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A SURVEY REPORT

Of
A STUDY OF THE BRAND CHOICE OF THE FEMALE
CONSUMER TOWARDS THE PURCHASE OF THE
COSMETICS PRODUCTS IN VARANASI CITY
SUBMITTED FOR THE PARTIAL FULFILLMENTOF
BACHELOR OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT SCIENCES
VARANASI

BATCH: 2011-14
UNDER THE GUIDANCE OF SUBMITTED BY
Dr. RAJ KUMAR SINGH SAQUIB NAUSHAD
ASSOCIATE PROFESSOR BBA-VI B 120

DECLARATION
I here by declare that this survey titled as,!A STUD" OF THE BRAND CHOICE OF THE
FEMALE CONSUMER TO#ARDS THE PURCHASE OF THE COSMETICS
PRODUCTS IN VARANASI CIT"$ is my original work under the guidance of Dr.
RAJKUMAR SINGH %ASSOCIATE PROFESSOR& towards partial fulfilment of the
requirements for the BBA course School of Management Sciences, Varanasi I have utili!ed the
requisite concepts and applied the required methodologies to analy!e the primary data collected
to reach the conclusion present in the report
This is my original work and the same has not been copied or submitted by me to
any other institution/ university, for the award of any degree/diploma etc.
SAQUIB NAUSHAD
BBA VI B
ROLL NO- 120
ACKNO#LEDGEMENT
"esearch work is a combined effort, so one should thank all that have helped in making the
report purposeful #ence I take this opportunity to thank all that have been instrumental in
helping me to prepare this report
It is great honour to be assigned this topic I am immensely grateful to Dr. RAJKUMAR
SINGH %ASSOCIATE PROFESSOR& for his continuous support and guidance while pursuing
the pro$ect and for taking pains to give his valuable inputs to structure the report %ithout his
help and valuable inputs and guidelines, the
&ompletion of this pro$ect would not have been possible
I am immensely grateful to PROFESSOR. P.N JHA %D'r()*+r , SMS V-r-.-/'& for providing
me this opportunity to prove my skills and shoulder the responsibilities through this survey
report
I also want to thank Dr.ATISH KHADSE %C++r0'.-*+r1 BBA& for providing me this
opportunity
I also want to thank all teachers, the staff member and library members for their valuable advice
and guidance which helped me to make this report purposeful
I specially wish to thank all other people directly or indirectly related with my research and my
friend as without their valuable support this report would not have been possible
SAQUIB NAUSHAD
BBA VI B
ROLL NO - 120
PREFACE
It is a great honour to work on a pro$ect assigned to me and to prepare a report on that'his
pro$ect gives information about the A STUD" OF THE BRAND CHOICE OF THE
FEMALE CONSUMER TO#ARDS THE PURCHASE OF THE COSMETICS
PRODUCTS IN VARANASI CIT".
'he topic assigned to me was a very challenging one and I had to work really hard to collect the
relevant data After analy!ing those data I have reached a conclusion which has been clearly
stated in the report
It was not an easy $ob to work on this pro$ect and was possible only with the great help and
guidance of my mentor DR. RAJ KUMAR SINGH %ASSOCIATE PROFESSOR& who guided
me to the right path in each and every problem that I was confronted with
P2-)( , V-r-.-/' SAQUIB NAUSHAD
BBA VI B
D-*( ,1032014 ROLL NO - 120


CONTENTS
CONTENT !"#E NO.
T$%ENT %EC&"'"T(ON
"C)NO*&E%#E+ENT
!'E,"CE
T"-&E O, CONTENT
.. (NT'O%$CT(ON / 0 1
2. &(TE'"T$'E 'E3(E* .4
5. 'EE"'C6 O-7ECT(3E ..
8. 'EE"'C6 +ET6O%O&O#9 : %"T" CO&&ECT(ON O$'CE .2
;. %"T" "N"&9( : (NTE'!'ET"T(ON .5 0 5.
/. ,(N%(N# "N% $#ET(ON 52
<. &(+(T"T(ON 55
=. CONC&$(ON 58
1. "NNE>$'E
a? @$ET(ONN"('E 5; 0 5=
b? -(-&(O#'"!69 51

(NT'O%$CT(ON
Markets has become significant as consumers are increasingly becoming aware of
appearance, beauty, grooming and the choice of personal care products. Understanding
this sector should be of
valuable use to marketers in identifying marketing opportunities to
ensure greater efficiency in the use of resources and other efforts,
which are directly related to consumer purchasing behaviour such as
market segmentation, consumer targeting, product features,
promotional and selling efforts. This paper provides an overview of
the cosmetics market and its importance and examines the influence
of various parameters and brand loyalty on womens buying
behaviour concerning cosmetics. This study will provide useful
information to the business sector as well as dealers in retailing
sectors.
Since !!, when economic liberali"ation took place, many #ndian
women have been crowned at international beauty pageants and this
has corresponded with an increase on focus on the cosmetics industry.
Subse$uently, there has been a change in consumption of cosmetics
and so the sector has been growing. The #ndian cosmetics industry has
experienced rapid growth in the last couple of years, growing at
around %.&' between ())* and ())+. ,hile this is due to the
improving purchasing power and increasing fashion consciousnes
the industry is expected to have maintained growth momentum during
the period ())!-()( and beyond. #n this sector, both electronic as
well as print media are playing an important role in spreading
awareness about the various products available and in developing
fashion consciousness among the #ndian consumers.
.ccording to #ndian /osmetic Sector .nalysis 0())!-()(1 02esearch
and Markets, ()(1, the #ndian cosmetics industry is expected to
witness fast growth rates in the coming years on the back of an
increase in the consumption of beauty products. 3wing to growing
disposable income of the middle class households and changing
lifestyle, it is expected that the cosmetics industry will grow at a
cumulative annual growth rate 0/.421 of around %' during ())-
()5. ,orking women with high disposable income spend more on
cosmetics and beauty products and, particularly, international brands,
which are the most popular in the market. .ccording to 2etail
#nternational, retail accommodation for beauty product retailers has
grown 5)' in the last three years to account for (&-5)' of all retail
space in the market. Ma6or brands are very active and more of the key
suppliers are expected to follow such branded cosmetics. The market7s
growth is also attributed to the region7s demographics, with a
population of young, fashionable trendsetters with high disposable
income 0#89:, ()51. 3wing to the lack of local cosmetics
manufacturers, most companies tend to sell as wide a range of
cosmetics products as they can.
The #ndian /osmetics #ndustry is defined as skin care, hair care,
colour cosmetics, fragrances and oral care segments which stood at an
estimated ;(.& billion in ())+ and is expected to grow at %',
according to an analysis of the sector. Today, the herbal cosmetics
industry is driving growth in the beauty business in #ndia and is
expected to grow at a rate of %' as more people switch to organic
products and not chemical ones.
The industry is expected to have maintained growth momentum during
the period ())!-()( and beyond. #n this sector, both electronic as
well as print media are playing an important role in spreading
awareness about the various products available and in developing
fashion consciousness among the #ndian consumers.
.ccording to #ndian /osmetic Sector .nalysis 0())!-()(1 02esearch
and Markets, ()(1, the #ndian cosmetics industry is expected to
witness fast growth rates in the coming years on the back of an
increase in the consumption of beauty products. 3wing to growing
disposable income of the middle class households and changing
lifestyle, it is expected that the cosmetics industry will grow at a
cumulative annual growth rate 0/.421 of around %' during ())-
()5. ,orking women with high disposable income spend more on
cosmetics and beauty products and, particularly, international brands,
which are the most popular in the market. .ccording to 2etail
#nternational, retail accommodation for beauty product retailers has
grown 5)' in the last three years to account for (&-5)' of all retail
space in the market. Ma6or brands are very active and more of the key
suppliers are expected to follow such branded cosmetics. The market7s
growth is also attributed to the region7s demographics, with a
population of young, fashionable trendsetters with high disposable
income 0#89:, ()51. 3wing to the lack of local cosmetics
manufacturers, most companies tend to sell as wide a range of
cosmetics products as they can.
The #ndian /osmetics #ndustry is defined as skin care, hair care,
colour cosmetics, fragrances and oral care segments which stood at an
estimated ;(.& billion in ())+ and is expected to grow at %',
according to an analysis of the sector. Today, the herbal cosmetics
industry is driving growth in the beauty business in #ndia and is
expected to grow at a rate of %' as more people switch to organic
products and not chemical ones.
. #nformation Search
.fter the consumer has recogni"ed the need, she will try to find the
means to solve that need. :irst, she will recall how she has solved
such a problem in the past, if relevant, which is called nominal
decision making. Secondly, the consumer will try to solve the problem
by asking a friend or going to the market to seek advice concerning
which product will best serve the need and this is called limited
decision making. <ere, consumers actively or passively involve
themselves in locating appropriate information as per their needs for
cosmetics products. /onsumers search for information such as product
range availability, price, product suitability and use and the nature of
the products. 3pinions of family, friends, doctors and beauticians, as
well as reference to company websites and advertisements are ma6or
information sources as regards to cosmetics
.
(. 9valuation of alternatives
/onsumers evaluate alternatives according to various criteria such as
features, characteristics and benefits that a consumer desires in
solving the specified problem. The consumer will decide which
product to buy from a set of alternative products depending on the
uni$ue features, if any, that the product offers. <ere consumers
evaluate the different alternatives in cosmetics products as per their
needs on the basis of price, $uality, brand image, ingredients,
suitability, availability and other relevant features.
5. =urchase .ction
This stage involves the selection of a brand and the retail outlet at
which to purchase the desired product. .fter selecting where to buy
and what to buy, the consumer completes the final step of transaction
with either cash or credit. .fter evaluation among the different
cosmetics brand available in the market now, consumers finally buy
the products desired as per needs. <ere consumers evaluate the
purchase decision considering various risks like functional risks,
physical risks, financial risks and psychological risks.

>. =ost-purchase .ctions

#n the event of favourable post-purchase evaluation, the customer will
be satisfied with the process. <owever, if the products perceived
performance level is below expectation, then this will in due course
lead to dissatisfaction. /onsumers, if satisfied, are then likely to use
the same cosmetics brand in future, which is what gives rise
eventually to brand loyalty. #f particular products do not perform as
per their expectations, then consumers are likely to switch to another
brand if one is available and it is perceived to exceed the performance
of the current product.
This is the model of consumer buying behaviour that will be
investigated in this paper.
?#T92.TU29 29@#9,
.aker A Beller 0!!)1 argued that loyalty is closely associated with
various factors, one of the main ones being the experience of use.
/ustomers may be loyal owing to high switching barriers related to
technical, economical or psychological factors, which make it costly
or difficult for the customer to change. :rom another point of view,
customers may also be loyal because they are satisfied with the brand
and thus want to continue the relationship 0:ornell, !!(1.
Beller 0())51 argued that famous brand names can disseminate
product benefits and lead to higher recall of advertised benefits than
non-famous brand names. There are many unfamiliar brand names
and alternatives available in the market place. /onsumers may prefer
to trust ma6or famous brand names for satisficing purposes.

These prestigious brand names and their images attract consumers to
purchase the brand and bring about repeat purchasing behaviour and
reduce price related switching behaviours 0/adogan A :oster, ()))1.
Bohli A Thakor 0!!%1 argued that a brand name involves the creation
of an image or the development of a brand identity and is an
expensive and time consuming process. The development of a brand
name is an essential part of the process since the name is the basis of a
brands image. 8rand name is important for the firm to attract
customers to purchase the product and influences repeat purchasing
behaviour. /onsumers tend to perceive the products from an overall
perspective, associating with the brand name all the attributes and
satisfaction experienced by the purchase and use of the product and,
indeed, any negative associations that might exist.
Cuff 0())%1 investigated the niche market in womens cosmetics and
observed that cosmetics buyers were becoming more fashion
conscious and were demanding products with more attractive designD
furthermore, consumers have a tendency to use different makeup
designs for different occasions. #t is further argued that design or
visual appearance is the important part of the product, which includes
line, shape and details affecting consumer perception towards a brand.
Sproles A Bendall 0!+*1 defined fashion consciousness as an
awareness of new designs, changing fashions and attractive styling, as
well as the desire to buy something exciting and trendy. They also
observed that brands that supply stylish packages of features can
attract loyal consumers who are fashion conscious. :ashion leaders or
followers usually purchase or continue repeatedly to purchase their
products in stores that are highly fashionable. They gain satisfaction
from using the latest brands and designs which also satisfies the
consumers ego.
4uthrie, Bim A Eung 0())+1 examined women7s perceptions of brand
personality in relation to women7s facial image and cosmetic usage.
This study sought to develop a better understanding of how various
factors influence perceptions of cosmetic brands in the US.. The
survey included items measuring facial image, cosmetic usage, brand
personality and brand attitude. The findings showed that an effective
brand personality was important across all three brands, although
consumer perceptions pertaining to the remaining brand personality
traits differed. The study found that consumers7 facial image
influenced the total $uantity of cosmetics used. 2esults also indicated
that a relationship existed between facial image and brand perceptions.
Bhraim 0()1 argued that product $uality plays a significant role in
influencing consumers to be brand loyal customers. .dditionally, the
overall findings of the study showed that, amongst others, U.9
consumers preferred brand name, product $uality, price, promotion,
store environment and service $uality as relevant factors attributable
to brand loyalty. .ll these factors showed positive relationships with
brand loyalty, except design, which had no relationship. Undeniably,
the cosmetics industry is one area which offers vast potential in the
consumer market where there is an increase in social activities. More
reliable and positive findings on this topic would have an impact on
consumers, marketers and policy-makers. Marketers should find it
useful to understand how loyalty factors can affect consumer-buying
behaviour in the marketplace, which can help in segmenting
consumers and markets for their brands and marketing
communication.
8y examining how cosmetic usage determines brand
perceptions, companies can improve their marketing strategies to
enhance customer satisfaction and increase their customer base.
Moreover, by identifying the brand personalities that attract
consumers, companies can pinpoint the characteristics customers look
for in a product, which in turn can be used to enhance brand image.
/adogan A :oster 0()))1 argued that price is probably the most
important consideration for the average consumer. /onsumers with
high brand loyalty are willing to pay a premium price for their
favoured brand, so their purchase intention is not easily affected by
price. #n addition, customers have a strong belief in the price andvalue of their favorite
brands, so much so that they would compare
and evaluate prices with alternative brands 0Beller, ())51.
/onsumer satisfaction can also be built by comparing price with perceived costs and
values. #f the perceived values of the product are greater than cost, it is observed that
consumers will purchase that product. ?oyal
customers are willing to pay a premium even if the price has increased
because the perceived risk is very high and they prefer to pay a higher
price to avoid the risk of any change 0Foon A Bim, ()))1.
'EE"'C6 O-7ECT(3E
G To study the impact of buying behaviour of female consumer segment towards
purchase of cosmetics product
G #mpact of Marketing Mix on the consumer buying behaviour towards the
cosmetics product.
G To study factors related with the decision making process affecting the
consumer buying behavior with respect to cosmetics product
'EE"'C6 +ET6O%O&O#9 "N% %"T" CO&&ECT(ON O$'CE
The reason to choose this study is that to know the impact of cosmetics product on
female consumer in @aranasi and near by areas.
:or this research we make use of explanatory and exploratory and descriptive study.
The research has been done through structured $uestionnaire keeping in mind the
ob6ective of the study and secondary data analysis.
Types / source of data collected
8asically two types H source of data collected from this survey
. !rimary data
The primarily sources are interviews and filling $uestionnaire for which samples of %)
respondents were selected for this study.
-asically this data has collect from filling Auestionnaire which has filled by some
student of + College , some is filled by various college : school student and
some is filled by young girl :women
2. econdary %ata
The secondary sources are from books, 6ournals and website
ample Type
convenient sampling method
ample universe
3aranasi
ample iBe
The Si"e of the sample taken in this study is%).
!eriod of tudy
The study was done during May ()> to Eune ()>
.
"rea of the study
@aranasi
%ata $sageC
:or analysis and interpretation, only primary data is used. <owever for conclusion and
recommendations both primary and the secondary data along with the verbal
knowledge and information

%"T" "N"&9( : (NTE'!'ET"T(ON
A STUD" OF THE BRAND CHOICE OF THE FEMALE CONSUMER
TO#ARDS THE PURCHASE OF THE COSMETICS PRODUCTS IN
VARANASI CIT".
Age (roup of "espondents
"ge #roup No. of 'espondents !ercentage
.; 0 24 24 21
2. 00 2; 8/ /;
2/ 00 54 5 8
5. and above . 2
Total <4 .44

"N"&9(
:rom the given data it can be interpreted that maximum number of respondent is *&'
from the age group of(-(& years and minimum respondent is (' from the age group
of 5and above.
.. DO YOU USE COSMETICS PRODUCTS?
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
"(/ <4 .44
N+ 0 0
S+7(*'7(/ 0 0
C-. .+* /-8 0 0
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that all %)' of female use cosmetics product in
varanasi
2. SINCE HO# LONG "OU ARE USING COSMETICS PRODUCTS9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
&ess than siD month 24 2=
SI: MONTHS TO A "EAR 1; 21
T*O 9E"' 24 21
,(3E 9E"' .; 22
TOT"& <4 .44
"N"&9(
:rom the given data we can interpret that (+'respondents use less than six month
while ( ' respondents use six month tp a year and (!' respondents use two year
and ((' respondents use five year.
5.#HAT KIND OF COSMETICS PRODUCTS DO "OU USE9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
FACE #ASH 21 82
SCURB .; 22
KAJAL 24 2=
LIPLINNEAR / =
TOTAL <4 .44
"N"&9(
:rom the given data we can interpret that >(' respondent says that they like the face
wash due to above all option which includes scrub ,ka6al,liplinear, while +' respondent
says that they like only lipIlinear due to showing of smart looking, whereas (('
respondent says that they like scrub due to scrubing of the face and (+' respondent
says that they like ka6al due to good looking of the eye.
8. #HICH COSMETICS PRODUCT IS MOSTL" USED B" "OU9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
2'42'.(-r 24 21
<-=-2 2; 5/
2'4'/*')/ 24 2=
2'42+// ; =
T+*-2 <4 .44
"N"&9(
:rom the given data we can interpret that (!' respondent use liplinear products which
are of good $uality , while5*' respondent use ka6al are being goods are of good
$uality, whereas (+' respondent says that lipistics the product which are being are of a
good $uality and +'respondent has use liploss are of good $uality.
;. #HICH COSMETICS PRODUCT DO "OU USE MA:IMUM IN
QUANTIT" > FREQUENC"9

'E!ONE NO O, 'E!ON%ENT !E'CENT"#E
&")+E 24 21
'E3&ON 24 2=
-&$E6E"3EN .; 22
O&"9 ; =
+"9-E&&(NE 8 /
&OT$ / 1
TOT"& <4 .44
"N"&9(
:rom the given data we can analyse that (!' respondent says that they use lakme and
advertisement helps them in making purchase decision , while (+' respondent says
that they use 2evlon helps them in making purchase decision for buying a product ,
whereas ((' respondent says that they use blue heaven helps them in making
purchase decision buying a product in this regards *' respondent says that they
use .maybelline and +' respondent says that they use olay and at last !' use lotus.
/. #H" DO "OU PREFER A SPECIFIC BRAND9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
4r')( 24 21
4-)<-6'.6 24 21
)+2+?r(0 28 58
5r(@?(.)8 / =
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that for (!' respondent is refer to the price and
(!' respondent is refer to the packaging and 5>' of the respondent refer to the
coloured which is the best and +' of the respondent refer to the frequency
3.DO "OU THINK THAT COLOUR OF THE COSMETICS PRODUCT IS
IMPORTANT IN PURCHASE OF THE COSMETICS PRODUCT9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
"(/ 54 82
N+ 24 21
S+7(*'7(/ .8 24
C-. .+* /-8 / 1
T+*-2 <4 .44
"N"&9(
:rom the given data we can interpret that >('of the respondent think that colour of the
cosmetics product is important while (!' is not think that colour of the cosmetics
product is important ()' of the respondent think Sometimes and last )* &an not say
=. FROM #HERE "OU COLLECT THE INFORMATION OF THE
COSMETICS PRODUCT9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
T.V .4 .;
TAr+?6A 5r'(.0 ; =
Fr+7 +*A(r /+?r)(/ 54 82
-22 2; 5;
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that 5&' of the respondent collect information
from all the sources and >(' from other sources +'through friends and &'is
through t.v.
1. IS PACKAGING INFLUENCES IN BU"ING A COSMETICS
PRODUCT9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
"(/ 54 82
N+ .4 .8
S+7(*'7(/ 24 2=
C-. .+* /-8 .4 .8
T+*-2 <4 .44
.
"N"&9(
:rom the given data we can analyse that (+' respondent get influenced sometimes
to prefer the cosmetics product while >(' respondent influenced packaging >' is
not interestedand >' &an not say
.4. FROM #HERE "OU BU" THE COSMETICS PRODUCT9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
N(-r /A+4 54 82
SA+B r++7 24 21
O.2'.( /A+4 .; 22
-22 ; <
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that >(' respondent buy cosmetics product from
near shop and (!' respondent buy cosmetics product from show room and (('
respondent buy cosmetics product from onlineshop%' respondent buy cosmetics
product from all the shop.
... HO# MUCH DO "OU SPEND ON BU"ING A COSMETICS
PRODUCT9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
U4*+ R/ 200 54 82
200- ;00 24 21
;00- 1000 .; 22
1000 7+r( *A-. ; <
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that >(' respondent spend upto ()) on cosmetics
product while (!' respondent spend ()) J &)) on cosmetics product and (('
respondent spend &))-))) on cosmetics product and %' respondent spend more
than))) on cosmetics product
.2 #HAT KIND OF PRICE RATE OF BRAND OF COSMETICS
PRODUCT "OU PREFERED9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
U4*+ R/ 200 54 82
200- ;00 24 21
;00- 1000 .; 22
1000 7+r( *A-. ; <
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that >(' respondent prefered upto ()) on
cosmetics product while (!' respondent prefered ()) J &)) on cosmetics product and
((' respondent prefered &))-))) on cosmetics product and %' respondent prefered
more than))) on cosmetics product
.5.DO THE PRICE OF COSMETICS PRODUCT INFLUENCES "OU IN
BU"ING DECISION9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
"(/ 84 ;/
N+ 24 2=
S+7(*'7(/ ; =
C-. .+* /-8 ; =
T+*-2 <4 .44
"N"&9(
:rom the given data ,e can interpret that &*'of respondents influences by price and
(+' of respondents is not influences by price +' respondents influences sometimes by
price and +' of respondents can not say.
.8. .FOR BU"ING THE COSMETICS PRODUCT DO THE
MODELCELEBERITIES EFFECTS "OUR BU"ING DECISION9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
"(/ 24 2=
N+ 54 85
S+7(*'7(/ .; 22
C-. .+* /-8 ; <
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that (+' respondents interested in model
celebraties and >5'is not interested in model celebrities and ((' interested sometimes
%' is not interested at all.
.;. BRAND ADVERTISING ON T.V OF #HICH COSMETICS PRODUCT
IS MOSTL" LIKED B" "OU9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
<-=-2 21 8.
2'42+// 24 2=
2'4'/*')/ .; 22
(8(2'.(-r / 1
T+*-2 <4 .44
"N"&9(
:rom the given data we can analyse that >' of respondents liked ka6al and (+' of
respondents liked liploss while ((' of respondents liked lipistics !' of respondents is
liked eyelinear.
./. IS ADVERTISING HELPS "OU IN MAKING PURCHASE DECISION
FOR BU"ING A PRODUCT9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
"(/ 21 8.
N+ .4 .;
S+7(*'7(/ 24 2=
C-. .+* /-8 .. ./
T+*-2 <4 .44
A.-28/'/
:rom the given data we can analyse that >' of respondents know that the
advertising help in +urchasing decision and ,-* don.t know while /0* know
sometimes and at last ,1* cant say
.<. DO "OU REMEMBER THE ADVERTISING #HEN "OU GO TO THE
RETAIL SHOP #HILE BU"ING THE COSMETICS PRODUCT9
R(/4+./( N+. +5 r(/4+.0(.*/ P(r)(.*-6(
9E 54 82
NO .1 2<
O+ET(+E .; 22
3E'9 O,TEN / 1
Total <4 .44
"N"&9(
:rom the given data we can interpret that >(' of respondents remember advertising
while buying the cosmetics product (%' dont remember and ((' remember
sometimes at last !' remember very often.
,(N%(N#
G #t has been found that all the female consumer are in using of
cosmetics products day by day.
G #t has been found that all respondent like to watching advertisement
on T3 again A again while very few people are cannot say anything in
this regard.
G #t has been found that maximum respondent like those type of
advertisement which are related to the concepts of beauty, the
celebreties add which are related to the cosmetics item like
facewash, /ream,ka6al etc.
G #t has been found that maximum respondent very often consider that
the products being advertised way on T3 are of good $uality and very
few people cannot say anything in this regard.
G #t has been found that maximum respondent think that sometimes the
advertisement helps them in making purchase decisions for buying a
cosmetics product while very few people says that they cannot say
anything in this regard.
G #t has been found that maximum respondent are using of ka6al of
price between ())-&))and very few using less than ())-&)).
G #t has been found that maximum respondent says that they get
influenced to collect as much information from T3 advertisement as
possible before purchasing a cosmetics product whereas very few
people cannot says anything in this regard and also says no they
never get influenced to collect as much information from T3
advertisement as possible before making their purchase decision.
G #t has been found that maximum respondent says that sometimes
and also they get influenced to make complete evaluation of
cosmetics product which has been advertised in the way on T3 before
buying them and very few people says that they cannot says anything
in this regard.
G #t has been found that maximum respondent says that they are not
influenced by the brand ambassadors of advertisement for buying a
cosmetics product and very few people says that they cannot says
anything in this regard.
G #t has been found that maximum respondent says that advertisement
are always not makes good impact on their purchase decision and
very few people says that advertisement always makes good impact
on their purchase decision.
G #t has been found that maximum respondent says that they think the
sometimes advertisement fails to communicate its message to
influence our purchase decision whereas very few people says that
they cannot says anything in this regard.
G #t has been found that maximum respondent says that they are not
always buy all products shown on advertisement while very few
people says that they always buy all cosmetics products shown on
advertisement.
G #t has been found that maximum respondent says that they are not
remember the advertisement when they go to the retail shop to
purchase cosmetics product while very few people says that they
cannot say it has remember the advertisement or not when they go
to the retail shop to purchase that cosmetics product.
G #t has been found that maximum respondent says that they get
influenced to re-purchase the same cosmetics product on the basis
of experience while very few people say that they will re-purchase the
same product which they have already purchased on the basis of
advertisement.
G #t has been found that maximum respondent says that the purchase
behaviour after seeing the advertisement always get influenced the
purchase behaviour of other consumer who are known to them while
very few people says that the purchase behaviour after seeing the
advertisement donot affect the purchase behaviour of other consumer
who are known to them and also cannot say anything in this regard.
G #t has been found that maximum respondent like those type of
advertisement which are having excellent packaging of ka6al,
facewash, liplinear with excellent $uality and affordable price which
in total influence the purchase decision of consumers. @ery few
people purchase decision influenced by the ka6al of advertisement.
$##ET(ON
G The cosmetics advertisement should neither be long nor be too short.
G cosmetics advertisement should be appealing and engaging the customers to
involve in the advertisement.
G .ttitude toward the cosmetics advertisement can be enhanced with the use of
good well known actor or actress.
G /ounter arguments may be minimi"ed with the use of good character with
appropriate slogan.
G /redibility of the source can be enhanced with cosmetics advertisement in order
to influence customer.
&(+(T"T(ON
.
G Most of the respondents dont know about the cosmetics advertisement concept.
G Some of the respondents dont have time to fill the $uestionnaire.
G 2espondents of every age group having the same views on the issue.
G Some respondent were not educated enough so faced problem while filling the
$uestionnaire.
G Some respondent are residing in hostel so they are not updated on this topic.
G 3nly few upper age group respondent have filled the $uestionnaire.
G <umor appeal was taken in negative manner by some respondents.
CONC&$(ON
,ith packaged cosmetics products consumers are likely to undertake the nominal
decision making and limited decision making since this type consists of low involvement
product. This means these products have little risk in buying. #n addition, these types of
cosmetics product have significant differences among the brands, each with its own
attributes and competitive advantage. Therefore, the consumers of Kcosmetics productsL
are variety seeking buyers. <owever, when the product re$uires low involvement and
consumers are committed to a specific brand 0brand loyalty1D they can become habitual
buyers and repurchase with almost automatic decisions.
8y analy"ing the data collected by the $uestionnaires, consumers of packaged
cosmetics products dominantly woman. These products are also consumed fre$uently
on a weekly basis 0$uestion (1. =urchasing low involvement product, @ietnamese
consumers rely mostly on commercial information source includes advertisements,
websites, packaging and displays. This information is made available for consumers by
commercial entity and does not re$uire much effort to obtain. Most @ietnamese
consumers in the survey take affective choice and attitude based choice when shopping
for packaged cosmetics products. This means that @ietnamese consumers decide to
purchase based on consummatory motives that make them Kfeel goodL, their attitudes,
impressions and intuitions rather than comparing products attribute. To conclude, the
impact of humour on consumers purchase decision also depends on how involved or
attached the consumer is to the product. ,ith new product, cosmetics advertising can
draw consumer attention and access consumers long term memory. @ietnamese
consumers in this study stated that with cosmetics advertising, an aligning campaign
and cosmetics product placement, they most likely would be able to recall the cosmetics
product. ,ith cosmetics products that are already familiar to consumer, humour has
relatively little impact on encouraging repurchases but is appropriate tactic to build
brands image and gain consumers fondness.
The purpose of this study was to study the consumer decision process and its
determinants, explore the concept and usage of humour in advertising to find out its
impacts on consumers purchase decision.
"NE>>$'E
@$ET(ONN"('E
A STUD" OF THE BRAND CHOICE OF THE FEMALE CONSUMER
TO#ARDS THE PURCHASE OF THE COSMETICS PRODUCTS IN
VARANASI CIT".
, 2ame 3
/ Address 3
4 Age 3
1.DO "OU USE COSMETICS PRODUCTS9
A. YES B . NO
C. Very often D. SOMETIMES
2.SINCE HO# LONG "OU ARE USING COSMETICS PRODUCTS9
A. LESS THAN SI: MONTH B. SI: MONTHS TO "EAR
C. T#O "EAR D. FIVE "EAR
C.#HAT KIND OF COSMETICS PRODUCTS DO "OU USE9

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4.#HICH COSMETICS PRODUCT IS MOSTL" USED B" "OU9
----------------------------------------------------------------------------------------------------
--------
----------------------------------------------------------------------------------------------------
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------------------
;.#HICH COSMETICS PRODUCT DO "OU USE MA:IMUM IN
QUANTIT" > FREQUENC"9
A.LAKME B.REVLON C.BLUE HEAVEN

D.OLA" D.MA"BELLINE E.LOTUS
D.#H" DO "OU PREFER A SPECIFIC BRAND9
A.PRICE B.PACKAGING
C.COLOURED E.FREQUENC"
3.DO "OU THINK THAT COLOUR OF THE COSMETICS PRODUCT IS
IMPORTANT IN PURCHASE OF THE COSMETICS PRODUCT9
A."ES B.NO
C.VER" OFTEN D.SOMETIMES
E.FROM #HERE "OU COLLECT THE INFORMATION OF THE
COSMETICS PRODUCT9

A.T.V B.THROUGH FRINDS
C.FROM OTHER SOURCES D.ALL
F.IS PACKAGING INFLUENCES IN BU"ING A COSMETICS PRODUCT9
A."ES B.NO
C.SOMETIMES D.CANT SA"
10.FROM #HERE "OU BU" THE COSMETICS PRODUCT9 % T')< -22 *A(
.()(//-r8 +4*'+./&
A.NEAR SHOP B.SHO#ROOM
C.ONLINE SHOP D.ALL
11.HO# MUCH DO "OU SPEND ON BU"ING A COSMETICS
PRODUCT9
A.UPTO R/. 200 B.200 - ;00
C.;00 , 1000 D.1000 MORE THAN
12.#HAT KIND OF PRICE RATE OF BRAND OF COSMETICS
PRODUCT "OU PREFERED9
A.UPTO R/. 200 B.200 - ;00
C.;00 , 1000 D.1000 MORE THAN
1C.DO THE PRICE OF COSMETICS PRODUCT INFLUENCES "OU IN
BU"ING DECISION9
A."ES B.NO
C.SOMETIMES D.CANT SA"
14.FOR BU"ING THE COSMETICS PRODUCT DO THE
MODELCELEBERITIES EFFECTS "OUR BU"ING DECISION9
A."ES B.NO
C.SOMETIMES D. VER" OFTEN
1;.BRAND ADVERTISING ON T.V OF #HICH COSMETICS PRODUCT
IS MOSTL" LIKED B" "OU9

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-------------------------
1D.IS ADVERTISING HELPS "OU IN MAKING PURCHASE DECISION
FOR BU"ING A PRODUCT9
A."ES B.NO
C.SOMETIMES D.VER" OFTEN
13.DO "OU REMEMBER THE ADVERTISING #HEN "OU GO TO THE
RETAIL SHOP #HILE BU"ING THE COSMETICS PRODUCT9
A."ES B.NO
C.SOMETIMES D.VER" OFTEN
1E.IS DISPLA" ON RETAIL SHOP EFFECTS "OU IN BU"ING THE
COSMETICS PRODUCT9
A."ES B.NO
C.SOMETIMES D.VER" OFTEN
1F.ARE "OUR BU"ING DECISION ON COSMETICS PRODUCT GET
INFLUENCED B" THE VARIOUS SELL SCHEMES OF COSMETICS9
A.GIFT B.DISCOUNT
C.FREE SCHEMED D.CUSTOMER RO"ALT"
20. DO "OU INFLUENCE OTHERS ALSO IN THEIR PURCHASE OF
COSMETIC PRODUCTS9

A."ES B.NO
C.SOMETIMES D.VER" OFTEN

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