[20] A STUDY OF RURAL GENZ'S BUYING BEHAVIOR FOR ORGANIC & NON ORGANIC COSMETICS PRODUCTS: ANALYZING THE IMPACT OF SOCIALMEDIA

ARTICLE HISTORY- Date of Submission: Oct 27, 2024, Revised: Nov 15, 2024, Accepted: Dec 04, 2024, https://doi.org/10.56815/ijmrr.v3i4.2024.201-210

Authors

  • Dr. Nimish Mishra Assistant Professor, Dr. Rammanohar Lohia Avadh University, Ayodhya, India.

Abstract

India is mainly an agricultural and rural nation, with approximately 65%-70% of its population living in rural areas. This research investigates how social media influences Generation Z's purchasing decisions for organic cosmetic products in these rural regions. As a digitally native and socially aware group, Gen Z relies heavily on platforms like Instagram, YouTube, and Facebook to access beauty content, discover new products, and confirm their purchase decisions through reviews and influencer endorsements. The study employs a quantitative approach, gathering primary data from around 400 Gen Z individuals across various rural areas through a structured questionnaire with multiple-choice and Likert-scale questions. Data analysis included descriptive statistics, frequency distributions, and correlation analysis. Influencer posts emerged as the most impactful type of content, with detailed product reviews also highly effective, whereas traditional commercials and lectures were less persuasive. The findings highlight the significance of authentic, relatable, and trustworthy online content in influencing Gen Z consumers. These insights offer valuable guidance for brands aiming to engage this environmentally conscious and media-savvy generation. 

Keywords:

Rural marketing, consumer behaviour, Purchase decisions, organic cosmetics, social media, Generation Z

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