CONSUMER BUYING PROCESS FOR COSMETICS – AN ANALYSIS

Abstract

Investigating consumer buying habits about cosmetic products was the primary goal of this particular study. The country's cosmetics and lifestyle industry has proliferated during the last few years. The factors influencing consumer behaviour include personality, perception, attitude, physical traits, pricing, and others. Consumers in India have seen a considerable increase in their purchasing power and disposable income over the past ten years, resulting in significant growth in this business. We found that various preferences exist among cosmetic consumers and that things like age, gender, and frequency of purchases influence these choices. Strategic marketing campaigns that are specifically aimed at the 25- to 34-year-old group are necessary. According to the study's findings, several factors, such as demographics, preferences for in-person or online shopping, and the interaction of rational and emotional factors, significantly influence people's decisions to buy cosmetics. In addition to considerations of price and brand reputation, environmental conscience is becoming more and more correlated with this decision-making process. The harmonious integration of superior products, public trust, and individual values fosters brand loyalty. Because social media, particularly through influencers, is a major factor in creating consumer attitudes, businesses must use these platforms to create enlightening and honest content for consumers looking to make informed cosmetic purchases. Keywords- Consumer Buying Process, Consumer Buying Model, Brand Image, Cosmetics and Influencing