Female Consumers Awareness Level on Purchasing Online Beauty Products in Kathmandu Valley

Abstract

Consumer awareness about their appearance and beauty results in the growing demand on the market for cosmetic and beauty products. Cosmetic used by consumers depends on various attributes such as size, consistency, brand name, brand loyalty and labeling. This study therefore tries to analyze awareness level of female consumers on purchasing online beauty products in Kathmandu valley. Descriptive method is employed in this study where 285 female customers who buy cosmetics online are taken as sample for the study. Likewise, awareness level is also measured with the help of awareness index. Findings of the study revealed that 95% females are aware about online purchase of cosmetic products. Likewise, both literate and illiterate women use online platforms to buy cosmetic products however, the ratio of literate women is higher. Also, the trend to buy cosmetics product is higher in unmarried compared to married females. Thus, the study concludes effectiveness of online beauty products can be enhanced if online sites focuses on delivering quality products in reliable price to customers. Keywords: Female customers, Beauty products, Awareness, Kathmandu valley, Cosmetics