Grougiou, VasilikiSaidu Mohammed, Bismiya2026-01-122026-01-122024https://go.griffith.ie/handle/123456789/665This research investigates the impact of Korean cosmetic products on consumer behaviour within the Indian market. By employing a quantitative approach with 80 participants, the study seeks to analyse factors driving the popularity of Korean cosmetics, including purchasing behaviour and preferences among Indian consumers. The study also assesses the influence of social media and marketing strategies, evaluates perceived product quality and identifies both challenges and opportunities for Korean cosmetic brands in India. A positivist and deductive approach are utilized, focusing on primary data collected through structured questionnaires. The findings reveal that the primary factors driving the popularity of Korean cosmetics include high product quality, reputation, peers, social media and effective marketing strategies. The study highlights the significant role of social media, particularly Instagram, and influencer marketing in shaping consumer perceptions and purchasing decisions. Data analysis shows a predominance of participants from the age group 25 to 34, with a higher proportion of females, reflecting the target demographic for beauty products. The research also indicates varying spending patterns on Korean cosmetics, with most respondents spending between 500 to 2000 INR monthly. The popularity of Korean beauty products is attributed to their high quality and eco-friendly attributes, alongside strategic marketing and celebrity endorsements. The study identifies that urban consumers are more inclined towards these products, suggesting a need for Korean brands to expand their reach into rural areas through targeted pricing and promotional strategies.Korean cosmetic productsIndian marketSocial MediaThesis