CHAPTER 2

REVIEW OF LITERATURE
Pai Ramesh (2021) Purpose: The cosmetics industry is one of the major industries that have
attracted many players due to its rapid growth. The cosmetics industry plays an important role in
developing the country's economy. This study is being taken up to better understand the
contribution of the beauty industry to the development of the country and to evaluate the strategies
of these companies. Nykaa is one of the leading companies in the cosmetics industry. It offers
various products of different brands on one platform. Its setup by Falguni Nayar in 2012. She
anticipated the huge opportunity in online trading in the coming years and converted that
opportunity into a big vision. Her decision was not wrong it turned into building a large-scale
business. By operating multinational, it attracts customers from various regions. Initially, it started
the business by offering beauty products later on diversified with fashion, skincare, luxury
products. This study is conducted to evaluate the strategies used by NYKAA to be one of the top
companies in E-Commerce.

Sultana Ashiqha (2021) Online advertisements have created a great impact among the common
people and their purchasing habits with the substantial rise of internet usage. The online retailing
particularly in India is in a transition stage where most of the brands are leaving the traditional
store format. Online advertising has different parameters that contributes to the consumer buying
behaviour. The online retailing in India grows bigger each day with the emergence of new brands
and online shopping sites, women consumers play an important role and their buying behaviour is
significant with regard to the growth of online shopping through various platforms and
applications. In that respect, Online advertising through social media is on a fast-developing pace
and advertisements through various platforms like Instagram, Facebook, YouTube and other
shopping apps like Nykaa, Sephora, Amazon, Myntra etc gives innumerable shopping
opportunities for women with different national and international cosmetic brands. Online
advertising influenced the women in Kerala to come out of the shell and thus created a need on
their minds. The basic question is how online advertising attract female consumers to online/social
media platforms. This study aims to determine various factors affecting preference of female
consumers for different cosmetic brands and majorly focused on the influence of online
advertisements among women in Kerala and the changes in their purchasing behaviour. The major
findings of the study indicate the huge effect of online advertising on choosing cosmetic brands
by women through online platforms. The research method used for this particular study is
analytical survey. This particular analytical survey attempts to describe and explain the influence
of online advertisements and change in the purchasing behaviour of Women in Kerala with regard
to the cosmetic products. The result of this particular study allows to examine the interrelationships
among variables and to develop explanatory inferences. Findings of the study makes it clear that
women in Kerala are receptive to the forms of online ads of cosmetic products on social media
platforms and various mobile applications or shopping sites.

Prasad Archna, Gudimetla Susshruthi, (2019) The digital revolution has metamorphosised the
way business to consumer (B2C) interfaces have been taking place. Extensive research has been
undertaken to show that this is true of all industries and retail sectors with no exception. Even basic
need industries like food, health care and education have now gone the e commerce way.

SS Anjana (2018) The research mainly focuses to understand the buying pattern of consumers for
cosmetic products. Through this paper an attempt was conducted to identify the different factors
that impact and influences the customers for buying a product. This study reveals that various
factors like quality, brand, price, advertisement and packaging have tremendous influences on
consumer purchasing behaviour. This research paper helps to contribute an extra idea and
knowledge to cosmetic companies so that they get to know more about the purchasing behaviour

Sethi Ruhi, Kapoor Deepa (2018) Our contemplations and activities are impacted by other
individuals, regardless of whether we are latently watching their conduct or effectively agreeing
to their solicitations. Persuasion is a type of social impact in which a group of people is
purposefully urged to receive a thought, mentality, or game-plan by typical means. This paper
expects to concentrate on social persuasion marketing adopted by Nykaa. com. Persuasion is a way
to deal with outlining sites and web administrations which puts the accentuation on planning the
webpage and informing to accomplishing the business targets of the website (Chaffey, 2015). Dr.
Robert Cialdini considers the specialty of persuading and, as per his work; persuasion depends on
six weapons that are hardwired into our social and intellectual personalities (Cialdini, 1984). The
components attempted in this case study are reciprocity, commitment, social proof, authority,
liking and scarcity. This paper can possibly assist both research and promoting practice and to
efficiently target potential customers from a social gathering.

Wu, P.T, & lee, C.J (2016) Programme evaluation regarding how to trigger consumers’ impulse
buying behaviour has become a concern of enterprises in terms of developing effective marketing
models. Using the quantitative method, this study probed into the effects of cosmetics consumers’
consumption situation and experiential marketing in marketing activities on brand image and
impulse buying behaviour. Statistical Package for the Social Science (SPSS) and structural
equation modelling were used to analyse the causal relationships among four factors. The results
suggested that consumers who are female, unmarried, aged 30–35 years old, have a university
degree, and work in the service industry are prone to impulsive buying of cosmetics. Moreover,
both consumption situation and experiential marketing were found to positively influence brand
image. Cosmetics differ from other retail goods in so far as the ‘consumption situation’ must
influence consumers’ ‘impulse buying behaviour’ through ‘experiential marketing’. Based on the
findings, suggestions are proposed for marketing, as well as for decision-making of enterprises.

Jadhav Vilasini, Khanna monica 2016 Online retailing in India has shown tremendous growth
in the recent years. However as compared to the other countries leading in online retailing, India
is still in its initial stage of development. he purposes of this study was to explore the factors
influencing the online buying behavior of the college students. Convenience sampling method as
to select the sample of 25 college students and qualitative content analysis was used for analyzing
the textual content of the depth interview data. The main influencing factors for online shopping
were identified as availability, low price, promotions, comparison, convenience, customer service,
perceived ease of use, attitude, time consciousness, trust and variety seeking.

Anute Nilesh, Deshmukh Anand (2015) The Objective of this research paper is to study
consumer method was used to collect the data from 200 respondents.

Sharma Anjali, Bhola Shruti, Malyan Shweta, Patni Neha (2013) Consumer buying behavior
is not a new- fangled concept but it is convalescing day by day with changing ecology. Studying
Consumer buying behavior is very decisive aspect of marketing. Brand loyalty is an upshot of end
user conduct. It exaggerated by consumer's preferences. Steadfast consumers will constantly
procure commodity from their favored brand name, despite the consequences of expediency or
value. Brand loyalty assorted aspects were been elected for study. The main idea is to study the
impact of brand loyalty on buying behaviour.

Bhatt Shahir, Bhatt Amola (2012) Factors influencing online shopping: Internet is rapidly
becoming the main tool for communication and business convenience. With a growing number of
households turning towards the Internet and the world of e-commerce to shop, invest, make
payments, and do online banking, new technological advancements will have to come about to
make these transactions secure. In India, Internet has primarily been used for enabling
communications between individuals through various modes such as e-mailing, messaging or even
social networking. However, a digital interactive media is only successful if it fails to pervade
every single activity an individual indulges in, his/her daily life.

Kumar Ankur Rastogi (2010) Indian consumers as a whole spend about 55% of the total
consumption expenditure on food items. According to a survey conducted by ORG, the
expenditure on non-food items has recorded large growth that the expenditure on food items.
Consumers decide whether, what, when, from whom, where and how much to buy. They can avail
various mediums to buy the products. But currently we are living in the age of internet.

J Lilly, (2010) People begin to develop preferences at a very early age. Some babies like apple
juice, others water. Some kids play softball, others read. Some people thrive in the city and some
need the quiet of the country. Some drink Coke while others prefer Pepsi. Our preferences are part
of what makes us who we are. And the brands we seek out reflect our preferences. The competition
among brands is fierce. In every product category, consumers have more choices, more information
and higher expectations than ever before. Jockeying for position in a consumer's preference set
requires an aggressive strategy and constant vigilance. The marketer's principal objective is
typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the
essence of that relationship consists of a strong bond between the buyer and the brand. The choice
of an individual strategy or combination depends mainly on the nature of the branded product or
service. The success of the strategy depends heavily on the marketer's understanding of the
preference building and bonding process.