A Study on consumption pattern of cosmetics products comparison between online and in store sales

Abstract

This study aims to describe the tendency of consumption patterns of cosmetics comparison between online and in-store sales in Bangalore selected places. This research applied quantitative approach with survey method. The research involves 365 cosmetic consumers that is been selected to collect the primary data using the Cochran s formula n = (z2pq)/e2in this study 37% of the respondents are Male and the other 63% of the respondents are female customers and in this 75% are from the age group of more than 20 years and know better about the purpose of using the cosmetic product and also we can understand their mind- set of being attractive and look beautiful in the society, either to attract the opposite gender or to state the social class. (72%) states that they tend to purchase the cosmetic product in- store as a result of watching advertisement of the cosmetic product, on the other hand remaining customers selected as respondents (28%) states that they tend to purchase the cosmetic product online as a result of watching advertisement of the cosmetic product. This study advanced to identify the factors influence the customers to purchase the cosmetic product whether online or in- store are as Advertisement of the product, Branding of the product, Promotion given to the product, Influence of others, Frequency of their usage, Other sources influence.The study also reveals that female customers tends to prefer online shopping because they enjoy doing shopping whether it is traditional shopping or e-shopping. The young generation is more often purchasing from online sites because of the revolution in the technology among the youth population and they are able to use this technology for their well-being more than other age group category. Offline stores individuals must concentrate more on attracting individuals the customers using the products frequently and make sure the products are available in their stores throughout year Offline stores should focus on providing more personalized services to customers as it is maj