IMPACT OF PRODUCT INNOVATION ON CONSUMER BUYING BEHAVIOUR IN THE COSMETIC INDUSTRY – A STUDY IN CHENGALPATTU DISTRICT

The cosmetic industry has witnessed rapid transformation due to continuous product innovation, technological
advancement, and changing consumer preferences. In recent years, innovation in cosmetic products such as organic
formulations, sustainable packaging, dermatologically tested ingredients, cruelty-free branding, and personalized
skincare solutions has significantly influenced consumer buying behaviour. This study examines the impact of
product innovation on consumer buying behaviour in the cosmetic industry with special reference to Chengalpattu
District. The research focuses on understanding consumer perception, awareness, preference, and satisfaction
towards innovative cosmetic products available in the market. The study adopts a descriptive research design and
analyses the relationship between innovation attributes and consumer purchase decisions. Key factors considered
include product quality, brand image, packaging innovation, ingredient transparency, eco-friendliness, pricing
strategy, and promotional techniques. The findings reveal that product innovation plays a vital role in influencing
consumer attitude, purchase intention, and brand loyalty. Younger consumers, particularly urban buyers, show
higher preference for innovative and sustainable cosmetic products compared to traditional offerings. The research
highlights that innovation not only enhances product value but also builds competitive advantage in the cosmetic
market. However, factors such as price sensitivity and lack of awareness among rural consumers affect the adoption
rate of innovative products. The study concludes that cosmetic companies must continuously invest in research and
development, consumer education, and digital marketing strategies to strengthen market presence in Chengalpattu
District. The results provide insights for marketers, manufacturers, and policymakers in enhancing innovation-driven
growth in the cosmetic sector.
Key Words: continuous product innovation, technological advancement, consumer buying behavior.