[38] A STUDY ON PRODUCT PRICE AND AVAILABILITY ON CONSUMER BUYING BEHAVIOUR OF COSMETIC PRODUCTS
How to Cite the Article: Supriya Mukharjee & Nimish Mishra (2026). A Study on Product Price and Availability on Consumer Buying Behaviour of Cosmetic Products. International Journal of Multidisciplinary Research & Reviews, 5(5),473-484. https://doi.org/10.56815/ijmrr.v5i5.2026.473-484
Abstract
This research is intended to assess the effects of price and availability of beauty products on consumer buying behavior and to study differences in consumer perceptions based on various demographic factors and choices between organic and non-organic cosmetic products. A well-structured questionnairewas used in five districts in Uttar Pradesh: Varanasi, Prayagraj, Lucknow, Ayodhya, and Noida, and consumers between the ages of 13 and 28 were surveyed. A total of 400 respondents were chosen, and statistical analysis was conducted on 385 valid replies. Descriptive statistics, ANOVA, and independent-samples t-tests were employed for hypothesis
testing. Female consumers placed more emphasis on price and availability than male consumers. Nevertheless, there was no significant difference in perceptions among consumers with different educational backgrounds. Noimportant difference in perceptions towards price and availability was found among consumers who prefer organic products and those who prefer non-organic products. The study concludes that price and availability are major determinants of consumer buying behaviour in the cosmetic sector, and that formulating marketing strategies while considering demographic factors can prove more effective.
