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VOL. 6, ISSUE 4 (2024)
A study on customer buying intention towards online shopping of cosmetic products
Authors
Sitaram Chahilia
Abstract
In India, beauty and personal care market is expanding rapidly.
Simultaneously, the number of online shoppers is also increasing due to various
reasons like internet access, convenience, lower price, discount/ offer,
variety, easy returns, and door delivery and so on. There are numerous
E-Commerce platforms that offer a large number of cosmetic brands both national
and international. That’s why people are exploring online shopping websites
rather than traditional shops. The thought process to do this study is to
simply examine the customer buying intention towards online shopping of
cosmetic products in Meerut. Since, Meerut is the second biggest city in
National Capital Region after Delhi (About district). Therefore, it is
important to know the demographic characteristic, buying pattern of online
cosmetic buyers and the factors that influence the customer’s attitude towards
online shopping of cosmetic products. Some selected online shopping websites
like Flipkart, Amazon, Myntra, Nykka, Purplle and Meesho have included in this
study. With the help of convenience sampling technique, 150 online cosmetic
shoppers were selected and the data were collected using structured online
questionnaire. Descriptive statistics is used to interpret the results. The
results interpreted that advertising through social media or internet
influences the most to make purchase. The key motivating factor to buy cosmetic
products online is special discount and offers. The outcome of the analysis
suggest that the companies should focus on social media advertising more, as
people are more attractive towards social media nowadays.
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Pages:11-16
How to cite this article:
Sitaram Chahilia "A study on customer buying intention towards online shopping of cosmetic products". International Journal of Finance and Commerce, Vol 6, Issue 4, 2024, Pages 11-16
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