A Study on Consumers Buying Behaviour Decision in Social Media towards Cosmetic Products

Abstract

Consumer buying behavior in the cosmetics industry has been significantly influenced by the rise of social media platforms such as Instagram, TikTok, YouTube, and Facebook. These platforms serve as key channels for cosmetic brands to connect with potential buyers through influencer endorsements, targeted advertisements, and user-generated content. This study examines the factors that shape consumer decision-making when purchasing cosmetic products on social media, with a focus on visual appeal, social proof, influencer marketing, and the psychological impact of trends. To study factors affecting buyer’s decision for purchasing cosmetic products. Tools used for the study as percentage analysis using descriptive statistics and rank anlaysis. The problem faced by consumer buying behaviour is lack of awareness while seeing product. The suggestion for the problems of the study some products come with limited or extended warranties than can provide peace mind if there are any defects or issues later.