Demographic Influence on Buying Behavior of Organic Beauty Products in Amravati City

The rising consciousness of health, wellness, and environmental sustainability has created a substantial shift in consumption patterns from chemical cosmetics to organic cosmetics. The paper discusses the impact of demographics on the purchasing behavior of consumers of organic cosmetics in the city of Amravati. The main aim of the research study is to understand consumer awareness and behavior patterns and to what extent factors such as age, gender, income, education, and occupation of a person act as significant influencers or Decision Factors in buying such products. This research study employed a descriptive research design. The data was collected from 35 participants using a structured research questionnaire targeting the most popular brands in the market of organic cosmetics such as Mamaearth, Biotique, and Khadi Naturals. On the other hand, the secondary data was obtained from periodicals such as research articles published in various research papers and reports. The data thus obtained was processed with the use of various statistics such as percentage analysis and the Chi-square test. The result of the study showed that ‘demographics’ play a significant role in awareness as well as buying behavior of such cosmetic brands. This research paper adds to the body of academic knowledge with specific insights regarding a Tier III city and offers a significant range of applications to marketeters of such brands as the paper aims at offering some key insights to make such brands a success in emerging Tier III cities.