Published Paper Details:

This study investigates women's purchasing behaviors regarding beauty products in Mangalore City, utilizing data from 100 female participants of varying ages, occupations, and income levels. The research examines factors influencing their purchasing decisions, motivations, and product selection criteria. Findings indicate that women prioritize product composition, with over half examining ingredients before purchase, showing preference for natural, organic, or chemical-free options. Product efficacy is highly valued, with 82% of participants considering effectiveness very or extremely important. Price is not a predominant factor, as few cited it as their primary concern. Women generally allocate a modest budget, spending less than INR2,000 monthly on skincare and hair care rather than makeup. Their decisions are influenced by trusted sources, with recommendations from friends and family being most impactful, followed by online reviews and social media. Women ensure products align with their personal needs, skin type, or values. Most use beauty products for self-expression or personal satisfaction, rather than external pressures. While many view grooming as integral to their professional image, few feel compelled by societal expectations to use beauty products. Half of the respondents seek eco-friendly or environmentally safe options. The study reveals that women in Mangalore are discerning consumers, selecting products based on safety, efficacy, personal suitability, and ethical considerations, rather than advertisements or low prices. For brands, this emphasizes the importance of building trust through transparency, quality, and commitment to people and planet to engage this market.