Consumer Buying Behaviour towards Online Ayurvedic Cosmetic Brands: A Case of Bangalore City

Abstract

The Asia-Pacific area has a high demand for online cosmetics items due to the growing number of smartphone users and widespread internet access. A rising country, such as India, is seeing an increase in demand for online cosmetic items as the e-commerce ecosystem grows and the number of online customers increases. Furthermore, the improved standard of living owing to urbanisation and the increasing number of working women push the demand for online cosmetic products. Beauty products made from Ayurvedic, herbal, and vegan ingredients have recorded a high adoption rate in recent years and are becoming increasingly popular in Asian countries. Additionally, numerous online businesses specialise in ayurvedic cosmetics, providing a more diverse range of both private label and international brands. This study investigates the factors that impact customer purchasing decisions for ayurvedic cosmetics online. This study examines how respondents' income level affects their purchasing behaviour for Ayurvedic cosmetic brands.