THE STUDY OF FACTORS INFLUENCING THE BUYING BEHAVIOUR OF COSMETIC PRODUCTS AMONG YOUTH

Sujith S. Nair*, Adarsh U. V., Anagha M., Megha P., Ranjuna P. P.

In today’s world, young people are increasingly drawn to cosmetic products as a way to enhance their appearance, a trend heavily influenced by their purchasing habits. This study delves into the decision-making process behind these purchases, exploring how, when, and why young people buy cosmetics, as well as the factors that shape their choices, such as where to buy and which products to select. The research specifically focuses on identifying the key factors that influence young consumers when purchasing cosmetic products. To gather data, a structured questionnaire was designed and distributed to 100 participants aged 15 to 29 in the Kannur district of Kerala. Participants were asked to rank 10 factors on a scale of 1 to 5 based on their importance, with 1 being ―not important‖ and 5 being ―very important.‖ The Garrett ranking technique was used to analyze the responses. The findings reveal that product quality is the most significant factor influencing young consumers, while celebrity endorsements and influencer reviews hold the least importance. This suggests that young people prioritize the effectiveness and reliability of products over marketing gimmicks. Moreover, the study highlights that females are more likely to use cosmetic products than males, reflecting societal trends and preferences. Interestingly, the research also shows that today’s youth, armed with greater awareness and knowledge about cosmetics, are more focused on the quality of products rather than their price. This shift indicates a growing emphasis on value and long-term benefits over short-term savings, reflecting a more informed and discerning consumer base.