Authors: Assistant Professor Dr.K.Umamaheswari, Assistant Professor Dr.M.Sathyapriya
Abstract: Herbal cosmetics have become an important area of consumer interest, creating opportunities for marketers to develop effective product positioning, branding, and promotional strategies. Understanding the factors influencing consumer purchase behaviour is important for herbal cosmetic businesses seeking to build consumer trust and long-term customer relationships. This study aims to examine the relationships between perceived product quality, brand trust, digital marketing exposure, price perception, and purchase intention towards herbal cosmetics among consumers in Tamil Nadu, India. The proposed study adopts a quantitative, cross-sectional research design using a structured questionnaire administered to consumers who have used herbal cosmetic products. Descriptive statistics, reliability analysis, correlation, and multiple regression are proposed for analysing the collected data. The study will examine the extent to which the selected marketing-related factors are associated with purchase intention and whether purchase intention is associated with actual purchasing behaviour.
