The skincare industry in India has witnessed rapid growth driven by increased consumer awareness of skin health and aesthetics. This study investigates the comparative impact of traditional and modern marketing strategies on consumer purchase decisions within this industry. Traditional methods, such as television and print advertising, have historically dominated marketing efforts. However, the rise of digital technologies has introduced modern strategies, including social media marketing, influencer collaborations, and content-driven marketing. The research utilizes a quantitative approach, analyzing survey responses from 1,000 Indian skincare consumers to understand their exposure to various marketing strategies and their subsequent purchase behaviors. Findings indicate that while traditional marketing retains a strong influence, digital channels are more effective at fostering engagement, particularly among younger demographics. The study provides insights into optimizing marketing strategies, suggesting that an integrated approach combining both traditional and digital methods may yield the best results for skincare brands seeking to engage and retain their target audiences effectively.
Pushkar Som (Wed,) studied this question.