CHAPTER I

INTRODUCTION AND
RESEARCH
METHODOLOGY

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1.1 INTRODUCTION

A study based on the decision process of consumers for purchases widely influenced by
social media. Internet-based life has involved a significant situation as a specialized device.
Individuals over the globe utilize online life to interface with others or associations. Individuals
have a great deal of associations via web-based networking media, in this manner data is
devoured by numerous individuals. This data turns into a wellspring of effect on shoppers and
their purchasing conduct. From all around the world people begun to utilize online networking,
for example, Facebook, Twitter, Instagram, and LinkedIn to share their encounters.

Social media has occupied an important position as a communication tool. People across the
globe use social media to connect to other people or organizations.

More buyers are now on social media networks than ever before. As customers, people share
product reviews, information about a service, advice on food or health, warnings about products,
tips on using certain products, and much more.

Consumers are looking for reviews and recommendations. Therefore, it’s essential to have a
prominent online presence on various social media platforms. The latest trend in marketing is the
introduction of social media. Social media has the power to influence potential customers from
the start until the stage of the purchase and beyond as well.

Social media are dynamic tools that facilitate online relationships. It is a relatively low-cost firm
of marketing and allows organizations to engage in direct and end-user contact given the choice
made available to consumer and the influential role of social media marketing, the brands and
consumer have a changing role to play in the organization.

Now a days, clients are getting extra lively with online purchasing, this can be attributed to
different factors including busy cutting-edge lives, longer operating hours, capacity to browse
merchandise from the consolation of one’s home, wider variety of alternatives to be had etc.
With type of motives including purchasing of apparels, shoes, leather-based belts, hand bags,
jewels etc., social and online enterprise networking sites enables for businesses to do enterprise

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networking, gaining knowledge of excessive quality and variety of merchandise and services for
his or her clients through social media.

Social media are increasingly influencing and changing the way consumers behave, and how
they make the decision to buy the cosmetics online via Facebook, Instagram, WhatsApp, and
telegrams. The importance of cosmetics has increased, as many people want to stay young and
look attractive. People have a lot of ‘connections’ on social media, therefore information is
consumed by many people. This information becomes a source of influence on consumers and
their buying behaviour. Therefore, the purpose of this study was to investigate the mediating
effect of social media on the consumer behavior and intention to purchase the cosmetic products
among young women.

1.2 CONSUMER

A consumer is a person or a group who intends to order, or uses purchased goods, products,

or services primarily for personal, social, family, household and similar needs, who is not
directly related to entrepreneurial or business activities. The term most commonly refers to a
person who purchases goods and services for personal use. Consumers Any individual who
purchases products or services for his/her personal use and not for manufacturing or resale is
called a consumer. A consumer is the one who decides whether or not to buy an item at the store
or someone who is influenced by advertisement and marketing. They are the end-users in the
distribution chain of goods and services. Buyers are the people who buy the product or service
and might or might not use it. The person who ultimately uses the product or service is the
consumer. A consumer is the one for whom the services or products are ultimately designed for.

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1.3 CONSUMER BEHAVIOUR

Consumer behaviour in marketing refers to the actions and decisions that people make when they
are purchasing or using products. Consumer behaviour towards a product includes everything
from the initial decision to buy it, to how they use it and whether or not they continue to
purchase it in the future.

Consumer behaviour is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services. Consumer behaviour
consists of how the consumer's emotions, attitudes, and preferences affect buying behaviour.

Consumer behaviour is concerned with:

 Purchase activities: the purchase of goods or services; how consumers acquire products
and services, and all the activities leading up to a purchase decision, including

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 information search, evaluating goods and services, and payment methods including the
purchase experience
 Use or consumption activities: concerns the who, where, when, and how of
consumption and the usage experience, including the symbolic associations and the way
that goods are distributed within families or consumption units
 Disposal activities: concerns the way that consumers dispose of products and packaging;
may also include reselling activities such as eBay and second-hand markets.

1.4 CONSUMER DECISION PROCESS

The consumer decision-making process refers to a series of stages that an individual goes
through when they consider buying a product or service. Also known as the buyer decision
process, it comprises five stages, beginning with the acknowledgment of a need and ending with
an evaluation of the purchase's worth. It's important to understand the consumer decision-making
process because it allows you to anticipate the needs of consumers, which in turn helps you plan
marketing or sales strategies based on those needs.

The consumer buying behaviour can be mysterious and complex at times. The openness and
straightforwardness of data have significantly impacted the dynamic procedure, along these
lines, it is critical to at what are the obstacles and fiction focus that hold possibilities turning out
to be buyers or keep buyers dithering from repurchasing. Hence, the consumer decision-making
process shows the critical aspects of individual consumption behaviour.

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Consumer behaviour can be classified into five stages –

 Problem/Need Recognition - Recognize what the problem or need is and identify the
product or type of product which is required.
 Information Search - The consumer researches the product which would satisfy the
recognized need.
 Evaluation of Alternatives - The consumer evaluates the searched alternatives.
Generally, the information search reveals multiple products for the consumer to evaluate
and understand which product would be appropriate.
 Purchase Decision - After the consumer has evaluated all the options and would be
having the intention to buy any product, there could be now only two things which might
just change the decision of the consumer of buying the product that is what the other
peers of the consumer think of the product and any unforeseen circumstances.
Unforeseen circumstances for example, in this case, could be financial losses which led
to not buying of the product.
 Post Purchase Behavior - After the purchase, the consumer may experience post-
purchase dissonance feeling that buying another product would have been better.
Addressing post-purchase dissonance spreads the good word for the product and
increases the chance of frequent repurchase.

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1.5 ONLINE BEHAVIOUR

Consumers may use online platforms for various stages of the purchase decision. Some
consumers use online sources simply to acquire information about planned purchases. Others use
online platforms for making the actual purchase. In other situations, consumers may also use
online

platforms to engage in post-purchase behaviors, such as staying connected with a brand by

joining a brand community. Or they may become a brand advocate by posting a product review
online, or providing brand referrals via social media. Some e-commerce providers have
encountered a challenge in courting consumers who seek information online, but still prefer to
turn to bricks and mortar retailers for their purchase.

1.6 SOCIAL MEDIA

Social media is a digital technology that facilitates the sharing of content, multimedia, and
information through virtual networks and communities. Social media facilitates the sharing of
ideas and information through virtual networks. From Facebook and Instagram to Twitter and
YouTube, social media covers a broad universe of apps and platforms that allow users to share
content, interact online, and build communities. More than 4.7 billion people use social media,
equal to roughly 60% of the world’s population.

Today, social media messaging apps and platforms are the most commonly used sites
worldwide. In early 2023, 94.8% of users accessed chat and messaging apps and websites,
followed closely by social platforms, at 94.6% of users. Search engine sites were next, with
81.8% of users accessing them.

Social media outlets differ from traditional media (e.g., print magazines and newspapers, TV,

and radio broadcasting) in many ways, including quality, reach, frequency, usability, relevancy,
and permanence. Additionally, social media outlets operate in a dialogic transmission system

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(i.e., many sources to many receivers) while traditional media outlets operate under
a monologic transmission model (i.e., one source to many receivers). For instance, a newspaper
is delivered to many subscribers, and a radio station broadcasts the same programs to an entire
city.

1.7 HOW DID SOCIAL MEDIA EVOLVE

Social media originated as a way to interact with friends and family, but soon expanded rapidly
to serve many purposes. In 2004, Myspace was the first network to reach one million monthly
active users.

As social media exploded in the years that followed with the entry of Facebook and Twitter,
businesses gravitated toward these platforms as they could reach an audience instantly on a
global scale. On average, global users spent 2.24 hours each day on social networks in 2020, the
highest across almost any media type.

Going further, according to Global Web Index, 46% of internet users worldwide get news
through social media platforms. That compares to 40% of users who view news on websites.
Gen Z and millennials were most likely to view news on social media sites versus other
generations.

1.8 TOP SOCIAL MEDIA SITES

1. Facebook (2.96 billion users)

2. YouTube (2.51 billion users)
3. WhatsApp (2 billion users)
4. Instagram (2 billion users)
5. Twitter (436 billion users)
6. TikTok (1.05 billion users)
7. LinkedIn (250 million users)
8. Pinterest (444 million users)
9. Telegram (700 million users)
10. Snapchat (635 million users)

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1.9 SOCIAL MEDIA MARKETING

Social media is most popular method of social communication. In 21st century, most of the
youth in day-to-day life uses of social networking sites. Social media is the integration of social
communication through media; through collection of online tools that facilitate interaction and
communications between users. Now a day, most of youngsters uses social networking sites to
look for their friends online to interact with them, chat, sharing information with them, upload
videos and posts photos and comments etc. On networking site People look for social media
because for sharing their common interests and goals. Day by day, importance of social media
has been increasing which has impact on online marketing. It has become a preferred in wide
ranging marketing tool that encourages two-way communications between business and
consumers.

 Social media marketing (SMM) uses social media and social networks like Facebook,
Twitter, and Instagram to market products and services, engage with existing customers,
and reach new ones.
 The power of social media marketing comes from the unparalleled capacity of social
media in three core marketing areas: connection, interaction, and customer data.

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  Social media marketing has transformed the way businesses are able to influence
consumer behaviour from promoting content that drives engagement to extracting
personal data that makes messaging resonate with users.
 Because social media today is so ubiquitous, marketing techniques using these platforms
are extremely important for businesses .

Social media is the term used to encompass the technology and practices that people use to
share thoughts, information, opinion and online perceptive. It takes many different forms and
which includes content in the form of text, audio, video, graphics etc.

In today's competitive world, the online brands were fighting for marketing their products
online as well as create impact in the minds of consumers. Social networking sites helps to
create interest in the brand and also to build trust in the mind of consumers which will leads to
good brand building activity.

The increasing interest in the uses of social media marketing among a lot of companies
especially the online shopping companies. The transformation of social media is an effective to
all for building the relationship with consumers. With emergence of social media, consumers
have more control over information which is generated, created, organized and shared through
social media. Consumers uses new media to participate in social networks, which enables them
to create and share content, communicate with one another, and build relationships with other
consumers. As Consumers today spends a lot of time for creating contents which is user
generated and posted on the internet, it behaves the business community especially for online
shopping.

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1.10 USES OF SOCIAL MEDIA MARKETING

Social media for businesses is used mainly in three ways. You can use it to bring your company
to a wider audience, to sell them products, or to get leads into your sales funnel. The approach, or
approaches, you take will depend on what’s right for your industry and your business.

1. Brand Awareness

In the crowded marketplace for most industries, it’s not enough to simply offer the best products
and services. You also need to ensure your target audience is aware of your brand, at the least.
And ideally you would begin to build a positive relationship with them as well.

That’s exactly what social media allows you to do. Either with organic or paid content, you can
create content and an online person that speaks to the desires and needs of your prospects.

For example, if your ideal customer for boutique cosmetic practice who are interested in
wellness and holistic cosmetics, then you can create social media content around those topics.
You can use lots of beautiful images of cosmetic products on Instagram, or a combo of written
and visual content on Facebook.

Seeing your content regularly on the social media sites where they’re already spending time
means your audience becomes more aware of your brand. If your content is done thoughtfully
and in a voice that’s true to who you are, they can start to build a connection to you before ever
making a purchase.
And that connection and trust is paramount in a world where consumers have more options and
less trust in marketing than ever. Social media can help you build a brand your prospects see as
trustworthy and authentic.

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2. Making Sales

Of course, turning that engaged audience into paying customers is the true goal of your
marketing efforts. And you can also use your social media channels to make that happen.

In fact, more and more social media platforms are building in marketing and purchasing features
for businesses to use.
Facebook, Instagram and YouTube have visually appealing interfaces for marketers where you
can showcase your products right in the platform and link to your e-commerce site. This means
making a purchase is nearly seamless for your customers.

3. Generating Leads

If you sell a service or a complex product however, then social media e-commerce isn’t quite
right for your business. But that doesn’t mean you can’t use it to bring in customers. You just
have a slightly longer process.

Social media can be useful for generating leads, who you can nurture into customers. You can
drive traffic to your website or email list via your social media channels and begin the process of
getting those prospects through your sales funnel.

1.11 COSMETICS

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Cosmetics are constituted mixtures of chemical compounds derived from either natural sources,
or synthetically created ones. Cosmetics have various purposes. Those designed for personal
care and skin care can be used to cleanse or protect the body or skin.

Cosmetics designed for skin care can be used to cleanse, exfoliate and protect the skin, as well
as replenishing it, through the use of cleansers, toners, serums, moisturizers, and balms.
Cosmetics designed for more general personal care, such as shampoo and body wash, can be
used to cleanse the body. Cosmetics designed to enhance or alter one's appearance (makeup)
can be used to conceal blemishes, enhance one's natural features (such as
the eyebrows and eyelashes), add colour to a person's face, or change the appearance of the face
entirely to resemble a different person, creature or object. Cosmetics can also be designed to
add fragrance to the body.

Legal definition

Though the legal definition of cosmetics in most countries is broader, in some Western
countries, cosmetics are commonly taken to mean only makeup products, such
as lipstick, mascara, eye shadow, foundation, blush, highlighter, bronzer, and several other
product types.

In the United States, the Food and Drug Administration (FDA), which regulates

cosmetics, defines cosmetics as products "intended to be applied to the human body for
cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting
the body's structure or functions". This broad definition includes any material intended for use
as an ingredient of a cosmetic product, with the FDA specifically excluding pure soap from this
category.

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1.12 COSMETICS USED BY YOUNG:

Decorative

 Primers are used on the face before makeup is applied, creating a typically

transparent, smooth layer over the top of the skin, allowing for makeup to be applied
smoothly and evenly. Some primers may also be tinted, and this tint may match the
wearer's skin tone, or may color correct it, using greens, oranges and purples to even
out the wearer's skin tone and correct redness, purple shadows or orange
discoloration respectively.
 Concealer is a cream or liquid product used to conceal marks or blemishes of the
skin. Concealer is typically the color of the user's skin tone, and is generally applied
after the face has been primed to even out the wearer's skin tone before foundation
can be applied. Concealer is usually more heavily pigmented, higher coverage and
thicker than foundation or tinted primers.
 Foundation is a cream, liquid, mousse or powder product applied to the entirety of
the face to create a smooth and even base in the user's skin tone. Foundation provides
a generally lower amount of coverage than concealer, and is sold in formulations that
can provide sheer, matte, dewy or full coverage to the skin.
 Rouge, blush, or blusher is a liquid, cream or powder product applied to the center
of the cheeks with the intention of adding or enhancing their natural color. Blushers
are typically available in shades of pink or warm tan and brown, and may also be
used to make the cheekbones appear more defined.
 Bronzer is a powder, cream or liquid product that adds color to the skin, typically in
bronze or tan shades intended to give the skin a tanned appearance and enhance the
color of the face. Bronzer, like highlighter, may also contain substances providing a
shimmer or glitter effect, and comes in either matte, semi-matte, satin, or shimmer
finishes.
 Highlighter is a liquid, cream or powder product applied to the high points of the
face such as the eyebrows, nose and cheekbones. Highlighter commonly has

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 substances added providing a shimmer or glitter effect. Alternatively, a lighter toned
foundation or concealer can be used as a highlighter.
 Eyebrow pencils, creams, waxes, gels, and powders are used to color, fill in, and
define the brows. Eyebrow tinting treatments are also used to dye the eyebrow hairs a
darker color, either temporarily or permanently, without staining and coloring the
skin underneath the eyebrows.
 Eyeshadow is a powder, cream or liquid pigmented product used to draw attention
to, accentuate and change the shape of the area around the eyes, on the eyelid and the
space below the eyebrows. Eyeshadow is available in almost every color, as well as
being sold in a number of different finishes, ranging from matte finishes with sheer
coverage to glossy, shimmery, glittery and highly pigmented finishes. Many different
colors and finishes of eyeshadow may be combined in one look and blended together
to achieve different effects.
 Eyeliner is used to enhance and elongate the apparent size or depth of the eye;
though eyeliner is commonly black, it can come in many different colors, including
brown, white and blue. Eyeliner can come in the form of a pencil, a gel or a liquid.
 Lip products, including lipstick, lip gloss, lip liner and lip balms, commonly add
color and texture to the lips, as well as serving to moisturize the lips and define their
external edges.

Skincare

Cleansing is a standard step in skin care routines. Skin cleansing includes some or all of these
steps or cosmetics:

 Cleansers or foaming washes are used to remove excess dirt, oil, and makeup left on
the skin. Different cleansing products are aimed at various types of skin, such as
sulfate-free cleansers and spin brushes.
 Toners are used after cleansing to remove any remaining traces of cleanser and
restore the pH of the skin. They also may add some hydration. They are usually
applied to a cotton pad and wiped over the skin, but can be sprayed onto the skin
from a spray bottle or poured onto the hand and patted directly onto the skin. Toners
usually contain water, citric acid, herbal extracts and other ingredients.

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  Facial masks are treatments applied to the skin and then removed. Typically, they
are applied to a dry, cleansed face, avoiding the eyes and lips.
 Moisturizers are creams or lotions that hydrate the skin and help it to retain
moisture. Typical components are polyols such as glycerol and sorbitol as well as
partially hydrolyzed proteins.[1]Tinted moisturizers contain a small amount of
foundation, which can provide light coverage for minor blemishes or to even out skin
tones.
 Sunscreens are creams, lotions, sprays, gels, sticks, or other topical projects that
protect the skin from the sun; they contain organic or inorganic filters which act to
absorb or reflect harmful UV radiation. Sunscreens are marked with 'spf' which
means 'sun protection factor' this shows that a product provides protection against
UVB.
 Serums are light and easily absorbed liquids that one spreads on their skin. The main
purpose of the product is to apply before moisturizer and the serum provides a high
concentration of any specific ingredient on the face. The benefits to serum are skin
firmness, smoothness of face, and reducing the fine lines and wrinkles on one’s face.

Hair care

Hair care is a category of cosmetics devoted to products which are used to improve the
appearance of hair.

 Shampoos are used to clean the hair and scalp by massaging into wet hair and then
rinsing.
 Hair conditioners are used following shampoo to improve the appearance of hair by
making it smoother and shinier.
 Styling products include gels, waxes, foams, creams, mousse, serum and pomades;
they are used to create and maintain hairstyles.

Perfume

Perfumes or fragrances are liquids which can be sprayed or applied to produce a long-lasting
smell. They are created by mixing different compounds together. There are different groups of
perfumes which are categorised according to their concentration.

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1.13 SOCIAL MEDIA NETWORKS USED TO PROMOTE COSMETICS

Social networks used to promote cosmetics

There are various social networks used to promote cosmetics, each with its unique features and
audience. Here are some of the most popular social networks used to promote cosmetics:

 Instagram: Instagram is a visual platform and is popular among beauty brands and
influencers for promoting cosmetics. Brands can use Instagram to showcase their
products, share makeup tutorials, and collaborate with influencers. Instagram's emphasis
on visual content makes it an ideal platform for sharing before-and-after photos and
product demos.

 YouTube: YouTube is the go-to platform for beauty tutorials, and many beauty brands
use it to promote their products. Brands can collaborate with influencers or create their
own videos showcasing their products and how to use them. YouTube also allows brands
to reach a global audience and drive traffic to their website.

 TikTok: TikTok is a short-form video platform that has gained popularity in recent years.
Many beauty brands have embraced the platform to promote their products and reach a
younger audience. Brands can create short, engaging videos showcasing their products,
and TikTok's algorithm makes it easy for videos to go viral.

 Facebook: Facebook is one of the largest social networks and is a popular platform for
beauty brands to promote their products. Brands can create business pages and use
targeted advertising to reach specific audiences. Facebook is also a great platform for
building communities and engaging with customers through comments and messaging.

 Twitter: Twitter is a micro-blogging platform and is a popular choice for beauty brands to
share news and updates about their products. Brands can also use Twitter to engage with
customers and influencers, and participate in industry discussions and events.

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1.14 How social media influences the purchase behavior

Social media has a significant influence on purchase behavior as it provides a platform for
businesses to promote their products and services directly to consumers, and for consumers to
share their experiences and recommendations with their network. Here are some ways social
media can impact purchase behavior:

 Influencer Marketing: Influencer marketing is a popular strategy that businesses use to

promote their products through influencers who have a large following on social media.
These influencers can have a significant impact on consumer behavior by endorsing
products, providing reviews, and creating a sense of urgency to purchase.

 Social Proof: Social media platforms allow users to leave reviews and ratings on products
and services, which can influence the purchasing decisions of other consumers. Positive
reviews and recommendations from friends or peers can act as social proof, indicating
that a product or service is worth buying.

 Targeted Advertising: Social media platforms use data to target users with personalized
ads, which can be based on their demographics, interests, and online behavior. This
allows businesses to reach consumers who are more likely to be interested in their
products, leading to higher conversion rates.

 Comparison Shopping: Social media platforms allow users to compare prices and
features of different products from different brands, making it easier for consumers to
make informed decisions about their purchases.

 Customer Service: social media provides businesses with an opportunity to engage with
their customers and provide customer service through social media channels. This can
help build brand loyalty and trust, which can influence future purchasing decisions.

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1.15 How social media helps to buy cosmetics

Social media has revolutionized the way people buy cosmetics, as it provides an excellent
platform for beauty brands to showcase their products and reach a wider audience. Here are some
ways social media helps to buy cosmetics:

 Product Discovery: social media is an excellent tool for discovering new cosmetic
products. Beauty brands often use social media to showcase their latest products,
promotions, and collaborations with influencers. Users can follow their favorite beauty
brands and influencers to stay up-to-date with the latest trends and products.

 Reviews and Recommendations: social media provides a platform for users to leave
reviews and recommendations on cosmetic products they have tried. This allows other
users to read about the experiences of real people and make informed decisions about
whether to purchase a particular product.

 Influencer Marketing: Influencers play a significant role in the beauty industry, and social
media is their primary platform. Influencers share their favorite products, makeup
tutorials, and skincare routines with their followers, which can influence purchasing
decisions.

 Personalized Content: Beauty brands use social media to create personalized content that
resonates with their target audience. Brands can tailor their messaging to different
demographics and use data to target users with personalized ads and promotions.

 Customer Service: social media provides an excellent platform for beauty brands to
provide customer service and address customer concerns. Users can reach out to brands
directly through social media channels, and brands can respond quickly, providing an
excellent customer experience.

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1.16 ADVANTAGES ON THE IMPACT OF SOCIAL MEDIA ON THE
PURCHASE BEHAVIOUR:

1. Current Trends

The one thing that is constant in both the real and digital world is that it is always
changing. New trends, products, brands, and services are being introduced on a daily
basis, which can often be hard to keep up with. In such a rapidly changing world, there
needs to be an efficient way in which customers can stay on top of this change. Content
on social media is a great way for consumers to access engaging and relevant information
that helps them stay up-to-date. When consumers are armed with the latest information, it
can help them make informed purchase decisions. 

2. Convenience and Quick Service

In a world that is driven by content, the key is to ensure that this material can be
accessed with ease. When consumers have quick access to relevant information, it
simplifies their purchase decision. In fact, this is where social media marketing plays a
significant role. For example, if a consumer notices a post about a product that interests
them, they can access the brand page and purchase the product at their convenience.   

3. 24/7 Access

While offices have a concept of weekends and holidays, social media has no off
days. People have complete access to information regardless of the day or time. So if they
want to know more about a product or service, they have 24/7 access to the brand’s social
media profiles to get all the information they need.  

4. Personalized Experience

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 One of the many benefits of social media marketing for consumers is the concept
of a personalized experience. What this essentially means is that a business with a good
social media strategy will be able to focus on their target audience based on relevant
factors including demographics, shopping patterns, and interests. Such personalized
experiences increase the likelihood of engagement and eventually lead to more
conversions.  

5. Market Insights

Social media marketing enables people to find information regarding different

businesses within their field of interest. It allows consumers to explore different products,
services, and brands within a wider marketplace. Moreover, it is particularly beneficial
for brands as it offers insights into branding, industry trends and competitor activities. 

6. Quality Content

Social media marketing is a great way for products and services to engage better
and deeper with target audiences by generating quality content. It helps consumers be
more informed and engage with the brand for longer.  

7. Clear Product Information

With the advent of the internet, consumers have become far more informed than
before. An in-store visit can give them information on the product that may be limited to
the product label. Meanwhile, social media posts can offer more details to help
consumers make better purchase decisions. 

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1.17 DISADVANTAGES ON THE IMPACT OF SOCIAL MEDIA ON THE
PURCHASE BEHAVIOUR:

While social media can be a powerful tool for businesses to market their products and reach a
wider audience, there are also several disadvantages to the impact of social media on purchase
behavior. Here are some of the most significant:

1. Information Overload:
Social media can be overwhelming, with an abundance of information and
advertisements competing for consumers' attention. This can lead to a feeling of
information overload, making it difficult for consumers to make informed decisions about
what to buy.

2. Unrealistic Expectations:
Social media often portrays idealized and unrealistic representations of products,
which can lead consumers to have unrealistic expectations about what they will receive
when they make a purchase. This can lead to disappointment and dissatisfaction with
products.

3. Fake Reviews:
Social media platforms are often filled with fake reviews, which can be difficult
for consumers to spot. These reviews can mislead consumers and influence their
purchasing decisions.

4. Impulse Purchases:
Social media can encourage impulse purchases, with the ease of clicking on a
link or advertisement leading to consumers making purchases they may not have
otherwise considered or budgeted for.

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 5. Privacy Concerns:
Social media platforms collect vast amounts of personal data from users,
including their online behaviors and purchasing history. This can raise privacy concerns
and lead to feelings of discomfort or mistrust among consumers.

1.18 SOCIAL MEDA AND CONSUMER:

Social media as a mean of giving consumers a voice:

Having explained the possible Components involved in the consumer decision process, the
nature and the essence of social media, as well as having a brief discussion of the prominent
features different social media outlets, the researcher believes that social media is an essential
touch point in today's consumer decision process, from stage quo to the stage of post purchase;
likewise, companies are engaging with the purpose of creating brand awareness, engaging their
existing customers, driving traffic to other marketing properties and growing channel number.

The following section discusses on how consumers are affected by social media, and identify
which would be the considerate phase of the purchase process that marketers should tap into.

Regarding the information processing theory of consumer choice, it is mentioned that there are
vast number of advertisements competing With each other in order to grasp individuals’
attention and the fact that human beings have an obvious limited brain capacity in processing
information, therefore, it is a challenge for each discrete message to get heard above the din
(extraneous factors that distract or distort the message), even if marketers have the right
message.

Each of the social media platforms plays a role in giving out, receiving, and exchanging
information without any boundary limitations, and as mentioned previously that social media

23
enables two-way flow of information. Since the flow of communication does not merely impact
how companies can access their targeted groups, but also it influences throughout the entire
decision process, from interpreting the message, searching for available alternatives, as well as
actions carried out in the after the purchase; thus, it is important to denote that message
rejection, misinterpretation, and misunderstanding are the possible pitfalls in the flow of
communication

In relating to social media marketing, the biggest fear of companies and brands is to give up the
control over the content, and the frequency of information, however, it is essential for marketers
to realize that reviews and discussions, as user-generated contents, serve to demonstrate a
company's transparency.

When Amazon started inviting individuals (such as consumers and users) to give their opinions,
there was no stopping the trend (Weber 2007); that is, the communication in present- day has
drastically altered into a medium that is composed of millions of people who can actually
contribute or detract from a marketing message. Consequently, comparing to offline traditional
marketing channels (Such as television, newspaper, magazines, and word-of-mouth solely relies
on social media outlets in to is digital age due to the fact that websites allow user to create their
own virtual spaces in which and ignite the word-of-mouth.

Conversation in traditional media is one-way: the company spoke, an audience listened. Mass
messages are filtered through opinion leaders to the mass audience, in which opinion leader is
very hard to be identified since they are not formal experts and do not necessarily provide
advice but have a certain degree of influence on consumers.

In the notion of communication models theories, the findings have provided that opinion leaders
are those initially exposed to certain media content that interpret the message based on their
own opinion, and are more active than others both in seeking information and in conveying it to
others.

24
1.17 OBJECTIVES OF THE STUDY

The objective of the study is to investigate the influence of social media on the purchase
behaviour of cosmetic products among young people. The study may aim to explore various
aspects such as:

1. To identify the social media platform used by young bloods for branded cosmetics in
Chennai.
2. To examine the impacts of social media on the purchase behaviour among young
customers towards branded cosmetics in Chennai.
3. To analyse the postal and adverse impact of social media on the purchase behaviour
among young customers towards branded cosmetics in Chennai.

25
1.18 SCOPE OF THE STUDY

The scope of a study on the influence of social media on the purchase behaviour of cosmetics
used by young women would likely include several key components. These could include:

 Research Objectives: The study aims to understand the impact of social media on the
purchase behaviour of cosmetics among young people.

 Demographic Characteristics: The study may focus specifically on young (typically

defined as those between the ages of 18 and 35) who use social media platforms. Other
demographic characteristics, such as their level of education, income, and employment
status, may also be considered.

 Social Media Platforms: The study would need to identify which social media platforms
are most frequently used by the target population and which platforms have the most
influence on their purchase behaviour.

 Cosmetics Products: The study would need to focus on a specific type of cosmetics
product or a particular brand, to ensure that the results are applicable and focused.

 Purchase Behaviour: The study may examine the purchase behaviour of young women,
including their frequency of purchases, the amount spent, and the factors that influence
their decision to purchase a particular product.

 Social Media Influence: The study may explore how social media influences the purchase
behaviour of young women. This could include the impact of social media advertising,
product reviews and endorsements by influencers, and user-generated content.

 Target Population: The study will target young people who are active users of social
media and who have purchased cosmetics.

26
  Research Methodology: The study will use a combination of qualitative and quantitative
research methods, including surveys, interviews, and focus group discussions.

1.19. LIMITATION OF THE STUDY

The present study is constrained by time, cost and physical limitations of the researcher.

• The scope of the present study is restricted to Chennai region only.

• Additionally, the perception of respondents towards social media marketing may differ
according to their personal experiences and achievements. The findings and results of the study
will be based on the responses sought from the sample under study

1.20. RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select, process,
and analyse information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study's overall validity and reliability.

1.20.1. SAMPLE DESIGN

The sample design includes the information about the sample i.e. the respondents who the
researcher assumed to be the true representative of the universe. In case of this research study,
the sample units were the people, with different demographic profiles, who visit and are the
members of one or more social networking sites like Face book, Tweeter, LinkedIn, Instagram
etc. The copies of questionnaire were distributed to 100 respondents who were the members of at
least one social media site. The respondents were selected on the basis of simple random
sampling technique.

1.20.2. SAMPLE SIZE

In the present study data was collected from 100 customers by using Convenience sampling
technique. The locale of the study was restricted to Chennai.

27
1.20.3. PERIOD OF STUDY

The total span of time utilized to collect actual data for the present study was four months. The
actual data was collected during the January. Done over a period of two months and very many
factors were identified.

1.20.4. SOURCES OF DATA

1.20.4.1. PRIMARY DATA

Research involves getting primary and secondary data. As an essential part of the study, the
primary data were collected from 100 customers with the help of a questionnaire from the
respondents belonging to different age groups. The sample group includes college students,
housewives, financially independent ladies & working men. The contact method was personal
approach.

1.20.4.2. SECONDARY DATA

Secondary data was collected from journals, reports, books, records, magazines and internet.

28
 CHAPTER II

REVIEW OF LITERATURE

29
 REVIEW OF LITERATURE

A literature review is a text of a scholarly paper which includes the current knowledge including
substantive findings, as well as theoretical and methodological contributions to a particular topic.

Chitranshi Verma (2018) examined the impact of social media on consumer behaviour in
Indian context. She concludes that consumers want the brands to take care of them and society at
large. Customers also like it when companies directly respond to them and social media makes it
easier. Customers these days relying heavily on social media networks for customer support
and service, so companies should make themselves visible in the digital media for rendering
this support.

To understand the effect of marketing by social sites on consumer buying behaviour, a study
conducted by Kirti (2019) and found that social networking sites shows different variety of
goods/products with new brands available in the market. They also provide information about the
different brands of different products. Social media sites provide lots of comments & feedback
about the desired products. As a result, consumers get the necessary information on the different
products of the different brands.

A study on consumer buying behaviour of cosmetic products in kohlapur by KisanShivajiRao

Desai The study was to analyze the buying process and the effect of media communication on
buying behaviour on consumers. The results showed that different factors have significant
influence on buying behaviour and it also contributes to the knowledge of various cosmetic
companies as they can easily understand the purchasing propensities of consumers.

The study made by Bhagwat and Goutam et al. (2013) assert the need for social networking
sites in a business. They found that social technology is connecting people in ways to share
information and other things to each other. From their study they establish that Facebook to be
the leading Social media networking site. They have also provided with statistical data which

30
shows that social media sites are growing and providing facilities to both business organizations
and the people. Their reputation in short time is in lieu of their requirement in society for
communication and also for business as well.

Vij & Sharma (2013) has done a study on social media experience of consumers and marketers
in the State of Punjab. The paper suggested the measures for effective Social Media Marketing
(SMM) strategies that social media marketing content should be interesting informative,
interactive and reliable. Marketers should align their social media marketing effort with the
changing tastes and preferences of customers.

Yadav (2012) has made an attempt to set up the significance of social networks as an advertising
medium and evaluated the existing advertising methods that are in trend via certain case studies
and concluded that social websites are not just a tool to interact with the different people but also
medium to reach the prospective customers.

Bashar, Ahmad & Wasiq (2012) has done an empirical research to understand the effectiveness
of social media as a marketing tool and an effort has been made to analyze the extent social
media helps consumers in buying decision making. Results of paper suggested that the medium
is growing very fast and holds huge potential but is still in its nascent stage in India. Therefore, it
is time for the companies to make effective strategies and execute them to win larger share of
business through this revolutionary medium and become the innovative firm of coming future.

Bhakuni & Aronkar (2012) tried to understand the usage pattern of social media among the
students of Gwalior city and also assessed the influence of social media advertising on the
purchasing intention of the students. The study concluded that social media is a rapidly growing
area with large number of young students associating with it and there is a strong positive
relationship between purchase intention and social media advertising.

Berthon et al. (2012) believes that the latest interactive technologies are changing lifestyle
patterns and corporate innovative practices. Organizations have begun to understand the
importance of and have taken control of the internet demonstrating both interest and involvement
in online communities has made an attempt to set up the significance of social networks as an
advertising medium and evaluated the existing advertising methods that are in trend via certain

31
case studies and concluded that social websites are not just a tool to interact with the different
people but also medium to reach the prospective customers.

Dr. Priya Grover and Rama Krishna Mandan [9] (2017) investigates the buyer behaviour
matrix of auto products and social media. Looking into the strategic role of social media in
promotion of passenger cars in India, the paper tries to understand the changing consumer
perception towards social media and its role in consumer decision making. At the same time, it
also empirically derives a consumer–centric methodology for social media marketing by car
manufacturers in India. The paper concludes with reference to the consumer decision making
model, consumers are influenced by social media only till evaluation of alternatives and there
also the mass media still dominates, though the post purchase behaviour of consumers is seen
online when they share their feedback and experiences.

Chintan H Rajani and Dr. Ashvin Solanki (2016) in their research paper identify key
motivating factors behind use of social media among Indian users. The study reveals that
feedback and personal utility, entertainment and socializing, content sharing and networking as
key motives for using social media. This study followed uses and gratification approach to
identify above mentioned key motives for using social media. The study concludes that
preliminary people use social media platform for personal benefit to review and share feedbacks
followed by satisfying their entertainment and socializing needs. Content sharing is key feature
which helped in driving masses towards social media. Networking and finding new people is an
add-on benefit which people seek while using different social media platforms.

Sadia Afzal et al., (2015) discussed in his paper the impact of online and conventional
advertisement on consumer buying behaviour of branded garments. The results revealed that
quality, design, content of advertisement, loyalty of consumer towards brand and previous
buying experience of consumer are significant factors which influence consumer buying
behaviour.

Simonag Vinerean, Iuliana g, Luigi Dumitrescu & Mihai Tichindelean (2013) in their
research paper discovered how to engage with different types of audiences in order to maximize

32
the effect of the online marketing strategy. The study identifies different types of users, a
segmentation of these users and a linear model to examine how different predictors related to
social networking sites have a positive impact on the respondents‟ perception of online
advertisements. The conclusions obtained from the research derived four new types of social
media consumers, namely Engagers, Expressers and Informers, Networkers, and Watchers and
Listeners. This research presents new ways to classify online consumers, which served as a basis
for psychographic segmentation, based on respondents‟ activities on different online platforms.
Also, this study contributes to the existing knowledge of customer behavior in an online
environment, in general, and on social media websites, in particular, by providing insight
through an examination of seven influential variables on developing positive reactions to online
advertisements.

D. Lakshmanan and Dr. S. Rabiyathul Basariya (2017) have studied the effectiveness of
advertising through social networking sites. The study finds that social media marketing
effectiveness is highly influenced by its messages or contents quality, the company's
involvement, and its association with the other marketing platforms. In addition, a complex and
detailed analysis of the strategy is needed in order to accurately measure the return on investment
of the social media marketing. The study also finds that generation Y might be the main users of
social media sites, but they are not the main target audience of the social media marketing.

Sliva, Bhuptani, Menon & D’Sliva (2011) has made an attempt to understand the usage pattern
of social media among youth in the city of Mumbai. It also aimed at assessing the influence of
social media on the consumer buying behaviour. Results from the analysis indicated that social
media is a very important tool for networking among youngsters.

A study on factors influencing consumer buying behaviour in cosmetic products by A.H

Hemanth Kumar, S. Franklin John, S. Senith. The study was to find how consumer behaviour
factors influence the purchasing of cosmetics and to find out the influence of income level on the
behaviour. The results showed that statistically significant differences were found in income
level among the factors of consumer behaviour, i.e., social and cultural while no statistically
significant difference was found among the personal and psychological factors.

33
Consumer attitude towards cosmetic products by Mrs J. Vidhya Jawahar and D.K
Tamizjyothi. The study was to examine the influence of attitude and to find the major factors
that determine the buying behaviour of a consumer. The study demonstrated that age, occupation
and marital status have positive impact while salary has no critical effect on the buyers' attitude
towards such items.

Consumer purchase decision behaviour towards cosmetics marketing by Dr. S Anandrajan and
T.Sivagami. The study was done to find out the influence of various media in motivating the
consumers on a particular brand of cosmetics and to know how the marketing strategy influences
the buying behaviour of the consumers. The results showed that consumers are aware about the
cosmetic products and are slowly shifting towards organic/ Ayurveda based cosmetics.

A study on consumer buying behaviour towards cosmetic products by Kruti Bhatt and Peenal
Sankhla. The study aimed at identifying the major factors motivating consumer buying decision
toward cosmetic products and to study the attitude, preference and intentions of consumers while
deciding for their purchase. Lastly, the researcher aimed to identify the most preferred cosmetic
brand by respondents. The results showed that people consider quality as the most important
factor to purchase cosmetics and majority of people do not prefer paying high amount to buy
such products

A study on consumer buying behaviour of cosmetic product in Thanjavur, Tamil Nadu, India by
P.Rameshwari, R. Mathivanan and M. Jeganathan. The study aimed at investigating the
various factors that have impact on buying decisions of consumers. The results showed that
marketers were required to look for buying habits, preferences, tastes, likes and dislikes of
consumers and then the policies should be made. Lastly, the consumers were found to be more
quality conscious and brand loyal.

A study on consumer awareness, attitude and preference towards herbal cosmetic products with
special reference to Coimbatore City by M. Banu g and K. Gokila. The research aimed at
studying the awareness of consumers towards herbal products and find out the factors
influencing their purchase of herbal products. The results showed that there is a positive
correlation between the 2 factors i.e., family income (per annum) and spending on herbal

34
cosmetics per month. Also, majority of the consumers were found to be brand loyal and quality
specific.

Consumers brand preference and buying behaviour of cosmetic products at Coimbatore city by
Dr. T Nagananthi and M.Mahalakshmi. The study aimed at building a relationship between
the demographic factors with the brand preference of respondents towards branded cosmetic
products. The results showed that consumers prefer purely herbal or non-chemical make-up and
care cosmetics. And the study concluded that there is no relationship between income and
spending on cosmetic per month by consumers.

A case study on consumer buying behaviour towards selected FMCG products by, Dr. Ajay
Kumar Tyagi and Vivek Pandey. The research was carried out to understand the concept and
scope of FMCG products for better marketing and identifying the factors influencing consumer
behaviour. The results showed that consumer is largely influenced by place, product, price,
promotion and physiological factors but the effect varies form product to product.

35
 CHAPTER III

DATA ANALYSIS AND

INTERPRETATION

36
1.Gender

Gender Respondents Percentage

Male 41 41

Female 59 59

Prefer not to say 0 0

37
INTERPRETATION:

2. Age

Age Respondents Percentage

18-25 79 79.00

26-35 21 21.00

INTERPRETATION:

38
3.Educational Qualification:

Qualifications Respondents Percentage

Graduate 72 72.00
Professional 17 17.00

Others 11 11.00

INTERPRETATION:

39
4. Occupation

Occupation Respondents Percentage

Student 72 72.00
Employed 17 17.00
Others 11 11.00

INTERPRETATION:

40
5. Marital Status:

Status Respondents Percentage

Married 76 76.00
Unmarried 24 24.00

41
INTERPRETATION:

6.Do you use social media?

Use Respondents Percentage

Yes 100 100.00

No 0 0.00

42
INTERPRETATION:

7. Do you prefer social media marketing?

Preference Respondents Percentage

Yes 79 79.00

No 5 5.00

Maybe 16 16.00

INTERPRETATION:

43
8.Do you trust shopping through the influence of social media?

Trust Respondents Percentage

Yes 65 65.00

No 7 7.00

Maybe 28 28.00

INTERPRETATION:

44
9. Which platform of social media influences the purchase of branded cosmetic products?

Platforms Respondents Percentage

Instagram 54 54.00

Facebook 10 10.00

Telegram 3 3.00

YouTube 25 25.00

Others 8 8.00

45
 INTERPRETATION:

10. Which type of cosmetics do you prefer?

Preference Respondents Percentage

Branded 93 93.00

Non-branded 7 7.00

46
INTERPRETATION:

11. How much do you spend on cosmetics?

Amount Respondents Percentage

Below 1000 29 29.00
1000-2000 50 50.00

47
Above 2000 21 21.00

INTERPRETATION:

12. Do you follow advertisement to keep you updated about the product?

Updated Respondents Percentage

Regularly 36 36.00

48
Rarely 58 58.00

Never 6 6.00

INTERPRETATION:

13. Do you purchase the branded cosmetics through social media advertisements?

Purchase Respondents Percentage

Yes 63 63.00

49
No 8 8.00
Maybe 29 29.00

INTERPRETATION:

14. What attracts your urge to buy branded cosmetic products?

Attractions Respondents Percentage

Quality 59 59.00

50
Quantity 4 4.00

Advertisement 11 11.00

Celebrity marketing 26 26.00

INTERPRETATION:

15. How far do social media influence the purchase behaviour on cosmetics?

Rates Respondents Percentage

0 3 3.00
1 4 4.00
2 7 7.00

51
3 16 16.00
4 52 52.00
5 18 18.00
INTERPRETATION:

16. How often do you splurge on branded cosmetics?

Splurge Respondents Percentage

Regularly 36 36.00
Seasonally 49 49.00

52
Rarely 15 15.00

INTERPRETATION:

17. Do customer reviews on social media influence your decision to buy the product?

Options Respondents Percentage

Strongly agree 33 33.00

53
Agree 44 44.00

Neutral 23 23.00

Disagree 0 0.00

Strongly disagree 0 0.00

INTERPRETATION:

18. Will you suggest the product(s) that you have impulsively purchased?

Suggest Respondents Percentage

54
Yes 68 68.00
No 13 13.00
Maybe 19 19.00

INTERPRETATION:

19. Have you ever regretted a purchased product through social media?

Options Respondents Percentage

55
Strongly agree 9 9.00

Agree 33 33.00

Neutral 56 56.00

Disagree 1 1.00

Strongly disagree 1 1.00

INTERPRETATION:

20. Rate overall satisfaction that you have gained from buying cosmetics with the influence of
social media?

56
Rates Respondents Percentage
0 2 2.00
1 5 5.00
2 7 7.00
3 15 15.00
4 45 45.00
5 26 26.00
INTERPRETATION:

57
 CHAPTER IV

FINDINGS , SUGGESTIONS
AND CONCLUSIONS

58