A Study on Consumer Buying Behaviour in the Cosmetic Industry in India

Abstract This paper explores buyer behaviour in the Indian cosmetic market, considering the demographic, psychological, socio-cultural, and digital influencing factors. As the market is growing fast and getting more digital, it has become critical to comprehend the changing consumer motivations. The literature review chapter critically looks at the literature review on the consumer buying behaviour of the cosmetic industry in India, and analyses the demographic, psychological, cultural, and digital factors influencing consumer buying behaviour. The secondary results indicate that cosmetic purchasing behaviour in India is multidimensional and the interplay of socio-economic, psychological assessment, cultural identity, and digital influence. Income and value perception influence brand choice, and specialised categories, green and halal cosmetics, depend on environmental concern and religiosity. The purchase and repurchase intention are strongly based on perceived quality and brand trust. Further, online marketing and social media activate decision-making processes faster by influencing attitudes, improving access to information and strengthening social validation.