RISING PATRONAGE OF COSMETIC PRODUCTS AMONG MILLENNIALS AND GEN Z WOMEN’S MIND-SET IN THE CONSUMERISM ASPECT IN GANGTOK DISTRICT, SIKKIM

DOI: https://doie.org/10.10399/APER.2026274965

Authors:

Ms. Binny Upadhaya, Dr. S. Illayashankar

Keywords:

Cosmetic products, Millennials, Gen Z, Consumerism, Brand consciousness.

Abstract:

The maturing attitudes and way of consumption in lifestyle of Millennials and Gen Z amongst women has made a humongous shift in the cosmetic market in the recent years. This study explores the rising patronage of cosmetic products among Millennials and Gen Z women’s mind-set in the consumerism aspect in the Gangtok district of Sikkim. The primary objective in this study is to examine the impact of the socio – economic factors on the purchase decision of consumers and to understand the impulsive purchase behaviour that leads towards consumerism in the areas of cosmetic products. A Descriptive research design was employed, using the structured questionnaire and distributed to the age group of 13 – 44, representing from the different horizons of the socio-economic background women’s pertaining to Gangtok district. The data collected were analysed using the statistical tool which includes descriptive analysis, Multi regression, Correlation and Anova to determine the socio demographic profiles of the respondent with the other variables. The study shows that women are more likely to be associated to the social pressure and psychological factors which is one of the components of the society that enriches their self-confidence. Inclusion with the multi response of the respondent’s, brand plays a pivotal role in the consumption of cosmetic products which gives a space for the marketers to explore in the Gangtok districts where accessibility plays a big picture role which shifts the paradigm of brand value and reliability of the public towards the consumerism loop. Hence the result shows an insight for the marketers and cosmetic brands to align with the changing preferences of the women’s in the cosmetic products and brands in Gangtok district

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