A STUDY ON FACTORS INFLUENCING PUBLIC PERCEPTION TOWARDS HERBAL COSMETICS IN GANDHINAGAR, GUJARAT
AbstractCosmetics are defined by the Food and Drug Administration (FDA), as substances that are “intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body’s structure or functions”. A large range of both artificial and herbal cosmetics are available in the market. The market has seen a surge in the popularity of herbal cosmetics. The herbs present in cosmetics have multi-functionality. There has been a shift in the demand for herbal cosmetics in recent years. This study aims to understand the level of awareness amongst the people regarding herbal cosmetics and the percentage of the population who prefers to use the same. It also intends to learn about the factors which motivate customers to purchase herbal cosmetics. Online customer reviews are another factor that might influence people; hence the study will also examine the impact of online product reviews on customer purchasing decisions. The study also focuses on the factors which build brand loyalty in consumers and motivate them to stay connected to the specific brand.
Article Information
14
431-438
776 KB
378
English
IJP
N. Rajesh Kumar *, Kinnari Chakkerwar and Kavya Goginenei
Department of Pharmaceutical Management, NIPER Ahmedabad, Gujarat, India.
rajeshkumarrx32@gmail.com
05 July 2023
21 July 2023
25 July 2023
10.13040/IJPSR.0975-8232.IJP.10(7).431-38
31 July 2023
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