Author: Gahlaut, Priyanka
Publication Year: 2014
Keywords: thesis
Abstract: In the era of technological advancements, social media has emerged as a powerful platform influencing various aspects of people's lives. One area significantly affected by this digital revolution is consumer behaviour, particularly in the realm of purchasing decisions. With the rise of social media platforms, consumers now have unprecedented access to information, recommendations, and reviews, shaping their preferences and choices. This study aims to explore the impact of social media on consumer buying behaviour specifically concerning organic cosmetic products.
The study recognizes the unique characteristics of the organic cosmetic market, which emphasizes natural and eco-friendly products, and aims to explore whether and to what extent social media exposure influences consumers to opt for these products. By comprehensively analysing the interplay between social media usage and consumer behaviour, this research will provide insights into the motivations, perceptions, and decision-making drivers that are shaped by online platforms. The findings of this study will contribute to a deeper understanding of the evolving consumer landscape, thereby assisting businesses, marketers, and policymakers in effectively targeting and engaging with consumers interested in organic cosmetic products in the West Delhi area.
The objectives of this research are multifaceted, aiming to delve deeply into the intricate relationship between social media platforms and consumer buying behaviour regarding organic cosmetic products. Firstly, the study seeks to investigate the underlying motives driving consumers' engagement with organic cosmetic products on prominent social media platforms such as Instagram. Facebook, and Youtube. Secondly, it endeavors to identify the most influential social media platform in shaping consumer preferences and purchase decisions within the organic cosmetic market. Thirdly, the research aims to scrutinize the timing, mechanisms, and rationales behind the impact of social media on the decision-making processes of consumers. Additionally, it seeks to explore the role of health consciousness in shaping consumer behaviour on social media, examining how concerns about health and wellness influence purchasing decisions. Finally, the study aims to assess the level of trust consumers place in information and recommendations encountered on social media platforms and its subsequent impact on their buying behaviour. Through these objectives, the research endeavours to provide comprehensive insights into the intricate dynamics of social media-driven consumer behaviour in the organic cosmetic industry.
The hypotheses outlined in this study serve as pivotal assertions guiding the investigation into the nexus between social media and consumer behaviour regarding organic cosmetic products. H1 posits that consumers' inclination towards purchasing organic products is positively correlated with an increasing awareness of health consciousness. H2 suggests that Instagram emerges as a frontrunner among social media platforms, potentially exerting the most significant influence on consumer behaviour within the organic cosmetic market. H3 asserts that the pervasive influence of social media on consumer decision-making processes has intensified over time, underscoring its pivotal role in shaping purchasing intentions. H4 contends that heightened health consciousness significantly impacts consumers' purchasing intentions towards organic cosmetic products. Finally, H5 proposes that the level of trust in social media content exerts a substantial influence on consumers' buying intentions concerning organic cosmetic products. These hypotheses provide a structured framework for empirically examining the multifaceted dynamics of consumer behaviour in the context of social media-driven marketing strategies for organic cosmetic products.
As for the research methodologies, a quantitative research design was adopted to gather and analyse data that provides a structured and measurable understanding of the impact of social media on consumer buying behaviour of organic cosmetic products in West Delhi. A sample size of 400 females (200 married and 200 unmarried) within the age group of 18-35 years was selected from the area of West Delhi as respondents who are purchasing organic cosmetic products through social media and a stratified random sampling technique was used to ensure representation across different demographics such as age, gender, income levels, and social media usage patterns.
For Data Collection, A structured questionnaire based on 5-point Likert scale was used to identify the answers of relation between consumer buying behaviour and the factors like environmental consciousness, health consciousness, price consciousness, availability of organic products, brand specificity and level of trust for the primary data collection, and secondary mode of the data for my study was fetched from various Literature Reviews and Results from various research paper data.
For Data Analysis, several statistical techniques such as descriptive statistics, frequency distributions, inferential analyses (e.g., correlation analysis, regression analysis) and The Analysis of Variance (ANOVA) and Statistical software (e.g., SPSS) were employed for data processing and analysis.
The study's major findings reveal significant insights into consumer behaviour regarding organic cosmetic products on social media in West Delhi. Demographically, the majority of respondents were aged 25-35, with a significant portion being married and holding graduate degrees. Instagram emerged as the dominant social media platform, predominantly accessed daily. Most respondents were familiar with organic products, purchasing them monthly via Instagram. They considered health consciousness, product discovery, authenticity, and convenience as primary motivators for purchasing organic cosmetics. Instagram was identified as the preferred platform, mainly due to engaging content and influencer recommendations. Social media significantly impacted consumer decision-making, with users often influenced by advertisements, user-generated content, and peer recommendations. Health consciousness played a crucial role, positively correlating with purchasing intentions but not reaching statistical significance. However, trust in social media content strongly influenced buying intentions, showing a significant positive relationship. Overall, the study underscores the pivotal role of social media and trust in shaping consumer behaviour towards organic cosmetic products in the region.
Keywords: Social Media, Consumer Buying Behavior, Organic Cosmetic Products, E-Commerce, Market Research, Brand Marketing.
University: OM Sterling Global University
Shodh Ganga Link: View Thesis
Category: Social Media
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