A STUDY ON BRAND AWARENESS AND CUSTOMER PREFERENCES TOWARDS NYKAA PRODUCTS

A STUDY ON BRAND AWARENESS AND CUSTOMER  PREFERENCES TOWARDS NYKAA PRODUCTS

SHIWANI SAHU – 136338

Shiwanisahu448@gmail.com

UNDER THE GUIDANCE OF

Dr. G. SATISH KUMAR , Assistant Professor

Management and Commerce NIMS University, Jaipur

ABASTRACT

This study investigates the relationship between brand awareness and customer preferences towards Nykaa products, a prominent player in the beauty and cosmetics industry in India. The beauty industry has witnessed significant growth in recent years, with consumers becoming more discerning and brand-conscious. Nykaa, a leading online beauty retailer, has rapidly expanded its product range and market presence, making it an intriguing case for analysis.

The findings suggest a strong positive correlation between brand awareness and customer preferences towards Nykaa products. Higher levels of brand recognition and recall are associated with greater trust, loyalty, and inclination to purchase Nykaa offerings. Additionally, factors such as product quality, variety, and a seamless online shopping experience play crucial roles in shaping consumer preferences.

Implications of the study extend to marketing strategies aimed at enhancing brand awareness and customer engagement. By understanding the factors driving consumer preferences, Nykaa can refine its product offerings, pricing strategies, and promotional activities to resonate better with its target audience. Moreover, the study contributes to the broader understanding of brand-consumer dynamics in the context of the rapidly evolving beauty industry landscape.

Keywords: Brand awareness, Customer preferences, Nykaa, Beauty industry, Consumer behavior, Marketing strategies.