IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-612-3_30.html

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

In: Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024)

Author

Listed:
  • Anamika Tiwari

    (Guru Ghasidas Vishwavidyalaya, Department of Commerce)

  • Nutan Kumari

    (Guru Ghasidas Vishwavidyalaya, Department of Commerce)

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.

Suggested Citation

  • Anamika Tiwari & Nutan Kumari, 2024. "The Impact of Visual Appeal, Perceived Price, and Trust on Consumer Buying Intention Toward Cosmetic Products: an Analysis Using Structural Equation Modelling," Advances in Economics, Business and Management Research, in: Saurabh Gupta & Himanshu Vaishnaw & Manoj Kumar Mishra (ed.), Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD 2024), pages 456-467, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-612-3_30
    DOI: 10.2991/978-94-6463-612-3_30
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-612-3_30. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.