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| Main Authors: | , |
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| Format: | Recurso digital |
| Language: | |
| Published: |
Zenodo
2025
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| Online Access: | https://doi.org/10.5281/zenodo.18081489 |
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Table of Contents:
- <p>This study investigates the influence of socio-economic factors on cosmetic buying decisions among women in the Saurashtra region of India. Using a quantitative, descriptive research design, data were collected from 200 respondents, comprising 100 working women and 100 non-working women. The study examines the effects of income, education, occupation, and lifestyle on cosmetic product consumption, including brand preference, purchasing frequency, and expenditure. Results indicate that higher income and education levels correlate positively with premium brand selection and increased spending. Working women demonstrated greater susceptibility to advertising and social media influence, whereas nonworking women relied more heavily on peer and family recommendations and discounted offers. Regression analysis revealed that income, education, and employment status explained a significant proportion of variance in purchasing behaviour. The findings have practical implications for cosmetic marketers, emphasizing the need for targeted strategies that account for socio-economic segments and regional consumer patterns. The study highlights the importance of understanding the intersection between socio-economic determinants and consumer behaviour in the context of emerging markets. Limitations include reliance on selfreported data and a geographically constrained sample. Future research should explore qualitative insights and expand to multiple regions across India to enhance generalizability.</p>