Survey on: Impact of Artificial Intelligence (AI) on Consumer Buying Behaviour Towards Cosmetic Industry

Abstract

The Cosmetic Industry is witnessing transformative shifts in consumer behaviour, largely influenced by advancements in Artificial Intelligence (AI) technologies. The integration of AI technologies, including recommendation systems such as virtual try-ons and personalized marketing algorithms has revolutionized the way consumers interact with cosmetic products. Currently, with the rapid enhancement of AI, Cosmetic Industry experiencing transformative changes. Hence, there is need to study how artificial intelligence affects buying decisions and post purchase behaviour of customer purchasing cosmetic products. The aim of present work was to study impact of AI on consumer buying behaviour towards cosmetic industry, in Nagpur region. The existing research work is based on the quantitative research methods. The primary data was collected through the online questionnaire  by using Google Form (link - https://docs.google.com/forms/d/1wKcV8Inw7FxR5DfhuXOHbotQsum-cHCtVMTgPVn6l1M/edit) to capture as many responses as possible. Convenience sampling method was used to collect sample.  From the population of 109 the 85-sample size was selected and validated. For the present study Null hypothesis (H0) was “There is no significant impact of AI on consumer buying behaviour towards cosmetic industry” and Alternative hypothesis (H1) was “There is significant impact of AI on consumer buying behaviour towards cosmetic industry”. The data was analysed using descriptive analysis, Cronbach’ alpha testing method and Correlation analysis method. From the findings of the survey, the survey result rejected null hypothesis and supported the alternative hypothesis. The findings highlighted that there is significant relationship between artificial intelligence and consumer buying behaviour. Hence, it can be concluded that Artificial intelligence may be used by online businesses at every stage of the customer experience, including need-identification, information search, assessment, decision-making throughout the purchasing process and post-purchase behaviour to determine the purchasing patterns of customers on online platforms. The study has provided valuable insights into the transformative impact of Artificial Intelligence (AI) on consumer behavior within the cosmetic industry. It has been shown that virtual try-on tools and personalized suggestions have a significant impact on customer engagement and purchase decisions.