STUDY ON THE IMPACT OF INTERNET AND SOCIAL MEDIA ON INDIAN COSMETICS INDUSTRY

Abstract

The Indian Cosmetics market has seen an unprecedented growth in the use of internet as a channel of buying goods and collects product information. All the resources available are same for all consumers but still the purchase decision for each one of them is different. This paper aims at studying the impact of internet and social media on Indian cosmetics industry and also identifies some factors that motivate the consumers to make the purchase decision. A sample of 51 people was taken; data was collected through self- administered questionnaire. The research found that product pricing, delivery time, brand trustworthiness, product variety and type of content viewed and sales promotion and discount provided are some factors that influence the consumers buying behavior towards buying cosmetics online. The internet is changing the way people shop for products and services and has evolved into a global phenomenon. Many companies are using internet and social media as a way to cut back the cost of advertisement while still staying in this highly competitive market and this cutback leads to a reduction of prices of the product for the consumers. Many cosmetics companies are also using this mode to engage with their customers, communicate the product information in a more personal way as compared to traditional advertisements and take instant feedback from the consumers.