“THE IMPACT OF INFLUENCER MARKETING ON CONSUMER BUYING BEHAVIOUR (A CASE STUDY OF MAMAEARTH PRODUCTS)”

Abstract

The Beauty & Personal Care market is thriving and one of the fastest growing consumer markets in India, driven in particular by the Cosmetics and Skin Care segments. The main reason for this strong growth is the generational shift with young consumers entering the market. At the same time, this change is reinforced by social media, internationality, and eCommerce, which have a lasting effect on buying behavior when it comes to beauty products. According to IMARC group the India beauty and personal care market size reached US$ 26.3 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 38.0 Billion by 2028, exhibiting a growth rate (CAGR) of 6.45% during 2023-2028. One of Indian's successful beauty and personal care companies in 'Mamaearth' by Gazal Alagh and Varun Alagh. In 2016, the couple launched the brand under the parent company Honasa Consumer Pvt Ltd, in Gurugram using the best available ingredients – natural, plant-based or manmade, which are both certified safe as well as effective. In just four years, Mamaearth became Asia’s first brand to get the Made Safe certification for its toxin-free products.The company started with six products in the baby care range, Mamaearth has now diversified into skin and hair care products for men and women across 80 SKUs and catered to over 1.5 million consumers in more than 500 cities across India. Mamaearth is one of India’s fastest-growing brand crossing Rs 100 crore turnover mark in just four years. Mamaearth ditched the conventional marketing style and very strategically used social media extensively, especially influencer marketing which did wonders for them and within 6 years became a unicorn in 2022. Mamaearth targeted niche-specific, famous influencers for their campaigns and instead of running monotonous campaigns repeatedly, it came up with creative ideas that users couldn’t help but engage which helped Mamaearth increase not just its brand awareness but also its revenue. In this new marketing concept 'Influencers' have more significant impact on consumers. The aim of research paper is to study the impact of influencer marketing on purchase and post purchase decision of mamaearth products and to analyse effectiveness of different social media platforms. Simple random sampling is used to study the individuals of age group 18-30 for conducting this research.