A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS NAYKAA ONLINE SHOPPING APP FOR SKINCARE

This research study focuses on understanding the consumer buying behaviour towards the Nykaa online shopping app among college students, with special reference to skincare products. In today’s digital era, online shopping has become an important part of consumers’ daily lives, especially among young students who prefer convenience, variety, and better offers. Nykaa, being one of the leading beauty and lifestyle e-commerce platforms in India, has gained significant popularity among students due to its wide range of skincare, cosmetic, and wellness products.

The main purpose of this study is to examine the factors that influence students’ buying decisions while using the Nykaa app. These factors include product variety, price, discounts and offers, product reviews, brand trust, delivery services, payment options, and the overall user experience of the app. The study also aims to measure the level of customer satisfaction and identify the common problems faced by users while shopping online.

For this research, data is collected through a structured questionnaire from college students. The study uses simple statistical tools such as percentage analysis, tables, and charts to understand the responses clearly. The findings of the study help in understanding the preferences, attitudes, and satisfaction level of the consumers.

This research is useful for understanding how online shopping apps influence the buying behaviour of young consumers. It also provides suggestions for improving customer satisfaction and helps Nykaa enhance its app features, marketing strategies, and service quality. Overall, the study highlights the growing importance of online shopping platforms in the beauty and skincare market and their impact on consumer decision-making.