A Study of Consumer Perception and Awareness Towards Online Shopping of Beauty Products for Women

Abstract

The current paper explores the consumer behavior and awareness of online purchase of beauty products in women. It discusses, among other things, issues affecting purchasing decisions, including product quality, brand awareness, and convenience, and obstacles to online shopping, including concerns about authenticity and delivery problems. The sample was comprised of 300 women who were surveyed online, and the results showed that although the majority of females think online beauty products tend to be of good quality, a considerable percentage of women had strong concerns on product authenticity and poor experiences. Awareness of the brand was instrumental in the buying behavior where social media and online reviews were the most dominant sources of information. Most purchase decisions were determined to rely on convenience, product reviews, and competitive prices with obstacles including delayed deliveries, problems with returns and the unavailability of physical testing to determine the feasibility of online shopping being a limiting factor to some women. The payment security was very high, and the fear of fake products and the quality of customer attention was common. The research recommends an emphasis of e-commerce platform on increasing transparency, solving barriers, and building consumer confidence in an attempt to enhance the whole online experience of beauty shopping.