Online Buying of Cosmetic Products-Suchismita &ankita
Online Buying of Cosmetic Products-Suchismita &ankita
Online Buying of Cosmetic Products-Suchismita &ankita
Ms. Suchismita Roy & Ms. Ankita Paul, MBA 2nd Semester students, International School Of
Management Studies (ISMS), Pune. Affiliated to Savitribai Phule Pune University
No. 9/1, Ext. Sinhgad College S, 1, Sinhgad Institute Rd, Wadgaon Budruk,Wadgaon,Vadgaon,
Ambegaon BK, Pune, Maharashtra 411041
8240666955SS
I. ABSTRACT
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that consumer behavior extends beyond the good or service. Consumer behavior
mere act of a transaction, incorporating a research focuses on the social science
continuous process. This process entails much disciplines of anthropology, psychology,
more than the specific instance when a sociology, and economics. If a marketer
consumer exchanges funds or utilizes a credit wants good positioning, the initial stepping
card to acquire a product or service. Buying path is to determine the customer's
behavior is focused towards the needs of purchasing behavior, after which the
individual, group and organization. In 2017, marketer will be in a better position to target
the Indian cosmetic business, which those items and services to the consumer. As
encompasses skin, hair, color, and dental a result, proper comprehension relationship
care, was valued at 30 billion Indian rupees. of those demands with customer purchasing
With the liberalization of the 1990s came behavior is required. To understand
the crowning of numerous Indian women in consumer purchasing behavior, it is difficult
beauty contests, including two Miss to establish the consumer's contact with the
Universe crowns (1994 and 2000) and four marketing mix. Consumers then decide
Miss World crowns (1994, 1997, 1999, whether they should buy the product or not
2000). As a result, thorough knowledge of and where to get it.
the relevance of those demands to consumer
III. LITERATURE REVIEW
purchasing behavior is required. To
understand consumer purchasing behavior, it Consumer concern about their look and
is critical to know the interaction of the beauty drives the demand for cosmetic and
customer towards the marketing mix. The beauty items in the market. The cosmetics
reason is , each individual's psychology used by customers are determined by factors
towards items and services varies depending such as gram mage, consistency, brand
on culture, attitude, prior learning, and name, brand loyalty, and labeling.
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Singh J.D. (1981) done a survey on “A study numerous variations between the groups
of Brand loyalty in India”. A recent were still evident.
investigation has confirmed that Indian
Consumer’s perception play an important
customers are showcasing a growing
role in making their mindsets towards
proclivity towards brand allegiance.
marketing tactics.Therefore, comprehending
Depending on the attributes of the
consumers' opinions about marketing has
merchandise, they demonstrate either sole or
been used to predict economic trends and
multiple brand loyalty. Elements that
has shown correlations with significant
contribute to this steadfastness encompass
macroeconomic indicators (Chopin and
the product's excellence, habitual utilization,
Darrat, 2000).
and sustained accessibility in the
marketplace.1986). In India, users of cosmetics exhibit an
intriguing trend, according to Briney (2004).
Understanding consumers' attitudes towards
While many nations across the world are
marketing is crucial for devising effective
adopting conventional Indian herbal and
strategies for companies and developing
ayurvedic beauty treatments, Indian
regulations by government agencies to
consumers are showing a rising preference
protect consumers' interests. Previous
towards foreign personal care goods as a
studies have examined consumers' overall
way to improve their lifestyle standards.
attitudes towards marketing as well as
Using international labels is thought that
specific marketing activities like advertising
indicates sophistication and a higher social
and pricing (Nwachukwu et al., 1991;
status, which is what has sparked this
Webster, 1991). The primary focus of
movement.
researchers has been on investigating the
underlying factors that cause variations in Indian consumers want to experience
consumers' attitudes towards marketing beauty, and to be beautiful - whole
activities. Webster (1991) discovered industries are built on these needs (Kun,
significant variations in consumer attitudes 2005). According to the French writer
towards various marketing practices such as Anatole France, "beauty is the greatest
product quality, pricing, advertising, and power in this world".
retailing or selling. Even after considering
the influence of social class and income,
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In a 2007 study led by Dr. Vinith Kumar To investigate the elements that
Nair and Dr. Prakash Pillai R, it was found influence purchasing decisions.
that men generally have a preference for To investigate the purchasing of
independently selecting and buying cosmetic cosmetic items.
brands. The quality of the product is the key The study talks about the impact
factor that influences their purchasing of media communication on
decisions. Additionally, men tend to favor purchasing behavior.
the convenience of buying all their cosmetic
items from a single store.
V. RESEARCH METHODOLOGY
According to a (2012) study by Debiprasad PRINCIPLE ELEMENTS
Mukherjee titled "Impact of celebrity INDENTIFIED FOR THE
endorsement on Brand Image," consumers STUDY INCLUDES
have a strong emotional connection towards Factors affecting Purchase
a business or a brand when it has an image Decision, Spending Behavior,
that is similar to that of a celebrity whom Sampling Area – South
they admire and aspire to be like. When the Kolkata
celebrity and the brand have complementary Sample Size:-170
images, this association is more visible. METHODS USED FOR DATA
COLLECTION
Dr. Maithili Ganjoo 2020) describes
Primary Data - primary data is
advertising has a significant impact on
essential to understand customer’s
consumer purchasing decisions. Using
purchasing trends for cosmetics.
various advertising appeals, firms may raise
Primary data has been gathered by
knowledge about their products and would
using a prepared questionnaire.
also construct impressions about them that
Secondary Data - all pertinent
touch the consumer's heart or reason.
secondary data is gathered from a
IV. OBJECTIVE OF THE STUDY variety of sources, including books,
magazines, the internet, and articles,
To investigate the sample among others.
respondents' demographic
characteristics.
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NO 30 170 18%
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on personal preferences, the exact 15% of the consumers search offline and
proportion of persons who use or do not use
compare the prices online and ultimately
cosmetics can vary widely.
purchase the products from online stores
XI. BUYING PATTERN:
XII. MOTIVATION TOWARDS
BUYING COSMETIC
SEARCH 26 170 15% PRODUCTS ONLINE:
OFFLINE,BUY
ONLINE
OFFERS 33 170 19%
SEARCH 102 170 60%
ONLINE,BUY EASE OF 34 170 20%
ONLINE PURCHASE
SEARCH 43 170 25%
PRICE 8 170 5%
ONLINE,BUY
OFFLINE POSITIVE 64 170 38%
25% of the consumers nowadays search positive customer review. People influence
people to shop online. About 20% of the
online and then buy according to their usual
consumers find it traditional shop to get the
offline way. They basically see the shades , product. 19% of the consumers get
variety of product options online and choose influenced by the offers which the various
online cosmetic sites provide. Whereas 18%
from their and ultimately buy the selected
of the customers shop cosmetics online due
product from the offline stores. Whereas
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likelihood that you'll buy something that 65% of consumers appear to be in favour of
doesn't live up to your expectations or has recommending others purchase cosmetics
negative effects on your skin. online. Furthermore, 26% of customers are
unsure or undecided about suggesting online
XVI. PAYMENT METHOD:
cosmetic products, while 9% would not.
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XXII. FINDINGS:
MALE
100% I. The way that society views gender
70%
53% 55% 46%
33% 36%
35% 35% and self-expression has changed
50% 17% 25%
0% MALE noticeably over the past several
years. Males who may have
previously felt societal pressure to
Fig.2 conform to traditional masculine
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