An Empirical Study On Consumer Behavior Towards Organic Cosmetics In Bangalore's Cosmetics Market"

Abstract

This study investigates the consumer behavior towards organic cosmetics among females in the bustling urban landscape of Bangalore Metropolitan City. With the rising awareness of health and environmental concerns, organic cosmetics have gained traction as a viable alternative to conventional beauty products. The research employs a mixed-methods approach, combining surveys and in-depth interviews to capture the multifaceted perspectives and motivations driving consumer choices in this niche market. Through a structured survey administered to a diverse sample of female consumers, key factors influencing the purchase decision process are identified, including perceptions of product safety, efficacy, environmental sustainability, and social influences. Furthermore, the study delves into the role of demographic variables such as age, income, and education level in shaping consumer attitudes and behaviors towards organic cosmetics.

Complementing the quantitative findings, qualitative insights from in-depth interviews provide a deeper understanding of the emotional, experiential, and symbolic dimensions underlying consumer preferences for organic beauty products. Themes emerging from the interviews highlight the significance of personal values, lifestyle choices, and social identity in driving the adoption of organic cosmetics among females in Bangalore Metropolitan City.Overall, this research contributes to the growing body of literature on consumer behavior in the organic cosmetics industry, offering valuable insights for marketers, policymakers, and industry stakeholders seeking to understand and cater to the evolving preferences of female consumers in urban centers like Bangalore.