EFFECT OF COVID-19 CONSUMER BUYING BEHAVIOUR TOWARDS COSMETICS: STUDY BASED ON WORKING FEMALES

Abstract

The recent outbreak of the COVID-19 pandemic has altered the lives of people, businesses, and also consumers. There has been a shift in consumer buying behaviour as well. This change in behaviour is due to many underlining factors such as a change in income, lockdown, disruption in the supply chain, unavailability of a product, accessibility of the product. Through this study, we aim to understand the buying behaviour of working females towards cosmetics during COVID-19. To see if there has been a change in the buying behaviour due to COVID-19 towards cosmetics products. If so, which factors are responsible for this change. We have used multiple regression methodology to test the collected data. Our findings reveal that; No change in cosmetic buying behaviour amongst Indian working females during COVID-19. Also, there have been observed that Cosmetics products like makeup which were purchased earlier ares no more purchased since the consumer don't feel the need for the products in the current COVID-19 scenario, on the contrary purchase of certain cosmetic products has risen during COVID-19.  This study will contribute in the field of consumer buying behaviour and will give insights about the behaviour of consumers especially female consumers during pandemic crisis.

The recent outbreak of the COVID-19 pandemic has altered the lives of people, businesses, and also consumers. There has been a shift in consumer buying behaviour as well. This change in behaviour is due to many underlining factors such as a change in income, lockdown, disruption in the supply chain, unavailability of a product, accessibility of the product. Through this study, we aim to understand the buying behaviour of working females towards cosmetics during COVID-19. To see if there has been a change in the buying behaviour due to COVID-19 towards cosmetics products. If so, which factors are responsible for this change. We have used multiple regression methodology to test the collected data. Our findings reveal that; No change in cosmetic buying behaviour amongst Indian working females during COVID-19. Also, there have been observed that Cosmetics products like makeup which were purchased earlier ares no more purchased since the consumer don't feel the need for the products in the current COVID-19 scenario, on the contrary purchase of certain cosmetic products has risen during COVID-19.  This study will contribute in the field of consumer buying behaviour and will give insights about the behaviour of consumers especially female consumers during pandemic crisis.