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ONLINE BUYING BEHAVIOUR TOWARDS COSMETIC PRODUCT

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

roysuchi19@gmail.com

I. ABSTRACT

Keywords: Online Shopping,

Consumer Behavior, Cosmetics
Industry, Skin Care products,
Everyone wishes to be attractive
presentable. It is a reality that everyone
wants to look like the magazine models,
both men and women, with great skin and a
perfect body for a wonderful life. Some
ladies cannot imagine going through the day
without makeup. Along with makeup,
people like to do skincare also for the
nourishment of the skin. Both men and
st
women of 21 century are frequently
reminded of what is deemed beautiful and
handsome. Shopping online has become an
important hobby for everyone in the modern
day. Cosmetics and Skincare products are
drastically being sold on online platforms. A
few years ago, no one would consider
buying cosmetics online since it is regarded
& vital to test out such goods in person to
assess the color, texture, and so on but now
a lot of firms entirely rely on internet portals
to sell cosmetics. This study aims to better
understand the factors of consumer behavior
that impact online cosmetic purchases. The
study is totally dependent upon consumer’s
attitude towards cosmetic items in South
Kolkata by administering a questionnaire to
collate responses from 170 respondents
spanning to different age groups. The
findings suggest that pricing, marketing &
discounts impact consumer purchasing
behavior when purchasing cosmetics online.

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II. INTRODUCTION perception. Consumers then decide whether

or not to buy the product and where to get it.
Consumer behavior, in its initial phases of
Consumer buying behavior is the sum of a
progress, was commonly known as buyer
consumer's attitudes, interests, intentions,
behavior, with a strong focus on the interaction
and decisions surrounding the consumer's
between consumers and producers during the
purchase. Marketers have come to recognize marketplace activity while buying a product,

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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Youth 114 170 67%

VI. TOOLS FOR ANALYSIS AND
(17-29 Years)
STATISTICS
Middle age 38 170 22%
The data is gathered through the use
(30-49 Years)
of a standardized questionnaire. The
Upper middle age 18 170 11%
greatest tool for gathering
(50 and above)
trustworthy data is considered to be a
Source: Primary data
questionnaire. To fulfill the goal of
the research, the questionnaire
IX. OCCUPATION:
consists of multiple-choice
questions. The data were analyzed
using MS Excel 2010.
STUDENT 65 170 38%
VII. DEMOGRAPHY:
SELF EMPLOYED 5 170 3%
RESPONDENT’S GENDER JOB 70 170 41%
PROFILE BUSINESSMAN 9 170 5%
DOCTORS 13 170 8%
HOUSEWIFE 2 170 1%
FEMALE 87 170 51%

MALE 83 170 49%

X. USAGE OF COSMETICS:

YES 123 170 72%

NO 30 170 18%

MAY BE 17 170 10%

Source: Primary data

Source ResearchGate,,Fig.I,SOUTH KOLKATA
We been shown, 10% of people might use
VIII. AGE: cosmetics, 18% might not use cosmetics,
and 70% might use cosmetics. Depending

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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%

Source: Primary data CUSTOMER

REVIEW
As can be see , almost 60% of the
WIDE RANGE 31 170 18%
consumers are going for the option Search

online and buy online. It has become a

Source: Primary data
preference for the consumers. People find it
As seen in the chart, 38% of the consumers,
affordable and convenient at the same time. buy cosmetics online on the basis on

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
from their and ultimately buy the selected
product from the offline stores. Whereas
influenced by the offers which the various
online cosmetic sites provide. Whereas 18%
of the customers shop cosmetics online due
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to wide range of availability of products. advantages in terms of boosting one's

Only 5% of the consumers give importance overall wellbeing and allowing for greater
to the price, while buying cosmetics online. self-expression and confidence.

XIV. CONCERNS WHILE BUYING

COSMETICS ONLINE:
XIII. SPENDING PATTERN:

PRODUCT 50 170 29%

<500 62 170 36%
AUTHENTICITY
500-1000 80 170 47%
PRODUCT QUALITY 68 170 40%
1000-2000 23 170 14%
DIFFICULTY IN 39 170 23%
20000> 5 170 3% MATCHING SHADES
As we can see, 47% of the consumers spend DIFFICULTY IN 8 170 5%
between Rs 500-1000 monthly on cosmetics. EXCHANGE/RETURNS
36% of the consumers spend below Rs.500 OTHERS 5 170 3%
on cosmetics. This is the range where both You may improve your online cosmetic
high class, middle class group and lower shopping experience and reduce the hazards
middle class group can afford cosmetic involved in making purchases without first
products. Due to offers in the online personally inspecting or testing them by
platform, it has become way more easier to being aware of these worries and taking the
buy cosmetic products online. 14% of the required safeguards.
consumers spend Rs. 1000-2000 monthly on
XV. NECESSITY OF SAMPLES
cosmetics, here the percentage is
WHILE BUYING COSMETIC
comparatively low. Whereas only of the
PRODUCTS:
consumers spend Rs2000 and above
monthly. It’s crucial to remember that using
cosmetics is a personal decision, and people 123 170 72%
YES
should be content with how they look
NO 47 170 28%
naturally. Although the importance of
You can make better selections about which
cosmetics may vary from person to person,
cosmetic items are worthwhile investing in
they can generally offer a number of
by trying out samples, decreasing the

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likelihood that you'll buy something that
doesn't live up to your expectations or has
negative effects on your skin.
XVI. PAYMENT METHOD:
65% of consumers appear to be in favour of
recommending others purchase cosmetics
online. Furthermore, 26% of customers are
unsure or undecided about suggesting online
cosmetic products, while 9% would not.

XVIII. PREFERRED PLACE TO BUY

UPI 83 170 49% COSMETIC PRODUCTS FROM:
CASH ON 51 170 30%
DELIVERY
ONLINE 106 170 62%
CREDIT 27 170 16%
MOM&POP 23 170 14%
CARD/DERBIT
STORE
CARD
MALL 41 170 24%
BUY NOW PAY 8 170 5%
Online buying for cosmetics has become
LATER
more and more popular with the growth of
As we can see, 49% of the consumers are
e-commerce. 62% of the consumers are
using UPI payments, almost 30% of the
relying on online platforms. Online shoppers
consumers use cash on delivery payment
can explore and buy goods from a variety of
method. 16% of the consumers are inclined
stores, including specialized beauty
towards the Credit or Debit Card payment
websites, official brand websites, and
method. Buy now pay later is still an alien
general e-commerce platforms like Amazon.
think foe many Indian consumers, this is
Convenience, a large selection, and the
why only 5% of the consumers are using
capability to read reviews and compare costs
BNPL.
are all features of online buying. In the end,
XVII. RECOMMENDATIONS: consumers have a wide variety of tastes, and
their decisions may differ based on
individualized requirements, practicality,
YES 110 170 65%
and product accessibility. 24% of the
NO 16 170 9%
consumers are preferring the malls for
MAYBE 44 170 26%
shopping cosmetics. Depending on their
preferences and purchasing requirements,

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some customers might potentially favor a XXI. COMPARATIVE ANALYSIS OF

combination of these choices. Only 14% of THE FACTORS
the people are still sticking to the traditional
100% 91%
stores. 74%
80% 63%
53%
49% 52%
60% 43%
XIX. PERCENTAGE OF THE 40%
16% 21% 24% MALE
20%
INFLUENCING FACTORS 0% FEMALE
WHICH ARE IMPORTANT FOR
MALE WHILE BUYING
COSMETICS ONLINE: Source: Primary data, Fig.4

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

XX. PERCENTAGE OF THE ideals are now more accepting of and

INFLUENCING FACTORS interested in cosmetics. This

THAT ARE IMPORTANT FOR changing trend may lead to an

FEMALE WHILE BUYING increase in male use of cosmetics.

COSMETICS ONLINE: II. According to the research, there are

marginally more offers (16%)
directed at men than at women
FEMALE
(17%). This may indicate a rising
100%
trend among cosmetics companies to
50%
0% FEMALE acknowledge the potential market
among male clients. The nearly equal
distribution of male and female
Fig.3 offers suggests that cosmetics
companies are beginning to

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understand how important it is to VII. Cost factors are typically significant

appeal to both sexes. for consumers. Customers of all
III. Given that the bulk of the products sexes could look for cosmetics that
are promoted largely to women, the provide them with good value for
larger proportion of female reviews their money. To help them decide
may be understandable. It will assist wisely, they may evaluate costs,
in gaining understanding of any special offers, and discounts.
observable patterns, preferences, or VIII. It's important to note that differences
disparities between the two sexes, in gender-based demographics can
supplying crucial data for decision- affect whether online payment
making and marketing tactics. options are required. Age, income,
IV. In comparison to men, women are and cultural preferences are just a
way more attracted towards cosmetic few variables that could be involved.
items online. In addition to that, Younger people, regardless of
females who tend to conduct internet gender, for instance, have a tendency
searches, go on to make purchases as towards being more tech-savvy and
compared to men. In contrast to their more ease with online transactions.
male colleagues, this somehow IX. REFERENCE
proves that females may be more
I. Singh J.D. (1981). “A study of Brand
likely to study and buy cosmetic
loyalty in India”.28th May. Last
online.
accessed.
V. Due to cultural beauty standards and
II. Gaski, John F. and Michael J. Etzel
preferences for high-end brands,
(1986), "The Index of Consumer
women may be more ready to spend
Sentiment Toward Marketing," 29th
money on expensive, high-end
May Last accesed.
cosmetic goods. Males, on the other
III. Chopin, Marc C. and Ali F. Darrat
hand, could be more cost-conscious
(2000), "Can Consumer Attitudes
and favor affordable choices.
Forecast the Macroeconomy,". 30th
VI. Based on this analysis, we observe
May accessed .
that females have a higher repeat
purchase rate.

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IV. Debiprasad Mukherjee (2012). “ Impact

of celebrity endorsement on Brand
Image”. 1st June Last accessed.
V. Pushpak Singhal, D. P. (2018). A Study
on Consumer Behaviour towards Online
Shopping In. IOSR Journal of Business
and Management , 91-102.3rd June
Last accessed.
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