Consumer Behavior for Cosmetic Products Consumption with Focus on Categorical Factors: A Study in Delhi NCR

ABSTRACT

Based on whether a product or service will meet their stated needs, consumers choose which one to buy. The justification for choosing to purchase the items in order to fulfil their particular wants depends on how well the buyer believes the product will meet their requests. Customers evaluate things based on their level of satisfaction and how well they believe the product is made. This study goal is to establish how categorical consumer attributes influence consumer perception with reference to cosmetic items in Delhi NCR. In order to carry out the purpose of the study, co-relational research design is utilised to ascertain the link between two variables that belong to the same group. The study looks at how people in Delhi and the National Capital Region spend their money and how they buy cosmetics. Non-probability convenience sampling was utilised to choose the respondents for the study and gather data from 150 respondents from Delhi-NCR. Primary as well as secondary methods of data collection were used for the purpose of conducting this study. Data that was gathered for the inquiry was examined using SPSSv26. The tests used in this study included the reliability test, ANOVA, post hoc analysis and independent sample t-test. The findings demonstrate how gender, educational attainment, and income have a significant impact on customers opinions of cosmetic products.

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