Impact of covid-19 on consumer behaviour: A study of cosmetic industry

Abstract

The cosmetics industry has shown resilience in the past during recessions and is still performing better in the pandemic scenario. Our study is to explore the change in purchase intention of consumers pre and post-pandemic scenarios. We also look forward to understanding the endorsement required for low and high involvement cosmetics (comprising skincare, color cosmetics, fragrances, and personal care). Consumer purchase behavior has shown an inclination towards the online mode of purchase in the post-pandemic scenario. Sales in the brick and mortar stores have been hit due to the closing of shops and customers moving to the online mode of purchase. There could be other external factors like a change in lifestyle, income level, preferences, etc. which can influence the consumers to purchase behavior.