Analysis of Consumer Buying Behavior for Beauty Brands in Amravati City

Abstract

This research report sought to understand the process by which consumers select cosmetic products. In order to gather information for this study, which was carried out in Amravati City, 100 respondents were surveyed. The personal care industry has enormous unrealized potential and is vital to the country's economy. One of the biggest consumer industries in the nation is the personal care industry. Large companies have established themselves in this market over the past few years as a result of the Indian consumer's rising purchasing power and disposable income, which has driven the industry's phenomenal growth. During the data analysis phase, it was discovered that the majority of respondents were female and that the majority of them had purchased beauty items to apply on their faces. It was discovered that the majority of respondents had chosen different brands of cosmetics and it was discovered that the price aspect was what drove consumers to purchase their cosmetic items. It was observed that the Permanent Store was where the responders were buying their cosmetics. To increase sales, the business should concentrate on serving housewives and professionals and draw in more customers, the company should expand its line of male beauty products, boost the amount of herbal ingredients, and run aggressive advertisements including celebrity endorsements. A corporation should evaluate its historical financial performance and develop marketing and business plans to strengthen its brand and expand its market segments in accordance with consumer demands. Thus, this study contributes to our understanding of the constantly shifting preferences and buying habits of the female market for beauty products. We can therefore conclude that in order to encourage female clients to purchase beauty products, retailers need specifically target them.