Digital Media Exposure and Its Influence on Cosmetic Product Preferences among Rural Youth in India

Author(s)	Ms. Vidushee Kadam, Prof. Dr. Meeta Sharma Moghe
Country	India
Abstract	The rapid expansion of digital media has significantly transformed consumer behaviour, particularly in rural areas of India. This study examines the influence of digital media exposure on cosmetic product preferences among rural youth. With the increasing penetration of smartphones, internet connectivity, and social media platforms, rural consumers are becoming more aware of branded products and modern lifestyle trends. The research is based on primary data collected from 60 respondents, including 30 male and 30 female participants, from selected villages of Khandwa district in Madhya Pradesh. The study employs statistical tools such as mean, standard deviation, and independent sample t-test to analyse the data. The findings reveal that digital media has a statistically significant impact on cosmetic product awareness and purchasing behaviour, with female respondents being more influenced than male respondents. The study highlights the importance of digital marketing strategies in targeting rural consumers effectively.
Keywords	Digital Media, Rural Youth, Cosmetic Products, Consumer Behaviour, Social Media, Purchase Decision
Field	Arts
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-04-28

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International Journal For Multidisciplinary Research