling strategies in marketing of cosmetics. The present research was basically Descriptive cum Exploratory in nature. Both primary and secondary data were taken. The sample size for the primary data collection would be 600 female cosmetics Customers or Consumers. Sampling location was Lucknow, Uttar Pradesh. Total 600 (population sample) was taken in the study and only 550 individuals reported the given questionnaire based on selling of cosmetics. Hence, 550 was considered as 100 %. It was observed in different groups i.e., strongly agreed, agreed, undecided, disagreed and strongly disagreed. Personal selling improved the different strategies in sale of cosmetics i.e., Strong relationship b/w company and customer, increasing firm’s profitability, Increased sales volume and revenue of an organization, Customers products intention, Effective communication tool which used by marketers, Word of Mouth (WOM) as an effective element, explaining cosmetic and its respective uses, Selling should be reviewed through feedback. It concluded that personal selling strategies effectively modulated the selling and marketing of cosmetics by enhancing the customer relationships, product detailing & satisfaction and increased sale volume and revenue.
Keywords: Personal selling strategies, marketing of cosmetics, word of mouth, customer relationship.