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

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

Authors
Anamika Tiwari1, *, Nutan Kumari1
1Department of Commerce, Guru Ghasidas Vishwavidyalaya, Bilaspur, Chhattisgarh, India
*Corresponding author.
Corresponding Author
Anamika Tiwari
Available Online 31 December 2024.
DOI
10.2991/978-94-6463-612-3_30How to use a DOI?
Keywords
Visual appeal; perceived price; trust; consumer buying intention; cosmetic products; Structural Equation Modelling (SEM)
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-612-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-612-3_30How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Anamika Tiwari
AU  - Nutan Kumari
PY  - 2024
DA  - 2024/12/31
TI  - The Impact of Visual Appeal, Perceived Price, and Trust on Consumer Buying Intention Toward Cosmetic Products: an Analysis Using Structural Equation Modelling
BT  - Proceedings of the 5th International Conference on the Role of Innovation, Entrepreneurship and Management for Sustainable Development (ICRIEMSD-2024)
PB  - Atlantis Press
SP  - 456
EP  - 467
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-612-3_30
DO  - 10.2991/978-94-6463-612-3_30
ID  - Tiwari2024
ER  -