A Study on Customer Preference Towards Imported Skincare Products with Reference to Coimbatore City

Abstract

The rapid expansion of the global skincare industry has significantly influenced consumer behavior in emerging markets. Increasing awareness about skin health, digital exposure, and accessibility to international brands have accelerated demand for imported skincare products in India. This study investigates consumer preference towards imported skincare products with specific reference to Coimbatore city. A descriptive research design was adopted, and primary data were collected from 100 respondents using structured questionnaires. Analytical techniques such as percentage analysis, descriptive statistics, and Friedman ranking were applied. The results indicate strong awareness, frequent usage, and high satisfaction levels among consumers, particularly within younger demographic groups. Online purchasing platforms emerged as the dominant distribution channel. The study highlights the importance of ingredient transparency, brand credibility, and digital influence in shaping purchase decisions. The findings provide insights for marketers and contribute to academic understanding of consumer behavior in the imported skincare segment.

Introduction

The skincare industry has evolved into an important part of daily self-care, with consumers becoming more aware of skin health, product ingredients, and long-term benefits. Social media, influencers, and e-commerce have increased exposure to international beauty standards, leading many consumers to prefer imported skincare products due to their perceived innovation, scientific formulation, and high quality. In cities like Coimbatore, rising income levels, changing lifestyles, and digital accessibility have further increased the demand for imported skincare brands.

Previous studies highlight several factors influencing consumer preference. Premium pricing often signals superior quality, while consumer awareness and education improve purchase decisions. Strong global brand reputation builds trust, and the growing trend toward organic and clean-label products has also increased the popularity of imported brands.

The study aimed to identify factors influencing customer preference, analyze consumer satisfaction, and examine the role of online platforms in purchasing imported skincare products. Using a descriptive research design, primary data was collected from 100 respondents through a structured questionnaire. Data analysis methods included percentage analysis, descriptive statistics, chi-square tests, and the Friedman rank test.

Results show that online reviews (32%) are the most important factor influencing purchase decisions, followed by ingredients (26%) and brand name (18%), while price (14%) is less important. Consumer satisfaction with imported skincare products is very high, with 42% very satisfied and 33% satisfied, and no respondents reporting dissatisfaction. Regarding purchasing platforms, brand official websites (31%) are the most preferred, followed by Flipkart (26%) and Amazon (20%).

The findings indicate that consumers prioritize product effectiveness, ingredient transparency, and brand credibility over price. The study suggests that companies should focus on improving online reviews, maintaining product quality, highlighting ingredients, enhancing official websites, and strengthening digital marketing strategies to attract and retain customers.

Conclusion

The study concludes that customer preference towards imported skincare products is mainly influenced by reviews, ingredients, and brand reputation rather than price. Consumers in Coimbatore city demonstrate a high level of satisfaction with imported skincare products, indicating positive perception regarding quality and effectiveness. Online platforms, particularly official brand websites, play a crucial role in purchase decisions, reflecting consumer preference for authenticity and convenience. The findings suggest that imported skincare brands have strong growth potential in urban markets. Companies that emphasize product transparency, maintain quality standards, and strengthen their digital presence can sustain competitive advantage in the skincare industry.

References

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Copyright

Copyright © 2026 Ms. Aruna Laxmi T, Dr. R. Kavithamani. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.