Özet:

This study was conducted to investigate the effects of college students' to de-termine which factors are effective. 260 university students have been reached in the research. Survey data collected with sociodemographic data form, Cosmetics Product Usage Habits, Mass Communication Tool Preference, Factors Effecting in Cosmetic Product Purchase Shape and Cosmetic Product Se-lection and Marketing Methods Survey Forms. The data were analyzed using SPSS for Windows 15.0 statistical package program. According to the results of the research; young people take care of their selfcare; they consciously use for beauty, psychological satisfaction and health personal care products; they were not affected by the ads. It has been seen that the most important factors in choosing to buy from the Internet are avoiding counterfeit goods and finding the most suitable product for them by face-to-face sales method. The use of perfume / deodorant and hair care products in personal care pro-ducts did not show any significant difference according to sex, age groups, monthly income; The participants in the 17-18 age group and the 19-20 age group found that the use of cosmetic products for makeup products was higher than the level of satisfaction of participants aged 23 years and over.

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