A study on consumer buying behavior towards cosmetics products with respect to social media users

The companies are concentrating on digital media and social media for promotion as it is cost effective way. The cosmetics market is one of the booming sectors in India, with the help of social media the companies are focusing on target customers more rigorously and promoting with low cost than in traditional media. Information search and comparison are differentiating factors in social media, and the customers find more time and more choices while browsing for products and services. 78% of the internet users search online while making a purchase, that shows maximum of the internet users are using social media for making purchase decision. There are many social media platforms such as Instagram, Facebook, LinkedIn and YouTube, where many of the customers search for products and services. Many cosmetics companies are targeting social media to get advantage of this. The present research work focuses on the impact of social media users age and personal factors on purchase decision of cosmetics and also the impact of online reviews in buying decision. It is found that age is not an influence factor in purchase decision but the online reviews have great impact on cosmetic purchase decision process.