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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM52448
Volume:
9 |
9 |
Sep 2025
Pages:
1-10
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Business Management
Sri Vasavi College
Associate Professor and Head, Department of Business Management,
Sri Vasavi College, Erode
Online shopping for beauty and personal care products — cosmetics, skincare, haircare, and grooming items — has grown rapidly among India's millennial consumers, driven by rising smartphone penetration, social-media/influencer marketing, and expanding e-retail platforms. Erode district in Tamil Nadu, with its expanding urban middle class and rising digital adoption, offers a useful regional lens on this shift. Unlike general merchandise, beauty and personal care purchases carry distinctive concerns — product authenticity and genuineness, shade or formulation suitability, expiry and packaging integrity, and trust in seller/brand claims — alongside standard e-commerce satisfaction drivers. This study examines the factors influencing the satisfaction of millennial customers (born approximately 1981–1996) with online beauty and personal care product shopping in Erode district, drawing on the expectancy-disconfirmation framework of customer satisfaction and the e-service-quality literature. A descriptive research design is adopted, using a structured questionnaire administered to a sample of 100 millennial online shoppers selected through convenience/judgmental sampling across urban and semi-urban pockets of the district. Key variables examined include website/app usability, delivery reliability, price/value perception, payment security, customer service responsiveness, and — specific to this product category — product authenticity and genuineness. The paper outlines the conceptual framework, hypotheses, and analytical plan (reliability testing, the Chi-square test for association between demographic variables and satisfaction level, one-way ANOVA for satisfaction differences across occupation and income groups, and K-means cluster analysis to segment respondents into distinct shopper profiles), and discusses practical implications for online beauty retailers seeking to strengthen millennial customer satisfaction and loyalty in tier-2/tier-3 markets such as Erode.
KEYWORDS
Online shopping for beauty and personal care products is increasingly embedded in the everyday consumption patterns of millennial customers in semi-urban districts such as Erode, Tamil Nadu. Drawing on established satisfaction and service-quality frameworks, this study proposes a structured empirical approach to identifying the factors — spanning platform usability, delivery, price/value, payment security, customer service, and the category-specific dimension of product authenticity — that most strongly shape millennial satisfaction in this regional context. The findings, once the primary data collection and analysis outlined above are completed, are expected to offer actionable, regionally grounded guidance for online beauty and personal care retailers and policymakers seeking to deepen e-commerce adoption and customer loyalty in Tamil Nadu's tier-2/tier-3 markets, and to open avenues for comparative research across generational cohorts, districts, and product categories.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362–375
Publication Date
9/24/2025
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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