Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates how Indian consumers choose between organic and chemical-based skincare products.By analysing the roles of awareness, perceived product effectiveness, price sensitivity, and demographic factors, the research aims to uncover what drives purchasing decisions.Data was gathered from 70 female participants in urban Bangalore using structured questionnaires and analysed with statistical methods including chi-square tests and correlation analysis.Results indicate a clear preference for organic skincare, while many consumers remain open to experimenting across product types.Belief in the effectiveness of organic products strongly influences choice, whereas willingness to spending extra does not show a significant impact on decisions.These insights highlight the emphasizing product quality and natural ingredients in marketing strategies.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413294989