The Impact of Visual Appeal, Perceived Price, and Trust on Consumer Buying Intention Toward Cosmetic Products: an Analysis Using Structural Equation Modelling

Anamika Tiwari and Nutan Kumari ()
Additional contact information
Anamika Tiwari: Guru Ghasidas Vishwavidyalaya, Department of Commerce
Nutan Kumari: Guru Ghasidas Vishwavidyalaya, Department of Commerce

A chapter in Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), 2024, pp 456-467 from Springer

Abstract: Abstract This study applies structural equation modelling (SEM) to examine the effects of perceived price, trust, and visual appeal on consumer buying intentions towards cosmetics products. Acquiring a knowledge of such factors is vital for building successful marketing strategies in the highly competitive cosmetics market. Visual appeal, which includes both packaging design and aesthetic quality, has an immense effect on consumer decisions. Other important factors are perceived pricing, which measures how fairly a product is priced in accordance to its value, and trust, which is the degree to which a customer believes a brand will be dependable. This study reveals that visual appeal had a significant direct effect on purchase intention, followed by perceived price and trust, using a sample of 397 cosmetic consumers in Bilaspur, Chhattisgarh. The results underline how crucial it is to integrate perceived price, trust and visual appeal to increase customer purchase intentions. For cosmetic firms looking to improve their market position through strategic branding and product design, these observations have useful implications.

Keywords: Visual appeal; perceived price; trust; consumer buying intention; cosmetic products; Structural Equation Modelling (SEM) (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-612-3_30

Ordering information: This item can be ordered from
http://www.springer.com/9789464636123

DOI: 10.2991/978-94-6463-612-3_30

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().