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A Study on the Impact of Pricing on Cosmetic Products among Generation Z with special Reference to Faces Canada

1Ms. Vasuki R, 2Dr. Hemalatha T

1Research Scholar, 2Associate Professor and Head

1Department of BBA, 1KPR College of Arts Science and Research, Coimbatore, India

2Department of BBA, 2KPR College of Arts Science and Research, Coimbatore, India

I. ABSTRACT

Due to shifting consumer tastes, growing brand recognition, and the growing impact of digital media, the cosmetics sector has grown rapidly in recent years. Pricing is one of the key components of the marketing mix that influences customer purchasing decisions, especially for Generation Z, who are very value-oriented and price-conscious. The purpose of this study is to investigate how Generation Z is affected by the cost of cosmetics, with a focus on Faces Canada. The study focuses on the impact of important pricing factors on purchase intention, including affordability, price worthiness, price–quality balance, and promotional pricing. A standardized questionnaire based on a five-point Likert scale is used to gather primary data from Gen Z consumers using a descriptive research design. The data is analyzed using statistical techniques such chi-square analysis, mean score ranking, and percentage analysis. The study's conclusions could shed light on how price tactics affect Gen Z consumers' purchasing decisions and assist cosmetic companies, including Faces Canada, in creating sensible pricing strategies. By providing brand-specific insights into pricing and customer behavior in the Indian cosmetic sector, the study adds to the body of scholarly knowledge.

Key Words – GenZ, Cosmetics, Faces Canada, Pricing