Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Global Sustainable Research
Prajapati, Leha
Unknown Affiliation
Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
To Study Female Prefers of Purchasing Lipstick from Nykaa and Sugar in Ahmedabad City Ghevariya, Dikshita; Prajapati, Leha; Vidani, Jignesh
International Journal of Global Sustainable Research Vol. 2 No. 8 (2024): August 2024
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijgsr.v2i8.2837

Abstract

This study investigates the preferences of female consumers in Ahmedabad regarding lipstick purchases from Nykaa and Sugar, with a focus on the role of age in shaping purchasing decisions. Using a quantitative approach, the research tested multiple hypotheses to explore the relationships between age and various factors such as frequency of purchase, brand perception, pricing, packaging, and promotional influences. The findings reveal that age significantly impacts perceptions of product quality, value for money, pricing, and satisfaction with brand offerings, but these relationships tend to be weak. For instance, younger consumers were found to be more responsive to promotional offers and pricing, while older consumers prioritized product quality and brand trust. Interestingly, no significant association was found between age and preferences for online versus in-store purchases, suggesting that e-commerce strategies should be tailored to offer a seamless omnichannel experience. The study also found that satisfaction with both Nykaa and Sugar was influenced by factors such as packaging appeal, the color range of lipsticks, and brand loyalty. The research provides valuable insights for brands looking to target different age groups by tailoring their marketing strategies, product offerings, and customer engagement efforts. Furthermore, it highlights the importance of personalized approaches in a competitive beauty industry, especially considering the shifting dynamics of consumer preferences in urban areas
Co-Authors Ghevariya, Dikshita Vidani, Jignesh