Keywords : Nykaa, Consumer Buying Behavior, Online Shopping,

Abstract : This research delves into the key factors influencing consumer buying behavior toward Nykaa, a leading online beauty and wellness platform, with a particular focus on users in Rajkot city. Utilizing a structured questionnaire, data was collected from 128 respondents to gain insights into customer preferences, brand perception, satisfaction levels, and shopper categories-ranging from impulsive buyers to those drawn by offers and discounts. The findings reveal that demographic variables such as age do not significantly shape online shopping behavior. However, the perceived uniqueness of Nykaa—especially in terms of product quality, brand authenticity, and promotional offers—plays a crucial role in boosting customer satisfaction. Shoppers who view Nykaa as offering genuine, high-quality products are more likely to report positive experiences and continued loyalty to the platform. Conversely, the study highlights that negative purchasing experiences, including late deliveries or receiving damaged products, substantially lower customers’ willingness to make future purchases. These setbacks can quickly erode trust, making it essential for Nykaa to address such issues proactively. The study concludes with actionable recommendations for Nykaa to enhance its customer satisfaction and retention rates. Suggestions include offering more personalized services, improving delivery logistics, and increasing customer interaction through engaging and responsive communication channels. By focusing on these areas, Nykaa can strengthen its position in the Rajkot market and better meet the evolving expectations of its consumers.

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