Authors: Shreya Dabral
Abstract: The growing market for beauty serums, especially on online shopping websites such as Nykaa, offers a strong research case to study consumer repurchase behavior. This research examines the drivers of consumers' loyalty towards certain serum brands, with specific emphasis on the efficacy of Korean beauty serums and the importance of ingredient transparency. The study utilizes a quantitative approach, conducting a survey of 100 participants made up mainly of young women, a group that accounts for a large part of the serum market. Key takeaways indicate that 67% of consumers focus on product efficacy when making purchasing decisions, while 51% consider ingredients, showing a turn towards ingredient-driven purchasing habits. The findings also indicate that 37% of respondents buy serums every 2-3 months, showing moderate devotion to serum consumption and indicating the development of brand loyalty. Most importantly, 55% of consumers prefer buying online, indicating the vital role of ecommerce in the beauty sector. Even though brands such as Dot & Key and L'Oréal enjoy popularity, according to the research, 60% of the respondents have never used Korean serums and are also indifferent to their effectiveness, with 36.7% viewing them as a fleeting trend. This lack of trust is a challenge to K-beauty brands that need to present strong evidence of their product's effectiveness in order to change consumer attitudes. In addition, before-and-after outcome importance, highly rated by 57% of participants, shows the necessity to boost consumer faith by making strategies more transparent and open. Solving this research issue is essential because not only does it enrich the knowledge about consumer behaviour within the beauty segment, but also offers practical solutions for brands willing to boost market presence and cultivate consumer loyalty. Through an analysis of repurchase intentions, the present study tries to inform marketing strategies that would appeal to changing consumer preferences within the serum sector.
DOI: http://doi.org/10.5281/zenodo.15780127
