Perceptions creating stress in cosmetics consumers: analysis during COVID- 19 pandemic in Pakistan

Abstract

The aim of the study is to understand the attitude of consumers towards direct selling specifically door to door selling of cosmetic products. The objective of the study is to uncover many underling reasons for favoring or not wanting the door to door selling such as stress or privacy issues. The attitude of consumers regarding a new distribution channel for the cosmetics was analyzed from results which were significantly positive. Furthermore, it will help generate new business avenues for cosmetic brands to offer their products and maximize their reach to far flung areas where there are no shopping malls. The results of the study unveiled that door to door selling offers convenience, health safety in pandemic , privacy to consumers and stress free shopping experience. However, it also poses security issues to consumers. Moreover, door to door selling has a negative perception in Pakistan therefore first managers who want to sell their product by this avenue must first try to increase the image of the door to door selling. This door to door selling can help even strengthen economy by opening new earning ways for women, low earning segment of the population.