A STUDY ON CONSUMER PERCEPTION TOWARDS ORGANIC COSMETIC BRANDS

MARKETING

ABSTRACT The study examines how consumers view and respond to organic cosmetic products. With increasing awareness about health, environmental protection, and the harmful effects of chemical-based cosmetics, many consumers are shifting toward organic and natural beauty products. This study aims to understand consumer awareness, preferences, and factors influencing the purchase of organic cosmetic brands. Primary data was collected through a structured questionnaire from 100 respondents. The study analyses various factors such as brand preference, product quality, price, ingredients, and the influence of social media and online reviews on purchasing decisions. The results indicate that most consumers prefer organic cosmetics due to their natural ingredients, skin safety, and environmental benefits. Social media and peer recommendations also play an important role in shaping consumer perception. The study concludes that consumer perception toward organic cosmetic brands is generally positive, and increasing awareness and marketing efforts can further promote the growth of organic cosmetic products in the market.

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