Reasons Consumers Buy Cosmetics at Offline Stores

Consumer Services & Health

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Nabilah Muhamad 19/08/2024 17:50 WIB

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A survey by SOCO's Insight Factory reveals that the majority of respondents, or 77%, purchase beauty products offline because they want to try the products in person.

Reasons for Indonesian Consumers Purchasing Beauty Products Offline (2023)

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Reasons Consumers Buy Cosmetics at Offline Stores

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Reasons for Indonesian Consumers Purchasing Beauty Products Offline (2023)

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Insight Factory by SOCO, the market research company owned by PT Social Bella (Sociolla), has revealed why Indonesian consumers buy cosmetics and beauty products offline, directly from stores.

Survey results show that the majority, or 77% of respondents, buy cosmetics offline because they want to try the products directly—for example, smelling them, seeing the color, and feeling the texture.

Furthermore, 66% of respondents want to receive products in good condition, and 61% shop for cosmetics offline to get recommendations or consultations from beauty advisors.

“Experience and consultation are the main reasons why consumers prefer to shop in offline stores,” wrote the Insight Factory by SOCO team in their report titled *Behavior in Purchasing Beauty Categories*.

In addition, 58% of respondents shop for cosmetics offline due to impulse purchases or simply happening to pass by a store.

Insight Factory by SOCO conducted this survey using their internal consumer database, which largely represents Generation Z and millennials from various regions of Indonesia. Data collection took place in 2023.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."