A Study on Customer Preference Towards Imported Skincare Products with Reference to Coimbatore City

The rapid expansion of the global skincare industry has significantly influenced consumer behavior in emerging markets. Increasing awareness about skin health, digital exposure, and accessibility to international brands have accelerated demand for imported skincare products in India. This study investigates consumer preference towards imported skincare products with specific reference to Coimbatore city. A descriptive research design was adopted, and primary data were collected from 100 respondents using structured questionnaires. Analytical techniques such as percentage analysis, descriptive statistics, and Friedman ranking were applied. The results indicate strong awareness, frequent usage, and high satisfaction levels among consumers, particularly within younger demographic groups. Online purchasing platforms emerged as the dominant distribution channel. The study highlights the importance of ingredient transparency, brand credibility, and digital influence in shaping purchase decisions. The findings provide insights for marketers and contribute to academic understanding of consumer behavior in the imported skincare segment.