International Journal of Advance Research Publication and Reviews

International Journal of Advance Research Publication and Reviews
Peer-Reviewed | Multi-Disciplinary Journal

ISSN: 3049-0103 (O)

Impact Factor: 4.33

A Study on Female Consumers’ Buying Behaviour and Adoption of Cosmetic Products with Special Reference to Nykaa Digital Reviews

Author

Bhatia Kamalpreet Kaur, Dr. Mayur Patel

Abstract

 This study examines digital consumer responses relevant to cosmetic-product buying behaviour and adoption, using the Nykaa App Review Sentiment dataset. The supplied dataset contains 194,430 Google Play Store reviews divided into a training set of 155,544 reviews and a test set of 38,886 reviews. The variables are review content and sentiment_labels, with three sentiment classes: positive, neutral and negative. Descriptive analysis of the combined data shows 71.08% positive, 20.11% neutral and 8.81% negative reviews. The findings indicate that the digital consumer experience surrounding a cosmetics-focused platform is predominantly positive, while negative reviews tend to be substantially longer than positive reviews. Frequently occurring terms include products, love, best, nice, delivery, service, experience, order and beauty, suggesting that product experience and service interactions are important dimensions of online cosmetic consumption. The paper develops a conceptual interpretation connecting product/brand perception, digital reviews, trust and perceived value with purchase and adoption behaviour. A critical methodological limitation is that the supplied dataset does not contain gender, age, income or individual purchase variables; therefore, female-specific behavioural conclusions cannot be statistically established from this dataset alone. The study consequently treats female consumers as the conceptual population of interest while interpreting the Nykaa reviews as digital consumer evidence rather than as a gender-identified survey sample.


Keywords

Female consumers; cosmetic products; buying behaviour; adoption; Nykaa; online reviews; sentiment analysis; e-commerce; consumer behaviour.

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