EXPLORING CONSUMERS` PURCHASE INTENTION TOWARDS COSMETIC PRODUCTS IN A CHANGING LIFESTYLE LANDSCAPE IN A DEVELOPING NATION

The cosmetic industry and its growing demand across consumers has been well researched in the past. However, there are several lifestyle changes encountered with the advent of social media platforms and the information sourced through its posts. The consumers today are more informed and often are seen demanding organic products when it comes to cosmetics as well. Thus, in such a changing scenario it would be interesting to note the factors that impact the purchase intention of consumers. Two types of cosmetic products are considered namely herbal and non-herbal. A total of 510 responses using a structured questionnaire have been collected from females residing in the state of Punjab in India. the responses are analyzed using ANOVA and Multiple Linear Regression. The results show that in case of herbal cosmetic products it is celebrity endorsement that motivates the purchase intention and for non-herbal products, the product packaging and perceived value has a significant impact. Moreover, the common factor motivating the purchase intention of both herbal and non-herbal cosmetic product is the body attraction provided from the use of such products