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The influence of cultural and social variables on consumer behavior is a cornerstone of marketing. A cursory review of leading consumer behavior textbooks shows that most begin with an overview of the impact culture has on the behavior of the consumer. Perhaps no industry offers insight into the impact of society on the individual than the cosmetics industry. Society dictates what is perceived to be attractive. The whims, desires and sense of fashion of the consumer require that the cosmetic industry contin

Author

Zovem Se Hristina

Language

EN