A Study on the Influence of Electronic Media in Shaping Cosmetic Purchase Decisions in Rural Areas

Author(s)	DR. MEETA SHARMA MOGHE, VIDUSHEE KADAM
Country	India
Abstract	This study explores how electronic media influences cosmetic purchase decisions among individuals living in rural areas. With the widespread use of smartphones, internet access, and social media platforms, even rural consumers have become active participants in digital marketing ecosystems. The research focuses on understanding the behavioral patterns, purchasing motivations, and media exposure that shape cosmetic buying trends. Data collected from 207 respondents through a structured questionnaire reveals that the majority of respondents are young adults aged 18–25 years, mainly students, who rely heavily on electronic media, particularly YouTube and WhatsApp, for information and advertisements. The findings suggest that media advertisements and influencer promotions play a key role in shaping brand preferences and purchase intentions among rural youth.
Keywords	Electronic media, rural consumers, cosmetics, purchase decisions, social media influence, advertisements, digital marketing
Field	Arts
Published In	Volume 6, Issue 12, December 2025
Published On	2025-12-22
DOI	https://doi.org/10.70528/IJLRP.v6.i12.1883
Short DOI	https://doi.org/hbhfgj

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