Social Media and Consumer Behaviour for Cosmetic Products: Empirical Study on Various Social Media Channels

In today’s highly competitive market environment, the consumer holds a central and powerful position—often referred to as the 'king' of the market. This growing emphasis on individual consumer preferences has compelled marketers to closely study consumer buying habits, tastes, preferences, likes, and dislikes. As a result, businesses must continuously adapt their marketing strategies and revise their marketing mix to align with the evolving needs and expectations of consumers. Understanding consumer behavior is not just an advantage but a necessity for businesses seeking to maintain relevance, loyalty, and competitive edge in the modern marketplace. The Indian cosmetic industry has experienced remarkable growth over the past two decades, evolving into a dynamic and competitive sector. With the advent of technology social media play an important part in the growth of cosmetics business by providing useful information and valuable content about cosmetic products. The purpose of this paper is to investigate the most preferred channel for consumers of cosmetics among various social media channels. In this paper, data is collected through questionnaire from respondents and data was analyzed and interpreted with the help of statistical techniques. The study reveals that different platforms of social media such as instagram, whatsapp, facebook, YouTube and many other channels have significant influence on buying behaviour of consumers. As the customers have the accounts over various channels and people spent lot of time over social media which influences their searching habits and their purchase decision. This study also contribute to the knowledge of how cosmetic companies will be able to understand buying preferences and buying behaviour of the consumers.