SHOPPING EXPERIENCE ON PRODUCT USAGE AND HEDONISM VALUE ON PURCHASE OF BEAUTY CARE PRODUCTS IN INDIA

Abstract

This study examines the impact of Shopping experience on the purchase behavior of beauty care products in India. With the growth of the beauty and personal care industry, consumer expectations for an enhanced Shopping experience have increased. The shopping experience, which includes in-store ambiance, customer service, product variety, and online shopping convenience, plays a critical role in influencing consumer decisions. The study focuses on various personal care product categories, such as face care, skin care, hair care, and eye care, to understand the significance of shopping experience in purchase choices. Through quantitative and qualitative analysis, this research provides insights into the factors that Indian consumers prioritize in their shopping experience and the subsequent impact on their purchase behavior in the beauty care sector.