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A Study on Factors Influencing Consumer Buying Behaviour of Nykaa

Vanshita Bansija, Ravi Kumar Mishra

Abstract

This study explores the key factors influencing consumer buying behavior on Nykaa, a leading Indian e-commerce platform specializing in beauty and personal care products. With the rapid growth of digital retail, understanding consumer preferences has become vital for e-commerce success. The research aims to analyze the impact of factors such as delivery speed, convenience, pricing strategies, promotional offers, and product availability on consumer purchase decisions.

A structured questionnaire was used to collect primary data from 100 respondents familiar with Nykaa’s platform. The study adopted a descriptive research design and employed quantitative analysis methods, including percentage-based interpretation and graphical representation of data using tools like MS Excel and SPSS.

Findings reveal that fast delivery, attractive discounts, and ease of shopping are major motivators for consumers. However, high delivery charges and occasional product unavailability pose challenges. The majority of respondents were young, digitally active, and highly influenced by offers and influencer marketing. Based on the insights, the study recommends strategies for enhancing customer experience, including improving logistics, expanding product range, and maintaining competitive pricing.

The research contributes to a deeper understanding of consumer behavior in the Indian beauty e-commerce segment and offers practical recommendations for platforms like Nykaa to enhance user engagement and retention.