This study investigates the socio-economic profiles, attitudes, and purchasing behaviours of female cosmetic consumers in Mumbai, specifically analysing how digital advertising shapes their buying choices. Utilizing a quantitative research design, primary data was collected from a sample of 100 female respondents across Mumbai via structured online questionnaires. The data reveals that the respondents are predominantly young, educated, and financially independent or semi-independent, demonstrating high digital literacy. Digital advertising primarily delivered through social media platforms like Instagram and YouTube exerts a substantial influence on their buying behaviour by providing product visibility, social proof, and tutorial-based validations. Consumer attitudes toward cosmetic products are generally positive, heavily driven by personal grooming, perceived self-empowerment, and peer aesthetics. However, widespread scepticism exists regarding algorithmic ad placements and idealised, filtered image beauty standards. Based on these findings, the study suggests that cosmetic brands prioritize authenticity, leverage transparent influencer partnerships, and implement highly localised, informative digital content rather than aggressive sales pitches.
Rajeshkumar Yadav (Fri,) studied this question.