文章基本信息

标题：A study of channels of purchase, reasons for the choice of channel and buying behaviour of consumers towards cosmetic products online during the 'COVID-19' pandemic
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作者：Deepak Joshi ; Bharti Chhikara ; Medha Gandotra 等
期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2020
卷号：2
期号：5
页码：531-547
DOI：10.35629/5252-0205470472
语种：English
出版社：IJAEM JOURNAL
摘要：Cosmetic products are a necessary part of routine life, which helps individuals to enhance their appearance, giving them self-esteem, and confidence. During COVID-19, the movement of individuals has been restricted and social contactsare being avoided. The impact this could have on the purchase of cosmetic products online is an interesting phenomenon to study since the need to which these products cater to seems to be largely declining. This study aimed to gather insights about how consumers have responded towards cosmetics with respect to buying and channels of purchase, during the ‗COVID-19‘ pandemic. The study was conducted in the form of a survey in the Delhi NCR region using a structured questionnaire. The results of the study gave some important insights; there is a relationship between the channel of purchase and safety concern, preference of colour cosmetics has been decreasing while skincare has been increasing, whereas the respondents are making a significant shift to online channels of purchase influenced by the safety in buying, need of the product, andavailability of discounts.
关键词：Channels of Purchase;Cosmetic Products;COVID-19;Online Buying