• Fariya
• Dr. Ashu Saini

In India, the beauty and personal care market is expanding rapidly. Simultaneously, the number of online shoppers is also increasing due to various reasons like internet access, convenience, lower prices, discounts/offers, variety, easy returns, door delivery, and so on. There are numerous E-Commerce platforms that offer a large number of cosmetic brands both national and international. That’s why people are exploring online shopping websites rather than traditional shops. The thought process for this study is to simply examine the customer buying intention towards online shopping of cosmetic products in Meerut. Meerut is the second biggest city in the National Capital Region after Delhi (About Meerut, n.d.). Therefore, it is important to know the demographic characteristics, and buying patterns of online cosmetic buyers, and the factors that influence the customer’s attitude towards online shopping of cosmetic products. Some selected online shopping websites like Flipkart, Amazon, Myntra, Nykaa, Purplle, and Meesho have been included in this study. With the help of the convenience sampling technique, 150 online cosmetic shoppers were selected and the data were collected using a structured online questionnaire. Descriptive statistics are used to interpret the results. The results interpreted that advertising through social media or the internet influences the most to make purchases. Special discounts and offers are the key motivating factors to buy cosmetic products online. The outcome of the analysis suggests that companies should focus on social media advertising more, as people are more attracted to social media nowadays.

Cosmetic Products, Buying Intention, Online Shopping, E-commerce Platforms, and Meerut

"Exploring Customer Buying Intentions: An In-Depth Analysis of Online Shopping of Cosmetic Products in Meerut.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 10, page no.g432-g443, October-2023, Available :http://www.jetir.org/papers/JETIR2310551.pdf

"Exploring Customer Buying Intentions: An In-Depth Analysis of Online Shopping of Cosmetic Products in Meerut.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 10, page no. ppg432-g443, October-2023, Available at : http://www.jetir.org/papers/JETIR2310551.pdf