• Mrs.Amrita Ajit Jadhav

Purpose: This empirical study aims to investigate consumer attitudes and behaviors in the context of online cosmetic product purchases. The purpose is to identify the factors that influence consumer purchasing decisions and examine the role of online reviews and brand reputation in shaping consumer attitudes. Design/Methodology/Approach: The study utilizes a survey method and collects data through structured questionnaires administered to 100 participants. Descriptive statistics, including frequency distributions and measures of central tendency, are employed to analyze the collected data. Hypothesis testing is conducted using independent t-tests and one-way ANOVA (Welch's) to determine significant differences and relationships between variables. Findings: The findings of the study reveal several important insights. Firstly, product quality, price, and brand reputation are identified as influential factors affecting consumer purchasing decisions in the online cosmetic product market. Additionally, online reviews and brand reputation significantly shape consumer attitudes towards online cosmetic product purchases. The results highlight the impact of these factors on consumer behavior and decision-making processes. Practical Implications: The study provides practical implications for retailers operating in the online cosmetic product industry. By understanding the factors that influence consumer purchasing decisions and the role of online reviews and brand reputation, retailers can tailor their online offerings to better meet the needs and preferences of their customers. This, in turn, can enhance customer satisfaction, loyalty, and ultimately drive sales. Originality/Value: This study contributes to the existing literature by shedding light on consumer attitudes and behaviors specific to online cosmetic product purchases. It fills a knowledge gap in understanding the factors that influence consumer decision-making in this context and emphasizes the importance of online reviews and brand reputation. The findings provide valuable insights for retailers, policymakers, and future research endeavors in the field of consumer behavior in e-commerce.

Online cosmetic Products, Consumer attitudes, Consumer behaviours, Purchasing decisions, Factors influencing consumer decisions, Online reviews, Brand reputation.

"Investigating Consumer Attitudes and Behaviours in Online Cosmetic Product Purchases: An Empirical Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.o439-o448, May-2023, Available :http://www.jetir.org/papers/JETIR2305F58.pdf

"Investigating Consumer Attitudes and Behaviours in Online Cosmetic Product Purchases: An Empirical Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppo439-o448, May-2023, Available at : http://www.jetir.org/papers/JETIR2305F58.pdf