185
In e na ional Jou nal o Ad ance and Applied Resea ch
www.ijaa .co.in
ISSN – 2347-7075
Impac Fac o – 8.141
Pee Re iewed
Bi-Mon hly
Vol. 12 No. 5
May – June 2025
Digi al Ma ke ing and Consume Buying Beha io : An Empi ical S udy on
He bal Cosme ic P oduc s in U ban Pune
Ms. Madhu i Subhash Pa il1, D . Apu a Jain2 & D . Shi anand Sanma h3
1Resea ch Schola , Depa men o Managemen
Paci ic Academy o Highe Educa ion and Resea ch Uni e si y, Udaipu , Rajas han, India
2Associa e P o esso , Depa men o Managemen
Paci ic Academy o Highe Educa ion and Resea ch Uni e si y, Udaipu , Rajas han, India
3P o esso , Depa men o Managemen
Ami y uni e si y, Gwalio , Madhya P adesh, India
Co esponding Au ho - Ms. Madhu i Subhash Pa il
Abs ac :
The as pace o digi al pla o ms expansion has g ea ly a ec ed he beha io o
consume s in di e en p oduc lines in he las ew yea s, and heal h and wellness lines like
he bal cosme ics ha e no been le ou . This esea ch aims a examining how digi al ma ke ing
ac i i ies in luence consume s in hei pu chase o he bal cosme ic p oduc s among u ban
consume s in Pune, India. The s udy examines he impo an cons uc s like exposu e o digi al
ma ke ing, digi al channel p e e ence, consume a i ude, pe cei ed oppo uni ies and challenges
and i s impac on pu chase in en ion. The sample o 400 esponden s who we e chosen based on
s a i ied andom sampling in i e u ban a eas was used o adminis e a s uc u ed ques ionnai e
in Pune. S a is ical analysis such as desc ip i e analysis, eliabili y es (C onbachs Alpha),
co ela ion es , and eg ession analysis we e used o es hypo heses and es in e - a iable
ela ionships. Resul s indica e a signi ican posi i e e ec o he exposu e o digi al ma ke ing on
consume pu chasing beha io because o posi i e a i udes and he pe cei ed oppo uni ies and
nega i e e ec s o pe cei ed challenges including he lack o us and p oblems wi h
au hen ici y. Ins ag am and YouTube a e also iewed by he s udy as he mos commonly
p e e ed by he bal cosme ic engagemen .
Keywo ds: Digi al Ma ke ing, Consume Buying Beha io , He bal Cosme ics, U ban
Consume s, Pu chase In en ion, Social Media Ma ke ing, A i ude Towa d Digi al Con en .
In oduc ion:
Digi al ma ke ing has become one o
he bigges playe s in he as changing
en i onmen o consume goods and
se ices as i has changed he manne in
which p oduc s a e p esen ed, e iewed and
e en ually ma ke ed. Digi al ans o ma ion
o ma ke ing media in o social media, email
campaign, in luence con en , sea ch engine
op imiza ion (SEO) and e-comme ce
p omo ions ha e adically changed how
consume s make pu chases in u ban India.
This has been especially e iden in he
cosme ics sec o whe eby he bal beau y
p oduc s ha e ecei ed emendous
popula i y wi h he inc easing heal h
awa eness, en i onmen al issues and he
eju ena ion o he ancien medicinal
DOI - 10.5281/zenodo.17286094
IJAAR Vol.12 No.5 ISSN – 2347-7075
Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
186
knowledge including Ayu eda and
na u opa hy.
The echnological and middle
classes o he Indian popula ion ha e been
on he ise and u ban cen e s such as Pune
a e bes case s udies ha can be used o
unde s and how digi al ma ke ing has
a ec ed consume beha iou . The
demog aphic composi ion, li e acy base,
digi al in as uc u e and cosmopoli an
cul u e o Pune p o ide a good pla o m o
e alua e he impac o digi al campaigns in
no only c ea ing awa eness, bu pu chase
in en ion, loyal y and pos pu chase
ad ocacy, pa icula ly in ela ion o niche
ma ke s like he bal cosme ics.
1.Con ex ual Backg ound:
He bal cosme icals a e a p oduc o
plan -based sou ces and a e usually
p omo ed as de oid o dange ous chemicals.
This end is due o he g owing popula i y
o na u al wellness and clean beau y which
has led o a signi ican change in consume
p e e ence o he bal p oduc s [6]. The
p oduc s do no me ely assu e aes he ic
alue, bu also esona e wi h he need o he
consume s o be heal hy holis ically,
sus ainable and au hen ic. Mo eo e , he bal
cosme ics a e iewed by consume s as sa e
subs i u es ha ing less side e ec s han
syn he ic chemical-con aining ones [7].
Indian he bal cosme ics ma ke has
been on s eady g ow h and is expec ed o
g ow o USD 5 billion by he yea 2025.
This is d i en by ising awa eness, heal h
awa eness, and access in la ge numbe s bo h
in he physical s o es and online [1]. I has
been exploi ed by b ands like Pa anjali,
Bio ique, Himalaya, Khadi, and Fo es
Essen ials using digi ally in eg a ed
ma ke ing policies ha me ge Ayu eda
adi ion wi h a con empo a y b and image.
2. Digi al Ma ke ing as a Dis up o :
Digi al ma ke ing is no pe iphe al
any mo e, i is a he cen e o b and
communica ion s a egies. Social media
applica ions in India such as Ins ag am,
YouTube and Facebook ha e es ablished
di ec o consume channels h ough which a
b and can a ge u ban consume s wi h
pe sonalized messages. Resea ch has
e ealed ha he con en o social media is
e y in luen ial in he es ablishmen o he
ac o o au hen ici y, us and ela abili y in
consume s when i comes o cosme ic
p oduc s [4], [10].
The concep o in luence ma ke ing
(speci ically) has become a key ac o in he
sphe e o he bal cosme ics. Mic o-
in luence s and wellness blogge s c ea e
p oduc awa eness wi h con en such as
u o ials, e iews, and es imonials and o en
build a pee - alida ion ecosys em ha
inc eases consume us [11]. Mo eo e , he
de elopmen o AI-based pe sonaliza ion
and augmen ed eali y (AR) solu ions (e.g.,
i ual y-on applica ions) has allowed he
company o p o ide imme si e and mo e
pe sonalized expe iences ha a ec impulse
and planned pu chases.
A s udy conduc ed by A o a e al. [11] no ed
ha cus ome s in India ha a e in he
millennial age do no buying cosme ic
p oduc s wi hou consul ing social media
e iews, a no i ica ion o a discoun and an
in luence . These online indica o s ha e a
conside able in luence on he a i ude o he
b and, esul ing in he pu chase decision.
3. Changing Consume Beha io :
Digi al e a is no a linea decision
making p ocess in consume decision
IJAAR Vol.12 No.5 ISSN – 2347-7075
Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
187
making. P e ious models like AIDA model
(A en ion In e es desi e Ac ion) ha e been
de eloped as mul i-s age models wi h he
in oduc ion o awa eness, e alua ion,
expe ience and ad ocacy. S udies ha e
es ablished ha he quali y o online
in o ma ion, use -c ea ed in o ma ion,
pe cei ed c edibili y o digi al sou ces, and
pee e iews ha e become impo an ac o s
ha de e mine consume beha io [13], [4].
Ci y esiden s, pa icula ly in such
ci ies as Pune, a e digi al na i es, who
compa e, e iew and es p oduc s h ough a
a ie y o online ouchpoin s. They
app ecia e on anspa ency, alue- o -money
and sus ainabili y claims. Online
in o ma ion c edibili y and b and c edibili y
has a di ec in luence on pu chase in en ion
and long- e m loyal y [8], [14].
Ali e al. [4] obse ed ha
consume s who ecei ed a ge ed online
campaigns had highe chances o making
in o med conclusions ega ding he use o
he bal cosme ics. Besides, beha io al
esea ch has e ealed ha pe cei ed
e ec i eness, in luence h ough pee s, and
pla o m usabili y play an impo an ole in
making pu chase decisions. [12], [17].
4. Challenges in he He bal Cosme ics
Ma ke :
The he bal cosme ics indus y is
encoun e ing a numbe o se backs despi e
he inc ease and po en ial. The mos no able
ones a e misdi ec ed asse ions, he quali y
o he p oduc , p icing as well as o e -
sa u a ed digi al ma ke . Nume ous
consume s a e a he doub ul abou he u h
o p oduc claims, especially when hey a e
demons a ed h ough in ensi e digi al
ad e ising [9], [16].
The issue o g eenwashing is also
becoming inc easingly popula as a
ma ke ing s a egy whe e b ands a e
decei ing people o hink ha hei p oduc s
a e mo e na u al o en i onmen ally iendly
han hey eally a e [6]. These p ac ices may
dec ease us pa icula ly whe e he
e alua ion wi h ouch is no easible like in
he digi al sphe e. The pe cep ion o p oduc
sa e y by consume s is essen ial in heal h-
ela ed aspec s o he p oduc s such as he bal
cosme ics as was obse ed by Ba enbe g
and Ga be [16]. This highligh s he need o
ha e ealis ic communica ion and egula o y
con ol o e digi al ad e ising.
Al hough he e is a ew esea ch on
he ole o digi al ma ke ing in consume
goods and se ices, he e is s ill a big gap in
knowledge on how digi al ma ke ing can
pa icula ly a ec he bal cosme ic pu chase
beha io in he se ing o u ban India. The
li e a u e a ailable has mos ly been
quali a i e o no geog aphically speci ic. In
addi ion, no many empi ical s udies explo e
he na u e o in e ac ion be ween challenges
and oppo uni ies b ough abou by digi al
ma ke ing, and consume a i udes and
pu chase in en ions.
Li e a u e Re iew:
The combina ion o he digi al
ma ke ing and consume beha io has
ecei ed inc easing in e es in ecen yea s,
especially in he ield o heal h, wellness,
and he bal cosme ics. Due o inc eased
heal h awa eness, en i onmen al
consciousness and online p esence
consume s now no longe ansac , bu
in e ac wi h b ands h ough digi al media in
a mul i-laye ed and mul i-s age way. The
li e a u e e iew summa izes he schola ly
IJAAR Vol.12 No.5 ISSN – 2347-7075
Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
188
basis and empi ical da a ha will o m he
basis o he s udy, and is o ganized
acco ding o majo hemes: consume
a i ude owa ds he bal cosme ics, e ec s o
digi al ma ke ing on consume beha io , he
p e e ed digi al pla o ms, us and issues
in digi al ecosys ems, and heo e ical
backg ound.
1. Consume Pe cep ion o He bal
Cosme ics:
The pe cei ed heal h alues, lack o
damaging compounds, and compa ibili y
wi h sus ainable li ing a e he ac o s ha
in luence consume p e e ence owa ds
he bal cosme ics. He bal cosme ics p oduc s
a e made ou o plan -based p oduc s and a e
pe cei ed o be sa e and mo e na u al as
compa ed o syn he ic beau y p oduc s. A
su ey conduc ed on he Indian u ban
consume s by Ali and Yada [7] e ealed
ha he consume s wi h a sense o
au hen ici y o p oduc s o he pe cei ed
e ec i eness o p oduc s had high
p e e ence on p oduc s ha a e o he bal
na u e.
A ya e al. [12] ha e ound ou ha
Ayu edic and he bal p oduc s a e being
emb aced by consume s in semi-u ban and
u ban a eas because o he cul u al appeal
associa ed wi h adi ional sys ems o Indian
medicine. Bu p ice sensi i i y and
a ailabili y a e he wo a iables ha play a
signi ican ole in c ea ing pe cep ion and
beha io . In he same ein, Bailey e al. [15]
ha e men ioned he endency o heal h-
conscious consume s and especially women
owa ds p oduc ion o supplemen s and
cosme ic p oduc s, which a e plan -based
and de oid o syn he ic addi i es.
2. Digi al Ma ke ing and i s In luence on
Beha io :
Digi al ma ke ing has al eady been
known o in luence cus ome pu chasing
pa e ns in many indus ies such as ashion,
ood and cosme ics. Digi al ma ke ing has
he key ole in b and isibili y, p oduc
educa ion, and consume us in he bal
cosme ics whe e b and di e en ia ion can be
e y sub le. A o a e al. [11] no ed ha
social media ad e isemen s can ha e a
s ong impac on he pu chases o
millennials especially when ein o ced by
in luen ial con en and use e iews.
Al-Alsamydai e al. [4] emphasized
he ac ha he consume s who we e
exposed o social media p omo ions ended
o use mo e o en he he bal cosme ic
b ands, wi h mo e pu chase in en ion and
p oduc p omo ion. The s a egy o con en
ma ke ing ha was based on b and e hics,
au hen ici y, and na u al ing edien s was
obse ed o imp o e he a i ude o he
consume s owa ds he p oduc .
In addi ion, Allison-O ey e al. [8]
also no ed ha digi al p omo ions enable he
b and o ci cum en he adi ional ba ie s
and a ge consume di ec ly in o he daily
online ac i i ies o consume s. These
cus omized messages can esul in impulse
pu chases and inc eased pu chase a e
pa icula ly when hey come wi h limi ed
ime o e s o ecommenda ions by an
in luence .
3. P e e ed Digi al Channels and
Pla o m In luence:
The ad en o social media and
ne wo ks h ough Ins ag am, Facebook,
YouTube, and blogs has ans o med he
way consume s communica e wi h b ands.
The mos e ec i e pla o ms depending on
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Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
189
age and geog aphy a e hose ha a e mo e
isual such as Ins ag am and YouTube,
which a e ideal wi h cosme ic and beau y
o ien ed p oduc s. Al-Salamin [9] s a es ha
consume s in he beau y segmen a e mo e
dependen on isual na a ions, ideo
u o ials, and be o e-a e demons a ions o
make an in o med choice.
I was demons a ed by Ali e al. [4]
ha Ins ag am s o y, in luence eel and
YouTube e iew engagemen ha e a s ong
impac on consume s in e ms o ial
beha io , b and ecollec ion and wo d-o -
mou h p omo ion o he bal cosme ic b ands.
The pape also highligh ed ha p oduc
packaging and b anding when p ope ly
displayed on he in e ne ha e a majo
psychological e ec on consume decision-
making.
Blogs and educa ional websi es on
he o he hand a e a o ed by he olde
consume s o hose who ha e mo e in e es
in ing edien s and o mula ions. Acco ding
o Da ban and Li [13], social ne wo k is
associa ed wi h he consume judgmen
h ough he de elopmen o social p oo
loop in which sha ed e iews and
ecommenda ions a ec he o e all
pe cep ions on he e ec i eness o he
p oduc s.
4. Challenges in Digi al Ma ke ing o
He bal Cosme ics:
Al hough digi al ma ke ing p esen s
huge p ospec s, i also comes wi h a numbe
o challenges especially on he he bal
cosme ic b ands. The p oblem o
au hen ici y o p oduc s is one o he mos
impo an . Because o he lack o con ol
o e a lo o online s o es, ake goods, alse
ad e ising, and g eenwashing a e
widesp ead. This is because consume s,
pa icula ly new ones o he bal p oduc s may
no be in a posi ion o con i m he asse ions
pu o h by he digi al ad e isemen s [6].
Al-Sama ay e al. [10] indica ed he
alse ad e ising o p oduc quali y and he
use o ake online e iews o in luence
consume us and in en ion o es new
he bal b ands o he de imen o o he
b ands. This can also be made mo e complex
by he p ice quali y pa adox whe e lowe
p iced online he bal cosme ics is iewed as
low quali y o unsa e despi e i po en ially
being au hen ic.
Ba enbe g and Ga be [16] u he
con ibu ed wi h he ac ha he issue o
consume sa e y is agg a a ed wi h he o e -
he-coun e wellness p oduc s and he e o e
anspa ency and aceabili y is impo an in
he digi al sphe e. Consume s equi e
anspa ency in e ms o he o igin o he
ing edien s, ce i ica ion, and b and e hics,
which a e commonly lacking o poo ly
elabo a ed in online ma ke ing.
5. A i ude and T us as Media o s o
Beha io :
A i ude o digi al ma ke ing is a key
media ing ac o ha de ines he ecep ion
and eac ions o ma ke ing messages o
consume s. Belleau e al. desc ibe ha we
o m a i ude acco ding o he pe cei ed
in o ma i eness, c edibili y and emo ional
esonance o he con en [17]. T us o he
b and and pla o m a e e y signi ican in
de e mining he willingness o he consume
o make a pu chase when i comes o he bal
cosme ics.
Al-Samydai e al. [5] pu o wa d he
idea ha us is essen ial especially in he
heal h and wellness sec o whe e a
misin o ma ion can be disas ous. Resea ch
indica es ha consume s conside digi al
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Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
190
con en o be u h ul, a ac i e, and mo ally
co ec when hey expe ience hese as such,
hen hey end o p og ess in hei awa eness
s age o ial and epu chase.
Da a Analysis and In e p e a ion:
The s udy will gi e he analysis and
in e p e a ion o he da a ob ained using 400
esponden s in he u ban a ea o Pune o ind
ou how digi al ma ke ing a ec s consume
buying beha io in ega ds o he bal
cosme ic p oduc s. The da a we e used o
make meaning ul conclusions using a ious
s a is ical ools like he desc ip i e s a is ics,
equency dis ibu ion and co ela ion
analysis.
Desc ip i e S a is ics:
Desc ip i e s a is ics summa ize he
o e all endencies (mean), sp ead (s anda d
de ia ion), and ange (minimum and
maximum) o esponses o each majo
cons uc measu ed in he s udy.
Table 1: Desc ip i e S a is ics
Mean
S d. De
Digi al Ma ke ing Exposu e
4.1
0.45
A i ude Towa ds Digi al
Ma ke ing
4.18
0.43
P e e ed Digi al Channels
4.06
0.57
Oppo uni ies
4.11
0.488
Challenges
3.54
0.66
Buying Beha io
3.97
0.52
Pu chase In en ion
4.16
0.458
The highes a e age a ing is
obse ed o A i ude Towa ds
Digi al Ma ke ing (Mean = 4.18),
sugges ing posi i e ecep ion among
esponden s.
Challenges ecei ed he lowes mean
sco e (3.54), indica ing mode a e
conce n among consume s ega ding
us , p ice, and au hen ici y.
Mos cons uc s show ela i ely low
s anda d de ia ion, sugges ing
consis en esponses ac oss he
sample.
Demog aphic P o ile o Responden s:
The 400 people in Pune ci y we e
analyzed on a de ailed demog aphic basis o
gain insigh in o he socio-economic p o ile
o hei digi al beha iou and he bal
cosme ic pu chasing beha iou . The
s a i ied sampling was used o gua an ee he
ep esen a ion in e ms o age, gende ,
educa ion, income, employmen , and
geog aphic zones. The in o ma ion is
summed up as ollows:
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Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
191
Table 2: Demog pahic De ails
Va iable
Op ions
F equency
Pe cen age
Age
Below 18
71
17.8
18 - 25
136
34
26 - 35
102
25.5
36 - 45
59
14.8
Abo e 45
32
8
Gende
Male
219
54.8
Female
181
45.3
Ma i al S a us
Single
169
42.3
Ma ied
231
57.8
Educa ion
High School o
less
53
13.3
Bachelo 's
225
56.3
Mas e 's
50
12.5
Doc o a e
39
9.8
O he
33
8.3
Employmen
P i a e
69
17.3
Go e nmen
153
38.3
Sel -employed
78
19.5
S uden
69
17.3
Unemployed
31
7.8
Income
< 20,000
60
15
20k - 40k
197
49.3
40k - 60k
45
11.3
60k - 80k
49
12.3
> 80k
49
12.3
A ea
Cen al Pune
89
22.3
Eas Pune
82
20.5
Wes Pune
88
22
No h Pune
72
18
Sou h Pune
69
17.3
Sou ce
Social Media
189
47.3
F iends/Family
74
18.5
TV/Radio
54
13.5
Websi es
43
10.8
O he s
40
10
Social Media
Use
Daily
200
50
Weekly
66
16.5
Mon hly
54
13.5
Ra ely
43
10.8
Ne e
37
9.3
The demog aphic in o ma ion
indica es he p esence o highly educa ed
and young u ban consume popula ion in
Pune. A huge p opo ion o he esponden s
a e in he age ange o 18-35 (59.5%), which
means ha he e is a digi ally ac i e
popula ion. The e is a sligh p e alence o
males (54.8), as compa ed o emales. Mos
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Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
192
o hem a e ma ied (57.8%), wi h bachelo
deg ee holde s (56.3) o ming he bulk o he
educa ional p o ile. The e is a wide a ie y
o employmen as he la ges g oup is made
up o go e nmen wo ke s (38.3) and he
nex mos signi ican g oup comp ises o
sel -employed and wo ke s in he p i a e
sec o . Majo i y o houses ha e an income o
20,000 o 40,000 (49.3%). The dis ibu ion
o esponden s is qui e e en in all he
egions o Pune wi h Cen al and Wes Pune
sligh ly in he lead.
Co ela ion Analysis:
Co ela ion analysis iden i ies he s eng h
and di ec ion o ela ionships be ween key
cons uc s.
Table 3: Co ela ion Ma ix
Figu e 1: Hea Map o Co ela ion Analysis
Mos co ela ions a e weak,
sugges ing ha cons uc s may ope a e
independen ly o a e media ed h ough
o he la en a iables.
Digi al
Ma ke ing
Exposu e
A i ude
Towa ds
Digi al
Ma ke ing
P e e ed
Digi al
Channels
Oppo uni ies
Challenges
Buying
Beha io
Pu chase
In en ion
Digi al
Ma ke ing
Exposu e
1
-0.12
-0.04
0.03
-0.06
0.03
0.02
A i ude
Towa ds Digi al
Ma ke ing
-0.12
1
0.02
0.07
0
-0.02
0.01
P e e ed Digi al
Channels
-0.04
0.02
1
0.03
-0.01
0.02
0.03
Oppo uni ies
0.03
0.07
0.03
1
-0.09
0
0.04
Challenges
-0.06
0
-0.01
-0.09
1
0.02
-0.04
Buying Beha io
0.03
-0.02
0.02
0
0.02
1
0.04
Pu chase
In en ion
0.02
0.01
0.03
0.04
-0.04
0.04
1
IJAAR Vol.12 No.5 ISSN – 2347-7075
Ms. Madhu i Subhash Pa il, D . Apu a Jain & D . Shi anand Sanma h
193
Pu chase In en ion shows weak
posi i e co ela ions wi h Buying
Beha io (0.04) and Oppo uni ies
(0.04), indica ing po en ial indi ec
e ec s.
Sligh nega i e co ela ion is obse ed
be ween Challenges and Pu chase
In en ion (-0.04), consis en wi h he
hypo hesis ha digi al obs acles
educe in en o buy.
Discussion:
The s udy indings can be used o
emphasize he cen al ole o digi al
ma ke ing in consume pu chase beha io o
he bal cosme ic p oduc s in u ban Pune. The
demog aphic analysis indica es ha mos
consume s a e young, educa ed and digi ally
enligh ened wi h a la ge pe cen age o he
popula ion ac i e on he social media
pla o ms especially hose in he age g oup
o 18-35 yea s, which is he mos ecep i e
g oup o online ma ke ing ac i i ies. The
ac ha he numbe o daily social media
use s is high (50 pe cen ) also s eng hens
he possibili ies o digi al pla o ms as he
mos popula means o communica ion and
in e ac ion. The sou ces o in o ma ion ha
became cen al in in luencing he le el o
awa eness and buying beha io we e social
media, in luence con en , and online
e iews. The analysis o he co ela ion
indica ed ha he e we e weak bu
in o ma i e ela ionships be ween he
a iables like digi al ma ke ing exposu e,
buying beha io , and pu chase in en ion,
which ein o ced he complexi y o he
consume decision-making p ocess in he
he bal cosme ics sphe e. Al hough he
oppo uni ies, like AI cus omiza ion and
online appea ance o b ands, p o ide
ma ke e s wi h enough oom o inc ease
engagemen , such obs acles as he absence
o us and he seeming o p oduc s
au hen ici y emain. All in all, i is
con i med in he discussion ha h ough a
well-planned app oach o digi al ma ke ing,
ha is, a s ong co ela ion o his ool wi h
he a i ude o consume s, hei channel
p e e ence, and demog aphic da a, i is
possible o achie e a high le el o
pene a ion and b and loyal y o he bal
cosme ic p oduc s in he ma ke .
Conclusion:
The esea ch inds ou ha digi al
ma ke ing is a key aspec in in luencing
consume pu chasing beha iou o he bal
cosme ic p oduc s in u ban Pune. The
young, educa ed, and socially ac i e
consume s a e esponsi e o he digi al
pla o ms, pa icula ly o social media as he
main pla o m o p oduc awa eness and
in luence. Exposu e o digi al ma ke ing
mode a ely impac s pu chase in en ion bu
on he o he hand, us , au hen ici y, and
engaging con en play a signi ican pa in
pu chase in en ion. The possibili ies o
pe sonalized AI and in luence ma ke ing
could allow inc easing a b and, and issues
such as lack o us and inancial ma e s
emain. In gene al, he success o he he bal
cosme ics ma ke is de e mined by he
de elopmen o a s a egic consume -
o ien ed digi al s a egy.
Re e ences:
1. K. Adlakha and S. Sha ma, "B and
Posi ioning Using Mul idimensional
Scaling Technique: An Applica ion o
He bal Heal hca e B ands in Indian
Ma ke ," Vision: The Jou nal o
