AN EMPIRICAL STUDY ON THE IMPACT OF PROMOTIONAL BAITS ON CONSUMER PURCHASE DECISIONS IN THE SKIN CARE INDUSTRY IN DELHI /NCR

Abstract

This research project, titled “An Empirical Study on the Impact of Promotional Baits on Consumer Purchase Decisions in the Skincare Industry in Delhi/NCR”, set out to understand how marketing promotions influence the everyday choices people make when buying skincare products. In a market that’s growing rapidly and where competition is fierce, brands are constantly coming up with new ways to grab attention—offering discounts, Buy-One-Get-One (BOGO) deals, free samples, and loyalty programs. But a key question remains: do these offers really help brands build long-term relationships with customers, or do they just lead to one-time sales? A structured online survey was shared using Google Forms, targeting people in the Delhi/NCR region who actively use skincare products. A total of 100 valid responses were collected from a mix of students, professionals, and homemakers. The goal was to gather a broad yet relevant perspective. Statistical analysis using tools like SPSS and Excel helped uncover patterns and connections between consumer behaviour and promotional strategies. Study Overview The study combines quantitative analysis (100 respondents) with statistical testing (ANOVA, chi-square, t-tests) to evaluate the effectiveness of discounts, BOGO offers, and social media campaigns.