Published Paper Details:

This study explores the key determinants influencing Indian women's preferences and purchasing decisions regarding beauty products, focusing on the roles of digital marketing, brand attributes, cultural influences, and sustainability concerns. With a sample of 100 Indian women aged 18 to 45, the research employs purposive sampling to capture insights from both Generation Z and Millennials across various regions of India. Using descriptive statistics, factor analysis, chi-square tests, and regression analysis, the study identifies and categorizes the primary factors that shape consumer behavior in this sector. Findings reveal that digital marketing, especially social media advertising and influencer endorsements, plays a dominant role in driving purchase intentions, with younger women showing significantly higher responsiveness to these channels. Brand attributes such as quality, reputation, and packaging are also critical in shaping consumer choices. Additionally, cultural and regional influences continue to affect beauty product preferences, underscoring the importance of tradition and localized marketing. Sustainability concerns, while currently a secondary factor, indicate rising consumer awareness about eco-friendly and ethical product attributes. The study contributes to a deeper understanding of the complex motivations behind beauty product consumption in India, offering practical implications for marketers to design targeted strategies that combine digital engagement, cultural relevance, and sustainability initiatives. By aligning their marketing efforts with these key determinants, beauty brands can better meet the evolving needs of Indian women consumers, enhancing customer loyalty and market competitiveness.