A Study on Consumer Purchasing Patterns for Beauty Products on E-Commerce Platforms

Abstract

The growth of e-commerce has significantly transformed consumer buying behaviour, particularly in the beauty and personal care sector. This study investigates consumer purchasing patterns for beauty products through online platforms, analysing factors such as product awareness, brand preference, price sensitivity, trust, and convenience. A structured survey was conducted with 200 online shoppers using beauty products. Data were analysed using descriptive statistics, correlation, and regression analysis to identify key determinants influencing purchase decisions. Findings indicate that product quality, online reviews, and ease of transaction are the most influential factors. The study provides insights for e-commerce marketers and beauty brands to optimize their online strategies and enhance customer engagement.