Online Consumer Buying Behaviour Towards Cosmetics: A Study Of Consumer In Punjab, India

In today’s era the use of the internet, has changed the business environment. Businesses sell products through the internet and satisfy consumer needs. Consumer buying behaviour has changed due to the explosive rise of e-commerce, especially in the cosmetics sector. This study examines the main elements that affect online shoppers’ decisions to purchase cosmetics, such as convenience, security concerns, social media influence, price sensitivity, product quality, brand trust, digital marketing, and user reviews. In the cosmetics market, a complex interaction of psychological, personal, social, and cultural elements influences consumer purchasing behavior. The purpose of this study is to examine the major factors influencing customer preferences and cosmetic product purchases. The study collected 200 samples from Hoshiarpur district, Punjab through snowball sampling techniques. The study investigates several topics, including product quality, marketing tactics, social influencers, brand perception, and ethical issues including cruelty-free and sustainable formulas. The effects of influencer endorsements, digital marketing, and changing beauty standards are also looked at. The study investigated demographic factors that affect consumer buying behavior, the challenges that online consumers face during online shopping, and their buying decisions towards cosmetics. The results indicate that consumer decisions are greatly influenced by price sensitivity, product efficacy, brand trust, product review, and personal values.